New Zealand is a nation of small businesses, there are more than 500,000 SME’s operating currently; not to mention the global brands that have market presence here as well. Even if only a fraction of those businesses are competing with yours, that’s an overwhelming number to deal with – and brand fatigue has well and truly set in in the mind’s of your customers . That’s why it’s so crucial to set yourself apart.
Easier said than done right? So how can you ensure your brand is refreshingly different? By making sure it has, and demonstrates, these five important qualities:
1. Original and professional logo design
First impressions count and your logo is often the first encounter a new customer has with your brand. As the face of your business it’s crucial that your logo design has impact. If you try to replicate a competitor’s brand, people won’t have a clear reason to choose you instead of that other brand. Ask yourself is your logo representing you and your business with pride? Is it memorable? Does it feel authentic to what your business represents? If it was designed a long time ago, does it still look good in the current market? And while you may think your DIY logo is doing the job, chances are it’s making you appear unprofessional and diminishing trust and respect in the minds of your potential customers.
2. Add personality
Dare to be different! This doesn’t necessarily mean you need to be outrageous – it simply means being authentic and telling your story. What makes your business special and unique? Humour can be a great way to fast-track your brand into the heart’s of your customers but it’s not right for all brands. What personality matches your offering and your customers appetite? Can you inject some frank honesty, compassion or wit into your brand in order to better connect with your customers? Identify a tone of voice and a unique look that works for you and stick to it.
3. Make sure your brand is cohesive
Nothing kills impact like inconsistency. It’s very easy to blend into the sea of noise when you lack a consistent look that instantly identifies you. Working with a professional designer will ensure your brand has a cohesive style that not only stands out, but is flexible enough to be adapted for any purpose whilst maintaining key elements of recognition. You want your customers to feel comfortable and familiar with your brand, to recognise you instantly. To do this and to guarantee consistency, Brand Guidelines are an essential part of your business toolkit.
4. Walk a mile in your audiences shoes
In this increasingly digital world nothing truly connects like humanity. Understanding what your customers really need and speaking to them like real people will put you ahead of the pack every time. To better understand your audience try to put yourself in their shoes. What problems are they facing? What difficulties might they have that your product or service can help with? Where do they like to hang out so you can reach them in their space? What language do they use? How do they dress? Think of yourself as a guide and ask, how can I help my customer get where they want to be?
5. Be BOLD!
In branding risk can often lead to reward. Use colour, imagery and language to distinguish yourself from your competition. Don’t try to fit in. Try to stand out! Analyse your competition and ask: “what makes them the same?” What opportunity does that open up for you to do things differently? The boldest brands aren’t afraid to challenge the status quo.
Here’s a few local brands killing it…
Serious Popcorn
Serious Popcorn, takes a purposefully oxymoronic approach with a sober name and a downcast cartoon bear to represent the brand. Being positioned towards adults a cartoon mascot doesn’t fit your expectations, and that’s what makes it so original. As it says on the website: “Why so Serious? Serious Bear is concerned about what you’re snacking on. He’s giving you that look. Enough of the chips, stop it with the chocolate bar, you. I’m giving you this look out of love. Because I care. Like a bear.”
Design Credit: DDMMYY
Best Ugly Bagels
Loud, brash, and ugly this brand isn’t afraid of being different. From the instore experience where your order is yelled around the room, to describing their products as being “manhandled”, “punched” and “shoved” – Best Ugly Bagels is not exactly your traditional polite, Kiwi brand. Appealing to hipsters and businessfolk alike, it seems everyone likes to get a little down and dirty sometimes.
Design Credit: Two Right
Nice Blocks
Tackling the premium ice-block market one ethically-produced block at a time is Nice Blocks, a refreshingly open and unpretentious brand, that is inherently good. One of the strongest features of this brand is the name and as owner, James Crow, says, “It’s just ice blocks with an N on the front! But afterwards you think and it says so much more.” Bold packaging and a down-to-earth story seal the deal, making this little business a force to be reckoned with against industry giants Tip-Top & Streets.
Credit: Fuman
