Hate is a strong word, and it’s the exact word I’m looking for.
I’ve been thinking about brands a lot lately while prepping for a (freaking fabulous) brand workshop I’ll be co-teaching in November.
And moving back home to Paducah, Kentucky, this summer reminded me of one of the most out-there brands I’ve ever encountered.
The brand is that of Surplus Sales, a DIY homeowner supply store—think flooring, doors, cabinets, even shingles!—with a few locations here in Western Kentucky.
How could a home renovation supply store’s brand be that outrageous?
You tell me:
All photos taken from the Surplus Sales Inc. website, including the full explanation of why
a home supply store has a random, scary baby as its logo and overarching brand concept.
Every person in this area is confused by the logo, especially when the baby’s face appears, alone…laughing? scowling?…with no context, on the store’s 100-foot sign above one of the busiest streets in town (sorry guys, didn’t get a photo).
It’s even the fav icon on the Surplus Sale’s website.
I’m being hard on the Happy Baby™ (yes, it’s trademarked), but I’m sure the store is owned by lovely people, and truth be told, we’re planning a trip there later this week because we need a new kitchen pantry door.
Which is the whole point of this blog…the business’s confusing, weird brand that we all hate somehow WORKS.
Why? How?
Fair questions, and here’s how:
- It stands out. It’s not the same generic brand and logo used by every other business in town, and so it gets more attention…something to keep in mind in the lukewarm world of wellness brands that all look nearly identical.
- It’s got an interesting story. Do I understand the story? Do I think it aligns with what the business offers? No and no. But at the end of the day, it doesn’t matter. It’s still fun and captivating, and is a mandatory lesson for health businesses that need to create a quick rapport with potential clients.
- Its controversy creates attention. The whole reason I know as much as I do about Surplus Sales (and will likely buy a new pantry door from them) is because of this baby I hate. How many other people have wondered what the hell was going on with the weird baby face and Googled it?
- It’s unique and confidently attached to the business. Does everyone else question it? Who cares. Surplus Sales likes this brand so much that they trademarked the baby and tell the story on their website. They’re committed to the bit, and it positions them as an established landmark.
These are all crucial brand lessons to consider for your business, too.
Especially when anyone with a smartphone will have a strong opinion about what you’re doing with your business.
Does your brand stand out from the gray-scale pack of other health businesses?
Does it tell a captivating story that connects with your clients?
Does it create (just enough) controversy and get a little more attention?
Do you love it?
Then go for it.
I may say I hate it, but who cares? I’m just one of those idiots with a smartphone. 😉
I’ll support it, and so will tons of other clients who notice you because you have a fascinating versus fall-flat brand.
