2017-01-04 11:31:00Advice & TipsEnglishHow to Build Your Brand in Unlikely Places

How to Build Your Brand in Unlikely Places

2 min read

Making your branding a more integrated part of what you sell will put you in a good position to inspire new and loyal customers and increase your revenue. According to research by US marketing giant Booz Allen Hamilton, “brand-guided companies” tend to be twice as profitable as the average players in their industries.

There are all manner of places where you express your brand identity. Think of your website’s buried pages, the outside and inside of your packaging, your product tags, and more. These hidden spots are just waiting for some fresh branding treatment.

Get Creative with Your Error 404 Page

A “page not found” (error 404) notice may seem like your website’s no man’s land. But that’s exactly why doing something interesting on this page can contribute nicely — and inexpensively — to your branding efforts: Customers are pleasantly surprised to find you are both spunky and thorough enough to turn even your 404 page into a canvas for your creativity.

Some great examples include:

  • Nintendo UK’s error page, which includes a reference to their iconic early game Zelda II: the Adventure of Link.
  • Performance gear maker The North Face’s USA 404 page, which displays a picture of a man nose-to-nose with a goat above the words, “The Page You Requested was Eaten. Goats do all sorts of nifty things to keep humans off the mountains, such as sabotaging your favourite gear and apparel website by eating our links and pages.”
  • Australian blog huwshimi and friends’ 404 page, which claims “a ninja stole this page” and advises “you must return when the moon has friends and the fox is borrowed.”
  • USA-based yoga apparel maker Lululemon’s error page, which provides instructions for how to do a “404asana.”

Make the Most of Your Packaging

Of course, packaging is an obvious place to reinforce your brand. But what about pleasantly surprising your customers with messages and images in places they don’t expect? Or what about making the packaging itself into the brand expression? The possibilities for creative self-expression are endless.

Some great examples include:

  • The jokes printed on the back of Mcvities Penguin bars, which have been avidly read by kids across the country for decades.
  • The funny comments etched on the bottom of Innocent smoothie bottles, such as “Stop looking at my bottom.” These were submitted by Innocent customers in a contest in 2012 — a fun marketing idea that got customers into the game.
  • The poems energy drink Relentless used to print on its UK cans, ranging from quotes by Lord Byron to Edgar Allen Poe.
  • The functional packaging for US brand Butter! Better! in which the top of the package becomes the spreading knife.

Up Your Labelling Game

You can’t not brand a label — even a blank white label with plain black type portrays a certain brand identity. But you can make your labels work a lot harder to show that your brand has a little extra something.

Some great examples include:

  • Plantable wrapping paper with seeds hidden in the fabric of the paper itself. Every time customers look at the pot of flowers or herbs grown from that paper, they’ll think of your brand.
  • The hidden tongue-in-cheek labels on each pair of Lucky jeans sold in Selfridges. On the strip of denim behind the zipper, a little cloth label proclaims “Lucky you.”
Information may be abridged and therefore incomplete. This document/information does not constitute, and should not be considered a substitute for, legal or financial advice. Each financial situation is different, the advice provided is intended to be general. Please contact your financial or legal advisors for information specific to your situation.

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