How unsexy brands build brand love

Building brand love within industries such as finance, healthcare and insurance can sometimes be a challenge, however, we are here to explain how these traditionally ‘unsexy’ brands have successfully built brand love in the youth market and engaged them through genius campaigns.

You can mimic a result but not the creativity
When making the uncool cool, creativity really is the key. In today’s competitive business landscape the only way to separate yourself from others is to show how well you think outside the box and utilise your creativity. This is no exception for even the unsexiest of brands. In the words of Albert Einstein, “Imagination is more important than knowledge” but when every aspect of your business appears to be nothing but corporate, how do you build brand love?

Sponsorships
Making unsexy brands sexy since the beginning of time.

Cool by association is real thing and it’s something even the most corporate of brands continue to take advantage of. Sponsorships increase brand awareness and build associations between desirable, well loved brands and brands that may not be getting the brand love or perception they deserve. When thinking about sponsoring an event or campaign it’s important to always pick a brand or business whose target audience aligns with yours. When chosen carefully, the right sponsorship will not only place your brand directly in front of your target audience, but will also show your brand in the desirable limelight you are striving for.

From DHL sponsoring London Fashion Week to Mastercard sponsoring The BRITS, these unlikely partnerships are both mutually beneficial and effective when showcasing your creative side. DHL and London Fashion Week may seem like a world apart, but the two are in fact a match made in heaven. With the immense pressures for designers with shipments and equipment arriving on time, DHL is there to help ease the pressure and help put designers minds at ease. Known for not being the sexiest of brands, DHL becomes cool by association when joining forces with what is arguably one of the coolest and you guessed it, ‘sexiest’ events of the calendar year.

The association between the brands has even continued after the shows have finished. As DHL continue to deliver designer branded goods, the brand secures a connection with it’s audience every step of the way, from catwalk to consumer clothes rails.

Social Media
There really is endless possibilities in the content that you can post and share on social media. Regardless of your sector or product offering there is still one thing that all brands should aim to incorporate in order to nail sexy social…. Storytelling.

Storytelling has always, and will likely always play a large part in successful marketing. From blogs to videos and still imagery to gifs the social world is your oyster. Whether you’re a parts manufacturer or the NHS, a story with feeling and emotion will drive brand love through the roof.

Stories also help enable businesses and brands to portray personality, create connections and weave a creative narrative into a seemingly corporate brand.
Whether you use visuals on Instagram or a video on Facebook, imagery is a great place to start when striving to create eye-catching, engaging and memorable brand moments.

Campaigns
There’s nothing sexy about a boring campaign, so whether you’re a bank or a brick seller, your campaigns shouldn’t be and needn’t be boring. Ranging from the humorous to the shocking, the light-hearted to the thought-provoking, your campaign needs to have an impact and you must start thinking outside the box. Once again, creativity is key.

With a corporate brand in 2018, it’s easier than ever to get caught up in the technology and data to optimise the delivery of your ad. However, if the original idea behind the ad is lacking creativity, you will not receive the desired response from your target audience!

The power of creative campaigns to transform brand perception and inspire consumers can never be underestimated. One ad that makes the world take note, that makes the world stop and think, can revolutionise your brand’s reputation, drive emotion and most importantly showcase your sexy side!

Want to know more on how to build brand love? Get in touch with our team who would be happy to help