In a Noisy World, Embrace Quiet Branding

We live in an increasingly noisy world. Social media platforms are swelling exponentially. Advertising spending growth is the highest it’s ever been; same with entertainment, driven in part by the streaming wars and competition from UGC on social media. Meanwhile, design and branding is recovering from a recent Gen Z-fueled maximalism trend that featured loud colors and complex visuals. 

It’s enough to give anyone a headache, particularly online where everyone seems to be yelling for attention.

It’s also a no-win situation. For brands, this noise creates massive headwinds in competing for attention. Marketers can no longer stick to an annual strategy since plans need to be constantly rethought. Meanwhile, consumers may have more choices than ever before, but they also are so inundated that brand recall across all channels is plummeting—especially on social media, where less than 33% of people recall seeing an ad.

The good news is that a noisy world creates an opportunity for brands open to offering audiences a little peace and quiet. Websites, packaging, display, as well as product look, feel, taste and smell are all sensory experiences. Through design, brands can earn growth by offering some sensory relief through crafting an antidote to the loud chatter of everyday life.

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The allure of quiet brands

In a crowded marketplace, design is the signal through the noise. Portraying a lifestyle and crafting a “brand world” is one way brands are bringing serenity to consumers, making sure every brand touchpoint is part of a cohesive system designed to fight the noise. When infused with moments of quiet, brands can reap the benefits in increased conversions.

It’s the reason why wellness, home and athletic brands have started attracting large, loyal followings. Personal care brand Aesop uses slow, melodic compositions that center sensory, nature-filled experiences. Similarly, cosmetics brand Firsthand Supply is approachable and casual, while holistic wellness studio Open stands out by using simple copy and verdant imagery with nature-filled videography designed to enchant social media users.

It’s not that maximalism doesn’t have value, especially to post-pandemic Gen Zers who might enjoy some noise after being distanced from peers. But brands must balance culturally relevant flourishes with ensuring that the elements of their brand-building aren’t trendy or fleeting, but timeless and reassuring.

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Serenity now

Creating a quiet brand not only means cultivating a calm experience, but investing in long-term audience loyalty strategies that result in brands that last. Here’s how: 

• Create an inviting world: Make sure that every place where a person might discover your brand feels the same and welcoming. Houseware brand Holcomb’s materials and products are friendly and calming to experience on screen and in real life, with packaging that’s deeply considered and meant to ensure sustainability and a moment of quiet before the chaos of cooking. Even the wordmark, photography, and typography assure newcomers that Holcomb’s world is one you’ll want to stay in. 
• Make it human: Ffern is the epitome of a quiet brand, from the unboxing experience of its seasonal perfumes to creating slice-of-life documentaries that spotlight the people who make the scents. The thoughtful world and content they’ve crafted centers human experiences, depicting the lifestyle of Ffern’s community.
• Make it sensory: Creating the feeling of relief is a full sensory challenge, so be sure your brand experience engages every sense. Lifestyle company Flamingo Estate is a master of this, often focusing on scenes and settings instead of their products—visuals of honey, close-ups of flowers, architecture and even oysters—to convey the brand’s inspirations in ways that engage sight, smell, taste, hearing, and touch.

In building any brand, the goal is always to create a timeless narrative that resonates with diverse audiences far into the future, qualities inherent to quiet brands. Better still, if more brands commit to creating mindful spaces and moments to reflect and escape the bustle of modern life, they may help foster a world where brands can represent peace of mind instead of noisy distractions.