Be different. And make a point of it.

We believe the best brands don’t just do things differently — they think differently. And when you think differently, you position yourself differently — going beyond positioning yourself in the minds of your customers to put yourselves in the lives of your customers. Ok, so that becomes much easier if you’re something that people use every day, like a vacuum cleaner or a coffee machine. Where it really gets interesting is when you’re a brand that’s trying to differentiate yourself in a legacy industry.

Like financial services.

Let’s try a little experiment. Think of a few established financial services brands. We’re guessing you’re seeing plenty of blue (‘it’s conservative and serious but that’s exactly the impression you need to put across when it comes to handling people’s finances’ — or so you’re told). Possibly a splash of red for its strength and vitality? Think authoritative. Seeing square shapes? Solidarity and stability. Round shapes? Perfection, unity and community. Clichéd images of cityscapes and towering architecture? You get our drift.

The problem is, everyone’s thinking about the image they want to convey. Very few of them are thinking about the way they can make their customers’ lives easier. And how to create demand for the use of their product or service.

Everyone tries so hard to show their USPs without stepping outside the same established language, that you get a dozen businesses all claiming to ‘Think Differently’ (Not ‘Think Different’, that would be far too maverick for the grammar pedants) — while all looking the same.

Most brands emphasise promotion. Winner brands emphasise advocacy. Most brands try to shape what people think about their brand, game changer brands influence how people experience the brand at every touchpoint. Most brands try to create differentiation in brand perception in the hope it will drive engagement with their audiences. But the best brands are focused on how their products or services will make a customer’s life better.

Why does it matter?

Brands that really do think differently attract customers that are not only more loyal, they’re also willing to pay a premium for their goods and services and they’re more than twice as likely to recommend the brand to others. It’s the start of a beautiful long term relationship.

JTC Group was a global financial services brand with a desire to reposition themselves. They hired us to think differently for them. So we did. With a focus on a powerful concept — the way JTC Group added value to their customers’ lives — we developed a vibrant and high end visual design system for a rebrand with a real point of difference.

From day one, JTC Group pioneered the concept of shared ownership. The idea was that if everyone in the company had a shared interest in their company’s success, they would be more driven to make the company succeed, and deliver a higher level of service to their clients.

‘Welcome to JTC. From the very beginning we wanted to create a business that was different from the rest. A business based on true shared ownership and guided by principles that embrace maximising the potential of every individual in an entrepreneurial and meritocratic environment. This led to our business growing with a ‘can do’ attitude, a ‘want to win’ mentality and our relentless commitment to go ‘above and beyond’ in servicing our clients.’ Nigel Le Quesne, JTC Group CEO

We took that concept, came up with the ‘Stronger Together’ strapline and then evolved it into a beautiful visual concept. Meet our version of the Monarch butterfly.

North American monarchs are the only butterflies that set out on an incredible mass migration — up to 3,000 miles and one of the most epic journeys of any creature. Only monarchs born in late summer or early fall make the migration and they only make one round trip. By the time next year’s winter migration begins, several summer generations will have lived and died and it will be last year’s migrators’ great grandchildren that make the trip together. Yet somehow these new generations know the way and, flying together, they follow the same routes their ancestors took — sometimes even returning to the same tree.

The butterfly concept began with a way to visualise a key JTC difference; their shared ownership. It encourages a spirit of empowerment and individual potential, yet reinforces team collaboration. Then we started thinking differently.

By working together we become part of something bigger.

The most fragile of creatures — together — can become something truly magnificent. An elephant, created of 30,000 butterflies. Something majestic created out of thousands of individuals coming together — a beautiful illustration of strength in numbers.

Then we developed the concept further, and designed a ‘big six’ of bespoke CGI creatures, all formed from tens of thousands of butterflies, each carrying the JTC branding on their wings. Along with our original elephant, the lion, eagle, chameleon, whale and cheetah were adopted enthusiastically by JTC staff and used as artworks throughout their global offices.

Punchy copywriting matched the creature personalities with how users would experience their interaction with JTC Group — faster together, sharper together, further together, adapting together and leading together.

The concept was developed into photography, compositing, signage, site design, online communications and a connected suite of infographics and rolled out across JTC Group’s international networks. It delivered a rebrand with a vibrant point of difference and delighted the board after their £343 million valuation on the London Stock Exchange.

Because when you really are different, you should make a point of it.