As we approach the half way point to the year (and the next Build A Brand Movement event), we’ve been reflecting on the number of times we hear people say “we don’t really stand for something” or “we’re just a commodity, not a brand”.
So, we thought it would be nice to shine a light on 5 totally different companies who are absolutely smashing it when it comes to building brands that matter. If it’s anything to takeaway, it’s that no matter how big or small your company is and no matter what you sell, you can build a company your audience cares about.
1. You can stand for something, no matter what you sell: Velux
On the face of it, this is a company that sells windows. However, for more than 75 years, Velux has been dedicated to improving people’s quality of life by helping to ensure homes and workplaces can get enough light and fresh air through their skylights. Nothing highlights this better than their most recent campaign “The Indoor Generation” in which Velux created a platform to raise awareness of the fact we spend 90% of our time indoors, yet a lack of sunlight and fresh air can have a serious impact on ones wellbeing. What we love about the platform is how useful it is, with lots of information to explain the dangers of being indoors for too long and ultimately what everyday things we can all do to improve this issue. So for those businesses out there who just think they sell a boring product, if Velux can do stand for something, you can too!
2. You should provide value in everything you do: Patch Plants
Patch are on a mission to bring the restorative powers of plants to a new generation, selling plants to a younger audience who know little about the world of gardening, but are interested in bringing plants into their homes and offices for the first time. What we love most of all about these guys is how much care they have taken to ensure the customer experience is as close to their mission as possible. From creating easy to understand how-to video tutorials, ensuring the quality of your delivery matches that of the plants (they’re known for how friendly their delivery drivers are!) and even having Plant Doctors on tap to answer all your questions once you get your plant, they have really taken the time to consider how they can be as useful as possible to their customers.
3. Purpose isn’t just about changing the world: Dominos Pizza
We know they’re a global enterprise who’ve been gong for 60 years, but the reason Dominos are here is because they are a shining light of how brand “purpose” doesn’t have to be always be about saving the planet. Dominos strive to be the best pizza delivery business in the world. So how do they do that? Well, they’re famous for hosting inter-store pizza making competitions for staff and creating guarantees that if you pick your pizza up and by the time it gets home it’s not in the condition you’re happy with, they’ll make you another one for free. However, a recent campaign we fell in love with was their campaign of celebrating the world of pizza…giving away free pizzas if people took photos of any pizza they come across over 6 weeks (even if they’re Pizza Hut pizzas!)…it sounds counterintuitive to promote your competitors, but if that’s not aligned with wanting to be the best pizza business in the world, I don’t know what is!
4. Make your shopfront stand for something: The Body Shop
For those of you who were there in 2018 at our Build A Brand Movement event, we heard first hand from Maeve Atkins all about how The Body Shop have been standing for more than the products they sell since their inception. However, since being acquired by Natura, they’ve been able to reassess how they fuse their brand purpose more seamlessly into the entire user experience. Which is why they are now using their stores more like hubs for their campaigning and lobbying. They’re also up-skilling teams to run local activism projects. What we love here is how this isn’t just a smart marketing strategy, it makes total business sense- essentially empowering staff and turning a traditional point of purchase shops into an experiential hub to encourage brand loyalty and drive new sales in the process.
5. Leverage your expertise for good: Sky
I have to admit, it was only when we learnt about the work Sky does behind the scenes, that we started appreciating how much the brand is trying to make an impact by leveraging their power for good. The campaign that highlights this the most is Sky Ocean Rescue- Sky’s aim to use it’s mass market reach to shine a spotlight on the issues affecting ocean health, find innovative solutions to the problem of ocean plastics, and inspire people to make small everyday changes that collectively make a huge difference. And before I hear you say “that’s just corporate PR bullsh*t”, Sky actually have a strong history of using their reach to take the lead on environmental issues. Ten years ago, they became the world’s first carbon neutral media company and with Sky Rainforest Rescue, they raised more than £9million to save the rainforests, helping to keep 1 billion trees standing in Acre, Brazil.
Hope that’s given you some inspiration for what’s in store for your brand this year. If you want to learn more about how to create the brand your audience will love, check out whether there are still tickets to our next Build A Brand Movement and hope to see you there.