In a world of bucket-hatted gorillas, be more Lloyd
None of that title will make sense until you read the rest, but let's face it, that's an intriguing title, is it not?
For an advertising man, I’m the single worst advert for the barbers I go to. But they don’t need me to advertise them. Because they’ve got a really strong brand.
In fact, said barbers - Sierra Bravo - had a huge rebrand post-lockdown. Formerly Cuthroat, they invested in a new logo, a new name, interior decorating, TVs and a beer fridge.
But that’s not their really strong brand. That’s just set dressing. When I walk into the pub on a Friday night rocking the classic ‘four on top, three back and sides, and can you trim my eyebrows please?’ look, a branding consultant might imagine the conversation goes like this:
Peter: New haircut Andrew?
Me: Yes, courtesy of Sierra Bravo Barbers on Leigh Road.
P: Ah, you mean Sierra Bravo that used to be Cutthroat with the great logo of a Gorilla in a Bucket Hat?
Me: Yes Peter, that’s the one. What strong visual branding they have!
P: It speaks to me as a male aged 18-55 whose interests include Middlesborough Football Club, macro-brewed bitter in the 3-5% range, and the great apes. I shall book my appointment on the application!
In real life it goes like this:
Mad Pete: Who sorted that mop out, Stevie Wonder?
Me: Nah, Rhys at the barbers opposite the Oak.
MP: Lloyd still working there? I bloody love Lloyd. He spent half an hour once telling me about a film he saw about a wild man in Vietnam.1
Me: Yeah, he told me about that, and that he nearly died of dysentry in Cambodia.2
MP: Who, the wild man?
Me: No, Lloyd. He said they’d told him not to drink the water but he decided to see what the fuss was about.
MP: I bloody love Lloyd3. I’m gonna swing by tomorrow.
A strong visual brand is one thing, and the local barbers definitely have one of those.
But a really powerful brand is about something more than apes in hats, wood panel walls and beer fridges. It reflects the customer experience. The way you’re spoken to. The way you’re made to feel. A good brand is like Lloyd telling you about how tribes in Papua New Guinea forge underwear from twigs and thorns. Absolutely unforgettable.
It’s why an authentic tone of voice should never, ever be overlooked.
Something mint - this simple billboard ad for Lidl
The simplest, most elegant bit of show don’t tell advertising I’ve seen in a while, and the supporting line is lovely too.
It’s just good, solid, instantly understandable work. Perfect when you’ve got to get a message across at a glance. What more needs to be said?
True story. Work stopped as everyone listened to Lloyd’s ever more graphic tale. It was something spectacular.
Also true. Four people were in stitches. One was trying not to be sick.
Definitely true. Everyone loves Lloyd. Last time I was in there, he was raving about air fryers being a better invention than the telephone. He’s like Rory Sutherland with a razor.