When non-branding is the strongest of all

We often try to get complicated with marketing. We shout our messages. We create fancy logos. We make strategically designed displays.

But sometimes, non-branding can be the strongest tool of all.

Don’t believe me? I’d like to introduce you to the Japanese chain MUJI.

Image: Luxury Launches

MUJI, meaning ‘plain’, sells clothes, stationery, food and homewares. If you have ever been into an outlet, you will find minimal decoration, bright lighting, and products which at first glance look generic – no logos, plain packaging and simple design. The company rarely advertises and all you will see in their window is their logo and the store behind it. It is a neutral brand, about as non-brand as you can get.

However, MUJI has taken off, spreading to Korea, Taiwan, the UK, US, France and Germany. How?

Why MUJI’s formula has been successful:

• Cultural aspects
• Neutral surroundings allows the focus to remain on their products
• They maintain consistent high quality

It is partly a cultural preference – the Japanese, along with the French and British, generally have a preference for simple quality. For example, most outsiders know French wines by the winery’s brand. However in your average French restaurant it will be served in a plain bottle and known only by the region that it came from.

In these countries branding still matters, but it’s a different game. Emphasis is placed on the origins of the product – if it is good quality they will remember its origin without needing a logo on it.

This means that product quality is the most important factor for MUJI, or any company aiming for a neutral brand. Zara (the Spanish clothes retailer) does something similar, choosing to have a neutral brand but deliver up-to-date products at a good price.

Neutral branding will not be for every brand, but there are times when it is better to let your product shine on its own.