Brand Trust Archives – Liquid Creativity Liquid Brand Agency, Melbourne Tue, 18 Jul 2023 16:57:36 +0000 en-AU hourly 1 https://wordpress.org/?v=6.2.5 Unpacking ahm’s New Brand Positioning: The Art Of Simplicity https://liquidcreativity.com.au/ahm-brand-positioning/ https://liquidcreativity.com.au/ahm-brand-positioning/#respond Tue, 21 May 2019 23:31:52 +0000 https://liquidcreativity.com.au/?p=14852 Keen to attract a particular market segment, ahm took on a total repositioning. We take an in-depth look at how they successfully carved out a new brand position in the market.

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brand repositioning

BRAND POSITIONING   |   POSTED ON 22.05.2019

Unpacking ahm’s New Brand Positioning: The Art Of Simplicity



Health insurer, ahm has been in business since 1971 and have long been known for its focus on affordable health insurance. While amassing over 370,000 members; it was clear ahm had to do more to establish their position in the market. With almost every health insurer promising affordability, it was no longer a niche that could give ahm a winning edge.

Keen to attract a particular market segment and carve out a new brand position in the market, ahm took on a total repositioning, focusing on the art of simplicity.

brand position

The repositioning brief

Goal: Differentiate ahm as a simple, easy and affordable health insurance provider.
Focus: Millennials.
Scope: TV, online and print as well as a totally new brand platform.
Objective: Improve unprompted brand awareness.

The repositioning challenge

Working with their brand experts, ahm drew on a wealth of research in order to get their new positioning right the first time. ahm drew on years of internal research collated from their clients and prospects to ensure they were catering for their target market. This research has enabled ahm to have a meticulous and considered approach to their target audience of millennials.

As well as internal research, the project also included semiotic analysis to help ahm to determine exactly what simple looks like. With a focus on reducing the complexities in the health insurance industry, the challenge for the branding team was to strip back the stressors and the frivolities and focus on being simple, but effective.

The result: The Simple Bit

The repositioning campaign focuses on the platform; The Simple Bit. With a relatable, friendly and no-nonsense approach with a slight touch of humour, ahm’s focus stays true to the needs and wants of its millennial customers. With help from New Yorker contributor and illustrator, Liana Finck, simple black and white cartoons catch the eye and deliver a message in one quick glance.

brand positioning illustration

As well as stripping back the complexities of health insurance, ahm’s new positioning went from making the most impact from as little as possible. A no-waste focus meant the whole branding campaign was completely stripped back to show precisely what ahm is; simple, easy and affordable. Anything that didn’t add value was taken away.

The advertising for ahm highlights the daily stressors that Millennials face while shining the spotlight on ahm’s novel and straightforward approach.

As well as the focus on The Simple Bit, it was important that there was still a focus on affordability. The new brand campaign highlights the core promise of value and how clients can get more for less.

The General Manager of ahm, Jan O’Keefe explains; “We’ve always anchored our messaging around price, but this new brand platform highlights the bold simplicity of our products and customer experience. Our customer base is the youth market, and we know they value simplicity as particularly important”. For its effectiveness, ahm need to ensure their commitment to simplicity throughout their whole platform and continue to grow their brand awareness through striking, yet simple marketing.


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]]> https://liquidcreativity.com.au/ahm-brand-positioning/feed/ 0 How to Find your Brand Purpose https://liquidcreativity.com.au/brand-purpose/ https://liquidcreativity.com.au/brand-purpose/#respond Tue, 30 Apr 2019 23:30:37 +0000 https://liquidcreativity.com.au/?p=14819 Brand purpose is the underlying strength of your business. It shows your ability to live up to your values and commitments to your audience.

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brand purpose

BRANDING   |   POSTED ON 01.05.2019

How to Find Your Brand Purpose



What does your brand do? That’s quite an easy question to answer. Most CEOs know precisely what their brand does and how it operates. However, the next question can often leave many business owners stumped;

Why does your brand do what it does?

