Case Study: Breaking Down What Makes Spongellé’s Branding So Successful
If there’s one thing we know today, it’s that consumers want to know the real people behind a brand. People relate to people, and if your brand feels real, they’ll relate to you too. You are trustworthy, right? If not, fix that now.
Simon Sinek, author of Start with Why, has made it very clear that customers no longer buy into what you do, but rather, why you do it. They want to know that the companies they support have values that align with theirs and if you can’t offer a compelling reason for them to spend money on your product, they will simply move on. In a study conducted by global ad agency Havas every two years with over 300,000 people and 1500 brands in 33 countries,
“[…] a meaningful brand has a 46 percent higher ‘share of wallet’ – defined as how much a person spends on a particular product – than a low-scoring brand. In addition, the top 25 most meaningful brands outperformed the stock market by 133 percent.”
One such brand is Hubba community member Spongellé. Founded in 2010, the company is based in Los Angeles, California, produces ‘body buffers’ that are infused with exotic extracts, rich moisturizers, and gentle cleansers. Spongellé holds multiple patents on their products as well as their infusion process. They have received glowing press reviews by respected media outlets such as Good Morning America, Allure Magazine, and Popsugar.com (just to name a few) and have recently been picked up by Canadian luxury department store chain to Hudson’s Bay Company, in addition to being stocked in over 300 stores worldwide.
Becoming a meaningful brand
It should come as no surprise that any successful brand would have all of their ducks in a row. No message is muddled, no social media post is timed wrong, and certainly no product launch haphazardly thrown together. It seems easy enough, but the amount of planning, foresight, and guts can be astounding.
Spongellé has all of this and more, as evidenced by our brand breakdown…
Cohesive imagery across all mediums
Image via Instagram
Spongellé has curated a clean and cohesive aesthetic which illustrates their brand aesthetic. Without fail, every image posted on each of their social media platforms reinforces the same youthful imagery and reiterates the message that to consumers that they will feel better using their products.
Product packaging that matches overall branding
Image via Spongelle.com
Spongellé’s packaging is bright, eye-catching and prominently features their Beyond Moisturizing logo. This further drives home the point that their products deliver an experience like no other and will leave the consumer feeling better after using them.
A consistent brand voice
No matter what medium, Spongellé’s imagery and overall voice is remains consistent. A clear connection can be drawn between each post and product which visually explains what they are offering and what customers can expect.
A strong brand message which is the core of everything
Customers want to get a sense of your company’s personality from every aspect of your business and that is what they buy into. It is not what you do, but your company’s ethos/mantra. Spongellé is a great example of a brand building its name by being very clear about what they do and how they do it. Their self awareness allows them to clearly explain that vision, and the fact they make an amazing product doesn’t hurt either.
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