“But bold is not for me!” I hear you say. “My brand is professional and serious.” or “My brand is feminine and delicate.”

Stay with me here. 

What is ‘being bold?’

Being bold doesn’t mean garish colours and huge fonts. It definitely (and I mean definitely) doesn’t mean multiple exclamation marks. It means positioning your brand to stand out from your competitors. It means taking your unique point of difference, and owning the hell out of it. 

Maybe in your industry, being bold means being visually understated in a world full of over-designed packaging. Maybe it means having a cheeky and irreverent tone of voice in the corporate realm. Maybe it’s doing things in a more environmentally-friendly fashion than your competitors, even if that means upping your price point. Maybe it’s your brand taking a public stance on a (relevant) political or social issue. It’s doing something a little differently, in order to stand out. There’s a multitude of ways to be bold.

And so what if you don’t?

You run the real risk of being lost in the noise.

If you try to appeal to everyone, you’ll end up appealing to no one. It’s a competitive marketplace, so you need to position your brand in order to stand out. Sure, you won’t win every customer – but here’s the secret – no brand will. But you will win some, and they’ll be emotionally engaged and come back again and again.

Don’t believe me? Let me show you.

Which brands are doing BOLD well?

The Ordinary was one of the fastest growing skincare brands of the past couple of years. Going from being an online brand, to being stocked globally in a few short years. The Ordinary stand out due to their simple products, low price point and understated branding. They stripped back their products, with most only having one or two active ingredients. They pared back their branding to have a super minimal, almost medicinal look. It’s these points of difference that have won The Ordinary a cult appeal – causing many of their products to sell out, and customers signing up on waiting lists.

www.theordinary.com

Bodyform’s #BloodNormal is a campaign that shouldn’t be bold in 2019, but it is. Bodyform are makers of feminine hygiene products. Their research discovered that 61% of women found the portrayal of periods in advertising to be unrealistic. 1 in 5 of these women said that their confidence was damaged because menstruation wasn’t discussed openly. So Bodyform hit back.

They showed a realistic vision of period blood – red, rather than the strange advertising tradition of blue. From blood running down a woman’s leg in the shower, to stained underwear, they created an unapologetic and honest depiction of menstruation. The advert has been a huge success with both consumers, and the advertising industry. It won the Glass Lion for Change at Cannes in 2018, and Bodyform’s own research showed that two-thirds of women ‘liked’ or ‘really liked’ the ad. The campaign has now been adapted for the Australian market by Libra.

Watch the advert here.

www.bodyform.co.uk / www.lovelibra.com

Community Co is a phantom brand from Metcash, stocked in IGA stores across the country. They’re filling the space between higher priced household name brands, and the cheaper no-name or supermarket style brands. With quality-looking packaging but low price points, they’re appealing to the reality that shoppers want affordable yet aspirational products – proving that the two don’t need to be mutually exclusive.

Their packaging designs are bespoke, and the tone of voice is less conventional than a typical budget brand. Adding to their ‘independent brand’ appeal, they are socially and ethically focussed. They give back to local communities, with a portion of the sale from every product going back into public initiatives. This has already amounted to over $500,000. They also use 100% Australian pork and ensure that all pigs are sow stall free.

www.communityco.com.au

Small brands need to be bold too.

It’s not just the heavyweight brands that need to be bold. In fact, it’s probably more crucial for small brands to leverage their point of difference in order to stand out. The Prospect Project is a socially conscious scented candle business with a difference. Based in Perth, they’re a small business with just a couple of employees – and they donate $2 from every scented candle that they sell to various charities, from mental health to animal welfare to homelessness.

I wanted to create something that people could feel good about buying, whilst having the choice of where a portion of the sale of the product would be donated. In a world where we are SWAMPED for candle choices: cheap, luxury, handmade, there’s nothing particularly original about candles per se, but if they looked different, smelled different, and made people feel different then they could make an impact.

– Shannon, Owner of The Prospect Project

Their products are vegan and environmentally friendly – but they’re definitely not holier-than-thou. The brand is irreverent and sassy, with one-liners like “You don’t have to wear harem pants and have hairy armpits to give a shit about the environment.” The candles themselves are quirky, with scents such as ‘This Candle Smells Like Unicorn Poo’, and ‘You’re Really Really Really Ridiculously Good Looking’. The labels are simple and bold in their design, with no fancy packaging – a deliberate choice to be more eco-friendly. With over $20,000 donated to charities and not-for-profits so far, they’re proof that being unique and standing out is a recipe for success for a small business.

www.theprospectproject.com

Being bold can be scary. It can feel as though you’re going to alienate some of your audience. But that’s where the magic happens. It’s where you find loyal, engaged customers. As marketing guru, Seth Godin says “in a crowded marketplace, the riskiest thing you can do is play it safe.” 

