Our second letter in the Wash Digital A-Z of digital Marketing brought us to Brilliant Branding.
I had never really appreciated the power of brilliant branding until I worked in a bar.
The breweries would send us branded glasses to parade on the shelves and, upon request, the glass would be matched accordingly with the corresponding liquid.
However, upon serving a pint of Carling in a glass without branding, or – God forbid – a glass branded with a rival lager, like Stella Artois or Carlsberg, it was clear that the branding on the glass didn’t just represent the taste of the beer, it represented an experience.
Of course, the liquid would taste the same regardless of the shape, size, or design of the logo upon the glass.
But when customers ask for a branded glass with their alcoholic beverage, what they really mean to say is, they want the experience.
An Experience is Brilliant Branding.
However, psychologically, the size and influence of the brand determine, in some way, how good the product tastes and, ultimately, how they feel in the moment.
And this is the power of brilliant branding –https://thebrandsmen.com/alcohol-branding-and-marketing-strategies/
Two identical suits: one with no logo on the collar and one boasting a Hugo Boss label, which one would you choose to wear?
It would be difficult not to wear the reassurance of quality and status that comes with a Hugo Boss suit…despite the infamous Nazi association.
Even though it was the same damn thing, the brand adds security, and perhaps, above all, it provides the experience of wearing a Hugo Boss suit.
Here are some interesting facts about the brand: https://threadcurve.com/things-to-know-hugo-boss-apparel/
When brilliant branding carries no monetary value.
I recall donating a number of my t-shirts to some guys I met in Africa. I laid them out on an old table in the baking sun, on the day I departed. What surprised me most was that the local guys didn’t go for the most expensive items first. Don’t get me wrong, they were switched on; they had a keen eye for monetary value.
From a dozen items, the plain, iconic Adidas t-shirt with three stripes down each arm was the first to go. The most expensive item – an Armani vest – was reluctantly taken by a late arrival.
That Adidas shirt was worn, faded, and the least expensive of all the products on the table but it was the most desired when money was not an option.
Something else that was interesting was how an Argentinian football shirt – without a number on the back – was immediately associated with the brand of Lionel Messi and not Adidas, or a successful international football team that carries years of footballing history on its back.
They recognised Messi first, and the shirt was just an afterthought.
This iconic individual status is probably one of the reasons why designer clothing companies prefer not to sell products with the Che Guevara photo – https://en.wikipedia.org/wiki/Guerrillero_Heroico – on the front. They would have to ask themselves; would the Che Guevara branding be bigger than the brand selling the product?
Here we take a look at brilliant branding within brands:
https://www.zenbusiness.com/blog/brand
When Snoop Dogg announced his takeover of the Death Row Records’ brand, at the 2022 Superbowl, he said that he was extremely emotional.
Not only was he acquiring a brand that is very significant within a particular genre of music, Snoop Dogg is also very much a part of that brand. He was there at the beginning, and the record label’s history – despite a somewhat chequered past – has a meaning that resonates and carries an experience into the future that will outlive us all.
What’s the big brand idea?
Multimedia design specialists are often faced with the same question: “What makes a big brand?”
‘If you have been destroying your soul with business books on how to get in touch with your brand-building side, the following content may provide some useful insight.’
80% indicate that digital marketing techniques must be taken advantage of.
According to corresponding surveys, those who participate in digital marketing campaigns to increase brand awareness claim that it is a cost-effective marketing method that effectively increases traffic through audience engagement, thus, enhancing recognition through a relationship-building process.
Gain loyalty with brilliant branding without the expense.
Let’s say you’ve found a gap in the market and you are now imagining where your brand could be within the next 5 years; 10 years; 20 years, and so on. You are going to need guidance in order to gain an understanding of how to amplify the foundations of a potential brand.
Logos, fonts, marketing content, and website design promos are the bedrock of a brand.
You want satisfaction in knowing that, when your grandchildren are running the show and you’re settling down in a Worcestershire care home for the evening, your brand has maintained rest-assured, stable recognition.
‘At Wash Digital we can take you on a brilliant branding journey to help overcome the stress of decision-making, to allow you the freedom to continue to do what you do best – running a company at the business end.’
Perception, Organisation, Communication and Consistency.
Brilliant branding is an integral key to a company’s overall ability to generate income and ensure stability and growth.
If the company takes a wrong turn it could be left with some expensive and irreparable damage, and only the poor reputation may endure.
‘We will help to determine how your business should be perceived, working around your own unique mission statement or business mantra. Based on that promise, we will then put strategies in place to organise routines.’
‘We then intend to consistently and continuously communicate using various multimedia methods to articulate messages in many different forms, captivating an audience, and subsequently driving traffic directly to your website.’
How many big brands were in your life before you left for work this morning?
