The new Burger King Impossible Whopper has hit the market, the latest trend in the increasingly popular world of plant-based offerings. It’s an important reminder that even established brands need to stay on their toes and change with the times: it’s not impossible, and it never is. But how did Burger King identify their next steps as a brand – and how can you pioneer innovation with your own “Impossible Whopper”-level great idea?
You should audit your brand at least once a year to keep things fresh and accurate, but when you need some new ideas, that’s a definite sign a brand audit is needed. Auditing your brand will answer questions like these:
Read this blog post to learn more about answering brand questions through an audit.
Social listening can provide valuable data to help you learn what your audience wants – or how they’re responding to what you’re doing. Here are three ways social listening could help you find your own “Impossible Whopper”:
Check out these signs that you should be doing social listening for your brand.
Your brand style guide will ensure that whatever new ideas you have will still feel authentic to your brand. It can involve everything from your color palette, to typography, to image style, and more. Innovation is great, but make sure you’re not putting your audience so far out of the comfort zone of your established brand experience.
Consider the way BK markets their well-known Whopper as “100% beef.” Using the same typography and image style, they introduced their Impossible Whopper as “100% Whopper, 0% beef.” This assures customers that they’ll be getting the BK experience they know and love, but with an innovative twist.
That being said, don’t be afraid to get creative! BK did this simply by adding a complementary color to their brand’s existing color palette that also played right into the plant-based messaging: a light green that goes perfectly with their signature red. Their brand style guide helped them engineer a design solution that was innovative, but still felt authentically theirs. Learn more about what your brand style guide can do for you.
So, what is your brand’s “Impossible Whopper”? It’s no impossible task – these tools and many more can help you identify, strategize, and execute innovation for your brand. As always, feel free to get in touch with us to identify what your “Impossible Whopper” will be. Let’s Connect