When It Comes To Brand Building, Less Isn’t Always More
In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential…
To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ and forget about the question we should really be focussing on – ‘what’s really important’?
Particularly in a world where the nature of our business means we are constantly challenged to add more messages, more visual cues, more contextual references, more proof-points – to create greater relevance to more audiences, on more occasions, across more channels.
A search for ‘more’ usually equates to just the opposite, but the daily challenge of ‘more’ can sometimes feel persistent particularly when refreshing brand logos and identities.
As designers or communicators or strategists, we often take this challenge on by defaulting to a minimalist approach from the outset – to convince the client, or the internal clients, or for that matter ourselves, a pursuit of minimalism will create a profound simplicity that will somehow magically connect with consumers of our brand.
Striving for minimalism comes with a good set of issues and pitfalls. The most obvious is the simpler the ideas, the more likely someone else out there in this big and easily searchable world, has already thought of the same idea, and already done it.
The real conversation should be around what is ‘essential’; not in the sense of a baseline entry attribute, but the kind of essential that is the truth of a brand; something much more than just ‘minimalism’ – an undeniable essence at the heart of an organisation and brand.
This kind of essence commands appeal for those that consume the brand, because it comes from a real place – a truth.
This means pushing harder with clients or their consumers to find that deeper truth. This may include looking back at where the brand and business have been and having a more honest conversation about it. Or it may be about having a similar discussion about their future, and where they a heading.
The new Burger King refresh by Jones Knowles Ritchie is a great example. Burger King has historically been a simple, honest and authentic brand. The refresh goes back to the brand’s roots, its essence, and plays creatively with new and retro illustrations, colours and type that really drive an unprocessed characteristic that resonates with consumers looking for honesty from a brand.
Compare this with McDonalds self-described minimalist campaign that features an ingredients list with no brand sign off. You can’t help but feel lost at the cleverness of the communication and it leaves you cold and detached. Burger King is speaking to the heart, McDonalds is speaking to the mind. I think we all know the heart always wins.
Similarly, you can look at the General Motors refresh and wonder what their new lowercase electrified simplicity is really saying about the brand? Maybe it is trying too hard to convince me that the brand is young, and relevant in a greener transitioning automotive world. It doesn’t feel authentic.
Contrast this with the new Standard Chartered refresh, which is simpler and efficient, and there seems to be a purpose, as the new expression of the mark appears stronger. A softer, more human and genuine approach follows the bank’s roots and diverse community focus.
When a brand is in your hands to nurture forward, to grow, to evolve, to reinvent – the greatest challenge we should be focused on is – what is true and essential about the brand?
Latest News
Marketing From The Cockpit: How Creativity Transformed AB InBev From A Brand Buyer Into A Brand-Building Powerhouse
Anheuser-Busch InBev (AB InBev) VP of global brands, Richard Oppy, explains how in just five years the marketing function turned the world’s largest beer buyer into the upper echelon of brand building. Ab InBev has cleaned up at Cannes and the Effies, while driving record levels of organic growth. And, all this in spite of […]
Cebu Pacific Launches Campaign To Showcase The Philippines As Major Destination For Aussies
In case you needed another reason to visit the Philippines.
Elon Musk’s X Corp Defeats eSafety In Federal Court
Is it just B&T or is Elon Musk slowly morphing into Darth Vader minus the chokehold?
TV Ratings (12/05/2024): Framer Brings Home The Bacon
Lovelorn famers continuing to do good TV numbers. As desperate roof tilers & abattoir employees say "what about us?"
Starcom Pips PHD & Kaimera To Win Gold At Nine’s Agency Games – Check Out All Of The Photos And Coverage Of The Event
Starcom proves the top agency at Nine's Agency Games. Thankfully, no one has asked for urine testing either.
Zitcha Solves In-store Retail Media Measurement With Game Changing Venvee Partnership
Does your in-store retail media measurement resemble a kitchen draw with the screwdrivers & plastic bags? Help is here.
Menulog Delivers More Beef Than Drake and Kendrick Combined, Via Thinkerbell
This "more beef" ad could have also used William & Harry, Oasis, and Bruce Lehrmann & just about everybody.
Komo Tech Announces Landmark Partnership With Fanatics Events To Revolutionise Live Event Experiences
This partnership promises to "revolutionise live event experiences". Hopefully it doesn't alert any sniffer dogs too.
SCA “Disappointed” After ARN and Anchorage Capital Withdraw Takeover Bid
ARN's bid for SCA trips up at the final hurdle. It's also unclear if other states will have to suffer Kyle Sandilands.
About Bloody Time – News.com.au Campaign Secures Win For Endometriosis Sufferers
News.com.au puts aside its passion for 'China set to invade' & overcharging Sydney cafe articles to do some real good.
