Blanding, environment and the metaphor of seduction

By Marta Hontangas

Given the way the world is taking shape" and in the attempt to understand the new scenarios that prevail and determine how we make sense of brand communication, I think one can find themselves submerged in a sea of doubts and with the feeling of potentially drowning any moment. Yet, the phenomenon occurring with branding (the blanding) in recent years is nothing more than an extension of what is happening in the world. One more arena in which imminent change takes on a particular form. One worthy, in fact, of being embraced.

And I say this not only for reasons of survival, evolution, and business strategy, but for play, challenge, and emotion. But perhaps before developing why this positive outlook on the phenomenon in question, some context might help (despite the constant allusion to the term in our profession):

"Blanding" is, in a way, a paradox: it's a brand strategy, but one grounded in the environment that makes it go unnoticed. "Bland" in English refers to something that lacks distinctive characteristics. Something insipid. Hardly relevant.

The concept emerged in 2018 at a moment when many brands realized they needed to adapt to different platforms if they wanted any real presence. And adapting, in this case, meant sacrificing visual elements or guidelines that respond to their brand strategy. In other words: simplicity wins, all noise is eliminated, and personality disappears. An army of "uniformed" brands is created.

There's a certain negative or dismissive connotation when we link a rebranding project to this term. However, and dropping the hype, I'll explain next why I think everyone who works to push brands by connecting with what nourishes humanity can "embrace" this phenomenon and build innovative, thoughtful, and impactful projects from there. We'll talk about Blanding in terms of seduction and premises for finding a potential partner or connection.

What matters on the first date

They don't want us for our looks anymore (or they do, but just a little). Well, with brands, exactly the same thing happens: there's a highly tangible relationship between activism and sex-appeal. Translated into the branding world, this means the appeal isn't just that you're uniquely beautiful, original, sexy. What matters is that you try to be that from the inside and that projects outward. That you "are" from inside out (a phrase we Solubles really like).

And believe me, that's how you'll be special.

What happened here? And what's going to happen

The need for digitalization (among other things) has unified the way brands present themselves to the world in terms of visual perception. This fact is, a priori, what determines the birth of the term blanding, understood as the loss of personality and solidity in brands. However, if we pause and observe, we can become aware that the engine driving this change involves far more than that, and perhaps we can strip away that pejorative weight from the term. Even redefine it. Because today, regardless of digital adaptation, brands shouldn't aim to mark difference through exuberant and exclusive appearance, but rather drive change toward a paradigm that cares for everything. For everyone.

Companies that observe what's happening in the world will perceive that due to consumer demand, they must adopt good practices and focus their energy on ensuring their proposition has something to say to the world. Care for the world. Be part of a new conception of the world that entails leaving behind unconscious, meaningless consumption—meaningless for the soul and for the environment.

If we spoke of the "Tinder of branding," we could say that blanding has made it so that while it still matters whether your photos appeal to me, it's now equally important (or more so) that I sense from your description that you'll bring something positive. And that of course, when I get to know you, I perceive that you're coherent and consistent with it.

In short: with a good and genuine purpose, you considerably reduce the chances of being swipe. That said, friends:

Don't stop combing your hair and hitting the gym.