5 Companies Whose Custom Branding is Changing the Game
By: Paul Serra 07/17/2015
Custom branding is more important than ever. Customers care about products and services, but they care just as much, if not more, about the image it conveys. Certain brands have managed to find the perfect intersection of art and science with their brands, changing the game in jaw-dropping ways. They have tons of imitators, but few can even come close to matching what they’ve managed to do. Here are five companies whose custom branding is changing the game for good.
Coke’s recent “Share A Coke” campaign has been unbelievably successful, launching an already globally-renowned brand even further. It’s very nature is groundbreaking, as it fulfills numerous requirements that are difficult on their own. Does it strike an emotional chord? Check. Does it encourage guerrilla marketing on behalf of consumers? Check. Does it instill curiosity into the audience? Indeed, it does. It’s an astoundingly good campaign, and it’s turning heads for all the right reasons.
Apple is the very definition of branding brilliance. Their image is the result of decades of carefully crafted marketing, and it has completely changed the game for good. Their success lies entirely in simplicity, which continues to send waves throughout the branding world. Apple’s packaging makes one feel instantly good about their purchase, no matter the cost. Consumers have fallen in love with the elegant design, as it evokes all the right responses. Countless companies are imitating their aesthetic, yet none can find that magic.
In some ways, the Virgin brand is quite similar to the Apple brand - it’s simple, it instills specific values, and it’s immediately recognizable. Unlike Apple, though, the Virgin brand is unabashedly loud - it’s bright, it’s in your face, and it’s proud of it. It’s the perfect representation of Richard Branson and everything he stands for. Just about no other company could pull of that image without coming across as obnoxious and tacky, yet Virgin does it perfectly. It’s a testament to the power of a perfectly crafted brand.
Everything Elon Musk touches seems to turn to gold, especially Tesla. It’s a company that has bothered a lot of people, specifically manufacturers and retailers, thanks to their dedication to electric vehicles and the lack of a middle man in the sales process. It’s an outstanding brand, though, because of how flawlessly it represents the Elon Musk image - nonstop innovation is the name of the game.
How many times have you heard someone say, “That company is like the Uber for what they do?” It’s a phrase that’s becoming increasingly common, and for good reason. Uber has successfully branded themselves as a force to be reckoned with, with their image and service becoming a sort of corporate hegemony. It’s a brilliant business model, too - they make a profit off other people's’ goods, specifically their cars. More and more companies are adapting this model, but Uber was the first to pull it off with such success, and companies will be compared to them - but never match them - for a long time.
Paul Serra, Owner of Custom On It