The visual and verbal language of a brand’s identity.
Decoding Johnny Walker
Image source: Uproxx.com
Johnnie Walker, known for its excellence and sophistication in the world of whisky, utilizes a fusion of visual and verbal communication to curate a compelling story that captivates consumers globally. As part of its strategy, Johnnie Walker aims to introduce whiskies that redefine standards. Here, get into into some key aspects of their brand identity.
Verbal Language:
The below are the ways in which Johnnie Walker communicated, verbally, what they believe in and the type of brand they are building. It is worth a mention that Johnnie Walker is involved in a lot of marketing, advertising and promotional campaigns. The common theme in the activities and partnerships they involve themselves in is progression, which is so effortlessly depicted in the walking man.
Brand Voice
Confidence is a trademark of Johnnie Walker’s brand voice. The language used is bold, assertive, and self-assured, this reflects the brand’s belief in its products and its commitment to excellence.
Brand StoryThe brand’s story is one of grit and innovation, as it worked through challenging times to emerge as a leader in the whisky world.
As one of the most iconic and globally recognized whisky brands, Johnnie Walkers brand tone is one of confidence and inspiration. Whisky is so complex that if you do not speak with confidence, the listener just assumed you are making things up.
Product Training & Experiences
According to Klopper and North (2011:70), an organisation is as strong as its stakeholders’ relationship with the brand. Johnnie Walker conducts comprehensive training programs for its employeesbrand ambassadors, sales representatives, and customer service staff. They cover aspects of the brand, such as its history, product portfolio, brand messaging, and customer experience.
At the store level, this ensures that those selling the brand can effectively represent.
The brand provides experiences and educational opportunities for employees and partners to fully engage with the world of Johnnie Walker. These experiences involve visits to distilleries, where participants learn about the production process of the liquid Gold, brand heritage centers, offering a look into the brand’s history and its vision for the future. Interactive shows showcase the brand’s rich history, craftsmanship, and innovative spirit. Through firsthand experience, visitors are guaranteed to have a deeper appreciation for the brand’s heritage.
Communication style:
At the heart of Johnnie Walker’s communication strategy lies its verbal language, carefully curated to articulate the brand’s identity, values, and aspirations in a short and compelling manner. In a world where consumers are flooded with information comparing brands to other brands and the product composition of brands, Johnnie Walker communicates in the form of stories. This is important becuase the average consumer can’t tell the difference in similar tasting whskys’, your story has to be really good in order to capture attention.
Slogans, Taglines & Copy
“Keep Walking” – is a motto that encourages resilience, progression, and determination. These words encourage consumers to persevere through life’s challenges while linking the act of walking to all forms of advancement. It’s a message that speaks to the human spirit and the pursuit of excellence.
Beyond slogans, Johnnie Walker employs persuasive language in its print ads, campaigns, and promotional materials. Through captivating narratives and compelling storytelling, the brand paints a picture of the lifestyle associated with its products.
Visual Language:
Johnnie Walker’s visual language exudes sophistication, elegance, and heritage, creating a cohesive and memorable consumer experience through meticulously crafted elements.
Imagery
The Johnnie Walker Instagram account is recognized for its use of a combination of bold and unbolded characters in product images, symbolizing the boldness and courage required to persevere. Their unique approach to product imagery often features the bottle alongside a cocktail, reflecting evolving consumer preferences for sweeter drinks in both international and South African markets. This trend is evident in the increasing availability of sweeter alcoholic beverages in the market.
Image source: Johnnie Walker RSA
Product Lines
The introduction of new product lines aligns with Johnnie Walker’s motto of continuous progression. In response to evolving consumer preferences, they have diversified their offerings to cater to various flavor profiles and preferences. When browsing through a liquor store, the extensive product range reflects the brand’s ethos and commitment to innovation.
Logo
The iconic visual emblem of the Johnnie Walker brand is the striding man, symbolizing progress and resilience. Depicted in silhouette, he exudes confidence and determination through his long, purposeful strides. Instantly recognizable, this logo embodies the brand’s rich heritage and values, making Johnnie Walker synonymous with success.
Packaging Design
The 3 most important assets of the brand make it instantly recognizable are the iconic square bottle, slanted label with the figure of the striding man. The featuring of these assets on another liquid product would instantly spark the thought of Johnnie Walker. Every detail, like the embossed label, is designed carefully to evoke a sense of luxury and exclusivity that is synonymous with the brand.
Advertising Campaigns
There is one ad that always come to mind when I think of Johnnie Walker that you can watch on Youtube, you can find the link at the end of the blog. The ad further re-emphasized the power of keeping on. It gives examples of how constraint progression had played a part in major human achievements such as the first heart transplant, the building of the first aircraft and in the South African context, how the constant fight against oppression led to the nation’s freedom.
This ad ends of with a question meant to spark inspiration of motivation, which points to the sophistication of the brand.
Events
To create memorable experiences, Johnnie Walker partners with event organizers to engage South African audiences. For instance, as headline sponsors of Rocking the Daisies in 2023, they brought international Hip Hop acts like Stormzy and Bas. At product launch events, Johnnie Walker ensures a seamless and memorable experience, offering world-class entertainment, hassle-free logistics, and affordable takeaways. They strategically incorporate their logo and slogan to enhance brand recognition, ensuring their presence is ingrained in attendees’ memories. These events turned me into a Johnnie Walker drinker.
Character Appearance
Johnnie Walkers portrayal as a gentleman that is put together reinforces the brand’s image of refinement and elegance. With his tailored suit, trademark stride, and confident demeanor, Johnnie Walker embodies the epitome of class, appealing to consumers who aspire to his his style and demeanor. He is a symbol of aspiration and excellence.
Image source: Design weekly
Point of Sale elements
If you attend a Johnnie Walker event in South Africa, you’ll notice bartenders wearing clothing pins shaped like the striding man. This signifies that they’re using Johnnie Walker whisky in cocktails, even without asking. It highlights the power of a brand logo or icon in adding value to items associated with the brand.
Conclusion
Johnnie Walker’s effective use of the principles of brand identity to set itself apart as a leader in the competitive world of spirits, is second to none. It has enabled them to become one of the most recognisable whisky brands globally. Whether you consume alcohol or not, the motto to “Keep Walking” speaks volumes. The image of the well dressed striding man encourages the audience to keep on keeping in, in a world of never ending challenges. The goal is for every person that chooses to enjoy a bottle of Johnnie Walker, to feel like they are making progress
References
Johnnie Walker RSA – Web
https://www.johnniewalker.com/en-gb
Johnnie Walker RSA – Instagram
https://www.instagram.com/johnniewalkersa
The Drum