Running a creative agency, everyday we’re brainstorming ideas, designing ad campaigns, writing copy, taking photographs, building websites – and so on. However, we’re probably best known for branding. Working with clients, we create new brands, build them and reposition them. Branding is regarded by some (me included) as the most important weapon in the marketeers arsenal today. Get it right, and the customer is putty in your hands(!). But I’m often asked why people buy brands, and are some people immune from a brands influence?

What is the purpose of a brand?

My definition of a brands purpose is to create something the target customer needs that they can’t get elsewhere. They are the two boxes which must be ticked. Of course when we say brands lots of people think of high end premium labels – maybe a fashion house, luxury watch brand or prestige vehicle. But branding applies to every day products too – creating differentiation between commodity items from sugar to frozen peas is an even more important role for branding when customers can’t explicitly see a difference.

At a higher level, as CEO of Saatchi Kevin Roberts said “brands build loyalty beyond reason” Two of many examples are Adidas and Nike. Go to a sports store with just these two brands and most shoppers will be strongly drawn to one or other. Lots would go on to make a purchase ‘beyond reason’. This means that even if they were presented with an alternative product at the same price or even slightly cheaper from the rival brand, and told by an expert that the other product had more features, performed better, and would last longer; the customer would STILL purchase their favoured brand – in spite of the facts.

Another good example is iPhone – when customers found out it was made by Foxconn in China – they still brought it because of the Apple brand, designed by Steve Jobs. Ditto Lexus which is made by Toyota. A company perfectly able to make a very high end vehicle, but would people have paid £50k+ for a Toyota? Ask Volkswagen who created their greatest car the Phaeton. Arguably worth the £60k asking price, but nobody brought it – why? because of the badge.

Brands also change perception. Guinness made Stout cool. Primark did the same for cheaply priced clothes. Cadbury created a whole brand around a flaky textured chocolate which originally nearly got canned BECAUSE bits came off. Lucozade is another great example. As a kid the very sight and smell of the stuff, and the crinkling noise of the wrapper made me feel ill. Who would have thought a product linked to sickness would today be one linked so strongly to fitness!

Brands also create memorability. 
We all remember brand campaigns such as the PG tips piano, Smash Martians, Henry cooper splashing it all over and the Milk tray man. All of this stuff is dreamt up by creatives like me in the boardroom

The evolution of the brand

Last week I was sat in a creative meeting with our studio manager and two designers staring at a big board with a picture of a man and women standing proudly in front of a big yacht. Having worked all their lives they finally purchased their dream boat and were going to enjoy their retirement sailing around the Azores. This was the target for a rebrand of a global Yacht Marque. Our new brand had to appeal to ‘Mr and Mrs Smith (Sailors)’.

Whilst others talked I started thinking about how branding had changed over the years. In the early days brands were more honest (except the ones telling you cigarettes were actually a health benefit). They simply said this is us / this is what we do / heres where you can buy our stuff. All very features driven and informative.

We then moved to Benefit based brands. Not what they did, but what that meant. Selling the sizzle not the sausage as salespeople say.

Branding then went down the Emotive / lifestyle route. Here the focus was taken OFF the product and its features and benefits and onto how a brand made you feel inside and how others viewed you. One of my favourite ad campaigns of all time is considered the first of this ilk.

 Created by my hero Sir John Hegarty for Levis rebellious Black Label jeans, this ad was the very first Levis advert NOT to feature the product – revolutionary at the time. Instead this was about a lifestyle statement, the copy boldly declaring ‘When the World Zigs, Zag’

Where will branding end?

With social media some say we’re going back to honesty – arguing your brand is what your customer says it is. However I don’t think were going to see Dudley Moores ‘Boxy but good’ campaign running for Volvo any time soon. In fact brand claims seem to be getting wilder. Look at Red Bull – a drink which gives you wings apparently. Although NOT according to a guy from the states who is allegedly suing the drinks giant for $13M for failing to sprout as much as a feather after drinking a can!

But what’s so wrong with these crazy claims? We all like to escape don’t we? We’re happy to pay to read books, watch films, go to the theatre. Who are we to criticise a brand like Harley Davidson that can transport a middle aged professional from Slough to a cafe in the States in the turn of a key. For a few hours on a Sunday afternoon he is a Jack Daniels swigging, Hell-raising Hells Angel in leather – back home in time for tea and Songs of Praise.

