If you’ve walked the health and beauty aisle at Target in the past few years (back when leisurely strolling a retail store was an everyday occurrence), you’ve seen the rise of a particular brand aesthetic.

Lots of whitespace, sans serif type, an absent logo, soft modern colors. Designers and marketers have dubbed this aesthetic “blanding” — a sort of no-brand branding. Lots of successful brands have adapted this style: Brandless (the exemplar), Native, Hey Humans and others. Target’s newly launched Favorite Day brand of 700 (!) indulgent food and beverage products is another example.

The personal care and natural food/beverage categories are ripe for the blanding approach: The aesthetic is right for wellness or better-for-you brands because the whitespace and cleanness echo an old-school pharmaceutical look that implies health and purity.

Why Brands Embrace Blanding

Brands favor this blanding style because it plays well on social media, it’s scalable for different digital channels and screens, and it’s easy to systematize. Blanding is essentially a kit of parts: Pick a sans serif typeface — or, if you want to parrot Goop, a quirky, cute serif — add Pantone’s color of the year, no need to design a logo, and you’re cooking.

Online, this less-is-more bland style pairs with perfectly imperfect lifestyle photos — all midcentury modern and luxury décor and rose gold and other visual cues that appeal to Millennial shoppers. Millennial consumers especially like to curate their lives, with products that have a complementary look that they can display on a bathroom vanity or kitchen counter. For that reason, blanding is purpose-built for Instagram, which is highly visual and focused on beauty. Consumers get to associate with that vibe and imagine themselves immersed in the images they see in their IG feeds.

Too, there’s a sort of faux consumer confidence that emerges among lookalike blands. “If my snack bar looks like my deodorant looks like my vitamins, then it must be good.”

Because it’s a) super popular right now, so a proven creative concept, and b) really easy to pull off without hiring a high-fee design agency, many startup and direct-to-consumer brands have adopted the blanding approach right out of the gate.

But there’s a real challenge for these companies. As a FastCompany article puts it, “Blands are like teenagers. They dress the same, talk the same, act the same. They don’t have a defined sense of self or, if they do, they lack the confidence to be it. It’s a school-of-fish mentality where the comfort and safety of the familiar outweigh the risk of attracting too much attention.”

Blanding is simply a visual style. It’s not branding. And without a capital-B Brand, your product risks becoming a commodity. By Brand, I mean a mission or purpose: a wrong that your company and its community strive to remedy, a higher calling, a better way of life for your customers.

Blands recede into the swirl of other similar products on the shelf; brands — especially Beloved & Dominant brands — stand up, stand out, and stand for something. And to do that, you have to use your own voice.

Graduating from Bland to Brand

I get the appeal of blanding. When done well, it can be quite attractive. It’s why so many charismatic entrepreneurs in food and beverage start-ups leverage the style: Their product looks great, their packaging looks great, and by association they look great.

My sense is that this design trend would have passed already were it not for the pandemic, which forced emerging DTC and ecommerce brands to rapidly ramp up their consumer presence in the first six to eight months of the quarantine.

You can get away with a bland for a while, but as the brand matures and starts to stand for something, this one-of-many design style becomes useless. The challenge is that just like emerging artists who haven’t yet gelled their own style, these young brands emulate their peers.

When the quarantine is over, people will go out to shop more frequently and more leisurely than they do today. And the blands will quickly start to feel like private label.

Bespoke brands understand how to stand out enough to become Beloved & Dominant category leaders. The first step is to look critically at the ecosystem of your consumers and then work to becoming a one-of-a-kind standout in their world. If Instagram frames your worldview, then you’ll land on the same visual construct that other players in your category are using.

Blanding is normcore — it’s riskless, you don’t have to stake a claim to meaning, it’s the easy path. Branding is unique — it’s risky, pegged to an idea, and demands a deep understanding of your consumer and their world.

Now, there’s nothing wrong with blanding as the tool kit that your startup incubator gives you; a beautiful package might get you into a conversation with retailers or investors, especially if you’re riding the passion of a charismatic founder.

I think of blanding as a “fake it ‘til you make it” business strategy.

But once you’ve lost velocity or aren’t selling through or can’t get meetings with new channel partners, then you’ve outgrown it. If Target wants you on the shelf but your products don’t move and then they make a private label version of your offering, then it’s time to hit “eject” and move on.

The good news is that you’ve already begun to build a following. Now it’s time to do the work to establish a strategic foundation before you get to the cool stuff like making a logo and choosing a color palette. That includes:

— Defining the brand’s mission and values

— Articulating a brand story that’s bigger than your product

— Identifying places where you want to play, outside of Instagram but in the real world of sales

In order to become a category leader you have to exit the superhighway of blanding and go offroad to seek your tribe who will love you forever and will pay what you ask in order to deliver on your mission.

Elevating from one-of-many bland to Beloved & Dominant Brand takes guts, vision, and leadership. It’s a massive, exciting opportunity because it means you’re ready to grow up and out. We can help you take those steps, so let’s connect.