For this month’s Branding Spotlight, I’d like to take a look at a creative Australian social Enterprise: Thankyou.
Two things I absolutely LOVE about this brand: The limitless possibilities for new products with their name and their call to action towards their vision to eradicate global poverty.
Their Chapter One Launch video demonstrates some previously considered key concepts for us, too. Please watch the video by clicking below:
And now, let’s take a closer look at some of this brand’s creative genius:
1. They take the business naming category “outside-the-box” to the next level.
While most businesses go with a descriptive name for their product or service category, Thankyou went with a name that leaves them open to all sorts of product categories; in fact, they have moved from carrying only water to also include food, body care and, most recently, a baby line, or range, as it’s referred to by co-founder Daniel Flynn. Their name allows for limitless possibilities while still keeping true to vision for impact. Well done!
2. Creating an impact is a core differentiator to their business model.
Structured as a social enterprise with 100% of profits directed toward ending global poverty, it is clear that impact sits at the core of this organization. Impact, of course, always earns an A+ in my book.
3. Their vision is clear and measurable. Ditto on the ways to get involved.
Nearly 1 billion people live in extreme poverty today. Their vision: To eradicate global poverty by 2030. Their website keeps a running count of how many people and communities have been helped to date. The measure can’t be more clear than that.
How to get involved? Purchase products from any of their ranges. In addition, Flynn and gang invite us to “fund the future” of Thankyou by purchasing Flynn’s book about the organization’s journey to this point. Chapter One can be ordered at what Daniel calls a “pay what you want” price.
The mission is clear. The data is clear. The call to action is clear. Again, well done!
4. Their leading man is personable.
Flynn is the youthful face of Thankyou. He’s articulate, compassionate and authentic. He delivers a compelling message with a subtle, not to mention effective, sense of urgency. He is young. He is real. And judging by recent awards and accolades, I’m not the only one who thinks he is quite good at communicating his vision.
5. Their packaging is consistent and beautifully designed.
The design of Thankyou products isn’t just a logo they slapped on everything.
Thankyou launched their new brand look in early 2015. It is appealing and, most importantly, it is consistent across all of their different product ranges.
They took a minimalist approach and made it go a long way. Their favorite part of the packaging? The back of the box, where they feature thoughtful images of the people who have benefitted from their work. And they pass their thanks, their success, onto the many Australians who have purchased their products. They recognize the lives being changed AND those creating the change. Nice!
6. Measuring the impact is at their customer’s fingertips.
When you purchase a Thankyou product, you can check their website for information and updates on the exact project you helped to fund with your purchase, right down to the project’s GPS coordinates. I love this! I love how this tool engages their community of followers, allowing them to experience the impact from their desktop. This easily accessible I’m-a-part-of-the-change communication is a direct measure–and reminder–of the Thankyou movement: “We can end global poverty in this lifetime by making better consumer choices, together.”
All great stuff!
Now, let’s take a look at the video again, in particular.
What I think could have made this video even more amazing:
- The video is about 4 minutes too long – it would have been far more powerful if it were shorter
- More clarity on the Thankyou product – I didn’t walk away being super clear on what their product is and why it’s worth owning. It’s great that they are clearly emphasizing the importance of their mission, and yet I also think their mission would be strengthened by emphasizing how great their products are to inspire consumers to want to buy them even more. Impact is not enough on it’s own when customers have so much choice for alternative products.
- The video is a bit too obviously inspired from The Dollar Shave Club Video. Given how amazing creative this brand is, I’d love to see them push their creativity a bit more and bring in more of their own brand flavours.
What do you think? I’d love to hear your thoughts on the overall Thankyou brand and/or the video in particular. Please comment below!
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