Brand identity & positioning

A well-constructed brand identity will be an integral part of Loose’s drive to gain market share from their competitors and build a meaningful brand, as it will set guidelines and consistency for how they work and what image they project.

Loose’s vision is to see consumers making a positive impact with each purchase, and their mission is to achieve this by increasing access to viable alternatives to the current mode of shopping and consumption. The brand identity that is formed around this vision and mission will drive the launch communications strategy for the store.

Using Klopper’s model (2011), Loose’s brand identity can be visualised like this:

Figure 2: Brand identity blueprint for the Loose store.

Loose’s core value proposition to potential customers is visible through the benefits it will give them. Those benefits are functional in terms of the health benefits of avoiding plastic packaging (Cernansky, 2012), and economic if the store can offer discount schemes for people who bring in their own containers to take their purchases home in. The main benefit for customers though is self-expressive and comes with feeling like they become part of a community, and in fact part of the whole global zero-waste movement.

The main reason Loose believes in itself and will be asking consumers to do the same is because the brand understands that eco-alternatives have not always been easy or effective, so it strives to make zero-waste fit into consumers’ current lifestyles, not make them change their ways to fit in with the new brand.

Thus, the brand’s essence can be summed up by its mantra of ‘positive, zero-waste living.’ This aims to carry the idea that one’s purchases should have an overall good effect on the world to all who encounter Loose, and also be a positive experience for the consumer themselves. By following this brand mantra, Loose can make supporting the brand into an aspirational experience for consumers and attract them on an emotional level too.

Brand P­ositioning

Using the brand identity, it is possible to work the essential aspects of Loose into a short statement that will define and establish the brand within the consumer’s mind. This will be Loose’s positioning statement and it will help maximise the relevancy of the brand to the consumer.

Loose’s positioning statement is:

For adults and families in Cape Town who are interested in healthy living, Loose is the only zero-waste store in the Southern Suburbs that helps you stop waste throughout the home, not just with your food. With a wide range and a convenient location, Loose makes zero waste easy enough to fit into your lifestyle (and not the other way around).

The communication, messaging, and contact plan for Loose’s launch campaign will be driven by this positioning within the zero-waste and consumer goods markets, as the goal is to create these brand associations within the target market’s minds. In the next section, this positioning statement will also help identify key issues the brand needs to overcome.