Starting your own brand isn't as straightforward as many might think. It involves a complex and often lengthy process, filled with opportunities to learn new things along the way. However, the very first—and often most challenging—step is defining your brand. But what does it mean to define your brand? You can start by establishing a purpose. This purpose could take many forms; for instance, many brands focus on addressing environmental issues, while others prioritize mental health awareness. Whatever your purpose may be, it serves as a beacon, leading you towards identifying your target audience. Not everyone will resonate with your brand, and that's okay. Your target audience comprises those who are passionate about your purpose and resonate with how you define your brand. After all, your brand is ultimately shaped by your customers' perception of your business. Injecting personality and emotion into your brand is crucial, as it humanizes your business and fosters deeper connections with your audience. Launching a brand means setting goals, nurturing passion, establishing purpose, and expressing personality. Now, let's shine a spotlight on a few brands and explore why they serve as great examples.
Starting with Sunbum, the popular sunscreen brand, I admire Sunbum not just for its effective sun protection but for its impact on my design journey since college. Their graphic design has always been a huge inspiration to me—especially their color schemes and backgrounds. Despite being a simple sunscreen brand, Sunbum has embraced and thrived in the evolving landscape of social media and technology, leveraging these platforms to their advantage. They sell more than just sunscreen; they embody a lifestyle. Sunbum evokes a beachy, bohemian surfer vibe—a life of carefree adventure. With their playful design, they effectively resonate with their target audience: those who buy into the brand for its lifestyle and aesthetic appeal. Personally, I appreciate how Sunbum injects creativity and vibrancy into something as mundane as sunscreen. It enhances my beach
experience every trip.
Next up is Duluth Trading, known for their outdoor work clothing and materials. They embody a 'no-nonsense' attitude and express humor into their brand. Their audience consists of people purchasing clothes for tough, extreme work conditions, requiring durability. Duluth's straightforward branding resonates perfectly with this audience without being dull or mundane—they cleverly sprinkle in humor and wit. I find this approach refreshing because not many brands are willing to be so candid and incorporate such specific humor. However, it clearly works well for them, as it aligns perfectly with their niche target audience.
Another brand I admire is Life WTR, known for its water bottles commonly found in gas stations or grocery stores. What sets them apart is their innovative approach beyond their industry norms. Unlike typical water bottles, Life WTR's bottles feature stunning artistic designs—a reflection of the owner's admiration for art. This artistic expression extends beyond their product; on their social media and other
platforms, they regularly showcase artists, giving their brand a deeper purpose beyond water sales. Life WTR aims to integrate art and creativity into unexpected places, challenging norms even in everyday settings like your local gas station.
These brands and more are a huge inspiration to me. They have done an amazing job thinking outside the box. Ask yourself, what could you do to take your brand to the next level and think outside the box?
Reach out if you're interested in doing a branding brainstorm session with me!
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