There’s a Perfect Personality for Every Brand – You just have to know what you’re looking for

FMCG branding agency

Wine and people are not so different
As this wine label demonstrates, a little personality goes a long way towards brand engagement. It’s likely customers in this category have a preferred wine brand, region and price point that directs their purchase behavior, but increased engagement at shelf acts to disrupt the subconscious purchasing process, leading to increased consideration whereby they are far more likely to consider; “Maybe I should try this one” regardless of fit with ingrained behavior.

We often get resistance when talking brand personality from business owners and brand managers who believe personality is only relevant for youthful, humorous and irreverent brands. But in reality there are as many different types of brand personalities as there are target audiences – the question is more about finding the right personality – rather than being the brand in the room with no personality at all.

Brand Personality
=
Heightened Brand Engagement
=
Increased Consideration + Sales Conversion + Loyalty

 

Dave Ansett
Creator of Brands
For monthly updates of our thinking, click here to receive our free Brand Newsletter

Pic spotted on: www.dailyhaha.com
Pic Credit: Zag

Adriano Zumbo laughs in the face of negative reviews

Adriano Zumbo Brand 1

In a bold move Adriano Zumbo decided to highlight negative comments on the hoarding surrounding his new location at Emporium, Melbourne. It defiantly stopped me in my tracks while I was doing my Christmas shopping! Every brand needs to be aware of what their customers are saying about them online. As a brand you can’t get away with ignoring comments and reviews and in most cases your new customers will see what people have said about you before they decide to try your brand. This is especially true within the food service industry. Although sometimes you have to wonder if some people go over the top with their reviews and overdramatise their experience because they can hide behind a computer screen. Read the rest of this entry »

Coca-Cola Israel launches campaign to celebrate the individuality of millions of diet drinkers

best packaging designers

2 Million Unique Packaging Designs
One of the trends in retail we’ve discussed previously is the shift towards a market of one – where the retail experience is curated for each individual customer. As a concept there are plenty of brands looking at this exciting space, including global soft drink giant; Coke. Israeli Diet Coke drinkers will have the opportunity to choose a unique bottle design, different from all others – even if only slightly.

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Duracell’s human touch bus shelter: clever experiential advertising

Duracell-moments-of-warmth-3

Today brands are investing heavily in digital media, hiring community managers to curate their social media content, developing cutting edge mobile apps, adapting their websites to be responsive and spending heavily on banner advertising and video content. One of the scariest briefs a creative agency can get is “We want to do a viral”. Whilst it would be amazing for your new video/ teaser / bloopers reel to go viral on Twitter and Facebook, there’s no guarantee it will get traction. There has to be a sound idea, something heart warming, a funny story behind it. It needs to be authentic. It has to be something new. Even though we’ve seen generally brands are migrating away from traditional media, I’m seeing a trend recently where brands opt to go back to simpler traditional methods, with an interesting idea executed brilliantly, with a bit of heart. Read the rest of this entry »

Timpson’s smart gesture generates significant positive brand sentiment

brand gesture, social active brands, brand agency

A UK dry cleaning company has launched a great brand gesture that is getting the lots of attention for all the right reasons.

Timpson has placed signs outside their dry cleaners across the UK offering the unemployed a free dry cleaning service to ensure they look they best for a job interview.

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1970’s letter from Lego show’s why the brand has been so successful for so long.

brand strategy agency

A Brand Strategy with 40 Years Consistency and Clarity
Forty years ago the world was a very different place – TV was king, there were no such thing as personal computers let-alone the internet, no Youtube, no facebook or Instagram, no reality TV or Kardashions – it’s hard to understand how we poor consumers got-by. But as this letter from Lego to Parents shows – some things haven’t changed. The defining emotional drivers of kids, imagination and Lego were a magical brand platform then and are no-less so now, and Lego clearly grasped this underlying insight. Over the past four decades the brand has wandered-off the path occasionally, losing its way and disconnecting with its consumers temporarily, but with a clear road map of brand understanding, Lego has consistently found its way back and maintained a relevant and valued position at the top like no other brand in its category. The question for all brand owners, managers and marketers is; “If you were to write a letter today to the buyers of your product or service, would you be able to capture as succinctly and with as much clarity your unique value proposition?  and in 40 years time would it still carry the same power and effectiveness?”

Dave Ansett
Creator of Brands
For monthly updates of our thinking, click here to receive our free Brand Newsletter

 

Playful branding design is not just for kids!

Children Toy Branding Design Game Posters

 

The Children’s Toy Foundation invited Swedish studio Bedow to design a branded poster on the theme “play” for a fund raising project.

Having ‘just’ survived the Christmas period, it is common for the stereotypical Aussie Christmas to be full of family, gift giving, shrimp on the BBQ and a lot of over indulgence. While the latter may leave you resembling a Christmas ham, the concept of gift giving can be a lovely gesture.  Unfortunately sometimes it can be blown out of proportion and we now see many families start to give gifts of charity (think Oxfam or donating directly to a chosen charity). This is a fantastic gesture and influenced my interest in this clever piece of communication for the Children’s Toy Foundation, who bring quality toys and games to under-privileged children in India. The work is not only smart and simple in thought and execution, but it is for a good cause too!

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Our new list of the 21 Best Custom Designed Typefaces

best creative type designs

Creating Memorable Brand Design
As a creator of brands I’m regularly being asked how to create the most effective brand identity or corporate image. Whilst there’s no simple answer, an invaluable elements is developing ‘Unique Visual Properties’that your brand can own. Unique visual properties are visual elements of your brand identity that position your brand and its strategy in the hearts and minds of your target market, but just as importantly, achieve that goal with fresh and unique visual language. By consistently presenting your unique visual properties to the market, over time you will own them and their brand associations, providing you with defensible, bankable brand equity. Too many visual identities utilize the same small handful of type styles, leaving the door wide open for brands to select remarkable and distinctive typefaces to reflect their unique brand proposition and personality.

Over the year we collect our favorite examples of custom designed typefaces that provide their brands with an extraordinary communication advantage. This is the third collection we’ve put together, at the end of the post are links to the other two collections – Enjoy…

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Airbnb kicks off 2015 with a brand inspired social campaign #OneLessStranger

Airbnb #onelessstranger

As we launch into 2015, what better way than to start with a brand that is motivating ‘good’ from day one?

Over the holiday break, Airbnb kicked off a major social campaign ‘One Less Stranger’, inspired by their brand vision to ‘bring the world together’.

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A splash of Christmas love from us all at Truly Deeply

branding agency Melbourne

Wishing you a Merry Christmas
Every Christmas we debate which brand has most successfully captured the emotion ans spirit of the festive season. There are always plenty of favorites, but never one ad we can all agree on. As we close our doors, shut down our macs, and switch our creative brains to snooze mode for a couple of weeks, I thought I’d leave you with this lovely piece of brand communication from John Lewis (check the clip after the jump…)

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