At 5 am, a gentleman arises from his Slumberland mattress, relatively vibrant despite the late night, watching Sky Sports on his oversized Samsung television, and drinking two large glasses of Concha y Toro red wine.
After showering in Slazenger shower gel, he applies Elemis moisturiser, reaches for the bottle of Mont Blanc aftershave on the IKEA dressing table, before putting on a Jaeger-LeCoultre wristwatch. He reaches into a Novamobili wardrobe, grabs a Gucci shirt with a striking Paul Smith tie before sliding into a navy Hugo Boss suit and slipping on handmade Italian shoes from Santoni.
And that’s not all…
At breakfast, he sits at his Danetti dining table, eats a breakfast of Kellogg’s cereals followed by grapefruit from Lidl and a Fyffes banana. He boils Severn Trent water in a Russell Hobbs kettle that sits beside a Smeg cooker purchased from Currys.
His mind starts to wander and he looks around at the unpaid British Gas bill and all the stuff he didn’t need from Amazon. He immediately realises that he hasn’t got time to finish his Blue Mountain filter coffee, and so he will have to quickly hop into his silver Mercedes to grab a Starbucks that sits on a business park with a Costa Coffee, a Next retail store, The Entertainer, Showcase Cinema, Superdry, GAP, and a McDonald’s restaurant, just around the corner from a derelict building where Blockbuster and Toys “R” Us used to be, prior to Pets at Home, Moben, a Walmart-owned Asda, and a housing estate built by Carillion before suffering the biggest liquidation in history.
How recognisable are those brands?
You may have your own perceptions about some of these brands and all kinds of opinions may arise, but we can all agree on one thing: they are mostly all grand brands in their own right, and they all come with a recognisable logo.
‘As you can appreciate, there is good and bad in all. Big or small, a reputation can fade quicker than a British summer. However, to kick-start a campaign, the process can be relatively easy, inexpensive and enlightening.’
Immense Power versus Brand Bully.
Perhaps you are now so confident with your business idea that you have become overly excited and fixated with the ambivalence of having large numbers of consumers making it immensely powerful with their unrestrained buying prowess.
And yet, at the same time, you have concerns that you will transform into some kind of a brand bully, ordering your legal department to close down a village coffee shop for having the audacity to use the same shade of green in their logo with a similar font.
‘The process of brilliant branding requires patience, and Wash Digital is with you every step of the way to ensure stable growth without the unrealistic ideals of grandeur that leads to pretentious tendencies.’
Brilliant Branding with no logo.
“For the first time, we dare face the world completely naked,” – Public Relations Manager, Kristina Hagbard, Absolut Vodka, on the launch of ‘Absolut No Label: it’s the inside that really matters.’
Unlike so many other brands, seeking to escape their own tainted, morbid identity, Absolut Vodka was so comfortable in the skin of its own bottle they could expose their naked product, temporarily rebranded without a logo.
‘Wash Digital will help provide techniques that expose a personality within your company, one that exudes sympathy and humanity – qualities required to engage a participating audience.’
It doesn’t get any better than this.
In the case of grand brands like Absolut Vodka, the brand becomes so big that the mere concept of its removal becomes a resonating factor within itself.
Mega-brand Coca-Cola went one step further and invited us to put our names in place of their logo on a curvy bottle or can – how cool was that?
‘It’s the real thing, and so are we.’
The morbidity of brilliant branding – What’s the most popular brand on death row?
These kinds of transformative strategies can only happen with well-established brands that have become part of our lives. The mere feeling surrounding a Pepsi cola has led it to become the most requested drink on death row at one particular prison in Texas.
There is clearly something about the Pepsi brand that actually motivates hardened serial killers to reminisce about youthful and perhaps more innocent-minded times, prior to the guiltless murders.
‘We can’t promise to associate your brand with death row, but we can certainly help you to resonate a thousand feelings through your brand.’
Long and hard is the way.
Building a muscular brand is a long process, it requires creativity, ingenuity, patience, and inspiration.
‘At Wash Digital we’ve got it all. The task ahead is to build movements. We can help build relationships and transform your goals into a reality by using simple marketing strategies that convert traffic into customers.’
Brilliant Branding for all seasons.
‘Whether starting a new company, escaping your existing brand or rebranding following a four-year itch, we have the right media weaponry.’
We leave no stone unturned and never let the dust settle. Like junk-yards dogs, we will attack areas of potential and exploit uncharted territory in order to give your company the edge over rival competitors.
We want to start by offering a FREE consultation in which we want to hear about you and what you want for your company. We are just a portal for your immediate ideas and just an email or phone call away.’
How cost-effective are we?
‘Wash Digital has years of combined, brand development experience, and if you are looking to take a concept and transform it into a visual reality, look no further for brilliant branding – www.washdigital.co.uk