Branding is important to any business. It defines who you are, what you do, how you do it and why you do it. It builds trust and makes your product or service stand apart from the other noise in the industry, but what happens when we ignore branding altogether? Whether this is in its entirety or situationally, sometimes powerful advertising and marketing strategies can be born from presenting advertising materials ‘naked’ i.e. without your branding.

The case for blind advertising has been boosted by the reduced need to partake in excessive amounts of brand building and instead, create powerful content and marketing opportunities. Through this, direct-response lead generation is achieved by targetting and reaching qualified prospects, in line with a product or service, rather than relying on brand affinity. The pulling power of this marketing effort, ad or content can be completely destroyed by attaching your logo or brand name and slogan.

Withholding brand

A number of brands have succeeded by creating campaigns that don’t even link back to their website, sometimes with the alternative or campaign domain taking on its own brand identity. These campaigns, often utilising online video and ads, ensure there is absolutely no disclosure or alluding to the owner company, the brand, where the product or service originated, the creators or any further identity tags.

Furthermore, in a world of viral material and social media supporting its rapid spread, assets can be created and ‘leaked’ with no branding material, quite easily. This allows the message to travel quickly, relying on user-engagement to do so, and is particularly effective for brands who are trying to drive awareness to a cause or event or are trying to make a statement which has an alternative focus other than sales.

Utilising a pseudonym domain can further support in gauging the effectiveness of a campaign without relying on brand, through this, a brand can display their message, journalists can link back to it to offer their readers further information and they can track their website hits and traffic more effectively. They may also choose to set up social channels which can provide a further platform for spreading blind marketing materials and interacting with customers.

Post-Aquisition

After your brand has engaged with new customers or followers, and the initial blind content has done its job, you can then redirect people back to your brand during the reveal, whether this is for dramatic effect or due to brand persona and popularity. Brands building then can take place internally, once your customers have been effectively acquired.

This approach has proven that it doesn’t always take content that is adorned with logos and taglines to build a powerful brand identity. Often, blind advertising isn’t necessarily adopted by brands who have poor or negative brand association. On the contrary, it is regularly adopted by those who have built their brand to be airtight and therefore, it no longer offers any mystique, surprises or excitement. Through blind marketing, the brand can build new promises, create bold positioning and reduces the risk of being discredited due to their brand.

Overall, it is important for businesses to stop seeing their brand as the holy grail. It is important to build a brand but also understand how to be effective without it. Utilising brandless content can ultimately support in brand building whilst also being less tedious, expensive and more customer focussed. Where brands create content that is genuinely engaging, unique, exciting or useful to their customers, that doesn’t rely on brand for engagement, then they will often see a spike in customer loyalty and interest.