Green masking tape and black marker

It's been a hectic week with lots of client deadlines... but I still came across a few goodies to share with you for this #FridayRoundup

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Use what you've got (Nihilo)

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The rules of brand building have changed. The old playbook, a great product and great design to follow, is no longer enough. People are inundated with options, with features, with choices. They want brands that don't just sell products but that foster connection, identity and experiences that resonate.

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Brand building is about creating a world with it's own characters and rules.

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Nihilo's report showcases some beverage brands that did this really well. But my favorite was Mal Bien, a mezcal brand.

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Their bottles are labeled with green masking tape and black marker. That's it.

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That's how the actual makers of mezcal, the farmers and distillers, package their goods. These makers don't have brands, corks and fancy snake shaped bottles with gold embossed foil. All they have is the essence - really good booze.

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Why did the founder, Scott, choose this route? Because "we're not design guys. We knew we couldn't compete in that space, so we embraced simplicity. Turns out, that's what makes us stand out."

His message for brands is: Use what you've got. Tell your story and tell it all the way. Not a designer? Great, do something else that you don't need loud illustrations for.

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Bold, saturated colors make your product seem strong and effective (Nick Kolenda)

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Products seem stronger and more effective with high saturation. For example, a gray coffee maker seemed more effective with a saturated background.

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When should you reduce saturation? When you want things to feel gentle or eco-friendly. Dull colors feel gentler and untouched by artificial dyes.

Also, if you sell a private or sensitive product. If you don't want anyone to notice that you bought something, you'll be pulled towards a products in a dull color that doesn't attract attention.

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Why and how to build a community that keeps your best customers around (Chew on This)

Email is fantastic, but creating a community is another powerful way to build your brand. Here are some reasons why:

• Educate - you can show them the best ways to use your product so they get the best results and/or most enjoyment out of it.
• Consistent flow of UGC - you get to hear and see exactly what your customers say about your product and how they're using it.
• Cheapest R&D - instead of investing in pricey market research firms that may or may not be accurate, get it straight from the source. An engaged community will discuss exactly what's not working well for them and what new features or products they want.
• Sell with spending on ads - like with email, in a community that you own, you don't need to pay for ads. Just create a post about your new product, and the sales will come in.

HOW can you build such a community?

• Choose the platform where your best customers hang out - WhatsApp, Twitter, Facebook, Reddit
• Dedicate one employee to act as a community manager to stay on top of things
• Post good content, the same kind I encourage you to send via email - stories, behind the scenes, advice and tips. Humanize yourself and tell your story.

Have you come across anything interesting this week? If you have - I'd love to hear about it.

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See you on Monday,

Chavy

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