The Effortless Brand

Creativity can often lead us in a direction that provokes imminent change. As such we can be determined to showcase evolution, progression and dramatic new perspectives; at the risk of compromising the very essence that can allow a brand to excel. There was a time when making a big noise and stating the obvious were the critical components of the communication formula. However, putting a large amount of effort into achieving a certain image can get to the point where it appears contrived. Brands can be seen to be trying too hard.

Whilst recounting the lesson that empty vessels make the most noise, there is significant value to be gained from an intelligent and understated approach. Creative intelligence should be harnessed and applied to any strategic brand communication in a highly focused manner that renders seemingly effortless results. However, it can take much effort to make things look easy. A return to the purist view of outlining a clear proposition of the brand, and nothing more, provides an undiluted platform from which to present a clear vision.

It is important to continually reflect and evaluate the needs and goals of a brand strategy, which can be carefully aligned with a long term view to deliver consistently.

The process can also identify opportunities for product development whereby you are not just aiming to be a market leader, but a market creator.

Recent trends have highlighted a return to values and vision. Combined with a strong message to create affinity with their audience, brands are elevating what they really stand for. We have witnessed many promises made around sustainability, added-value and giving something back to the world. Having a vision isn't strictly reserved for those saving the planet, but extends to all brands striving to mark out their territory as being outstandingly brilliant at what they do.

BE THE REAL THING

The understated approach is possibly more significant in the luxury goods sector having emerged from a difficult year combating the perceived frivolity associated with excess and indulgence. A new luxury brand, which launched this year, was so discreet that even their client base only heard about it through the grapevine. ONE Authentic Properties is one of the world's rarest private portfolios of luxury rental properties. They have a range of handpicked villas and chalets in France including St Tropez and Cap Ferrat, where high net worth individuals can select from 13 uniquely crafted properties with a portfolio value in excess of 200 million Euros.

What is distinctive about ONE is that the portfolio is privately owned by one individual collector; a successful British entrepreneur whose dedication lies in collecting individual sites and passionately developing each property into a unique crafted work of art that is understated and pure. There are no signs of gold taps or fur-lined cabinets; just pure craftsmanship. It was critical in their approach that the ONE brand embodied the authentic values of the properties. There was a complete absence of flashy accessories and instead, a reserved abundance of quality, details and effortless value.

ESTABLISH CONNECTION

The understated approach is not restricted to the luxury market. Much can be said of applying discretion, subtlety and meaning to a wider market. Integrity and humility are not two words you would often associate with the language of business and brands. THE SORORITY, a newly launched members club for inspiring professional women, presents an alternative vision of women and work. Passion and integrity form the backbone of the brand's essence, which seeks to inspire and empower women around the world. The club launched in June and had a warm message that resonated with women.

The vision behind the brand represents the very best of modern day women and has the support of inspiring founding members including BBC Presenter Katie Derham, Bend It like Beckham Director Gurinder Chadha, shoe designer Beatrix Ong and celebrity chef Ching He Huang.

This approach has had an overwhelming response from women, capturing the trust and inspiration generated from the vision The Sorority brand represents. Applications for membership were not only received in droves, but each applicant volunteered revealing details about their personal lives and aspirations despite not being requested. The vision had inspired women to connect with the club in an unguarded manner. Along with the applications, the club has received personal letters from women who have been inspired to change, have been empowered or who wished to drop what they were doing just to get involved.

The power of this connection is a result of the understated and sincere approach The Sorority chose to adopt when communicating with its audience. Addressing an audience with sincerity cultivates trust.

As the consumer landscape continues to evolve, it is brand substance that will stand the test of time. It can be viewed as somewhat of a paradoxical balance to achieve the effortless brand. To be seen to be trying too hard has never been cool, and yet it takes hard work to make anything look effortless; the key lies in the focused application of knowing precisely where to apply the effort. You will know you have got it right when it looks easy.

THE EFFORTLESS GUIDELINES

EFFICIENCY
Harness simple brand physics for the ratio of work done to the effort put in and make your investments work for you. Verbosity is redundant. Be clear on what the message is and engineer a strategy that leverages your core.

VALUES
Be clear on what you stand for and enforce those values (and show that you do.)

PURIFY
Strip away the unnecessary and retain what is essential. What then remains is pure.

Viewpoint

BE THE REAL THING

ESTABLISH CONNECTION

THE EFFORTLESS GUIDELINES