7 ways every brand can be a challenger brand

Our Lite IP rebrand is a simple story Over the years, the LiteIP brand had stayed much the same, largely as they have been working hard developing their system, and building a reputation, very much behind the scenes. Eventually LiteIP realised that, given the calibre of companies using their automated lighting control system, that they had been a bit shy about their credentials, experience and approach. So Kernel Mustard set out to rebrand the business to reflect the system as it is today, and the way the company now operates. Hiding in plain sight As is often the case, we discovered what the company and its clients knew all along. It turns out they are, and always have always been, pretty obsessed with creating simplicity. That might sound a bit strange but it's this simplicity that trade customers and end-users really like about LiteIP's wireless lighting control system. Branding with conviction We were keen to identify why David and his team started the business in the first place, and articulate what they really believe in. It boiled down to them wanting an elegant and straightforward solution to a problem that has been around for years. Commercial lighting control systems save companies money on their electricity bills. But many systems are so complex that they need expensive, professional installation and setup. LiteIP believes that such systems really don’t have to be complicated and should also pay for themselves. That's exactly why they created a wireless commercial lighting control system that is simple to specify, simple to install and simple to run. It doesn’t need complex wiring or a degree in computer science to install and operate. It’s run using a simple app and uses less energy to save clients' money. Creating something so simple has taken hard work, imagination and determination. The LiteIP solution means that experts no longer hold sway over people who don’t understand. LiteIP’s system gives control back to customers. SIMPLY CONNECTED LIGHTING Developing a new brand is as much about us explaining what it does as it is about logos, colours and fonts. So we've also crafted a strapline which we think sums us up well. SIMPLY CONNECTED LIGHTING. No fuss. No nonsense. It's simple. It's connected. The Visionary Engineer An important part of the rebrand process is to consider a personality for the brand: if LiteIP was a person, what human traits would he or she portray? Using personality archetypes, based on the work of Jung and Freud, together we decided LiteIP's should be that of a Visionary Engineer. We think it's a great mixture of creativity and practicality and a great direction setter for the company culture. Here are some characteristics of these two archetypes;

Tim Harford is the maker of one of the best blogs I've heard in recent years; Cautionary Tales. In it he tells stories of human error, of tragic catastrophes and hilarious fiascos. Oil tankers crash in broad daylight, vital military ideas are carelessly given away to the Nazis, and a shouty man in a uniform pulls off an audacious heist. Alongside the drama, each story has a moral that emerges from psychology, economics, even design. And in each of these he draws remarkable conclusions and lessons for everyday life in the 21st Century. Check it out here; http://timharford.com/etc/more-or-less/ He also has a brilliant Ted talk to take a look at; https://www.ted.com/talks/tim_harford_trial_error_and_the_god_complex#t-822959 His Ted talk really got me to thinking; how does the desire to create brands that demonstrate certainty work in an economy like ours; one that actually evolves by trial and error? We know that people respond to certainty - it's how many of our more dubious politicians got themselves elected. So brands that have certainty, about their philosophy, about their products, and about their beliefs, are attractive to consumers. But we also know that individuals with certainty, or 'the God complex' as Tim calls it, have caused many of the most terrible moments in the history of mankind. Mainly because they obstinately refused to change direction. So, for a brand, having a clear direction should be tempered with a willingness to respond to events. "Knowing what we know today means we are heading this way, but that will change if we learn something new." Massive brands like Nokia didn't quite manage this. Nor did Kodak or Blockbuster Video. Had these huge companies had a different approach, could they have retained the flexible mindset needed to evolve? If they had articulated a broader conviction, from top to bottom, would it have helped? Imagine Blockbuster Video having a conviction along the lines of; 'we believe in the power of cinema to change the world' . And what if they had created Netflix's current strapline 'see what's next ' ? Clearly both of these are very broad outlooks and completely agnostic to the retail model that obsessed them to the point of destruction. We'll never know for sure, but check out a view of Blockbuster's demise from the CMO at the time; https://www.marketingweek.com/blockbusters-cmo-failure/ Having a conviction gives brands something to constantly chase after, something to innovate in the name of, something to find new ways of delivering. So might it be the way to offer certainty without succumbing to the God complex? By truly embracing the power of trial and error.

Vegan, raw chocolate? Oh here we go. Cardboard taste and oh so serious attitude. Or so we very wrongly thought... A lovely group of people with an excellent product, combined with advice from a former marketing director of Thornton's, all added up to a very professional project with interesting results. EVALUATION The product is based on just three raw ingredients so hopes weren't very high when we tasted the product. But we were in for a surprise. Enjoy Raw Chocolate is absolutely delicious! After we regained our senses we considered the implications. Consumers were clearly not only those who have allergies or choose a vegan diet, but everyone who loves chocolate. We also thought that the element of surprise would be interesting to focus on. Showing the revelation could become a key ingredient of making the product appeal to people via digital marketing; after all it's quite difficult to taste it through a browser. Together with the client, we identified potential consumers, more by their attitude that their demographics;   - People who appreciate quality chocolate.   - People who are mindful about what they put into their body.   - People who like to treat themselves and others.   - People who recognise that sometimes the only answer is chocolate. DIFFERENTIATION In reviewing the market, we noticed a common theme across many chocolate brands; high design values on their packaging, and a serious tone on their credentials (ingredients, sustainability). They all look great, but not too many stand out against the opposition, something even more important to a relatively small business looking to make an impact. We concluded that there was room for a brand with fun at its heart. The resulting positioning statement - 'serious chocolate for fun-loving people' - offered a clear brief for designers to use when designing packaging and additional collateral. EXPRESSION As you can see from the image shown, the client has clearly run with this, updating the brand for the 21st Century. We're impressed by how balanced this now looks with equal emphasis on quality and fun. Enjoy! Check out their new website by clicking here .

Enham Trust is a disability charity that works with over 8,500 individuals each year, helping them have increased independence and choice in the cornerstone areas of their lives. EVALUATION Have spent almost 18 months rebranding, the charity had a shiny new identity and the strapline, The Power of Yes. But something wasn't quite right. The use of black and white images seemed very sombre and didn't really convey the positivity suggested by the strapline. DIFFERENTIATION Having spent some time at Enham, it was obvious that the real difference in this amazing charity was the people. All of the disabled people that Enham Trust help have the most amazing spirit and positive outlook on life. Our visit there was genuinely moving. So it seemed obvious to bring this to the fore. EXPRESSION To reflect the upbeat nature of the entire organisation, images were changed to colour and clients were shown facing the camera and looking happy and positive about their world. ACTIVATION The style has been applied across a whole range of materials both online and off including the Annual Review, fundraising direct mail, regular newsletters, advertising and literature. Here are just a few examples of the work we have produced. We’re very proud of our association with Enham Trust and the fantastic work that they do every day.