Diffusion of Innovation: How Brands & Products are Adopted Over Time
Every brand you see today began as a simple idea. Its journey to recognition depended on various factors; chief among them, consistent exposure to a receptive audience.
The Diffusion of Innovation model explains how an idea, product, or brand gradually gains momentum and spreads throughout a population over time. While it was originally tied to the adoption of new technologies, the concept now extends into many fields, including the marketing of other items. In this context, it illustrates how consumers adopt products, services, and brands.
The model outlines five stages of adoption, beginning with the innovators; risk-takers who are the first to try out new products. Next are the early adopters, influential individuals within their social circles. In today’s digital age, social media influencers fit this category, highlighting the importance of targeting them for brand visibility. Following them is the early majority, who embrace a product or brand just ahead of the average consumer. They are succeeded by the late majority and finally the laggards, both of whom are largely influenced by peer influence.
Just like a crop can't thrive without regular care, watering, weeding, and nurturing, a brand cannot flourish with a single introduction. It requires sustained effort and repeated engagement to grow and take root in the minds of its audience.
Consider Khaby Lame, the Senegalese-Italian influencer famous for his silent TikTok reactions to overly complicated life hacks. As of 2025, he holds the title of the most-followed person on TikTok. But his fame wasn’t the result of just one viral video, it was built through consistent content and growing visibility.
Or take Kasongo, a seemingly unremarkable warthog. He repeatedly appeared on TikTok and across social platforms, eventually becoming so prominent that he challenged the lion’s symbolic dominance as the "king of the jungle." Had he surfaced only once and vanished, he would have remained unnoticed. In short, for a brand, or any idea, to succeed, it must be seen often, shared widely, and consistently reinforced.
One thing Kasongo and Khaby have in common is their silence. Yet, despite saying little to nothing, they captivated massive audiences. Now, you have far more tools at your disposal to communicate with your audience; tools they didn’t have when they rose to fame.
The marketing landscape has evolved dramatically, with cutting-edge technologies making it easier than ever to grow a brand. The key is to take advantage of these opportunities and consistently engage your audience to ensure your business gets noticed.
How do you consistently position yourself as the talk of the market? One powerful way is by regularly introducing promotional merchandise tailored to various audiences. Take Naked Insurance, for example; their billboards dominate the streets, sometimes appearing every couple of kilometres. This isn’t by accident. It’s a deliberate effort to build brand familiarity and keep their name top-of-mind. These ads have been running for a long time, steadily reinforcing their presence.
What's your area of interest? Let's say it's the food industry – specifically, spices. Depending on your budget, you could launch a parasol distribution campaign targeting food vendors. Provide them with branded parasols and include some of your spice products as complimentary giveaways.
Be sure to feature your business name and logo prominently on all items for effective branding. We've participated in similar campaigns, primarily handling the branding of promotional items through our silkscreen or screen-printing and dye-sublimation departments. This approach increases your brand visibility, as the parasols serve as practical tools for food vendors who display them daily in various locations.
Additionally, you might consider offering complimentary promotional items such as t-shirts, caps, or other branded apparel. These items, together with the branded parasols, help ensure strong visibility for your brand or product as mobile billboards. Organising a roadshow to distribute these giveaways can further boost brand recall by creating memorable and engaging experiences for your audience.
Take advantage of your vehicles; they're highly effective mobile billboards that many businesses tend to overlook. Custom-wrapped cars, once branded, serve as long-term advertisements until you choose to remove the vinyl. Imagine them in traffic, parked near potential clients - constantly promoting your services to the right audience. We've witnessed the impact of these branding methods firsthand through the vehicles we've printed and wrapped with vinyl. They've consistently played a key role in promoting various products and services.
If you’re a fan of the English Premier League (EPL), you’ve likely noticed the “Visit Rwanda” campaign prominently displayed during matches; a smart strategy to boost Rwanda’s tourism industry. Sporting events offer valuable opportunities for businesses to gain greater visibility. You can capitalise on local sports events by securing space to promote your brand and products. A well-designed gazebo and eye-catching banners can easily attract passersby to your booth. Always be prepared to hand out flyers, people may not have time to stop and chat, but a flyer lets your message travel with them.
In conclusion, consistency is key for a brand or product to truly resonate with its audience. According to the diffusion of innovation theory, adoption occurs in stages, meaning persistent promotional efforts are essential until broad acceptance is achieved. Continuously incorporate promotional tools such as banners, branded vehicles, t-shirts, caps, and other merchandise - until your brand and products become a familiar and widely recognised presence.
For all your impactful promotional needs, Image at Work is your trusted partner. We specialise in a diverse range of custom promotional items, including banners, vehicle wraps, apparel, and more, all tailored to your specific ideas and requirements. Reach out to us today to support your promotional campaigns and projects.