How do you feel when you interact with a particular brand? Someone behind the scenes has given the answer to that question quite a bit of thought. The American Association of Marketing defines a brand as “a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Taking it a step further, branding is exciting! The elements of a brand bring each company or organization to life with a personality and visual system like no other. It’s the verbal and visual language that speaks to a target audience and builds an emotional connection with them.
When it comes to branding, Blue Apron seems to have the recipe for success. Let’s look at each branding element to see how they do it.
Brand Purpose
Although not the most visible element, brand purpose is arguably the most important as it lays the foundation for the others. Quite simply, who are you and why does it matter? Blue Apron began in 2012 as a three person operation based out of a commercial kitchen in Long Island City, and has grown to become a nationally known meal delivery service. Its purpose is to deliver fresh ingredients and recipes to help chefs of all levels cook incredible meals at home, with an eye toward sustainability and environmental outcomes.
Brand Values
There’s a reason your company does what it does, and it likely relates to the underlaying principles and beliefs your business upholds. Brand values make the company relatable to people – consumers who align with your values become loyal, repeat customers. Blue Apron’s “why” is delivering high quality meal kits with ingredients and processes that are better for the planet. The company challenges home cooks to experience the difference quality food can make in their lives, while promoting environmental and dietary wellness. These values are generously sprinkled throughout the company website content and social channels; with messaging of building a better food system, quality standards, recycling, and being a carbon neutral company.
Brand Promise
A brand promise is a guaranteed experience a consumer can expect to receive any time they interact with the company. It is expressed internally in the company’s vision and mission; and externally in its brand positioning and personality. In the eye of the consumer, the more a company delivers on this promise, the stronger the brand value. After reviewing Blue Apron’s brand purpose and values, its brand promise is no surprise: “Blue Apron is a fresh ingredient and recipe delivery service that helps chefs of all levels cook incredible meals at home.”
Brand Voice
A consistent voice and tone which align with brand purpose, values, and promise is a must. Voice dimensions verbally reflect your brand’s personality – for example, is your company’s brand better described as formal or casual? Tone speaks to the emotional aspect of your brand, and makes the company and its offering relatable and human. Blue Apron’s tagline, “Better Living Through Better Food™” lays the foundation for its simple, relatable voice. Website and social media content is written to educate and empower, all the while being easily understood and friendly.
Brand Identity
Brand identity is the unique, visual design system that is most tangible to consumers. Logo, color, typography, and imagery and the key players here. Creative concepting is key in establishing a visual system that reflects the underlying mission and values of the company, while also capturing the personality of the organization. Blue Apron’s logo icon is a nod to chefs around the world who wear blue aprons while learning to cook. The Blue Apron brand, developed by Frank Collective, is a fun, approachable system which adapts beautifully from concept, to packaging, to digital media. View some samples below.
Brand Positioning
Brand positioning encompasses the unique value that a brand offers to its customers, and where the brand positions itself in the competitive landscape. How do you differentiate yourself to your target audience? Blue Apron strategically positions itself as the company bringing incredible recipes to its customers, while minimizing its carbon footprint, reducing food waste, and promoting diversity and inclusion.
Brand Experience
Think of the brand experience as the consumer’s journey while interacting with your brand across all touch points. Messaging, visual presentation and voice should remain consistent from channel to channel. From the initial view of the iconic Blue Apron logo, to the digital experience while selecting meals on the website, to the reception of meal kits in the branded packaging, Blue Apron’s brand’s personality and promise shine through.
Want to learn more about the elements of a brand, or curious about how your branding elements are working together? Check out our branding services or contact Christa to talk branding.
