Tag: #marketing

How To Creatively Communicate Your Brand Promise

People are drawn to the luxury industry for different motives. The traditional luxury ambassadors hold on to the ephemeral feelings driven by the narratives touching on superiority and pride. Then again, the experience hunters are seeking personal connections in the brand’s promise to unleash their dreams. Last but not least, the hip netizens who are fuelling the luxury space are powered by stories and the purpose of the brand. They have leaped over from “what I have” attitude to the sphere of “Being.”  More and more, the mindset is about  “who I truly am” & “what I stand for.”  They want to be rewarded by the legacy, the qualitative experience and most importantly the echo of self-identity.

With this mindset, the brand promise matters more than ever. From everyday luxury such as Starbucks to super premium brand SilverSea Cruise line or ultra high-end brands such as Graff, desires are stimulated by the strength, the reputation and the feelings tied up to the brand promise. Once developed and channeled into multimedia storytelling, the narrative must resonate with the personal branding of the luxury aficionados whether the futurists, rebels, individuality seekers or vanity driven groups. It should evoke an identity aligned with self-perception and aspiration of the customers.

Starbucks brand promise: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

SilverSea brand promise: Silversea’s small luxury ships are designed for those who delight in the thrill of discovery while indulging mind and body in the most lavish surroundings imaginable.

Graff brand promise: “The House of Graff stands for the finest, the rarest and only the very best stones.”

Recounting the brand promise is more than touching off swagger or reality-distortion but skillfully emulating personal achievements, memories, and traits. A compelling narrative taps into the subconscious reveals the not so perfect identities and connects with weird fantasies with no judgment. Interpretation of brand promise through unexpected whimsical campaigns to the unassuming rebellious image is all about keeping it “real.”

Here are some suggestions on how to bring your luxury brand promise to life and connect with the expressions of identities:

  • Observe many types of consumption to adapt the content. The how and where your audience garners and shares their personal information.
  • Feature desirable qualities even so with an honest portrayal of human behaviours and circumstances. Tiffany, the premier jeweller, designed the window displays of its 5th Avenue, in tribute to New York’s graffiti culture while adding a gutsy attitude insinuating that things can happen in real life.Screen Shot 2018-07-04 at 12.29.01 PM
  • Illustrate the concept of “who I am” and “what I stand for.” Luxury fitness brand Equinox voice not only a healthy luxury lifestyle but what gives meaning to life and what succinctly defines their customers.

Screen Shot 2018-07-04 at 12.17.55 PMScreen Shot 2018-07-04 at 12.17.05 PM

  • Create stories that forge emotional connections and exhibit meaningful outcomes. Rolex tell a story campaign” features excellence, history, perfection and keeps us engaged by relaying it’s ambassadors experiences and testimonials.  Oscar-winning director James Cameron in a press release about the brand’s Academy Awards sponsorship said “A Rolex is not only a beautiful watch and a masterpiece of engineering, it’s very tough. It’s a watch that you can take into any environment and which can stand up to the pressure. So, what you’re saying subliminally to the audience is: that character can take the pressure, too; he or she has what it takes.”
  • Define the characteristics of your brand and align them with your storytelling. The unapologetic authenticity in the brand’s narrative is appealing and strengthens bonding between the brand and it’s customers. Tom Ford’s Limited Edition F*cking Fabulous fragrance branding, is a perfect example of blunt authenticity of the brand and Tom Ford’s edgy spirit.

Leveraging narrative to construct and associate values to the self-concept of the consumers needs to meet the expectations, perceptions and most importantly it must be consistent with your brand promise.

The impact of Blockchain Technology on Diamond and Jewellery Industries

Imagine the beauty & the emotional connection to your fine jewellery is supported by conflict-free, fair labour and authenticity. Imagine that, one day, with a click on your cell-phone you can trace from it’s inception to production, the history or the past ownerships. One of the biggest challenges of fine jewellery specifically the diamond industry is the convincing fakes, the swags and the misleading claims.

