A few weeks ago, as I was doing my research for a topic for this blog post I came across a post featuring the new look of Goodwill San Francisco and was excited to share their new “branding” with you. It was developed by the former creative director for Target, Tim Murray. Murray joined forces with Goodwill San Francisco in July 2011. “After many years convincing people to consume more stuff, I felt a need to address the environmental impact of my actions as a marketer,” he says of the decision. “By providing a second or third use for stylish stuff, Goodwill is one of the reasons the San Francisco Bay Area is one of America’s greenest and least wasteful regions.”
Murray was looking for a chance to revamp Goodwill San Francisco’s brand strategy and look. His aim was to make Goodwill San Francisco be considered as fashionable, hip, and as relevant as the retail giant, Target, that he had just departed from. He felt Goodwill San Francisco was just as iconic as his former employer and needed a new look to match their persona.
Murray decided to keep the logo that was developed in 2003 for the company and improve it. Here is what it looks like:
Although the logo is interesting, I think Murray’s best work is seen in the branding that he built around it. He came up with a new brand position, “See the Good and Grow It” which he then translated into marketing materials and advertising.
What really works for me is the advertising which is showcased on their donation trucks and signage.
Murray developed this look with the help of illustrator, Craig Frazier. He got the idea from the concept that Goodwill is a place where you find “treasures.” The trucks and internal signage promote those “treasures” by showcasing dozens of silhouetted objects with one that has been picked out for a second or third use.
I think the idea is great and vibrant but the more I looked at them I was faced with an internal dilemma. While I love the clean and simple look, I began to feel a bit cheated by the concepts. They began to remind me too much of Target and their ad campaigns. From what Murray expressed, his goal was to give Goodwill San Francisco that same feel, but I think maybe Murray failed to think far enough outside of the box. I think he went the “safe” route — a direction that he knew would be successful but maybe he didn’t give Goodwill San Francisco enough credit as a company to stand out from the crowd.
Why You Need to Face Your Fears When Branding
We live in a marketplace filled with competition. While it makes all of the sense in the world to take a strong concept and find a way to do it smarter or more effectively, the key to success is putting your own spin on it.
I have seen many companies who have preferred to copy instead of being inspired to take their ideas to the next level, but I assure you that this isn’t the answer. The reality is that there are no two companies that are exactly alike and you need to face your fears and really decide who/what your company stands for. Put yourself out there. Get your company seen for what it really is. Don’t get lazy and assume that by attaching yourself to an identity that’s already been successful, that it will allow some of that success to rub off on you.
You shouldn’t aspire to be like the others, you should aspire to be the first and most successful brand for you. Trying to emulate someone or something else without putting your own unique perspective on it (or without taking your own strengths, vision, differences and customers into account) isn’t being innovative. And it certainly isn’t authentic.
Remember that you and your brand ARE different. Your company’s brand should speak to your own target customers based on the brand values that your audience identifies with. That means that your strategies and tactics need to reflect you, your services and your brand to really be authentic and effective. The point is to be a different, better alternative for whatever market you are trying to reach.
Your competition, or others that you admire, may give you a great idea or help move you into action. But remember to think about your customers’ needs and what you can uniquely bring to the table. Be the best you, instead of another “them.”
~ Bethany Howell, art director
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