For the average consumer, basic needs and wants are only a few clicks away or ready for pick-up, maybe even delivery. Brands are constantly wanting to be a part of this transaction and so they storm consumers with marketing noise in an effort to do so. The constant noise blurs together and most consumers have become quite skilled at tuning it out and scrolling past. To succeed in a loud world, cluttered with new ideas a company’s brand and marketing must be, not only unique but truly remarkable.
Lemonade
Lemonade is a company that has taken something boring and turned it into something remarkable. With the growing number of millennials moving into their own apartments and homes, Lemonade developed a brand of homeowner and renter’s insurance that speaks directly to that demographic. Starting with the visual brand, Lemonade communicates to target customers with bright colors, fun graphics, and an easy to navigate website. They seek to educate and engage quickly. Once they have initially engaged their audience they promise a hassle-free, 90-second sign-up, and to top it all off they ensure that any money left over after claims get sent to good causes. They make the benefits easy to understand and they make it fun and easy to buy.
Billie
Billie is a women’s razor subscription service that seeks to empower and ease minds all at the same time. Billie not only sells a product that functions better than others on the shelves, but does so with a lower price point, a convenient subscription option, and a meaningful message. Billie products are made without parabens, sulfates, GMOs all while costing half of what the competition charges. Billie’s bright colors and strong female empowerment message push this product into the remarkable realm and keep customers coming back for more while activating customers to spread the word through Billie’s referral program.
Warby Parker
For years the creators of Warby Parker watched as large companies cornered the eyeglasses industry and up charged their oftentimes aesthetically outdated products because of their control over the marketplace. Warby Parker’s founders knew there must be a better way and by bypassing traditional channels and communicating with customers directly they were able to create high quality, fashionable products at a better price. But how are they remarkable? The message they have built behind each purchase. Warby Parker understands that without glasses people are unable to effectively learn, work, or go about their daily lives, so they set out to do something about it. In addition to stylish, accessible glasses, Warby’s Buy One Give One business model means for every pair of glasses the company sells, another pair is distributed to someone in need through non-profit organizations.
Now let’s recap. What can make a business remarkable? Lemonade does it through their bright-colored young-looking brand, fast-paced enrollment, and charitable donations in a traditionally dull industry. Billie does is through their strong values, extremely low prices, and convenience. Warby Parker sets itself apart with creative logistics, low prices, strong message, and a charitable business model that makes the world a better place every single day. The beauty about being remarkable is that it can (and should) mean something different for every business out there. How can your business make a shift toward being remarkable?
