Shouting loudest isn’t necessarily the best way to win customers, according to BDI member Lisa Tse of creative consultancy . She believes that a more refined approach is better in the long run.
A recent study revealed that the average attention span of the brain is around eight seconds - one second less than that of a goldfish. So, when consumers are bombarded, according to one television network, with up to 5,000 advertising messages a day, which of them is going to penetrate the senses? Those that shout the loudest? Lisa thinks not.
She advocates adopting a more refined and succinct (and also more challenging to execute) approach to achieve lasting customer loyalty - holding the attention of the consumer by pure, uncluttered and simple messages.
Focus on values
You are what you are - so excel at it.
The of delivering a succinct execution lies in firstly defining your brand values.
Your brand is what other people say it is. Know what your customer loves about your and what sets you apart from your competitors. It may not be what you initially expect, but learn to identify these qualities and you potentially have the blueprint for enforcing your.
For example, The Sorority, a private society of influential women, sets itself apart from conventional comparison by positioning itself as an inspirational organisation that is both selective and , while at the same time projecting authority and prestige.
The Sorority brand, which is more akin to that of a luxury than a corporate club, drew on the discerning vernacular of its audience ‒ creating a trompe l’oeil crocodile skin gift bag (the most prized exotic skin in fashion) to translate its sophisticated values.
Less can be more
English artist Edward Seago was renowned for capturing the most detailed landscapes with a minimum of brushstrokes. A collection of sweeping lines was often sufficient to capture alluring vistas: any that were non-essential to the composition would be removed.
Such an artistic lesson can be used to cultivate a pure and effective brand. You need to continually edit until all essential elements are distilled down to their purest form. Premium wellbeing company Nosh used these principles when developing a new brand identity and packaging for the launch of its new raw smoothie.
It set out to create a strong brand position in a crowded by going back to basics and delivering fresh raw goodness. Simple, transparent and succinct, these bottles reveal bright revitalising contents with the message “Purify and Nutrify” featuring prominently, thus summarising the core philosophy of the brand.
Keep it real
A brand must be distinctive and memorable, but above all, it must be true. Today’s is not taken in by pretentious marketing speak, so it is more vital than ever to avoid saying that you are something that you’re not. Don’t mess around with your core values in an attempt to experiment with whatever is on trend. Stay true to what you stand for but its delivery.
A good example is the popular Mews of Mayfair: a bar and restaurant well known for its unpretentious atmosphere and consistent quality. The brand has stood by its core values since its launch in 2006: authentic quality delivered with the occasional unexpected quirk, which often evokes an impulsive smile.
Back to basics
Before the age and prevalent reign of social media, brands relied on intelligent ideas and communication to captivate the hearts and minds of their consumers. Inevitably, competition remains stiff, but it keeps us all at the top of our game.
In addition, with the expansion of brand touchpoints comes an acceleration of . We see, hear and consume more than ever before. So much so that we have begun to champion our right to what we consume, when we consume and from whom.
Without necessarily reverting to minimalist branding, less certainly can be more. Taking lessons from Nosh’s own philosophy, many brands would benefit from adopting a creative approach to ‘purify and nutrify’.
So how can companies establish an uncluttered brand that resonates with customers?
Lisa says: “Reinforce your core values, remove the noise and be authentic.”
“In a crowded marketplace where brands jostle for consumer attention with traditionally loud strategies, be smart by keeping your brand succinct and pure.”
“Listen hard and you will hear the future. It is a whisper.”
Contact: Lisa Tse, MD, Lisa Tse Ltd
+ 44 (0)207 2489 248, ,
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