How to build a prestigious image?
The power of image relates to how a brand can increase its brand awareness and value by embracing and leveraging different digital channels to reach consumers. It is further complicated when different consumer groups choose different digital channels. Between Facebook, Twitter, Instagram and blogs, certain brands have compartmentalized their reach differently. This gives consumers the choice of which platform to be engaged with depending on which resonates most strongly with their lifestyle and desires, and also gives the opportunity for brands to intelligently use browsing data in order to more effectively target specific demographics.
The Burberry Facebook page for example, is very product driven, and lists many smaller accessory pick up items like wallets, clutches, sunglasses, versus their higher end exotic lines. It also features more of the brand’s music influences, which is not seen on its Twitter and Instagram accounts. The company’s Instagram account is much more “backstage” driven, with scenes of London; behind the scenes photo shoots; and live pictures from runway shows. This appeals to the slightly more visual and artistic customer who craves instant gratification from staying updated and plugged in real-time. The Mulberry blog, or journal is much more lifestyle-driven, and posts much less product, but more on styling influences, travel stories, events and even food recipes.
By giving people the opportunity to give their own representation of brands online, the digital revolution has led to much more fragmented, bottom-up, multifaceted brand building. In turn, this requires that luxury companies step up and strategically engage in image building with customers, and use digital platforms as a springboard for engagement and sales.
Article by: David Dubois