It may seem strange to think that your business is ticking along without a purpose. Of course, most brands do have a purpose, but it can be hard to articulate. Furthermore, when a business focuses on meeting the day to day requirements, it becomes easy to forget the long-term aspirational goals as to why your brand is in existence.

So, why does your business exist? And why is it so important to be able to answer that question?

Brand purpose is the underlying strength of your business. It shows your ability to live up to your commitments; it gives your employees a reason to come to work every day and provides a competitive edge.

branding purpose

What purpose should your brand have?

In the past, it was commonplace for brands to pit themselves as ‘the best’, ‘the most’ and ‘industry-leading’. Now, brands are more focused on the purposefulness of the business, showing what benefits the business can offer to people’s lives. It is about making the difference rather than making a profit.

So, how can you find your brand purpose and craft a purpose statement to not only be proud of but to believe in?

Purpose statement or mission statement?

Remember, a mission statement is one that is achievable a purpose statement will continue to push your branding forward regardless of the goals you achieve.

1. Ask a lot of questions

You need to get down to the core of your business, and the best way to do this is by asking questions. An endless spiral of ‘why’ questions can help you to drill down to the very heart and purpose of the business. So, why does your business exist? Why are you still in business? Why do you do what you do? Keeping going until you get to what matters most.

brand purpose

2. Balance rationality with emotion

Your brand purpose should be felt in the heart of employees and consumers as well as having the rational approach that what you are doing is achievable. Your purpose needs to connect and engage which will require a balance of facts and feelings. By which, it should be understandable and logical but invoke an emotion at the same time.

branding purpose

3. Be genuine

It is so easy to lose your purpose in a statement full of buzzwords, abstract concepts and unrelatable content. For your purpose to really connect with your audience, your purpose statement needs to be tangible, understandable and pragmatic. A purpose statement is lost if it doesn’t guide the actions of the brand and show your employees how to honour your brand so that it can achieve its fullest potential.

Once you think you have your purpose statement in place, invite feedback. Can people understand it? Does it use the plain language that makes the statement easy to remember and more importantly, can your brand purpose be brought to life?


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]]> https://liquidcreativity.com.au/brand-purpose/feed/ 0 Building your Brand Foundation https://liquidcreativity.com.au/brand-foundation/ https://liquidcreativity.com.au/brand-foundation/#respond Tue, 09 Apr 2019 23:09:01 +0000 https://liquidcreativity.com.au/?p=14681 A brand foundation works to support your vision and value, you can’t expect your brand to take off without first having stable foundations in place.

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building a solid brand

BRANDING   |   POSTED ON 10.04.2019

Building your Brand Foundation



Just like any building, a successful brand is built on strong foundations. You cannot expect your brand to take off without first having stable foundations in place. This brand foundation works to support your vision and value, keeping both the internal and external aspects of your brand in place and cohesive.

Of course, just like any building, the foundations are not the sexiest part of the design. There is no glamour or finesse in foundations; it is not fashionable or cutting-edge style. Instead, it is a stable platform. It is a structure that can withstand the changing and adapting nature of the building. Furthermore, a foundation can enable the structure to cope with the movement of the earth and everything around it. Your brand needs the same.

A solid brand foundation can provide stability and sustainability. Without it, it can be hard for brands to endure uncertain times. Without sustainability, brands can struggle in the long term.

So, how can you build a solid brand foundation that is built to last?

1. Consider the brand philosophy

In order for your brand to have a solid platform upon which to thrive, it is vital to create a strong identity built on a longstanding philosophy. It is so easy to jump straight into the market to fulfil a need. However, without carefully thinking about the philosophy of the brand and what your business stands for, it can limit your future success.

branding philosophy

2. Assess the land

A house is not built on land that cannot support the foundations. For branding, it is important to assess the landscape of the industry. While you will want your brand to stand out, it must also fit naturally and cohesively in the marketplace. It is well worth the time getting to know your competitors and industry as well as the customers. If the market has the support structure to give your brand solid foundations, then you have a better chance of success.