After all, it’s better to be someone’s shot of whiskey than everyone’s cup of tea. 

Jessica Croome is a graphic designer and branding consultant based in Perth, Western Australia. She loves working with brands who want to be bold. Get in touch at hello@jessicacroome.com to chat about your brand.

To this I say, “the 1950s called and it wants its marketing back!”

There is absolutely such a thing as bad publicity, and here’s a few reasons why.

The bottom line. Gaffes such as these usually cause a drop in sales, and for a publicly listed company, a drop in stock price. I often hear the argument “but it will come back up again! At least people are talking about them!” Sure, it may come back up again. But wouldn’t it be better if it didn’t drop in the first place? These losses will reduce the company’s ROI or lose them money overall. It will take time to recover.

Moral reasons. These mistakes are often due to the advert or content causing offence. I believe that both creatives and companies have a moral obligation to make the world and the industry a better place. There’s always a more clever way to tell your story than producing something that causes hurt.

The clever way is always more effective. Not only will a positive solution be safer, it will be more effective on your bottom line. Brand love equals brand loyalty equals repeat purchasers.

So how do you stop these mistakes or faux pas from occurring?

Research baby! Research your target demographic. Get to know them. Talk to them. And listen to them.

Diversity. So many agencies and companies have a bunch of white men at the top. It’s usually not intentional malice, but it’s no wonder that they don’t foresee issues. Note: as well as diversity you also need an environment where everyone is confident to speak their mind.

User testing. Run your content by your audience. Ask their opinion.

Build strong brand values and a brand essence. Hold all your content up against these. Does it align?

All brands make mistakes from time to time – it’s gonna happen. This ain’t a science! The best way to deal is to apologise, fix any wrongs and move on. But definitely don’t view these mistakes as positive publicity. Learn from them and grow your brand in a positive way.

Let me tell you why. 

Packaging is often treated as an afterthought. You spend months or even years developing your product. Prototyping, testing, refining and producing. You develop your sales plan and marketing strategy. You build your website and research stockists. Before you even begin it’s been a mammoth undertaking. And then there’s the packaging to think about. 

A better strategy is to consider your packaging as early as possible. The type of packaging you choose and how it is designed can affect your product’s sales and success, at pretty much every stage of the product lifecycle. 

Let’s look at some of the ways that packaging affects your product.

Protection

One of the most important functions of packaging is often overlooked – protection. The packaging needs to protect the product throughout manufacturing, distribution and purchase. We all know how irritating it is to purchase something and open it, only to find out it’s broken inside. Does your packaging effectively protect your product from physical damage, temperature, and spillage?

Storage and display

Your packaging needs to work with the way that your product will be stored and displayed. Keep in mind this affects the distribution, retail, and after-purchase phases. Does your packaging pack effectively for distribution? How will it be displayed in the retail space? (Online and offline.) How will the consumer store this product? 

Dispensing

This doesn’t affect all products, but many packaging formats also function as a dispenser for a product. Think tomato sauce or dental floss. Does your dispensing system allow the consumer to use the full amount of product in the packaging? Does it make the user’s life easier in any way? We’ve all had that bottle of shampoo that won’t dispense anymore yet you can feel it’s still quite full. Ugh. (By the way, this is not a clever marketing tool to make people buy more of your product – it’s annoying and people will choose another brand next time.)

Information

Packaging is a communication space between you and your customer. It should contain information about what your product is, what it does, how the product should be used, and why the consumer should choose yours over another brand. There may also be information that you legally have to include, like measurements, ingredients or nutritional information. This is also a space where you can add extra value for the consumer. Think recipes on food packaging, alternative uses for the product, or activities for children to do.

Product appeal

This is where a graphic designer get to show off. Packaging appeal is crucial to getting a consumer to choose your product over another. Does the product stand out on the shelf next to its competitors? Does the design and visual identity appeal to your target audience? How is the consumer going to feel every time they take this product out of their cupboard? I think we’ve all purchased a bottle of wine for it’s label alone, or chosen a brand of handsoap purely because the container is attractive.

