Often, we see the world of brands in terms of large – and derivatives of such. Numbers point to the worldwide retail locations of Apple; burgers sold in a McDonald’s; how many Subway restaurants you can see in one block.
But, big branding is also about small branding.
How often have you looked at the tiny aspects of any product – are they an extension of the brand? Or just some off-the-shelf component. Over the years I’ve been amazed at the attention to detail (and to the brand) so many companies have worked at to convey. The best example I can think of right now (there are countless more) is the Nike logo that appears on the pull-tab, on a zipper, on a my sports bag. This swoosh is maybe 8 points in size (take that metric system!). It is embossed in the plastic – therefore only visible if you look carefully and the light catches it the right way.
There are larger versions of the swoosh on the bag itself. And on this bag they are subtle – being applied as if a version of using Varnish on a print piece. That actually was one of the reasons I purchased the bag. I was not wanting a flashy item, but I did want it to be a Nike.
There are myriad brands around the world that are recognized by a shape (e.g., Coke), colours (e.g., IKEA) and design (e.g., Ferrari). But all of these cases, and many more, the true beauty is in the details that each of these companies put into their iconic artifacts. It’s something that we all could be better at – whether it be a multi-national or a personal brand. How many people put the effort into customizing their social media exposure – twitter, Facebook and LinkedIn pages, etc. Hey I’m the first to admit – I don’t do as much as I should for my own brand.