Fast 10: B&T Talks Brand Rituals, Keeping It Fresh And DE&I With Affinity Media’s Angela Smith
B&T's probing Fast 10 is so quick it's liable for double demerit points on public holidays.
FriendlyJordies Journalist Calls The Police After Allegedly Being Informed Of Gangland Threats By ABC Reporter
What's better than a Walkley Award for journalism? Getting a hit put out on you by a Sydney underworld drug gang.
Two Iconic Brands Seal The Deal With Exclusive Strategic Partnership
Wonderfully, a horse turned up for this press photo. Better again, everyone went home with some manure for their roses.
JCDecaux Wins Tender To Retain Sydney Airport
Shopping at airports has always been a paradox. On one hand there's the duty-free, on the other there's $24 schooners.
QMS Adds Hills Shire To Sydney Network
Forget the hills being alive with the sound of music, as Sydney's Hills district comes alive with new outdoor.
Taboola Targets Large Advertisers With Taboola Select
Taboola unveils its new Taboola Select offering. It's a lot like diet vanilla Coke without any aspartame risks.
Enigma Appoints Ren Frise As Director
Ren Frise sounds like one of the cooler characters in the new Star Wars films. Alas, he's all the more earthbound.
Imran Masood Named As VP AUNZ at DoubleVerify
DoubleVerify continues with the insidious scourge of American job titles, as Imran Masood named VP of APAC.
OMD Brisbane Announced New Leadership Team After Rob Swinton Departs After 20 Years
A good time to go for the best desk in the office as OMD Brisbane announces reshuffle.
“Get Sh*t Done”: QMS’s Tennille Burt On The Importance Of A Consistent & Impactful Leadership Style
We can all buy into Tennille Burt's "get shit done" mantra. Yet, it never seems to work when trying to put laundry away.
Cairns Crocodiles The Work: Healthcare Sponsored By Alternaleaf
Every so often the mighty advertising industry uses its powers for good. This is one of those times.
ThinkNewsBrands To Play A Major Role At CMO ANZ Summit
I think we can all agree that being front and centre is a better place to be than back and off centre.
TV Ratings (09/05/2024): Carlton Beats Melbourne In Nail-biting Win
We venture a bet that viewers had no nails left by the end of this game!
Woolies And Suncorp Marketers On Why Brands Are Investing BIG In Netball
Brands finally understanding the potential of netball in Australia. And that's despite the Matildas' ongoing efforts.
Apple Apologises For ‘Tone Deaf’ Culture Crushing iPad Ad
AI may be the route to a smarter & efficient humankind, but for most of us it means "Shit, I'm going to lose my job!"
TEG Group Nabs Belinda Shaw From Boral
Belinda Shaw certainly not shy of challenge as she shifts from a cement firm over to a ticketing one.
NBL Slam Dunks New Network Ten Broadcast Deal
Do you think shooting hoops would be a better use of your spare time than drinking heavily? Discover the truth here.
Qatar Airways Becomes Partner and Official Cargo Airline Partner of MotoGP
B&T can't recommend Qatar Airlines enough. Qatar itself would give Hell's fires a run for their money such is the heat.
Rebel Bondi Junction Pulls Kangaroos Jerseys From The Shelf
Despite some adverse press, this is probably the correct thing to do by the sports retailer.
Dineamic Rebrands To serve Up Honest Food, Via Bullfrog.
Are ready-meals the new status symbol of the super busy? Much like hands-free phones & wanky personalised number plates?
TikTok Joins Adobe-founded Content Authenticity Initiative (CAI) To Help Combat Misinformation
With all this talk of the Chinese government spying on us, B&T embarrassed we haven't got that much to be spied about.
Cannes In Cairns Delegates Called Upon For AI Reef Challenge
Just by attending Cannes In Cairns you can help save the Reef! Which may offset the damage you do not saving your liver.
Man Of Many Launches Sydney Whisky Month – A Luxe Whisky Fair
Sydney's getting its own whisky month. Topics of conversation to avoid include the Middle East & Peter Dutton's head.
Challenger Signs Three Year Partnership With Sydney Film Festival
B&T loves the Sydney Film Festival & not just because it enables us to wear black turtlenecks & say noir over & over.
Truths & Tensions Of The Modern World: Nature Study Reveals Only 50% Of Aussies Feel Optimistic About The Future
Worrying study finds half of Aussies pessimistic about the future. An overwhelming majority detest the McPlant burger.
Bernard Salt AM On Why The Best Is Yet To Come For The Aussie Ad Industry
The demographer & futurist predicts a rosy future for Australia's ad industry. Alas, no tips for Randwick this Saturday.