How many brands do you know who could remove the words from their packaging and still be instantly recognisable?
You might have seen recently the initiative between Cadbury and Age UK. The confectionary giant teamed up with the charity to try to encourage more of us to check on and speak to older people.
It’s a worthy and heartwarming campaign, especially when, according to the charity, 1.4 million older people struggle with loneliness in the UK and nearly a quarter of a million can go a whole week without speaking to anyone.
In response to this “crisis” among our elderly population, Cadbury is “donating their words” to Age UK by removing the words from the Dairy Milk packaging and donating 30p from each of the special edition bars.
We’re thrilled to be working with @CadburyUK on #DonateYourWords, a campaign to help tackle #loneliness.— Age UK (@age_uk) September 4, 2019
Cadbury has donated the words from their Dairy Milk bars and will donate 30p from every sale to @age_uk to help us provide vital services & support: https://t.co/qfgI4BMryw pic.twitter.com/2PZv9DpZd1
The power of strong brand recognition
It certainly speaks of the power of its brand when a company can remove its logo and all its wording and still be instantly recognisable. Even though Cadbury lost its appeal to trademark the iconic purple colour, it’s a shade we instantly associate with its chocolate bars and you know exactly what you’re buying, with or without them displaying the Cadbury name.
When it comes to your brand, logos, colours and fonts might be one of the first things you think of, but your brand is so much more than that — something we explore in greater depth in issue 3 of The Homeworker magazine.
It speaks to your values and what you stand for and will help form the basis of your decision-making. Even if you don’t own a business, or you are the business, knowing what your brand is about and how you communicate that effectively, is what will help you start forming a strong and recognisable presence. It’s what will help you stand out from the crowd and let people know what to expect if they work with or buy from you.
Collaborations such as this one between Cadbury and Age UK also help define your brand. They can tell us: Who you work with, what you believe in, what values are important to you and the relationships that matter to your brand.
The campaign to tackle loneliness
By partnering with such an important campaign, Cadbury says they hope people will find their “glass and a half of kindness” by helping in small ways to tackle the loneliness epidemic.
Along with Age Uk, they are encouraging us all to ‘donate our words’ and remember that even a simple “hello” can make a difference to somebody’s day.
There are tons of information and actionable tips on branding and communication inside issue 3 of The Homeworker magazine. This issue is dedicated to communication in all its forms from social media to family and colleagues. A subscription gives you your quarterly dose of ideas, inspiration and expert strategies to help you achieve a more balanced work from home life. Topics range from business and marketing to self-care and your workspace.
Main image credit: Age UK