Your brand is not your logo. Or your font. Or your color palette. (📣 ATTN: Everyone in the back! 📣)
When you’ve nailed your brand strategy and expression, it will:
But all-too-often, “branding” is an aesthetic layer that lives on the surface of a company and never seeps into its DNA. (You can read more about alllllll the different tools I use to bring a brand to life here.)
In 2020 and 2021, the company – known then for its 👌 swimwear – showed that they truly embraced brand as an ethos, not just a look. (And in that time period, they gained 800% YOY revenue growth).
How did they do it? A concept called 360° branding that I’ll be posting about a lot.
Positivity, optimism, and confidence are at the core of Summersalt’s brand story. This isn’t just reflected in a look or tone of voice. It’s central to every touchpoint. Yes, they had body positivity, size-inclusive models, and culturally aligned partnerships. (👏👏👏 for all of these.)
But, they took it even further, because brand strategy allows for both consistency and flexibility. In the initial days of the COVID-19 pandemic, they turned their customer service channels into Joycast – a free, SMS-based “optimism hotline” where customer service agents shared guided meditations, puppy gifs, and more.
So genius. So relevant. Such a reinforcement of the brand territory they had intentionally staked out. And a result? It felt 1,000% authentic. (Yes, “authentic” is a buzzword. But it’s true. No one would have resonated with an SMS optimism hotline from Victoria’s Secret, which had a very different strategy then and is pivoting its brand again today.)
Wondering how to start thinking about your brand as more than just a logo or the products you sell? I recommend starting with “Why?” Read all about that here. Or, download our free guide to the Why, How, What brand strategy framework.