Product satisfaction

Some packaging is thrown away after purchase. But a lot of packaging remains and is used as long as the product is, especially when it comes to food, beverages and toiletries, or what’s known in the industry as Fast-Moving Consumer Goods (FMCGs). Research shows that product satisfaction is highly affected by packaging. It’s important to think of how your consumer will be using this product. Do they need a package that easily dispenses the product? (It’s hard to squeeze more dishwashing liquid when your hands are wet.) Do they want a product that is easily opened? (It’s annoying to struggle with a difficult packet only to end up ripping it.) Does your packaging allow the consumer to use the whole product? (Dental floss that ends up shredding and you’re unable to get to the remainder is frustrating.) Is your packaging aesthetically appealing so the user is happy to have it on display in their home? Will the consumer love your product and buy it again? Will they recommend it to their friends?

What about environmental considerations? 

Packaging is bad, right? Nope – it can be beneficial. The right packaging can help to decrease the carbon footprint of a product, through being lighter or smaller for distribution. And the proper protection of products can reduce wastage.

The mainstream consumer is (finally) beginning to take environmental considerations seriously. Thank you David Attenborough! People have wisened up to excess plastics and non-recyclable or reusable packaging. Not only is eco-conscious packaging the right thing to do, it’s what consumers in 2020 are seeking. Have you removed any unnecessary packaging from your product? Is your packaging recycled? Is it recyclable? Is it biodegradable? Is it sourced locally – what’s its carbon footprint? (Remember that biodegradable packaging that comes from the other side of the planet might not be the most environmentally-friendly option.) Could it be smaller? Lighter? Does the shape, size and material of your packaging lend itself to being reused in some way? (A large, attractive jar is a welcome addition to many people’s pantry for storage.) Does your business offer a refilling option?

There’s a lot of things to consider when designing packaging, and it can be overwhelming. But I can help you consider all your options. If you have a product that needs packaging, or you want to reconsider how your current packaging could be improved, get in touch and let’s have a chat.

Jessica Croome is a graphic designer and branding consultant based in Perth, Western Australia. She loves working with brands who want to be bold. Get in touch at hello@jessicacroome.com or via my website to chat about your brand.

But there’s so much more to a brand than the design. 

Sure, the visual side is crucial. But it’s not the only thing to think about when creating a brand, and it’s definitely not the first thing anyone should be thinking about. 

A brand is an idea or perception created inside the consumer’s mind, and such as, it is heavily influenced by the visual impression of the brand. But it’s also influenced by many other things – customer experience, content and messaging, storefronts, websites, product experience, packaging,  social media content, word of mouth, customer reviews, reputation and the list goes on.

That’s a lot of things to keep track of, right?

It’s not surprising that things can go a little astray. All the elements become a bit unhinged, and the brand becomes confused – giving the wrong impression to the consumer. Sometimes you may get caught up with what your competitors are doing, and by trying to copy, you dilute your own message.

So how do you keep a brand in line? You use your brand essence, of course!

What on earth is a brand essence? 

A brand essence is a word, a phrase, or a very short sentence that embodies your brand at its most base level. I’m talking deeper than your brand goals, deeper than your brand values, deeper than your tone of voice. It’s like your brand’s soul.

Sounds wacky right? Let me explain. It’s not as wishy-washy as it sounds, and it’s really important. Especially as a brand grows in size.

If you can identify your brand essence, then you can cross check every single aspect of your business against it. Every piece of visual communication, every customer experience, every time a staff member answers the phone – these should all be inline with your brand essence.

So, it’s a tag line?

Absolutely not. A brand essence is rarely divulged directly to the consumer. It’s an intangible quality which is felt, rather than heard or read. 

Some examples of brand essence at work.

Volvo’s brand essence is ‘safety’. Now, Volvo make cars, not safety, so why would they choose that? And all cars these days have to be safe anyway, so why would they focus on this? Because safety is their point of difference – the reason someone would choose Volvo over another brand. Safety drives (pun intended) how Volvo build their cars right through to how they market and advertise them. Whether a consumer is actually safer in a Volvo over another make of car is not the point. The important part is that they feel safer. That’s what influences consumer decision making and breeds brand loyalty.

Harley Davidson’s brand essence is ‘liberating’. What? They make loud motor bikes! But what do their diehard and loyal customers feel when they buy or ride a Harley Davidson? Of course, they’re no more free on a Harley than any other brand, but they feel more liberated, and that’s what counts.

Walt Disney’s brand essence is ‘magical’. Disney might seem like it’s all about movies and rides and overpriced toys, but what they’re really selling is that feeling of magic. The same feeling you had as a child on Christmas Eve as you were waiting for Santa, or when your parents told you to search for fairies in the garden. Everything they do is about trying to replicate that feeling. Disney’s brand essence runs throughout all their different business areas. Disney Imagineering’s motto is ‘we make magic’, and Disney Parks’ corporate motto is ‘where dreams come true’.

