Recently, British retailer Selfridges — which apparently sells EVERYTHING — started a new marketing campaign entitled “No Noise.” As part of this campaign, they sold un-branded versions of famous products. Each product was stripped of the brand’s name, but not its identity. This got me to wondering, could other brands — and more importantly your brand — withstand similar treatment?
Taking a cue from the Selfridges campaign, I reduced other popular brands down to their purest essence… removing the brand name and logo. In doing this, I highlight four techniques — used by these brands and potentially yours — to make them stand out.
*Click on each image to reveal the brand as well as other pertinent information.
1. Emblematic Form
Source: istockphoto.com (Retouched)
This iconic silhouette is so recognizable, no other visual representation is needed.
©2013 Tim Blake
The shape of this product immediately puts a smile on your face… at least it does mine. Sadly, it’s also the shape of my waistline after eating too many of these.
This company has run an advertising campaign (created by TBWA) since 1980 using little more than representations of the shape of its bottle and a headline incorporating its name.
Source: drinkhacker.com (Retouched)
Is your packaging so unique that customers can recognize it immediately? Does it jump off the shelf? If not, perhaps whipping your brand packaging into shape is a distinct possibility.
2. Signature Color
Even from acres away, there’s little mistaking this one-of-a-kind color scheme.
Source: cimbeon.com (Retouched)
Source: Bernard Design (Retouched)
This teal gift packaging represents luxury and romance to women everywhere.
A unique color can help distinguish your brand from all the other players in the field. There’s a rainbow of possibilities to help your brand avoid the blues.
3. Exclusive Pattern
Andy Warhol immortalized this brand’s label with a series of pop art paintings.
Unfortunately, I recently discovered that this classic design is being phased out.
Source: bizjournals.com (Retouched)
Warhol inspired cans: laughingsquid.com
Source: Wen Cheng Liu (Retouched)
Introduced in February 1955, this product is still highly sought after by women worldwide.
Is your product lineup inconsistent? Perhaps repetition will convey consistency and help your products stand out.
4. Distinguishing Feature
Entire cultures have risen up around this brand. Fans will go to almost any length to prove their devotion.
Source: 2Face-Tattoo (Retouched)
Are consumers willing to permanently brand their bodies just to be associated with your brand? Do elements of your products elicit such sacrifice? Probably not.
Source: Hidden (Retouched)
Automobile manufacturers are constantly tweaking the styles of their automobiles. However one thing has remained constant, for this brand, since 1933.
With so many copycat products, are consumers able to quickly discern your brand from your competitor’s? Adding a distinguishing feature to your product lineup evokes consistency and pride among consumers.
Final Thoughts
People wrongly assume that their brand identity is little more than a logo. In truth, your brand identity consists of several components: your name, logo, slogan, packaging and other collateral. Breaking that down even further, successful brands are usually identified by other factors including: color, typography, imagery, pattern, texture, along with sounds, smells and experiences.
Hopefully I’ve proven to you that your brand can and should be characterized through many factors, including: shapes, colors, patterns and features. So if your brand identity is a one-trick pony, get in touch, and together we’ll teach your brand some new tricks.
About the Author:
Tim Blake is Principal/Owner of Blake Design, a design and branding consultancy based in Greensboro, North Carolina. He has over 25 years experience in the design and marketing industries. Tim uses his expertise to help businesses and organizations communicate their ideals and connect with their desired audience. Not only does Tim write articles here, but he also contributes articles to CU Insight , a site dedicated to the credit union community.
Tim Blake – who has written 16 posts on Blake Design.
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Tags: Absolut Vodka, Andy Warhol, BMW, Brand Identity, Brand Management, Branding, Business, Campbell’s Soup, Chanel, Coca-Cola, Color, Design, Feature, Form, Harley-Davidson, Hershey’s Kisses, Identity, John Deere, No Noise, Pattern, Selfridges, Shape, TBWA, Texture, Tiffany & Co.