So I ask you, why shouldn’t brands have a tangible value? And why shouldn’t YOU embrace them? Fact is it’s very hard to overlook brands – even if you try. If you’ve got disposable cash, and unless you’ve opted out of the rat race, then maybe somewhere in the world theres a board room filled with marketing people staring at a picture of YOU; formulating a brand strategy for their new product – and working out how to get YOU to buy it!

WDA’s unique brand marketing approach drives business – and we have the figures to prove it.
Let us show you how this approach can help drive YOUR sales. Call today for a free initial 1 hour consultation on 01332 372728.

This article was originally published by the Derby Telegraph, click here to view

WDA are proud to be announced as finalists for the Derby Telegraph Creative Industries Business of the Year Award. The awards will recognise the achievements of top-performing and innovative businesses and individuals who are putting the region on the map, the Creative Industries playing a critical role within that as the City of Derby continues to make substantial investments to preserve its position as a leading Creative Industries hub with some of the countries most exciting agencies now based within the region.

“It’s fantastic to be shortlisted for the award” Says WDA Managing Director Lee Waterhouse.
“We have worked incredibly hard to establish a marketing process that is genuinely different within our marketplace. Based around what we call ‘brand marketing’ which is in essence marketing built around the one thing which makes our clients unique – their brand. If they need a brand, we create it. If their brand has lost its way we re-define it; and if the client already has a strong well established brand; we’ll protect, build and leverage it.

In any event we ensure the brand is strong and the communication clear before taking the message out to market – which we also do a little differently. By creating and implementing a strategy which is in the best interests of our client, rather than one which suits our own internal agency resources, we are able to deliver solutions which generate a much higher return on investment.

If you think about it it’s no surprise that if you brief a digital agency that their recommendation will involve digital marketing; however this may not be the solution (or may be only part of the solution). WDA can deliver a digital campaign [WDA’s recent Trader online campaign for Yamaha returned the 2nd best results of any manufacturer since the site was launched] however we certainly wont recommend it if we don’t believe it will drive a commercial return; and we have the breadth of expertise to deliver through whichever channel is right – digitally, socially or tangibly.

The way we generate original ideas is also different. WDA have pioneered what we call ‘Off The Wall‘ which are creative brainstorming workshops involving our clients in an engaging and highly enjoyable way. These sessions give WDA clients confidence about our creative processes and generate a truly collaborative relationship, where clients feel an integral part of the solution and can take real ownership of it.

Of course WDA would love to win the awards, but being one of just 3 shortlisted agencies out of nearly 30 applicants is a massive achievement in itself and a major morale boost for the whole team.”

The awards final will take place on 18th June at The Roundhouse, Derby College and will be attended by hundreds of Derbyshire’s business elite.

The article below, by Derby Telegraph Business Editor, Robin Johnson, highlights Derby as the thriving hub for creativity WDA are so proud to be a part of:

 

Creative firms happy to have innovation as their driving force

Business editor Robin Johnson profiles some of the companies that have so far registered for the Creative Industries Business of the Year category, backed by AMG Wealth Management.

DERBY is home to some of the brightest creative minds in the country – people who combine this creative talent with business acumen to great effect. The city has long been known as having manufacturing at its heart but today even this sector cannot function without people who think creatively. The creative industries is a fast-growing sector in Derby and today it is home to a plethora of firms who produce a range of products and offer a variety of services. It is these firms that add strength to Derby’s economy – and that is precisely what the Derby Telegraph Business Awards aim to recognise through its Creative Business of the Year category.

This award will choose from Derbyshire’s wealth of creative businesses to recognise the company that has made major strides in this important sector. Judges will look at the finalists’ dedication to developing something truly creative across a variety of industries. Entrants must also demonstrate a considered dedication to financial achievement and future business success.

Companies that have registered for the Creative Business of the Year category include DE22 Creative Design Solutions, The Web Design Group, Creative Studios Derby, MX Display Solutions, Karentino, Mair Perkins, Greenbank Group, Firefly Photography, Mono Design, Purpose Media, Design at 44, Sensory Technology, Revolver Revolver, Silver Birch Creative and Furthest from the Sea.

The finalists and winners for this award will be decided by the category sponsor – AMG Wealth Management.

Gary Hans, principal of AMG Wealth Management, said: “We have decided to sponsor the Creative Industries Business of the Year award which highlights the inspirational companies that put innovation at the forefront of what they do.

“We are looking forward to the whole campaign and the benefits the Derby Telegraph Business Awards will bring to the entire community.”