Trader Joe’s Caring With a Twist

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When we are feeling down or under the weather, we all need some comfort. We love Trader Joe’s packaging TWIST. They use the tissue box packaging to let you know they care and want you to feel better! We love the personal signatures like “love, tissue” that brings the point home.

What will help make your customers feel more loved? Little touch points, like packaging copy, are a great way to ad a little delight to their day – and keep you fondly on their next shopping list.

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Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.

Hop to It… For Better Branding

What’s the next best thing? Sometimes it isn’t a “thing” at all, but how useful a thing is, or in the case of TaskRabbit, it is how useful people can fill the needs of people in need.

TaskRabbit is all about getting the job done, and right up front, their name says it all.  Immediately we know the company is there to take on our request, do it quickly and as their tagline promises help us go From To-Do, to Done.

They put a twist on their business by branding their identity throughout every aspect of the user experience. Their expert service providers are referred to as “TaskRabbits,” while those seeking to hire sign in as “TaskPosters.” Brand credibility and recognition are further enhanced when TaskRabbits wear identifiable branded shirts or jackets while on the job, and a job can be doing just about anything, anywhere.

FOCUS YOUR BRAND ON USEFULNESS, NOT INNOVATION

The entire premise and focus of TaskRabbit is to fill needs. Usefulness was the driver in the development of the business. The TaskRabbit brand identity was then built around that purpose.

This is a great strategy. Too often brands get caught up inwardly gazing innovation. They focus on what they can make (faster, stronger, smaller) but they don’t actually stop to think “hey, does anyone really need this new and improved widget?” Instead of focusing on what you can provide, try thinking about what your target needs. Build that solution into your branding and reiterate it as part of your brand promise. Then you will have people lining up at your door.

Clearly defining and communicating usefulness reinforces your brand’s impact in the market. But finding these brand-building needs takes focus and a strategic approach to identifying how your product or service can make people’s lives better and compel them to choose your brand over another. Brand School, our highly effective, premier branding program, will give you the insight and tools you need to get the job done. Receive more information about the next session of Brand School and get free brand-building tools and tips when you join our mailing list.

This post is part of our Brands That Twist series celebrating innovative brands. Read about other breakthrough brands and more ways to grow your business and brand here

“Julie’s active participation in Brand School and  feedback was amazing and helped a LOT. I received great value from this program.” - Leslie Hughes, PUNCHmedia

Bathroom Branding

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Lately, I’ve been noticing some pretty creative use of a space that’s been traditionally taboo.

The potty, loo, john etc.

Yes, the Bathroom seems to have become the new frontier in brand messaging.

This is a picture of the Virgin Management HQ in London.

It’s a bit hard to read…but the sign over the toilet paper roll says “this is the only unauthorized Virgin rip-off, now go wash your hands”.

I think this is brilliant…

It uses a frequently visited space to reinforce Virgin’s commitment to being the consumer champion.

Recently I was in the NY offices of ?Whatif! the innovation company well-known for it’s incredibly strong company culture.

They are also using the bathrooms…to post “10 Interesting Facts” about new employees. And true to ?Whatif! fashion the fact sheets are cleverly written and insightful.

What’s most important is that they underline the company’s commitment to celebrating the strength and diversity of it’s people.

What I haven’t seen is any brands using Bathroom Branding as an touch point to external audiences.

It seems odd to me that brands like Ikea and Starbucks who are so good at using their physical environments to communicate their brand message are ignoring this touchpoint.

Maybe they can’t get over the taboo of the toilet…but I think they should try.

That’s my point of view. What’s your twist?

Have you seen any interesting examples of Bathroom Branding? If you can, send us a picture.

Our online Brand School course will give you the tools you need to keep your brand creative and innovative. Receive more information about the next semester and free tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

I learned a lot from Brand School.  It inspired me to think outside the box. I have a much deeper understanding of how to effectively build a brand. – Mike S.

Little Touches of Brand

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This is the purple coffee pot in my new BrandTwist office.

A little bit of branding that helps me get in the BrandTwist mood while drinking my morning Joe.

Next to it are the salt and pepper shakers that I ”borrowed” from Virgin Atlantic.

I know many of you have heard the story how Virgin brands these  shakers with “pinched from Virgin Atlantic” on the bottom. This way  people who feel compelled to take them home and show them off to their friends can also extend the brand’s reach through a very clever brand touch point.

Two simple objects (a coffee pot and shakers) but they help remind me of my mission and vision and what I love so much about Brand..

That’s my point of view. What’s your twist?

What touch points (big or small) do you use?

Our online Brand School course will give you the insight and tools you need to keep your brand creative and innovative and in-touch. Receive more information about the next semester and free tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

I learned a lot from Brand School.  It inspired me to think outside the box. I have a much deeper understanding of how to effectively build a brand. – Mike S.