Member Article

Lego Voted UK’s Strongest Consumer Brand – How to Impress the British Public

Voted as the UK’s strongest consumer brand, Denmark’s Lego has impressed the British public, almost 60 years after it began selling in the UK. With Gillette, Apple, Andrex, Coca-Cola, Disney, Marks and Spencer, Boots, Heinz and BMW making up the top 10 respectively, this raises the question, what does it really take to dominate consumer Britain? Firstly these brands might not have many similarities in the products they provide but they all create an experience for the consumer:

• Lego is fun and full of creativity
• Gillette offers an easier answer to one of life’s hassles
• Apple provides a sense of wellbeing
• Andrex supplies softer alternatives
• Coca-Cola offers refreshing beverages for all occasions
• Disney is a magical journey for all age groups
• Marks and Spencer provides a classier lifestyle
• Boots easily supplies everyday necessities
• Heinz brings tastiness to meal times
• BMW opens up the possibilities of the road ahead

These brands are physically familiar to consumers from an early age (Lego and Disney) and as we enter into adulthood (Gillette and BMW), but as we continue to fall further into the rabbit hole of this digital era, they also need to ensure their experience is reflected on their websites. Each of them know their target audience well and have executed their websites perfectly to suit their online visitors. They sell their experience as a feeling, what will the consumer get from buying this product over competitors? The use of colours, imagery and language compliment their approach.

10. BMW

BMW portrays to the buyer that they not only want to be, but need to be the owner of this sleek, high performance automobile. The imagery represents the speed and handling of the car, whereas the colours used within the website conveys the trustworthiness, dependability, luxuriousness and sophistication of the brand, making it very hard for consumers to say no to BMW.

9. Heinz

Heinz concentrates on showcasing their products, displaying their healthy and no added sugar food items alongside the best loved products, portrays their good quality, wholesome food. The website has been kept neutral in terms of colour as Heinz uses various colours to distinguish between their ranges of products.

8. Boots

Boots come across as a sincere, trustworthy company, that wants to help consumers’ be the best version of themselves they can possibly be. Whether this is via beauty and / or health products, Boots regularly has deals on popular items and stocks the latest products, enabling consumers to have it all at their fingertips.

7. Marks and Spencer

This long established retailer has kept their website style minimalistic to portray that consumers can easily have a stylish lifestyle. Not only can customers’ clothes be sophisticated with Marks and Spencer, but their furniture and food can be fashionable as well.

6. Disney

When people tend to think of Disney, Mickey Mouse usually comes to mind, being dressed up as princesses and small kids re-watching Frozen for the 118th time. However Disney has planned their website to perfection. Children are already on board the Disney train, therefore it’s the parents they have to target to book that holiday or buy the latest plush toy. They achieve this with a bit of guilt tripping, look how happy and excitable your child will be, they will love you forever… Only the most villainous of parents would be able to say no!

5. Coca-Cola

The beverage company portrays the feeling of relaxing and taking time to take a break, whilst enjoying a refreshing drink. Coca-Cola’s website is styled like an online magazine, allowing consumers to update themselves on the latest stories during their leisure time.

4. Andrex

Selling toilet paper can’t be one of the most exciting jobs in the world, however Andrex have owned it by adding in their own personalised twist, the Andrex Puppy. Introduced in 1972, the yellow lab has become such a lovable icon, that the company encourages consumers to share their own Labrador adventures, creating a community between the owners.

3. Apple

The tech giant has created the culture that if consumers don’t have an Apple product they are missing out of the University of Life. The technology has been developed for consumers’ personal lives, connecting them with the world via iPhone and iPads. It has also been introduced into business environments where professional individuals such as designers and video makers prefer the ease of iMacs for their creative art.

2. Gillette

Gillette’s products have been created to make it easier for men’s grooming routines, taking the hassle out of this life’s task. The colours used on the website very much appeal to men as psychology tests have proven they prefer deeper shades. The imagery and colours also appeal, as they represent the sleekness of the products, reflecting the results of using them.

1. Lego

The UK’s Strongest Consumer Brand looks to inspire and develop the builders of tomorrow and their website has certainly been built to target the younger generations. Vibrant colours have been used that represent excitement and every button has been designed to appear they have been built out of Lego bricks and items, ensuring their brand is reflected strongly on every aspect.

Building an Experience to Impress

All of these brands that have had a strong impression on the British public have been around for decades, showing that products and services that are built to last are proven to be successful within the UK. They also know their audience well, so businesses should not be afraid to go with their gut feeling based on their target audience rather than generalisations, for example, many brands may be put off using the colour red as it can represent danger; however it has worked well for Coca-Cola and Lego. Therefore be the flamingo in a flock of pigeons and go on to impress your consumers.

Author Bio: Gemma Baker is the Marketing Executive for UK live chat services provider, Click4Assistance, with a range of digital knowledge within PPC advertising, SEO practices, email campaigns and social media.

This was posted in Bdaily's Members' News section by Click4Assistance .