We’re going to walk you through the 4 Steps of Branding that are ESSENTIAL to nailing how your brand will look, feel and SUCCEED above all else.
Ready to tower over your competitors? Burst the bubble of convention?
When it comes to how you brand yourself and your business there’s only two choices.
INNOVATE or DIE.
Get ready to dive into:
The Halo Effect
Tone of Voice
Cannibalisation is a seemingly destructive method of increasing consumers using branding.
When a company creates a new product there are two clear paths for it’s future, success or failure.
If the product is not successful or popular, it disappears in the night like a scurrying insect.
If the product succeeds, simply put – it ‘cannibalises’ other similar products from the same brand, taking chunks from the profit markets of it’s ‘own kind’.
Why would a brand want to eat up their own profits? Ludicrous right?!
At first glance it seems silly to do so – but here’s why it isn’t.
The brands doing this are just doing what their competitors will do, or at least try to do. They’re basically taking the share before competitors get there.
Most examples you’ll see written about are soft drink companies and razor brands.
Constantly bringing out a sharper, more streamlined, better rotating, softer cushioned razor means consumers feel like they’re always upgrading.
A new razor with better features and slight hike in cost mean sales of these ‘swallow up’ sales of previous, less innovative razors. These older razors are slowly phased out as they are ‘eaten’ from the market.
And eating their own kind? Cannibalisation. Make sense?
Beat your competition to it, by constantly innovating yourself. A gap in your product listing is an opportunity.
This brings us nicely to what is known as ‘The Halo Effect’.
This technique takes a product from a company and brands it as a ‘hero’ product. A leading lady if you will.
The chosen product is selected not for it’s features the brand could consider the best. It is not chosen because it’s the cheapest or the most expensive. It is not even chosen because it defines the company the best.
It is decided upon based on it’s popularity with consumers.
The Halo Effect is essentially when consumers develop a bias to a company, based on a positive experience of other products created or represented by the same brand.
You liked your iPod in your teens, so you knew you’d like an iPhone as your first phone. And as you chose your first work laptop, you knew you’d like a MacBook. Right?
Or maybe you’re a Coke drinker, when you wanted to switch to a diet option you chose Diet Coke not Pepsi Max right? Because you have positive experiences with a brand, and you know (or think) this is a safe bet.
We’ve been fed this ‘Halo Effect’ via brands overall tones.
Do not be fooled in anyway, you cannot ignore ‘The Halo Effect’. This is because it is not something you choose to apply, it will exist regardless.
You can harness it and take advantage by being in control of what products you decide to push forward to the front of your campaigns. But to act like it wont effect you, is a huge mistake.
Put what works front and centre, show off your shining star, and ALWAYS make sure ALL your products/services are outstanding.
You need to ensure that every product or service you offer that a consumer comes into contact with provides a positive experience.
Your weakest link still needs to hold it’s own, just incase someone stumbles across this as their first meeting with your brand.
A strong and coherent tone of voice is SO IMPORTANT.
It’s how your brand speaks to consumers, and it represents your brand, your products, and YOU.
There’s many great examples, but one that always stands out comes from CocaCola owned soft drink brand Oasis and their adshel and bus shelter campaign ‘O Refreshing Stuff’.
‘Refreshingly honest’ marketing messages started popping up in outdoor spaces including:
It’s honest, and yet isn’t trying to sell you on the product by pushing it’s features or benefits. It just talks to you, lays down the facts, and let’s you pick.
So how does this work? Leaving it in the consumer’s hands can’t work surely.
Well they haven’t, not really. They’ve actually already sold you on the campaign by it’s execution. Here’s why.
Appealing to millennials
Building consumer trust
And it does all that in three little sentences.
To do this yourself you can work backwards from here. How do you want to appear as a brand?
Take those keywords that pop into your head, and create a speaking character. That character is how your brand will type, script, look, speak and convince.
Your brand is a person, and whenever a consumer meets that person they need to be prepped, charismatic, and concise.
Now your brand doesn’t need to just SOUND good, it needs to LOOK good too.
Let me tell you about my first online dating experience.
I spoke to the guy online for about a week, what a gent. Witty, welcoming, good natured.
We finally met, the scene was set. Little cocktail bar, candlelit, I was fashionably early.
In he walks, with the most upsetting pair of trainers paired with his suit pants and blazer of a peach haze type colour. Immediately knew, you’re not my future husband.
I know what you’re thinking, bit off topic Becca and probably not the right time to bring it up. A little shallow also?
But no! This is so many brands who talk the talk, walk the walk, but wear horrible ensembles.
‘Visual Idents’ (or identities) are how we know that what we’re looking at comes from the brand we know. Even if we don’t like them.
When a brand scrubs up well, it doesn’t just look good for existing customers but can change opinions of potential ones too. Let’s have a little quiz.
Who’s Instagram post is this?
It’s warm, uses the term ‘Fall’, feels family / social. A food company? Interior brand? Supermarket? Nope.
It’s for Ugg – the Australian brand known mostly for it’s sheepskin footwear.
This post sits in amongst others of varied focus – some product and some atmospheric.
When a brand chooses to produce visual content, be that images or video, it must convey not just product but also tone.
An environment, the colours used, surrounding props… it all counts towards how you FEEL when you see it. Ugg wants us to feel warm, social, wholesome and family orientated. Why? Because all these things SELL… more importantly, they sell sheepskin boots.
Put as much thought into how your content looks, as you did when designing your product or service. It’s an extension of your brand.