I was chatting with Simon Whybray a few days ago, who said something that I really liked while talking about the London restaurant Meat Liquor. I’ve not been yet, so I asked him what it was like and why he loved the place. He explained that why he liked it was difficult to put his finger on, and in fact most people claim there are better burgers to be had in London. But there was this intangible element that was implicit in the brand; he suggested it was its confidence.
I love the idea of a brand having confidence but which is communicated so subtly that it’s difficult to even see it. A confident brand is like that guy you know who is understated and humble, can make a gathered crowd laugh, and also has a nice hairstyle.
This made me think about other brands that convey real confidence without desperation or inauthenticity, and what were the elements of the organisation that contribute to the feeling. Rapha and Mr Porter are both extremely confident brands, but are both fashion-oriented and frankly quite obvious examples.
Can you think of any confident brands? Airlines, food, FMCG, travel, and technology are all sectors who must have their own confident brands, so if you think of any I’d love some suggestions in the comments.