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
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
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
Is your product lineup inconsistent? Perhaps repetition will convey consistency and help your products stand out.
4. Distinguishing Feature
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.
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.
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.
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.