One of the biggest challenges for companies today is to effectively communicate their brand essence, expressing it in the most effective way through all channels available to the brand, whether online or offline. Many companies still struggle today to find effective ways to express themselves completely, to give exact and effective expression to their values, their content, and all those characteristics that form the most authentic essence of a brand, and that sometimes remain completely hidden due to the inability to explain them clearly, making them comprehensible to stakeholders and the entire public interested in the company’s activities, including customers.
In the course of its existence, in order to fully realise itself, a brand must in fact succeed in clearly communicating its mission, its values and those elements, whether material or immaterial, that constitute its brand identity, and which represent a distinctive trait and a very important differentiating element with respect to other competitors.
Identifying Brand Essence
It is also for these reasons that companies should always avail themselves of competent professionals with the right amount of sensitivity, a quality that is absolutely essential to fully understanding all the nuances of a brand and subsequently conveying them in different forms and aspects to the general public. Aiming decisively at high-level training of one’s staff, also for these reasons, could really be decisive for the quality of brand communication.
The essence of a brand can therefore only be communicated after looking into the eyes of the company, its employees, its production, and even its history, with an all-encompassing gaze that embraces every single aspect (past and present) of a brand’s life.
This challenge, from a certain point of view, could prove particularly difficult for all those companies that possess an exclusive and elegant soul, and whose products have always been aimed at a demanding and high-spirited public. For all these brands, many of which are also to be found on the streets of Mayfair, the challenge is to communicate the high quality of the product and the fact that this same product is reserved for the few, in some cases even the very few, creating out of thin air the feeling of pomp and opulence that must necessarily surround the most prized goods available on the market.
This particular allure can be artfully created, both offline and online, through graphics, colours, and communication messages that evoke exclusivity without ever directly naming it. To avoid being excessively kitschy, exclusive brands should first and foremost choose essential, minimalist graphics, creating photographs and visual content in which empty spaces help the viewer to focus primarily on the subject of the image, and nothing else.
The choice of colour palette is also of paramount importance: instead of colours that are too garish, or those more traditionally linked to precious materials (such as colours linked to gold), companies should prefer more sober, softer colours, without fear of also opting for black and white visual content. This will instantaneously communicate an elusive feeling of timeless elegance, conveying clear messages to the consciences of outside observers.
These feelings, of course, can also be aroused online, through the numerous opportunities offered by the web and social media. The most exclusive brands should in fact have a website that is able to immerse the user in a dimension of luxury, elegance and refinement, but without ever verging on vulgarity. Sound effects can also be of great help from this point of view: the combination of satisfying visual effects and evocative sound will be able to arouse pleasant and satisfying impressions in any person, regardless of his or her actual interest in the products or services marketed by the brand.
A concrete example of this strategy can be seen on online gambling portals: on these sites, in addition to finding a wide selection of slot machines and casinos with no deposit bonuses, each player is plunged into a dreamlike atmosphere formed by captivating graphics, extremely captivating sound effects, and a whole series of more or less obvious elements that will contribute decisively to enhancing the pleasantness of the gaming experience. The presence of honest reviews and excellent guides focusing on the different games also allows each player to start their adventure in a safe and totally risk-free manner.
In order to provide adequate content to increasingly demanding audiences, brands must find ways to put aesthetically and sonically pleasing content in front of them, immersing them in a dreamlike atmosphere they will never want to leave.