Turning the Ordinary into Magic
The Art of Brand Transformation
In the marketing world, there’s a common misconception that some industries are too boring to brand creatively. Data management, supply chain logistics, cloud computing – the list of “unexciting” businesses goes on. But here’s the truth: no company is inherently boring. It’s all about how you tell the story.
The Power of Perspective
Every industry, no matter how technical or niche, exists because it solves a problem. And every problem-solving story has the potential to captivate. It’s not the subject matter that’s dull; it’s the way it’s framed. The challenge – and the opportunity – lies in finding the human angle, the relatable narrative, and the emotional hook that brings a brand to life.
Uncovering the Spark
Transforming a brand starts with uncovering its unique spark. Here’s a quick framework I use:
1. Ask the Right Questions: What pain points does the business address? Who benefits, and how?
Don’t be generic and make sure you know how that fixes a consumer product.
I worked for a pet health tech brand so it was really hard to explain the need for the product since it didn’t affect an actual human issue. The health of your pet is concerning but it’s not a first-person problem, it is tertiary because it was for proactive care (a term I came up with myself wink wink).
2. Find the Hero: Every story needs a protagonist. Is it the customer? The product? The mission?
Staying too serious on just the advantages of the product ain’t gonna cut it, missy! Does the product shine? Does the customer feel cozy and cared for?
For Bond Touch, the product was easy and simple to understand and the strategy I implemented was purely community-centric. The users were the heroes. Their stories and connections were the key to success!
3. Simplify the Message: Strip away the jargon. If you can explain it to a child, you’ve struck gold.
It’s that simple. I tried it out with all my family members above 60 years old and below 10 as well.
4. Infuse Personality: Whether it’s humor, boldness, or empathy, a brand’s personality is its secret weapon.
Yep. The hard bit. The issue with this one is that data-focused people have a hard time grasping the need for this and think it’s never a priority.
I had a blast with a former client who had a big British IT company and how we infused it with pure developer humor and references!
Examples of Magic in Action
Let’s take a step back and look at some brands that have turned the every day into bewitching stuff:
Duolingo: Learning languages can easily feel tedious, but Duolingo’s cheeky tone, gamified experience, and relatable humor make it fun and addictive. (I’m obsessed but also have a 243-day streak to upkeep or Duo will get me!)
Slack: A workplace communication tool might sound boring, but Slack’s approachable branding, colorful design, and user-friendly interface position it as essential and even lovable.
Mailchimp: Who would think email marketing could be cool? By embracing quirkiness and creativity, Mailchimp transformed from a basic tool to an industry icon.
My Magic Formula
When I tackle brand transformations, I lean on three principles:
Empathy Leads to Engagement: Understanding your audience’s struggles and aspirations creates an authentic connection. (Ai is popular for example but if they startle-easy don’t use it.)
Boldness Breaks Through the Noise: Don’t be afraid to take creative risks. A memorable brand does not play it safe.
Consistency Builds Trust: While creativity grabs attention, consistent messaging and visuals build credibility over time. (Sensei does a great job at this by keeping the “teach a man to fish“ communication.)
The Real Magic
The real magic isn’t in the product or the service – it’s in the story you tell about it. By embracing creativity, authenticity, and a bit of boldness, any brand can go from mundane to unforgettable. So, the next time someone says, “That business is too boring to brand,” smile and say, “Challenge accepted.”
Still have questions? Let’s connect, we’ll help!
