Can products without a distinctive logo, design and colours be classified as branded? A certain company thinks not – welcome Brandless.
Brandless.com is a portal that sells all their products, that could range from skincare to snacks, for $3 (or multiples of $3 for bulk). Their point of differentiation, or branding strategy, is to go brandless! No name, no logo, no distinctive patterns – nada.
And yet, they are building a brand. A big one. And here’s two thoughts how.
A Brand is not only recognized by a logo or typeface.
Or maybe it is. Even though Brandless is claiming to not have a name, Brandless is its name! They have a consistent typeface every time they print Brandless on their products. They have a distinctive pastel palette of colours they use throughout their packaging and have a unique theme for their product photography. Also, their everything for $3 is a distinguishing factor (can hear them saying “hey, I’m not another dollar store!”). The very basics of branding are to use tangible or visual characteristics to help your products standout in the market. And clearly Brandless is following this rule of branding!
A Brand is about fulfilling a promise
As I’ve mentioned in my other blog, 4 Pillars of a Brand, a business becomes a brand when it makes a promise to its customers. Apple promises superior quality and innovative electronic products while Kellogg promises to bring you the tastiest packaged breakfast options. Brandless promises better everything, for everyone. With all their goods checked for high-quality standard and usually in the organic, cruelty free, non-GMO, and ethically correct range, they are building a following of people who seek such products. By carving a niche for themselves this way, Brandless has a promise to fulfil; Brandless has a brand.
So the question is this – can you sell and compete in the consumer goods market if you’re not a brand? Brandless certainly makes us think so. But the MBA answer is no. Always find a way to distinguish your business, define its personality, identify its attributes and explore innovation and that will put you on a path to marketing success.
SimplySindhu.com is a blog where I share thought-provoking 1 minute business bytes. Follow the discussion!