Branding with rough edges - why courageous brands win
Hey, brand makers,
There are brands that do everything right. And then there are brands that do things differently - and that's exactly why they win. While many companies try to be as "safe" as possible and appealing to everyone, courageous brands consciously focus on edges, attitude and their own style.
Today we look at how Amorelie, einhorn & Co. have redefined branding in industries - and why you shouldn't be afraid to stand out with your brand identity.
Why adapted brands sink into mediocrity
If everyone does the same thing, no one stands out. This is the basic problem with brands that adapt too much to the existing market. Sure, they don't do anything wrong - but they don't really do anything differently either.
Example: The erotic market used to be dominated by clichés: red and black designs, disreputable product names, stores with dark windows. Then came Amorelie - and turned the whole narrative around. Pastel colors instead of grungy aesthetics, modern design instead of kitschy packaging, self-confidence instead of embarrassment. The result? Millions in sales and an image that made erotic products socially acceptable.
Brands that have changed markets
💥 einhorn - condoms & period products with attitude
Why does condom packaging have to look like pharmacy products? Why is period blood always blue in advertising? einhorn has turned the market on its head - with a colorful, cheeky design and a sustainable vision. And the best thing? They've managed to get people talking about products that no one else wants to talk about.
🎨 Revolut - a bank without the banking flair
Banks are reputable, conservative, businesslike - and above all, often not really user-friendly. Revolut has completely transformed the financial sector. Instead of boring advertising and complicated products, they have opted for an app that feels like a lifestyle product. Clean designs, an aggressive referral program and a community that prides itself on being "different" from traditional banking customers.
📢 Liquid Death - mineral water with a heavy metal attitude
A water bottle that looks like a beer can and advertises with skulls? Welcome to Liquid Death. Instead of marketing the umpteenth "pure spring water" with nature motifs, Liquid Death is going in a completely different direction: punk, rebellion and the "Murder Your Thirst" slogan. What sounds completely absurd is now one of the hottest drinks brands in the world - with sales in the millions and a fan base that wears T-shirts with their water brand logo.
How to brand more courageously - without going completely crazy
It's not about being artificially provocative. Good, courageous brands have a clear strategy that is not only loud, but above all authentic.
🚀 3 questions you should ask yourself:
1️⃣ What annoys you about your industry?
When you look at a product or a market - what do you find old-fashioned, wrong or simply boring? This is your chance to do things differently.
2️⃣ How can you break expectations?
Is there a color language, tone or type of communication that everyone uses? Think about how you can consciously do it differently.
3️⃣ What values can you consistently follow through on?
Courageous brands have an attitude. They stand for something - and see it through, even if there is a headwind.
The bottom line:
Anyone can adapt. But the strongest brands are those that dare to be different. Branding with attitude, edges and a unique signature is what stays in the market in the long term and creates real brand differentiation.
So: What does your brand stand for - and where could you be even bolder?
See you soon, stay loud & clear,
Chantalle
