It can be difficult to sound anything but flowery when you are trying to explain to companies how important it is to build a brand, inject personality into a business and become recognised for your values.
Getting the packaging right, making sure the design stands out on shelf, ensuring the copy is drafted using the right tone of voice and building brand presence with message retention through a consistent and sustainable PR strategy are all the ‘things’ that take a something and make it a household name.
I saw a great example of how brands have got it right this week when I came across an article in Brand Republic announcing that Selfridges have created a ‘no noise’ campaign, which intends to discourage ‘information overload’.
The idea is that brands are displayed without logos or branding. The more interesting thing about this campaign is that consumers are still aware of what the products are meaning in simple terms that they are doing something very right.
It’s fair to say that not all brands can do this and of course it will work best for FMCG goods but it is an interesting concept all the same. When you get to the point where you can take away your brand and people still know who you are and what you have to offer you know that all of your marketing efforts and budgets are paying off.
Needless to say I wouldn’t recommend this become a permanent move but it’s an interesting test all the same. It would be a great ‘geeky’ game for those who work in marketing – can you guess what each item is without the brand?
Who wants to play?