It's a common branding challenge that many brands suffer from - What is our brand story? It's not just a catchy tagline or copy written on packaging, marketing material and websites. Your brand story is part of your brand foundation that is crafted to emotionally engage, convince and reinforce your uniqueness and brand positioning. How you talk, the language and tonality all play it's part. This played a big role in our work with The Alternative Meat Co. where we had a complex story with many benefits to tell.
We were launching a meat that was grown not bred! Yep can it get more complex than that? We developed the "Grown Not Bred" proposition and then used story telling to get the core brand messaging across.
Our story goes: "Hey - we all know times are changing. Thought you needed animals to get protein? Not any more. We get our protein from plant. Welcome to the age of Alternative Meats. Grown not Bred...."
So yes - you don't just pluck a brand story out of thin air. Story telling is probably the most emotionally engaging medium to get memorable messaging across and we believe it's a critical brand element. It takes careful consideration and gets uncovered through a strategic brand process that helps clearly articulate what you stand for.
Are these are common branding challenges you face;
You struggle to tell customers how and why your product or service is different
You cant really pinpoint how to tell your brand story in a succinct manner
You know what to say about our brand, but don't know how to say it
Your brand has little or no awareness in the market
Your brand positioning and messaging changes with managers and campaigns
You can't succinctly and consistently articulate your brand promise
Your brand is struggling to stand out for something meaningful and different in the market
If you answered yes to any of these questions above we should talk. And if your intrigued enough have a look at The Alternative Meat Co. for more story telling. www.altmeatco.com
April 2, 2017 - Comments Off on Fanta rebrand – UK roll out with new bottle and new brand
Boom! Gotta love the new Fanta rebrand in the UK. In with a new logo and brighter colour palette and yes - it comes with a new twisted bottle shape.
This new brand identity looks fun and fresh. It's amazing when you compare the old with the new - It's chalk and cheese and the new revitalised brand is so much clearer with Fanta being in white. They've also added some visual flavour cues with an orange slice. The new twisted bottle gives it playfulness with lots of shelf appeal and yes - we think this will definitely stand out on shelf.
Did you know? - Fanta was founded in 1940 and is the Coca-Cola Companies second oldest brand.
This new brand has already been rolled out through Europe and soon to be in the UK market. When with it hit New Zealand and Australasia?
Hanging up bright new signs certainly is exciting, but in many cases, a rebrand runs deeper than a simple logo change. That depth rang true for Home Ideas Centre, New Zealand's leading home inspiration centre who offers all the ideas to make home building and renovation easier. Home Ideas underwent a major rebrand that went deeper than looks, and into language and market position that sets them as "the centre of inspiration".