Why Brands Are People

Blirt was started from a simple idea.

Brands need to become simple again.

Brands need to be simple to understand for brand manager, employee and most importantly, customer.

Brands get complex and complicated and chaotic.... but if we could just get them back to being simple again, would that be easier to manage?

Simplicity does not diminish impact.  Brands must have power, impact and cut through.  In fact, simplicity will always increase impact.

Think about it.  The best songs are often written from just 3 chords.  The best movie plots, at their heart, are pure simplicity – a love story, a tragedy, a drama.  The best ideas are always the ones we discover and exclaim, ‘oh how so simple’.

Simplicity would be so easy if it were simple.

Brand simplicity is actually possible.  Not easy, but quite possible.

How is it possible?

It’s probably better to start at the beginning...

Once upon a time there was a village.  The village was beautiful; it sat on lush plains amongst cascading hills. In that village lived a tribe.

The tribe loved to look after their animals and crops and celebrate life.  The tribe farmed the land and they grew.

One of the renowned men of the tribe was John.  John was a funny man, standing around 5 feet high, stocky with a head full of bushy, lively hair. John couldn’t farm; he quickly learnt that - but he could bang metal and make great farm equipment.

John was from an island call Anglo.  John became very well known for the quality of the metal equipment he made.  John became known as John of Anglo.

Much time went by and John had many sons.  Strong sons.  Sons who learnt their father’s art very well.

John’s sons learnt the art of being a Smith.  They were very good Smiths.  Their speciality was metal and they become known as Blacksmiths.

After a very long time, John’s great, great, great grandsons were very, very good Blacksmiths.  They created some of the best metal farming instruments two bags of coin could buy.

After a little more time John’s great, great, great, great grandson was named John the Blacksmith, which, very soon after become John Blacksmith.

John was so careful to create equipment of such perfection that people knew his equipment was a reflection of his character. They knew that any instrument made by John, would be just like John – strong, consistent, hardy and very functional.

John Blacksmith also had many sons and he took advantage of some new legal technology called a family business.  He called his business, John Blacksmith & Sons.

John Blacksmith & Sons became known for producing strong, consistent, hardy and very functional equipment during the industrial age.

A little more time passed and a wealthy businessman named Peter Brown thought the blacksmith business was on the rise.

Peter Brown bought the family business for a handsome sum, but employed the family to keep doing their trade.

Everything went well for Peter Brown.  He managed the business for a few years and early in the 20th century sold his quite profitable blacksmith business for a handsome profit to a publicly listed company called Zenon Corp.

Zenon Corp traded well, for a little while.  After a time the CEO of Zenon Corp wondered why the business was struggling.  The product seemed ok and Smith Industry Research was reporting that demand for Blacksmithing was still strong, so what was going on?

The CEO of Zenon Corp banged the boardroom table and screamed at his Global Blacksmith Managers (GBM Department) to find out why they were not making any sales.

The GBM Department ran an innovative worldwide market research program and they discovered some very interesting facts.

Their previous customers liked to deal with John.  John was strong.  He made sturdy equipment and his sons made sturdy equipment that was very functional.

They liked to buy from John, he just seemed like a mate.

Their research went on.  They said Zenon Corp was very professional but it took too long to get through to someone at the call centre, and if they did, they just got a fancy brochure in the mail with an automatic letter.

The research was quite enlightening.  Sitting in traffic one morning on the way to the office, the CEO of Zenon had a wonderful idea.

‘If everybody loved John, let’s bring back John’.

‘Let’s not rehire John, but let’s inject the personality of John into every staff member, transaction, assembly line, meeting, brochure, office or website’.

John was reborn.

The spirit of John, the spirit to create the toughest farm equipment in the village captured the imagination of every staff member.

The way John worked; with diligence, dedication, care and attention became the way every professional blacksmith worked.

“ ...if everybody loved John, let’s bring back John...”

John was an everyday kind of fellow.  He was natural, down to earth and fun loving.  The CEO decided to tell his sales team to be fun, down to earth, natural – have a bit of fun every now and then.

The CEO even repainted the office from the corporate black and white of the Zenon Corp to a more natural reddish iron ore colour that seemed more appropriate.  The staff really liked this; they even said their customers felt more comfortable.

In fact, what the customers really liked was that they renamed the Blacksmith unit of Zenon Corp to, ‘JB’s’.

As a result of all this, something peculiar happened. Sales started to increase.  Sales increased more than what the advertising metrics analysis said it should have increased.

Some magic was in the air.

The CEO had a moment of clarity.

‘People buy things from people’.

Hmm.  That sounds simple.

There is a fundamental belief at Blirt; People buy things from People.

Your brand is a person, a character. A character that is interacting with hundreds, perhaps even thousands of consumers.

Your brand is a one to many relationship.  It is not a many to many relationship or a no-one to many relationship.

Your people, your products, your sales stores, your brochures and flyers all carry this person to your customer.

Would you like to know more about creating a brand that drives sales?  Speak with us today.