A good example of great branding

boring branding isn't bitchin'

How many times have you bought something just because it looks cool? We’ve all kept an empty wine bottle or craft beer can because we liked the label, and we’ve all definitely kept the empty limited edition Vans shoebox with the cool illustrations on it. Some of us hoard these items that were essentially meant to be thrown away; but these designers knew that most people wouldn’t. They knew it would be kept, cherished or repurposed, instilling a sense of loyalty and devotion in these consumers, who are already anticipating the next launch. This is because in the world of branding, looks really are everything.

I often need to explain to my clients the importance of investing in good branding. Branding that can stand the test of time; branding that doesn’t just set them apart but sets the bar. The standard. Branding that doesn’t just establish you as a competitor in the field, but instead makes you the one to beat. They often look at me like I’m trying to pitch them a sales strategy when in fact I am simply trying to show them how effective branding is a sales pitch in itself. Branding talks the talk when you’re not around to pitch your product or service. It is the first impression – and can be the sole deciding factor in whether or not people want to spend their hard earned cash on you. So why half-ass it? Why be boring?

 

Packaging for Blondi Ale – a good example of great branding.

I don’t know about you, but I’d definitely keep that can.

That’s the difference between good branding and boring branding. Would consumers keep your can, or throw it away? If your answer is currently no; working with a good graphic designer could easily turn that no into a hell yes. There are millions of brands out there, but there is a reason why we only remember a handful of them. There is a reason why some brands are memorable and why some brands are instantly forgetful. The answer is branding. Non-boring branding. I’m talking about the kind that was carefully and mindfully conceptualised and curated just for you, just for your business. The kind that tells an entire story simply by using the right fonts and colours – the kind that makes people post about it on their Instagram stories or make an entire TikTok just to show off the packaging. It really is that simple – but crucial. Embrace the “Keep the can” mentality. Don’t be a b*tch when it comes to branding, be bitchin’.