Faceless

Faceless Heinz Ketchup

 

In every store that we visit we see packages and labels of all colors that can either draw us in or simply pass by. If these products didn’t have any color or different kind of packaging would we be able to tell the difference between each of them? Take sugar for example a product that generally tastes the same no matter what brand you purchase. If the sugar had a plain packaging with no labels and another sugar next to it was a different brand but also was not labeled would we be able to tell the difference between them? No they would be faceless.

Brands are the face of products. The face of a human being shows the internal and external individuality. When we speak of ‘faceless’ people we mean people who have lost themselves and are now wandering weakly among the crowd. It is just the same with products. It is the brand that lends uniqueness to the product. Or – put another way – a product without brand does not have a face. It is expressionless, exchangeable and lost in the quantity of the offer. By adding labels and creating a brand behind this product adds character to something expressionless and lifeless. Marketers bring life into products by giving them a face with individuality in order for consumers to want to make associations with that brand.

Starbucks in different faceless forms

 

 

In a way we can say that because people are unique and all different we would want it to be the same with the products we buy. We do not want to be the same as everyone else. Developing a brand and stamping it on a product could create feelings in others depending on that brand and how strong it is. It would represent more than just a package on the shelf or a product in our shopping basket. For example a successful brand such as Nike can bring out feelings of confidence and something cool that you might feel about the brand. Apple products allow you to connect to others via their devices. They are a status and social symbol. They inspire creativity and achievement.  

Traditional marketing, many years ago when brands were more faceless, success was determined by price and getting your product in front of the consumer. Just let them see it and they will buy it. That would be what they said. Now because there is a face in these different brands they create these feelings in us to draw us towards them and which makes unique instead of being faceless with no personality or any identity which we as humans have.