Google is hot because they let their products do the talking for the brand. If you think about it, the Google brand is synonymous with the Google use experience, and isn’t the result of some expensive “brand building” campaign. No, those crazy Google people spend their dollars on product. At Google, everyone – the engineers, the graphic designers, the cooks in their fabulous cafeteria – owns the brand.
You can see this in Gmail. Google took free email and said “How would the Google experience work here?” This kind of thinking led somebody at Google to place a wickedly brand-defining message in, of all places, the Trash box (see above). This is brilliant. Like 99.99% of all adult males, I skipped all the marketing messaging when I cranked up Gmail. Sure, I knew going in that it had 1 Gig of memory reserved for me, but this little surprise in my Trash really drove the value proposition home for me. Brilliant.
All experiential elements of your offering can be, should be – must be – thought through and consciously designed to define, embody, and amplify your brand’s unique song.
Good on ya, Google!