Resolving these issues requires integration of innovative solutions into the trade such as Blockchain Technology. The transparency and the verification systems provided by this technology, corroborate trust and significantly reduce frauds whether in insurance realm or counterfeits.  By creating immutable records to track and protect the valuable goods through Blockchain Technology, manufacturers and brands set the seal on the authenticity & ethical trade. Ultimately creating a progressive world where everyone is a winner.

The disruptive technology promotes socially fair transactions, prevents compromising reputation, and establishes personal connections between the customer and the brand.  The industry is warming up, leveraging Blockchain Technology to generate value for it’s customers and reduce costs. One of the technology companies, offering solutions underpinned with Blockchain Technology for diamond industry is Everledger. A global start-up creating thumbprints across the supply chain pipeline to protect the ownership, authenticity, reputations and the challenges that bear a heavy cost not only for the owners, insurers, but to all parties involved.

Industry leaders such as Debeers are also investing in new platforms supported by Blockchain Technology to create highly secure database to record the activities throughout the supply chain while making sure that the sensitive data will remain between parties involved in the transaction. Thanks to Blockchain Technology,  the ownership joy of DeBeers refined collections is largely expanded.

DeBeers - ADONIS ROSE CLUSTER RING
DeBeers – ADONIS ROSE CLUSTER RING
DeBeers - SWAN PAVÉ BAND
DeBeers – SWAN PAVÉ BAND
DeBeers - INFINITY BAND 5MM
INFINITY BAND 5MM

 

DE BEERS AURA HEART CUT PENDANT
DE BEERS AURA HEART CUT PENDANT

 

TALISMAN YELLOW GOLD LUCKY COIN BRACELET
TALISMAN YELLOW GOLD LUCKY COIN BRACELET

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Reign Sapphire Corp., is another custom and branded jewelry company, that is incorporating Blockchain Technology to authenticate sapphires as a conflict-free and accepts Bitcoin as payment via Bitpay on reignsapphires.com.  They offer Australian sapphires, designed in Beverly Hills with chic and modern aesthetics appealing to millennials.

Reign Sapphires
Baguette Double Ring in Yellow Gold

 

Flexible Stiletto Earrings
Flexible Stiletto Earrings

 

 

 

Amor Ring
Armor Ring

How To Create Your Personal Brand Statement

Your commitment to your natural talents, your learned skills and your intentions creates your personal branding statement. Specifically, you are responsible for aligning your intentions, and your strengths to communicate your brand. Your approach to craft a statement should not be to classify, state a job description or a goal, but what makes you memorable, solid and competent.

“In my opinion, a good personal brand shouldn’t be the goal; it should be a side-effect of having good goals and acting consistently.” Tim Ferriss

Your personal brand statement shouldn’t be more than two sentences. Start with your personal & professional attributes, make a list and then choose the ones that people recognize you for and more importantly you are able to deliver to the standard of expectations consistently.

Once you narrowed down your list, choose the ones that make you different, bring value to others and solve problems.  Ask yourself questions like:

  • In what way I am different from others?
  • How my perspective in life brings about improvement?
  • How do I perform differently compared to others?
  • Why am I interesting to others?
  • What experience do people feel when they meet me or work with me?
  • How can I help others?
  • What kind of activity engages me for a long time?
  • Why people come to me for help?
  • What makes me stay focused on a task?
  • How do people introduce me?

Recognizing your unique value proposition, allows you to echo your promise. This commitment is your “unique selling proposition”. By leveraging your experiences, your values, your training and skills, you give a different colour to your brand. For the most part, your point of difference is your unique selling proposition. Therefore, developing a concise and clear narrative about your distinct reputation helps you to stand out.

To help you get started, here are few examples of personal brand statements of influencers , retrieved from  twitter bios or other sources:

Richard Branson: “Tie-loathing adventurer, philanthropist & troublemaker, who believes in turning ideas into reality. Otherwise known as Dr. Yes at !”

