Simplifying a brand
In a market where consumer’s wants are a priority and our requirement is to make their lives easier, there’s one clear way to approach this and that is to simplify.
With consumers spread over a large market and with increasingly less time, it’s important to bypass the noise and mass of a complex market place and simplify our choices leading to decisive sales.
Simplifying everything that’s ever been built can appear to be a daunting task and to strip a brand down to its core can seem like a step in the wrong direction.
By stepping back to the fundamental values and looking into the core of who you are is the beginning of simplifying your offering.
With a single, clear proposition we then need to unify the stakeholders and engage everyone with the simplified concept. With an on-board driving force, it’s then time to amplify and tell the world about you; this is what is seen as the creative stage.
A good example the simplification of a brand is the recent work by North for Co-op. Having consolidated all of their brand sectors, Co-op have unified themselves with just one identity – a refresh of an archived logo.
This bold move is a step towards giving themselves the family friendly persona they had grown out of. By collating their sectors they’ve managed to contain what was a complex group and offer customers this full range of services under a membership scheme and something families can grow up with.
Taking note of Co-op’s brave step back is actually a point worth noting, supporting our theory that one proposition is easier to sell than multiple. It’s all part of making yourselves more distinct — your proposition is unique to you.
When we were approached by Gloucester Museums we were tasked creating a brand structure and repositioning. Individually each Museum had their own target audience but as a collective they have a wider appeal.
To increase footfall, we created City Museums, an under arching brand to house the museums and create a collective. We found that each Museum had their own target audience, and by bring these together under City Museums they have a wider appeal.
The figures certainly agree with a 980% increase in footfall from the summer before they got in touch to the summer after.
Is your brand stretching itself too thin, overcomplicating itself and a little lost in its way? Get in touch, together we can find the best route for you.