One of the biggest misconceptions that brands have, today, is that to be successful, one has to lean into digital trends at the expense of one’s personality. While trending audios & formats do aid the journey – they’re here for the short run, and don’t help in the long-term.
The concept of elegance in the digital age can be a confounding one – today, I’m sharing 3 key ways in which a premium or luxury brand can stay true to its ethos, yet still garner awareness, reach, and engagement.
#1. Investing in good media
For fashion, jewellery, and lifestyle brands, high-resolution photos & videos go a long way in establishing context for the consumer. Whether you’re using a media bank for social media, website, or performance marketing, a varied approach that changes every 3 months will help. Do ensure that you’re not only collating media but also envisioning videos to be short films that match brand ethos and that both studio and lifestyle shots are being taken care of. Often, brands make the mistake of only investing in studio shoots because they can be used on the website – but remember, consumers on social media are here to be entertained and intrigued. Blank faces and picture-perfect poses don’t capture your product’s capabilities.
When you should invest in new shoots: collection launches, category launches, festive period, change in seasons.
#2. Set your brand book
The key to building a brand for the long run is consistency. One way to do so from the get-go is to set a brand book and adhere to it. Fonts, colours, motifs et al can be used to build your brand in a creative manner – but do ensure you stick to it to a larger degree. Deviations often look unprofessional, and can confuse the end-consumer about the veracity of your brand.
When are deviations permissible? Think of new collection and category launches!
#3. Craft strong stories
Directly connected to the first point, a brand must think beyond product to create a long-lasting impression. Why? Don’t product posts generate sales? Well, yes and no.
Yes, in the sense, it helps with awareness.
No – because, first and foremost, organic social media is not a sales channel. Secondly, consumers don’t like being sold to – they like to know that they have discerned something about the brand that’s unique – and their choice matters. The minute they see repetition in kinds of content, they disassociate themselves from the brand.
How can a brand craft strong stories? It’s imperative to dig deep into your raison d’etre, understand processes, USPs, details, and personality that sets you apart from your competitors. Why would your consumers want to come back to you every single time? That’s your jump-off point, essentially. Don’t shy away from really understanding your brand’s personality too. Olio Stories does this wonderfully – as a jewellery brand run by a predominantly female team, with a strong focus on the Indian subcontinent, their content goes far beyond their jewels into relatable meme content that resonates with their main audience.
In conclusion, to craft a truly well-rounded elegant perception of your brand, think beyond the product and sales!
Shared By: Trishita Khanderia Doshi,
Co-founder, Nuance Consultancy
