LOGO

For a while now there’s been a trend in product Customisability, offered by brands and snapped up by consumers as a means of personal expression and identity.

Some brands are even customising their own identity; probably the most familiar is Google’s ever-changing logo, a brand that stretches its own brand guidelines.

But for a brand to offer the opportunity to a consumer to play around with it represents the pinnacle of brand interaction and user experience.

This is shown best by one of my very own favourite brands: Converse, and its incredible Design Your Own shoe capability. Select each panel of a digital shoe and choose exactly which colour/pattern/texture/material you’d like it to be; in 3 – 4 weeks your new pair of shoes will be delivered to your doorstep. The ultimate, one-off, personal branded fashion item: the best of you and Converse, together.

The website also boasts a ‘Get Inspired’ section where you start by selecting the type of Converse-wearer you are: Rock ‘n’ Roll, Skate or Preppy. What a brand! – acknowledging, adapting and appealing to anyone and everyone, provided you like canvas shoes.

Whilst there’s a limitless number of Converse shoes available now, there is of course a limit to the brand assets you can select (albeit with numerous choices) – it’s therefore always going to be a Converse shoe, even if it’s an absolutely outrageous colour combo. Quite incredibly, for Converse, they’ve got to the point where no design is a bad design. It’s all good brand publicity.

Wallpaper Magazine also had a go at customisable-design-on-a-leash, with August’s edition and its Custom Cover. You can see the results here.

Limitless, personalised front cover designs with a limit – again, a vast choice of Wallpaper design assets that even when combined will always retain a Wallpaper look and feel – your own version of Wallpaper look and feel. Again, you and brand, hand in hand.

Brand customisability is a winner for everyone.

• For the consumer: personal investment and ownership.
• For the brand: the ultimate consumer advocate wrapped around its thumb, brandishing a far increased brand pride and a product to show-off.

The brand also gets to charge a bit more. And it’s worth every penny.

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