We have already commented here, sometimes, on the importance of personalization as a communicative strategy for brands. But, when we talk about this topic, we are not necessarily referring to the production of exclusive packaging and products for each client, as this might not be financially viable. The idea is to provide unique experiences to make them feel special. And this issue comes in 2020 with new factors, making it one of the most promising branding trends of the year.
Personification: a new concept
Personalized design has been seen more frequently in the recent decades. An example of this – and perhaps it was one of the main initiatives to foster this trend – was a Coca-Cola campaign, which, in 2012, added names of potential consumers to its packaging. The brand used this strategy until mid-2015 and, of course, it was a success! In addition, at the same time, the use of smartphones and social networks became popular, helping to further viralize the campaign.
Thus, a new discussion on personalized products and services was opened and it remains to the present day. But the discussion has been changing. We are not saying that Coca-Cola’s campaign would be a failure today – we cannot predict that. But the fact is that this strategy is turning to new formats. Brands are looking beyond aesthetic or decorative customization, they are trying to bring the feeling of exclusivity together with functionality.
Therefore, even the term “personalization” does not seem to be enough to describe this new trend. So, now, we are talking about a “personified” design, an even deeper strategy, which includes new operating mechanisms.
Subscription clubs: one of the hallmarks of this branding trend
These services are great examples of the application of personified design. This is because, basically, they consist of a product curation, designed exclusively for the group that hires the company. They usually come with a lot of practicality. After all, as a rule, products are delivered to people’s homes. And personification is exactly that: specific demands met in a convenient way.
And the data shows that this strategy has been successful. A Clutch survey with 528 online shoppers in the United States, revealed that 54% of the shoppers participate in a subscription club. But, if you think that this is one of the branding trends that are only on the abroad agenda, you are wrong. Here in Brazil, subscription clubs are also growing, especially in segments such as wines and books.
Coca-Cola itself is already starting to invest in this regard, with the Coca-Cola Insiders Club. The initiative is a subscription club, which will send to the participants a monthly shipment with the new drinks, that will still reach the market and special editions. Thus, consumers feel more connected with the brand, as if they had exclusive access to news. And all of this without even leaving home.
On-demand products: an expanding business
The packaging and delivery models are some of the items in which the personified design is most evident. But it can also be applied to the products themselves. And this is already happening! The proof of this are those products known as “on-demand”, which are increasingly common in the market.
As an example, we can cite Colgate’s newest launch: the Plaqless Pro smart brush, which features advanced technology – which is very common in this type of personification. In short, it detects the accumulation of plaque on the teeth and removes it, during brushing, using an optical sensor. In addition, the brush is connected to an app, where the person fills in information related to their health, to make brushing even more accurate, considering their specific needs.
In the same way, products such as L’Oréal’s Perso and Shiseido’s Optune devices – which create customized beauty products in real time – are already a reality that is increasingly closer to consumers. Thus, we can conclude that the personification of products, packaging and experiences is here to stay! And, to learn more about the branding trends that promise to stand out in 2020, check out our e-book.