Your brand should also rigorously assess your own foundations. Acquiring deep knowledge of your proposition can help you to identify where your unique value lies and where best you can capitalise on this.

brandig foundations

3. Take the time it needs

When a new brand idea forms, you want to introduce it to the market as quickly as possible. However, brand foundations need to be properly executed and can, therefore, take time to form. It is well worth spending additional time in the beginning to ensure your brand strategy, philosophy and identity are watertight, so you can properly execute on what you promise.

Any architect will say that the design of the foundations is the most important feature of the structure. It is the same with your brand foundation.

solid brand base

4. Protect your investment with strong brand foundations

Just like any foundation, your brand will want to build something remarkable on top of your strong and stable structure. By doing the legwork with your foundations, you not only have the platform to launch the brand from, but you may also save a great deal of time, energy and money. Prepare your strategy, brand management and experience, position and personality to begin with and you’ll have the action plan in place from which to thrive.


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Brand foundation

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]]> https://liquidcreativity.com.au/brand-foundation/feed/ 0 Why your Business Needs to Build Brand Trust? https://liquidcreativity.com.au/brand-trust/ https://liquidcreativity.com.au/brand-trust/#respond Tue, 02 Apr 2019 22:18:12 +0000 https://liquidcreativity.com.au/?p=14453 Trust is hard to earn, but it’s more important than ever for the success of your business. So, what can you do to build brand trust?

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branding trust

BRANDING   |   POSTED ON 03.04.2019

Why your Business Needs to Build Brand Trust?



In the increasingly virtual world that we live in, trust is a scarce resource. Intuitions and brands that we’ve grown up with were once relied upon, much like family members. However, the big-name scandals (such as financial institutions and banks, celebrities and sports stars) have destroyed consumer trust. Furthermore, the digital age means that both, paradoxically, that brands have nowhere to hide, while also providing a faceless business where accountability is lost.

Of course, consumer trust is hard to earn, but it’s more important than ever for the success of your business. So, what can you do to build brand trust?

Brand trust traits

What is brand trust?

Brand trust is a complex combination of a range of different character traits. Brand trust comes from;
• Honesty and transparency
• Authenticity
• Confidence from your consumers
• Making people feel good
• No betrayal
• Respect and acknowledgement
• Interaction and association
• Understanding without preaching.

How to build brand trust

LinkedIn Influencer Naomi Simson describes trust as an equation;

Trust = (Authenticity + Ability + Actions) x Alignment

You can work out your own trust score, by scoring yourself out of ten for each attribute. The maximum score will be 300. But, what does each aspect mean?

Authenticity – How do consumers know that you are ‘real’?

Ability – Can you actually do what you say?

Actions – Does what you do line up with what you say?

Alignment – Can consumers relate to a common purpose.

1. Show values not selling points

Many brands try to sell their products and services by telling the customer why they need them. However, preaching is more likely to lead to disengagement. Customers deserve the respect to be able to choose for themselves which brand is right for them. Instead, show your customers that you have similar values, that you stand for what your customers care about.

2. Handling mistakes

Errors, poor judgement and slip-ups can happen to every business. Even issues out of your control can be bad for business. However, a business is not ruined by a mistake but how the business handles the problem. Lying and dismissing responsibility is bad for business. However, taking ownership and visibly correcting any issues can help to restore trust.

3. Glass box tactics

Every brand needs to follow a gold standard of service, and in this day and age, glass box tactics are essential. This transparency can help to show and celebrate your internal culture. This is not only crucial for ethical brands but for all brands to meet the needs of the ever-growing conscious consumer market.

4. Be prepared for the long game

Trust is not won overnight; it is earned over time. So, remain consistent, keep doing what you promise to do and stay true to your values. It is important this is carried through in every single business activity, from how you treat your employees to communicating with your potential customers. Everything you do should echo your standards.

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Do you need help building trust in your brand?

If you’d like to learn about strategies and approaches to build trust in your business, contact the brand agency team at Liquid Creativity and let’s start working on your brand trust.

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