Few things are more toxic to your brand than becoming an eyesore.

Think about your morning commute to work—at some point during the drive, you probably stopped next to another car at a red light. Try to remember what make and model that car was, or even just the color. There’s a very good chance you’re drawing a complete blank right now, because that car was probably just another regular sedan or an SUV. We’re all very used to seeing multitudes of everyday cars all the time—so much so, that these often bleed into the backgrounds of our lives and we barely see them at all. Imagine, however, that you’ve stopped at a red light on your way to work and a brand new, bright red Ferrari has growled up next to you. Even if cars aren’t your thing, it would be pretty tough for something like that not to catch your eye.

That same principle applies to just about everything we see: clothes, food, and of course, branding.

All around us, as consumers, we see logos and brands clogging up our whole world. Even the roads are filled with delivery trucks that have forgettable business names plastered on the side—so often, in fact, that we seem to notice these businesses less and less. We see average, run-of-the-mill brands and logos all around us on a daily basis. Let’s face it, as a business owner, you would never want your brand to be something that people are immediately bored with, or feel like they’ve seen too much of.

Sure, we live among countless markets that are oversaturated with forgettability, but that can be used to your advantage as a business owner, or as anyone who can make use of a brand. Simply put, when people end up bored with an ocean of mediocrity, or outdated branding, a powerful brand in that market looks like a beautiful island among those lackluster logos.

The tricky part about turning your brand into a beautiful gem, is that business owners often don’t realize when their brand has become outdated or stale. The remedy to this is a constant pursuit of growth and refinement, the same way you would keep growing in any other aspect of business. The popular tastes of the masses change every few years or so anyway, and while consistency of branding is a powerful tool, becoming too attached to a logo you obtained in 1986 can certainly do more harm than good. Chances are, your logo could use an update. Even if you have a strong brand that was created just a few years ago, the smallest tweaks and updates can catch people’s attention and cause them to form an opinion even if they don’t realize it themselves. These updates could even come in the form of a new presentation for an existing brand—a new website, new business cards, and the like.

Your brand is the face of your business in countless ways. It’s almost always the first thing a consumer sees, and will leave an impression with them long before anything else does. It’s up to you whether it’s seen as something you forgot was next to you in traffic, or as a shiny new showstopper that the masses can’t ignore.