In line with the position of being the premium brand for internet security, Dashlane crafted elegant messaging that vaults their product beyond being a password manager.
How? They made it about the emotional value derived from using their product. In short, they make it about the feeling of security and being cool rather than making their password creator the hero. This is evidenced in the way they discuss the benefit of their product from their home page:
Dashlane does more than create, save, and autofill your passwords. See how Dashlane can give you a safer, simpler life online.
Dashlane is a tool, that the real heroes (their users) can use to fight against security threats on line. More importantly, they can do so without have to get vicious. Adopting messaging like this is great for many reasons and there is one in particular that is fascinating:
Dashlane's messaging allows them to exceed password management.
In conjunction with a name like Dashlane, they have shown that their brand is capable of handling new product dedicated to the safety of others on the internet. There's an important part in there that I don't want to skip over because it matters: the name.
Imagine these examples from companies within this market with a new offering:
LastPass launches a new VPN service to guard your internet usage from unwanted eyes.
Dashlane launches new VPN service to guard your internet usage from unwanted eyes.
LastPass has made it difficult for themselves to be recognized as anything other than a password manager because every time you say their name you are yanked into remembering that they are a password manager.
Conversely, Dashlane is tied to an emotional value. So long as the offering doesn't conflict with that emotional value, Dashlane's customers will eat it up. Yet another stepping stone to a safer, simpler life online.
The point? The messages in the things you promise, the way you talk about your products and services, even the name you give users to identify you are rooted in an emotion, not the product. The product is a vehicle by which that emotion is experienced. Focus your messaging on reinforcing the emotion. Build the brand on something greater so that you can continue to innovate and be trusted with new products.
“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and five minutes thinking about solutions.” -Einstein
What does this mean?
It means that to create an effective solution, you have to have a deep understanding of the problem. Otherwise you fall back on to predictable solutions that don't always work. It's similar to the hammer and nail concept. If you're a hammer, you look around for nails. But if there are no nails in sight, you're SOL.
In design and branding, an hour of solid planning saves countless hours of revision and allows for projects to run smooth.
Point being, take the time to think. Plan. Be strategic. Good solutions come easy to those with skill, but if the wrong skill is put into play then you're in trouble.
My favorite color to wear is black. Typically, I'm wearing a Buck Mason black T-shirt, Levi's blue jeans, and white sneakers. However, I would not wear that to the gym. In the gym I wear a black dri-fit, black shorts, and black training shoes. And while that's great attire for the gym, I would not wear that to a wedding. Instead you'd find me in an all black suit. Regardless of what I'm wearing though, I'm still the same person. I have patterns, yes, like wearing black, but it's important to fit the occasion.
You can run with the design of your branding the same way. What is the occasion we are designing for and how do we flex our visual identity to match? What matters most is whether or not the personality underneath stays the same and can be felt.
Dress for the occasion and be yourself.