Michelle Obama: “Girl from the South Side and former First Lady. Wife, mother, dog lover. Always hugger-in-chief.”

Oprah Winfrey: “To be a teacher. And to be known for inspiring my students to be more than they thought they could be.”

Chiara Ferragni: “Love fiercely (and don’t forget to stop along the way to take photos).”

 

 

 

 

 

3 Key Elements Of Brand Storytelling

Why do you need a brand story:

Personal or corporate brand storytelling is about being remembered, motivating favourable action, engaging investors or changing perceptions. Simply, communicating your vision through a story allows your audience to be inspired, gain clarity and act with focus. For instance, in an investor relations meeting, by adapting your strategy to a story, you get rid of the complexity of the data which investors can surely find from other sources or lose focus during a presentation. The same applies in personal branding. Your audience will be motivated to engage and support your goal merely because you have made an impression and they will remember you.  In whatever capacity, your brand story should remove inconsistency and unreliability.

How to improve your brand storytelling:

To get you started, pay attention to the 3 critical elements to create an effective story.

Message/story: Be wary of the decisive factors in particular the order of your narrative, predisposed outlook of your audience, the appeal and whether the account is clear vs suggested. Recognize the emotions of your audience so that you can organize the flow of your story. For instance in an hostile environment, an impartial approach by giving both sides of the issue encourages active listening. Or, if your goal is to change opinion, painting a rosy & speculative picture is boring and slanted. Yet, introducing antagonists specially dark emotions such as fear to more promising sentiments such as hope and compassion gets people behind you.

You: Your audience will start processing your message in view of the fact that you are knowledgeable, trustworthy,  likable such as being a good listener or having a good sense of humour, your poise & neat appearance. Observance of these elements kindles change of perception. Be an expert, know your facts and avoid sluggish tempo when you talk.

Audience: Learn about their primary stance, explore whether they are motivated to accept, their intellectual capacity, their disposition and how much they feel confident about their capabilities. Providing that you are aiming to start an acceptance process and  bring about action. People are more inclined to persuasion when the message is clear and intelligibly simple.

In order to stand out from the crowd, form an identity that helps your audience see your differentiation & your accurate point of view. For the most part, zoom in on the future, be clear as what lies ahead and describe your vision. Just like in stock market, people invest in future rather than in the past.

Create a Community – Grow Loyalty

As Homo sapiens, we strive to belong and be acknowledged. Basically, we desire to be part of a community that allows us to be emotionally connected, accepted and potentially play an important role. The spirit of creating communities is to build relationships, empower individuals with solutions or to educate. In essence, fostering communities based on needs of its members, allows your brand to cultivate advocacy. All the same, the champions have the passion, are genuinely invested, have the power to trigger action and conviction to endorse your brand.  As a result, their emotions are well received and the brand benefits from their credibility.

How to get your brand’s biggest fans on board?

Unequivocally, the important tool to make progress is knowledge. By providing them value-added incentives, you sow the seeds of reciprocity. Sharing tips, whether is core insights to help them solve their issues on community blogs or using social channels to improve their experience, will allow you to earn their support.

Creating a platform or events for networking helps individuals to boost their personal development or reach their professional goals. Webinars, mentorship programs or seminars are effective strategies to offer your audience. Attending an event or engaging in an online conversation, inspire new possibilities. Consequently, the inspiration propels individuals from indifference to choices. A person who enters an enthusiastic state has more self esteem and sets out on a productive cycle.  Thereby, your efforts to organize such events or channels to expose great ideas or interaction with inspiring experts breed advocacy.

For your brand to succeed, you have to embrace and invest in building communities. Being sensitive towards the community concerns,  issues and improving quality of life by implementing programs such as volunteerism or philanthropy nurture trust & loyalty.

The featured image is by Daphne Odjig, Canadian First Nations Artist, “Grandmother of First Nations Art”