The Importance of Brand Identity

Another quick one today.

I sent out a tweet this morning asking if anyone had any suggestions for my spec ad post. Alice Hollis (a copywriter from Reading) got in touch with me right away and persuaded me to try out something for Irregular Choice.

Not knowing who they were, I asked her a few questions about the brand and did my own research (I.E. Google).

For those that don’t know, they’re a fashion brand that produce shoes/handbags/accessories with ornate designs, cute colours, and a whole range of eccentric collections (including products with Disney characters on).

Taking Shots

The first batch of ads I tried out didn’t really inspire me. They’re bland, a little too on the nose, and aren’t designed particularly well.

Like I always say, I’m a big fan of sharing my work even when it’s not gone to plan. I’m not going to be embarrassed by it, and someone might learn from it.

As you can see, the colours are overwhelming, they’re too busy and clustered. Too much is going on…

… and I know why.

As much as I tried to learn about the brand in the limited window I give myself in these exercises, I still hadn’t fully captured what made them special and unique.

Really knowing a brand, loving them, and using them yourself, is part of creating a great ad campaign. I just didn’t know them well enough yet.

Sure, some elements worked. For the most part, however, they just happened to be lines I’d lifted straight from Alice’s helpful replies on Twitter.

Round Two

I gave it another shot. I gave myself a little more time to look through their site, read up on their history, and check out their press coverage.

I tried to make something that stood out, that still had all the fun and quirkiness of the brand, but also had a little elegance. Something I could easily imagine in a print ad.

They’re not perfect. Perhaps they don’t fully reflect the identity of the brand. They’re not eclectic and colourful enough.

But you know what?

For something put together in the first few hours of the day, I’m pretty happy with how they turned out. The products are the stars of the show, and the copy is just window dressing.

For this type of brand, that’s sometimes enough. What they offer to their customers tells a story itself. Sometimes you don’t need to bust your balls coming up with witty headlines and pleasant prose.

A Unique Identity

I may not have created something that completely matches the aesthetic of Irregular Choice, but I gave it a shot.

Brands that succeed have a strong identity. They differentiate themselves from the competitors with how they present themselves to an audience.

A good brand is more than just an expensive logo. It’s a mission statement that is consistently adhered to. It builds loyalty and trust in customers.

The ad says ‘Join the Club’ because that’s what a brand like this is. It’s a secret society that customers take pride in. It’s fun, it’s unique, it’s ‘out there.’

Brand is important, so make sure yours is strong.

And go follow Alice on Twitter.

Background photo by Krystal Ng on Unsplash
Smiling woman photo by Maura Silva on Unsplash
All product images from Irregular Choice