Brand confidence
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.
Comments — 4
Great post, there are a few obvious brands like Apple & Audi, however one that I think goes unnoticed would be Moleskine.
As for burgers Meatliquor comes way down on my list after the likes of Honest, Mother flipper, Lucky chip & Patty and Bun; but this is the street food explosion that we are witnessing (and it tastes bloody good).
I think this extends into anything where aesthetics come into play. My favourite clothing brand (Folk); great artists (Patrick Caulfield, Lucian Freud); and furniture brands like Vitra—for example—all portray a confidence with bold colours or strokes or simple but beautifully–crafted products. They exude confidence, which in turn gives you confidence in their output.
It’s a really fascinating subject. No doubt a lot of research has been done on the part of brands wishing to attain that status through marketing. But I think it’s something that comes quite naturally and can’t be easily manufactured.
I agree – fascinating subject. I was going to mention Honest Burgers as a direct comparison and good example of the kind of brand confidence you are talking about but looks like Ian already did in the first comment. Meat Liquor’s brand confidence reminds me more of Vice Magazine or American Apparel than Mr.Porter or Folk.
Creating a confidence in the brand you are helping to promote is the quickest way to initiate the “prestige” that others can get behind and trust!
This is why it is so important to be passionate and engaging as a company. Confident branding takes confident people!
Wonderful thoughts Daniel!