19/08/24 – BY APRIL BUTTEN
Stand out or stand aside: why bold brands win
Even science says so.
It’s Saturday morning and you’re scrolling through your feed, coffee in hand, expecting the usual parade of polished ads and Friday night recaps. Then, something stops you dead in your tracks. It’s not just bold; it’s downright brave. This isn’t just another well-crafted ad—it’s a statement, a brand daring to be different not only in visuals but in its very approach and message.
Think of the online world as a never-ending cocktail party where everyone’s whispering. Suddenly, a brand starts a conversation so engaging it makes everyone look up. That’s what bold branding does—it doesn’t just catch your eye; it captures your full attention.
Remember when Old Spice transformed from your granddad’s aftershave into the internet’s most whimsical, mustachioed hero? They went from just selling scent to pushing a persona so charismatic it became the stuff of legends. That’s not just being visually bold; it’s being creatively courageous. And boy, does it stick.
Even Science Says We Love the Bold
Enter the Von Restorff effect that proves our brains are suckers for things that stand out. This psychological phenomenon explains why bold graphics and striking fonts are more than just eye candy; they are essential tools for capturing your audience’s attention. In the visual cacophony of a social feed, these elements act like visual shoutouts that stop the scroll.
When Old Spice used vibrant imagery and dynamic fonts in their ads, they weren’t just being different; they were crafting an entry point for their memorable messaging.
Bold design does more than just please the eye—it creates gateways. It draws viewers into the narrative, setting the stage for the deeper engagement that follows. This visual boldness ensures that the initial glance turns into a lasting gaze, providing the perfect setup for the message to strike and stick.
Being Bold Beyond Design
For us strategy peeps, understanding this principle is crucial. In a landscape cluttered with endless content, and believe me I’m all for a mindless late-night scroll, the brands that build upon the Von Restorff effect effectively can cut through the noise with precision.
With messaging, it’s not about shouting the loudest, but changing the tone. It’s in the choices a brand makes, from their fearless approach to social issues to the way they make every customer feel like the hero of their own story. It’s your website’s user experience, the unexpected delights in your product packaging, and every word that drips from your campaigns. (And in 2024 it’s also putting your money where your mouth is).
Here’s where the rubber meets the road. Being bold means being unapologetically you, through every content piece you put out into the world.
You want to be creating moments that do more than just fly by—but linger and make you think. This means embracing risks, challenging conventions, and engaging with your audience on a level that transcends the transactional.
You want to be creating moments that do more than just fly by—but linger and make you think. This means embracing risks, challenging conventions, and engaging with your audience on a level that transcends the transactional.
Consider Dr. Martens, and their iconic black boots that champion rebellion and individuality. From the get go, they were committed to representing subcultures ranging from punk rockers to goths to grunge enthusiasts. The brand’s bold, utilitarian design, paired with an unwavering commitment to quality, resonated deeply with those who wanted their footwear to reflect who they are. Dr. Martens doesn’t just sell boots; they sell self-expression and an entry to the cool club . And that’s why, even as they’ve crossed into mainstream fashion, they’ve never lost their edge.
Why Settle for Eyes When You Can Captivate Hearts?
So, next time you’re plotting your brand’s world domination, ask not what your brand can sell, but what it can start. Start conversations, start revolutions, start trends. Be the brand that doesn’t just fill a need but fulfils a desire for something radically different.
Remember, in this noisy world of ours, the boldest move you can make is to speak directly into the soul of your audience. So, go ahead, make your mark with the audacity of a brand that can not only shout from the rooftops, but knows exactly how to capture minds in the crowded halls of the digital marketplace.