What is functional branding?
You’ve heard of functional art. It’s where art meets practicality without giving up on its artistic value. In essence it’s the delicate balance of form and function. Functional branding follows the same line of thinking. It’s where branding meets the science of functionality. Functional Branding is a discipline where a brand’s raison d’être is based on solving the problems of its consumers, eloquently.
Succinctly stated, it’s where brands fulfill a practical consumer need, while crafting a compelling narrative that is anchored in the products real world benefits and attributes. By seamlessly integrating the features of the brand with every communication touchpoint, brands can deliver satisfying consumer experiences that appeal to consumers emotively, fostering loyalty. It involves aligning the brand’s identity, values, and communications with the functional benefits its products or services offer.
In functional branding, the focus is on the practical benefits and utility of the products, while in image branding, the focus is more on the emotional or symbolic attributes a brand represents.
Strengthening brand image
While functional branding is inherently focused on practical benefits, it can deepen the brand’s overall image. By building a reputation for reliability, efficacy, and quality, brand image can flourish. In fact, functional branding is a foundational layer that supports and enhances a brand’s overall image. It makes the brand’s promises concrete and verifies them through functionality.
Patagonia and IKEA: Two highly functional brands
Patagonia has a strong brand image centered around environmental sustainability, ethical sourcing, and activism. These transcended and evolved from the basic Patagonia offering that emphasizes the functionality of its products. Their clothing and gear are designed to be durable, high-performing, and suitable for extreme outdoor activities. From the very beginning the, Panagonia brand always focused on the technical aspects of their products, which were are functional benefits for their target market of outdoor enthusiasts.
IKEA is another excellent example of how brand image and functional branding work together to create a cohesive brand experience that resonates with customers. They’re not just selling furniture; they’re selling the idea of smart living, where style and functionality are available to everyone, regardless of budget. Needless to say, IKEA focuses heavily on the practical benefits of its products and the ease of which they are assembled. IKEA maintains a strong connection between its brand image and the functional attributes of its products, creating a distinctive market position that appeals to consumers’ desire for style, functionality, and value.
These are only 2 of the many brands that offer consumers a deeper connection by being functional brands. From Zippo lighters to Apple to Nike. What’s your favourite functional brand and why? Please let share them here.