Making it personal – is personalisation the way forward for brands?

We can’t help noticing that ‘personalisation’ is getting a huge amount of hype at the moment. Of course, businesses offering a personal touch are not new. Pre globalisation and mass consumerism, people enjoyed bespoke tailoring, counter service in the local shop and a one-to-one relationship with their bank manager.

In the 80s and 90s, faceless business and mass-market had evolved to be the norm – so much so that I can remember how novel it felt checking into a decent hotel and seeing a message on the TV screen welcoming by name. Or more recently finding a Coke bottle with your name on the label and then being annoyed that someone had drunk my Coke.

So, it’s almost as if we’re coming full circle. Except this time technology is allowing a level of personalisation that is, quite literally, more than skin deep – or a name on a label.

Take DNAfit. It offers genetic profiling to tailor a diet, fitness and wellbeing programme bespoke to your needs. The service operates through an app and includes genetically matched nutrition/recipe plans and training programmes, plus you are assigned a personal health coach. It even pairs with a variety of grocery shopping services, such as Ocado and Sainsburys, so you can easily order the ingredients recommended for your individual diet. There are some 2,000 reviews on Trustpilot, most of them positive – so much so that some of the Brandality team are considering giving it a go. If you have experience of using DNAfit, or anything similar, let us know what you think.

Vive is a monthly supplements subscription company. At the start you answer more than 30 detailed questions around your lifestyle and diet and then the Vive team – brothers Jason and Dexter Grima, tailor your vitamins and minerals deliveries to your needs. They also include other diet and lifestyle advice they think will benefit you. Baze is similar, but bases recommendations on blood micronutrient analysis.

Beauty brands are also in on the ‘tailored’ approach with monthly ‘beauty box’ subscriptions that are curated to match your profile based on a series of questions you answer at the start of your subscription. Check out Glossybox if you’re not familiar with this concept.

So, is this latest wave of ‘personalisation’ a fad or the beginning of a consumer movement that’s here to stay? Mintel certainly thinks it has legs. It says that as consumers increasingly treat their bodies like an ecosystem and seek personal health and wellbeing solutions, they are open to health monitoring. In fact, its research reveals that 42% of UK consumers are open to a personalised diet based on their DNA.

Clearly, not all brands have the scientific, or technological, know-how to create such personalised services. That doesn’t mean a more tailored approach isn’t open to you via your current website, social media or retail/foodservice customers. It’s a question of creative thinking and application.

That’s where Brandality might be able to help, if you’d like help to tailor your brand messaging, drop us a line and let us give you a personal consultation with recommendations tailored to your needs.