Brand Personality in the Wild
On my daily adventures, I can’t help but take note of different brands in the wild. Their brand strategy, impact, how they resonate, working out their target market and doing a mental deep dive into the brand personality they are trying to cultivate.
Recently I walked past this sandwich board and it caught my eye…
So I started my mental checklist.
In this business, they don’t take themselves too seriously – considering they are a law firm.
My first impression is that they look like they are fun, approachable, casual, easy to relate to and very reputable and successful at what they do.
Keep in mind – walking past this sandwich board while getting my groceries is my single, only interaction with this brand. But it said SO MUCH to me.
Ok, let’s break down this sandwich board and its brand personality:
COLOUR:
Primary Colour: Blue is known for its trust and dependability. It’s reliable, responsible, and mentally soothing. For that reason alone, it’s one of the most-liked colours across the entire world. Colours in the cool category, like blue, typically evoke emotions of professionalism, authority, and trust.
Secondary Colour: The use of Orange is also clever, as Orange and Blue are opposites so they are easy on the eye when combined – they don’t fight each other. The orange works as a beacon to the eye – drawing it to engage with the signage.
IMAGERY:
A seagull pooping on a guy’s head. Relatable? Yes. The horrific accident that an accident lawyer would deal with? No. Eye-catching? Yes. Most importantly… it plays with the tagline perfectly without being too confronting or off-putting whilst also talking to their brand personality… fun, tongue in cheek.
It says: If you’ve had an accident and are looking for an approachable and relatable business – walk in here.
In my opinion MUCH more effective than a jarring stock image of a car accident that is used by many accident lawyers: see below.
BUSINESS NAME:
A crucial part of your brand personality. Murphy’s Law: “Anything that can go wrong will go wrong”
All I can say is what a perfect name for an ACCIDENT LAW FIRM!! Bravo guys. Very creative. Using this adage plays on the accidents that can happen (we can help) business whilst including your profession – LAW.
LOGO:
murphy’s law
The lowercase business name says we are approachable and casual. Anyone is welcome. We’ll remember you by name – “you wanna go where everybody knows your name.”
And the fact of the matter is… anyone can have an accident and may need an accident lawyer. So this brand is appealing to anyone who might be intimidated by big law firms. Accidents can be traumatic, emotional, and confronting. You want to feel comfortable and feel heard. I haven’t met the team, but this brand gives me the feeling that this is where I would want to go in that situation.
ACCIDENT LAWYERS
This is what we do. Simple statement. To the point. No second guessing you’re in the right place.
ICON:
I feel like they could do away with this icon. In saying that I have not seen it applied in other parts of the business. It could very well have its place.
VALIDATION:
They have peppered their awards around the signage to validate – Hey, we might be fun, but we’re also REALLY GOOD at what we do.
1800-NO WIN NO FEE – No-risk guarantee. Either you win and get the payout you are entitled to or you don’t and it costs you nothing.
So that was a lot of takeaways from a simple sandwich board… but to me, it said A LOT.
What do you think? What does this brand say to you? What other brands you have encountered have strong brand personalities?