This entire blog post was inspired by Brandless, an entire brand built around the idea of offering products with no brand name which is super ironic considering they have a REALLY solid brand.
Their branding is maintained clearly not only through their site, social media, and packaging, but through the extra efforts they make to offer their customers a unique experience. Upon receiving my Brandless box, I found not only all of my goodies but two full sheets of Brandless stickers and a little note.
This entire brand is a great example of what it means to be the opposite of “brandless”.
Now for the real reason you’re on this post, what it means to be truly brandless:
Have you ever been to a website and thought “what is this” or “who is this” or “is this even legit”… yeah that’s the result of coming across a brandless company.
Have you seen those instagram pages filled with a bunch of random influencers posing in all sorts of accessories? Yeah, that’s probably a brandless company. (Now don’t get me wrong, influencer marketing is a great tool but only when it’s used correctly).
Do your friends constantly ask “now what is the name of your business again?” or “what do you sell, AGAIN”?
You might want to consider the possibility you may in fact be, brandless.
Being brandless means having a logo but no strategy to back it up, it means selling services/products but not being clear about what you offer, it means having a website & social media but no consistency, and most importantly it means existing but not being memorable.
Brandless businesses are EVERYWHERE and the sad part is, most brandless companies don’t even realize it (obviously why they’re still brandless).
Instead of identifying the problem lying in the foundation of their business they’d like to think offering more products, spending more money on marketing, or running more promotions is the solution.
They don’t want to face the reality that DIYing their own branding, actually didn’t work out the way they thought it would. They would rather focus on smaller pieces that cost less (producing more product $50, marketing $100, running promotions $30) than focus on the one thing that costs most (branding $1500) but has the most return on investment in the long run.
If you’re reading this and have been questioning why your products aren’t selling or why you can’t seem to grow your audience, you may want to take a step back and re-evaluate your overall brand.