Too many brands play it safe. But what might feel comfortable, rarely gets you noticed.
Too many businesses stick with what’s worked before, which can also see agencies taking the easiest path for their clients. While the result might be a brand that looks good, on the surface, they often lack the strategic difference to make them stand apart. This means more often than not, their brand simply blends in with competitors.
We believe in taking creative risks and pushing boundaries to redefine industry brands. Where others follow the crowd, we create our own path – strategically, of course.
Why does any of this really matter?
Markets are saturated. Innovation is rare. And the growing prevalence of AI means too many people are either looking for shortcuts or quick fixes. The result is a world of conventional and average.
But differentiation has always been the true key to success. When a brand looks and sounds like everyone else, it doesn’t just mean you’re less likely to be noticed, but it also makes you forgettable.
So, our approach is all about changing that:
- We want our clients to be one step ahead of the competition – but for that to happen, they must have a desire to change and keep innovating.
- We want customers to keep returning for more from our clients – but for that to happen, they must be memorable.
That’s why we question the norm and push the boundaries of what’s really possible for our clients.
In a world of blue, don’t be blue for a healthcare solutions provider
When we started working with Connect 2 Cleanrooms, a leading provider of cleanroom solutions for the pharmaceutical, biotechnology, and healthcare industry, we instantly spotted a trend.
Every competitor looked the same.
The industry has fallen into a pattern of using clinical blues and heavily-loaded jargon in their brand messaging. But that doesn’t mean your business has to conform just because it’s part of this industry.
Connect 2 Cleanrooms was all about innovation and offering a disruptive solution for the industry. This needed to be reflected in their brand identity.
We said, in a world of blue, don’t be blue. So… we ditched the blue.
This wasn’t just about being different for the sake of it – but being different because it made sense. In response, we opted for red as a way to reflect Connect 2 Cleanrooms’ new direction and showcase them as a market disruptor. We paired our new colourway against a minimal, clean and human-centric aesthetic to reflect the environment that Connect 2 Cleanrooms creates.
Of course, it wasn’t just a case of changing the colour – we were also dealing with the challenge of a heritage brand that was entering a new chapter. We had to ensure our new identity and positioning instilled confidence across multiple audiences, including employees, customers, and prospective clients, so we took inspiration from its original identity, whilst also weaving in new elements that defied industry norms.
The new proposition has paid off. Early indications show that Connect 2 Cleanrooms are actually receiving a lot more relevant enquiries than they were getting before. This shows that with our strategic thinking and knowledge, we demonstrated to Connect 2 Cleanrooms the real benefits that going against the grain could achieve for them.
Ditching the serious and clinical identity of a cancer charity
Another client who placed their trust in us to take their identity in a completely new and unexpected direction was CancerCare.
Cancer charities often have a more serious and clinical identity to reflect the nature of the work that they do. But when we began to immerse ourselves into the world of CancerCare, we immediately spotted a disconnect.
Their approach to everything – no matter the person involved – came from a place of positivity, warmth and community. But their brand did not reflect that. It felt cold and clinical in comparison to the warmth of the support that they provide.
So we knew we needed to make sure the people at the heart of the charity were involved in the creation of the new CancerCare brand.
We took inspiration from art therapy, and worked with the CancerCare community to create ‘emotion marks’ – brush strokes made by individuals to reflect their emotions, feelings, and experience of diagnosis and therapy.
These marks became the foundation of the new brand, with the vibrant and unique patterns making CancerCare distinctive and with a personality that truly reflected its people.
The final result was a brand that feels as warm and welcoming as the charity itself. They’ve even reported a shift in the balance of referrals with more family members, schools, friends and community groups getting involved. This shows the power in diverting from the norm to stand out.
Breaking the mould isn’t just about looking or being different for the sake of it. It’s about creating a brand with purpose – one that not only stands out, but also stands for something.
If you’re ready to push boundaries with a brand that will stand out in a competitive, fast-moving world, get in touch at projects@expconsultancy.com.
