Brand Visibility

What makes a brand stand out?

Being market leader can help make a brand stand out. By constantly innovating, Breaking boundaries and pushing culture itself into unknown territory.

The Look and the feel of a brand is also important. Keeping a consistant style through out marketing materials, and online/Social media. Your brand might have a physical outlet like a bar, a shop, a hotel or all of these. If so these all need to remain ‘on brand’ Being on brand is like giving your product or service a personality.

What makes a brand stand out?

• A sense of being on brand needs to work on every level of the business.

• Many businesses achieve this by having ‘core values’ or a ‘manifesto’ to which everything is benchmarked by.

These brand values need to make sense to the product, Where it is manufactured, How it is advertised, The values of the people working at the company, The customer service… Everything. By doing this you can make your brand a trusted brand. This being one the consumer feels comfortable revisiting again and again. It means loyalty.

Some Brands like to make you feel special..

Some brands want to make you feel cool…

And others want you to feel like you are getting great value…

Falling out of love with a brand

You might be a strong brand now, But will it last forever? If you cannot keep up with other market leaders, If you cannot innovate your products and services in line with new technologies, cultural, economical AND political shifts a brand can find it self falling out of relevance.

Dove – A market leader in beauty.

The Look

Clean, Minimal with two core design facets which have altered only slightly the ‘dove’ bird logo and stylised font

Recognisable globally…

The Campaign

• One of the reasons for DOVES recent success is its pioneering ‘Real Beauty’ Campaign launched in 2009. Like the United colors of Benetton adverts of the 90s, Dove shifted the focus back to what's brilliant about being diverse. The campaign feels radical as it is the norm to advert beauty products through ‘aspiration’ as opposed to highlighting difference.

The campaign focuses on using real women, of multiple body sizes, ages and races. Holding a mirror up to its own consumers rather than ostracizing them using unattainable looks or photoshoped images.

The Core Values

Dove Says about itself.. Dove, our vision is of a world where beauty is a source of confidence, and not anxiety. So, we are on a mission to help the next generation of women develop a positive relationship with the way they look - helping them raise their self-esteem and realise their full potential.

What this says to the consumer…

Buy me, I want to make you feel GOOD.

Its actually the same message that nearly all beauty promote, However it seems different because of the campaign. Aspirational becomes attainable.