Many brands don’t divulge their brand essence to the public, but others I’ve come across during my career include ‘motherly’ for a laundry detergent, ‘adventure’ for a cider brand, and ‘forever’ for a jewellery house.

Successful brands use their brand essence, not just as a checkpoint, but as a decision making tool. When faced with decisions, they weigh them up against their brand essence. Perhaps it’s a budgeting decision – which option most supports our brand essence? Or a staffing decision – who is the better fit for representing our brand essence? It should drive how you build your products or services, right through to how you market them and talk about them. This keeps the entire brand moving in the right direction.

Okay, I want one. How do I find my brand essence?

I wish I could say it was easy or quick to find your brand essence. Unfortunately, it rarely is.

The best way is to get input from everyone involved in your business. This may be hundereds of people, or it may just be you. In a large company, you should include people from all levels. Begin by brainstorming, asking questions like:

• if your brand/business/organisation was a person, who would they be? Gender? Age? What are their hobbies? What are their values?
• What does your brand/business/organisation give to the world?
• Who is our ideal customer? What do they care about?
• What does your brand/business/organisation do better than everyone else?
• How do your clients describe you?
• What do our customers feel when using our product or service.
• What do our staff feel when they come to work?

You will see patterns start to emerge. Dig deeper into these and keep questioning. 

Don’t expect your brand essence to jump out after one brain storming session. Take your time to keep drilling down, until you find a brand essence that really feels right. This may take weeks, or even months. (Sorry!) 

Once you discover and implement your brand essence, it’s yours for life. Other things about your brand will change, evolve or be updated – taglines, logos, websites, advertising campaigns. But your brand essence always remains the same.

If you’d like to chat about finding your brand essence, get in touch at hello@jessicacroome.com – I’d love to hear from you.

What on earth does that mean? I sell beer/gin/whiskey/wine/mixers – not experiences!

But you do sell experiences. People don’t drink alcohol for the taste. They don’t drink it to rehydrate. They certainly don’t drink it for the health benefits. They drink because of how it makes them feel, in relation to a certain place or time. They drink it to connect with other people. 

That’s experience.

Gone are the days where a customer was a ‘whiskey man’ and only drank scotch, no matter where he was. Gone are the days when women only sipped wine, as beer was a man’s drink. Drinkers are no longer brand loyal, or even product loyal. Consumers these days choose what to drink, and what brand to drink, depending on where they are, who they’re with, and what they’re doing. They love to try new things, and they want novelty and variety.

Small alcohol brands need to tap into this (pun intended)

The big brands are onto this. Historically, the large companies like Diageo and Pernot Ricard built their marketing strategies around types of alcohol. That is, ‘we sell vodka and our competitors sell vodka, to people who like vodka.’ But the landscape has changed considerably. Today brands are marketing the experiences or lifestyles behind their products. Perhaps the drink is for lazy Sunday afternoons with friends, or high-end drinks, or an exotic taste to impress at a dinner party.

It’s not about what it is.

It’s about what you do with it, and how it will make you and your friends feel.

Pernot Ricard categorise their products into what CEO Alexandre Ricard terms “the five key moments of conviviality.” Let Loose, High-End Drinks, Hanging Out, Out to Impress, and Sharing a Drink. Absolut Vodka fits into the ‘Let Loose’ category, so is marketed as the drink of choice in bars and nightclubs. Its competitors are not just other vodkas, but any other drink people could choose in that situation.

It follows that smaller brands need to think about the way consumers choose their drinks when creating their branding and marketing too. Just like the large companies, they need to research who their target audience are, where they drink, why they drink, and who they drink with. Then focus on creating communication that resonates with these experiences. Do they want adventure? Innovation? Are they aspirational?

Drinkers want these experiences to be authentic, so the smaller brands actually have an advantage over the big guys here. It’s way easier to position a boutique, craft business as ‘real’ than a multinational conglomerate.

If you look at the 90s, people were looking for a nice logo. Then, there was a search for authenticity, which is why craft is booming.

Eric Vallat, Global CEO for Remy Martin

Alcohol branding right now is all about experience over product. In fact, it’s the ultimate experience sector. If you’re an alcohol label looking to utilise this in your branding, design or marketing, get in touch and let’s have a chat about your brand.

Jessica Croome is a graphic designer and branding consultant based in Perth, Western Australia. She loves working with brands who want to be bold. Get in touch at hello@jessicacroome.com to chat about your brand.