Although we have long been warned about judging a book by its cover, the same can’t be said when it comes to judging a brand by its creative output – and nor should it.

Developing a brand identity is simultaneously one of the most fun and rewarding, but also the most challenging and delicate, aspects of launching a business or product. When it comes to how people perceive and interact with you, your brand identity needs to do a lot of the heavy lifting. It needs to say a lot in as little time as possible.

 

Right from the outset, we knew we wanted TapTrip to be different from everything else that already existed across the corporate travel landscape. In fact, it was the ‘corporate’ aspect of corporate travel that we deliberately wanted to exclude from our brand identity. It didn’t reflect us as people, it didn’t reflect our company culture or how we operate and we didn’t feel like it reflected the reality of travelling for business as a start-up or SME.

Instead, we wanted to create a brand that was as bold as our goals, as bright as our personality and as different as how it feels to work with us or use our product. After finally hitting the big pink button and setting our new website live, alongside launching our iconic brand video, we feel we’ve achieved that. Here’s how we got there:

Translating ‘why’

We see ourselves as a disruptor brand and so it was essential to us that our creative output reflected this. The way we develop products, as well as the products themselves, takes care of the technical disruption but we wanted to introduce the idea of creative disruption. For us, creative disruption acts as a shorthand and tells our audience that our products and business model are disruptive too.

By screwing up the checklist that dictated what a brand operating in the corporate travel sector should look like we have created an image that sets us apart while also communicating why we do what we do – we want to disrupt because that’s when the most significant innovations are created.

Identifying ‘who’

When it comes to B2B marketing, there is a lot of talk about millennials and Gen-Z ‘entering the workplace’ and how brands can prepare for that. Well, they’re already here; millennials equal 35% of the global workforce, whilst Gen Z represent 24%, meaning that younger generations are no longer ‘just the interns’ but they’re actually the decision makers that B2B brands want to talk to.

When brainstorming our creative, we remained focused on appealing to millennials and Gen Z, which is why our marketing takes a different tone and uses visuals that mimic the kinds of campaigns that we know our target audience already know and love. Research showed us that 78% of Gen Z operate on a ‘mobile first’ basis, with 73% of millennials doing the same, and so we let that lead the design of our website and our communications strategy.

Realising ‘what’

When we started pulling together inspiration for our creative and discussing what our brand should look like, we realised that other brands within the corporate travel sector all began to blur into one. We wanted TapTrip to be an antidote to the sea of grey and navy blue that dominates most corporate travel branding right now, which is why clicking onto our homepage for the first time might feel like you’re Dorothy waking up in the technicolour of Oz.

A brand value that we hold dear is the importance of inclusivity – not only within the workplace and the user experience, but also within our creative too. Using the divine Ms Divina de Campo, Ru Paul’s Drag Race UK royalty, to feature in our brand video was a nod to inclusivity and is something we will continue to do across our creative and social media presence.