There’s no question that a strong brand identity is crucial to building a brand in the mind of the consumer. This is something that we always stress with both clients and prospects of our firm. It’s a topic that I never mind discussing at length as anyone that reads this blog often can attest. However, sometimes it’s easier and more effective to get the point across visually.
I recently read two separate articles about two loosely related products, each amazing in their own way. After reading the articles I immediately went to their respective Web sites to learn even more. Here is what I saw:
—–
AND
—–
The products you see above are both Light Sport Aircraft that are currently in various stages of development. While they both have their own set of innovative features, one could argue that it is probably the Terrafugia (bottom) that has the potential to change air transportation the most. The folks at Terrafugia are calling it a roadable plane — a plane that can retract its wings and drive safely on the road, which until now has been merely science fiction.
The team at Terrafugia has put together an amazing concept, but it just doesn’t get my heart beating like the Icon does. The folks at Icon Aircraft have developed a beautiful aircraft and mated it with a stunning brand identity. They have paired a strong logo that draws from the shape of the propeller with clean, masculine pallette with is likely by design as the target audience for this product skews heavily male. They’ve even used a masculine, current color scheme.
In contrast, Terrafugia clearly hasn’t put as much thought and effort into their brand. Their color scheme feels dated as does their logo and their Web site is not nearly as dramatic or compelling as is Icon’s. In fact, it actually looks a little amateurish as if it were put together from a template. They’ve painted the aircraft white with a few graphic lines on the side, reminiscent of many single engine planes already on the market.
Because of this weak brand identity, I have a hard time believing that this company is for real–that they have what it takes to put together a product that will be the next big thing. I think consumers make this judgement on a subconscious level nearly every time they’re confronted with a product or service.
Based on the articles I’ve read, the Terrafugia is clearly in earlier stages of development, which could explain why they haven’t invested as much into their brand identity–But if this is the case it is a big oversight. Had they created a stronger, more compelling brand identity from the start, how much further along could they be? How many more investors could they have recruited? How many more pre-orders (cash) could they have secured? How many sport pilots could they have salivating over the opportunity to own one the moment they are produced? My guess is that their decision to neglect their brand identity could even affect whether or not this product actually ends up coming to market…
It will be fun to look back on this post in one year’s time to see how both Icon and Terrafugia have progressed. I fear that without a serious brand intervention (I know nine talented professionals in Maryland that would love to help), the Terrafugia won’t be able to succeed. I hope they choose to invest in this brand and come to market with a strong brand identity because this looks to be a really great concept. For now, I’ll pine longingly for an Icon.
Garret Ohm
http://www.orange-element.com
 |
Coming Soon! |
|
Right now Icon has more orders than they know what to do with. They have certainly done something right with the promotion of their concept.