The New Branding Approach
In the current era of social media, brands have evolved beyond simple storytelling. Now, the concept of "vibe" has become fundamental in building brand identity. Examples like Charli XCX's "Brat" movement and Jools Lebron's "Demure" demonstrate how trends can generate cultural movements on social media.
However, it's crucial to understand that while some brands may aim for passing trends, what's truly important is establishing a lasting identity that leaves a legacy through the years. The key question is: how can this be achieved with the tools available today?
The Fundamental Elements of Brand's "Vibe"
To create a solid and lasting brand vibe, it's essential to appeal to all five senses. This is the only way to generate a complete and immersive perception of the vibe. Additionally, consistency over time is crucial to maintain the integrity of the vibe. We'll break down the key elements below:
1. Visual Identity
The visual dimension is perhaps the most immediate and recognizable aspect of a brand vibe. It includes:
- People: The appearance, style, and outfit of the people representing the brand.
- Colors: Both those used by people and those used in graphics and other visual elements.
- Typography: The font style used in all brand communications.
- Overall visual concept: This goes beyond graphic design and includes:
- Characters: Who they are and how they're presented.
- Locations: Where stories unfold or products are shown.
- Styling: How characters and products are dressed and presented.
2. Sound or Auditory Dimension
The auditory aspect of a brand has gained greater importance in the digital era. It includes:
- Music: Tracks or music genres associated with the brand.
- Language: The tone, vocabulary, and style of verbal communication.
- Voice: The characteristics of the voices representing the brand.
- Playlist: A selection of music that reflects the brand's personality.
- Sound effects: Distinctive sounds that build the user's auditory experience.
Previously, these elements were considered part of neuromarketing, limited to jingles or audio cues. Today, the entire auditory experience of the user is taken into account.
3. Physical Dimension
This dimension appeals to the sense of touch and spatial perception. It includes:
- Textures: Materials and surfaces associated with the brand.
- Locations: Physical places where the brand is presented or where content is developed.
- Temperatures: The thermal sensation associated with the brand's spaces.
- Spaces: How a person feels (both the content character and the user) in spaces associated with the brand.
Examples of spaces can be:
- Gyms
- Outdoors (beaches, mountains)
- Offices
- Tourist spaces
- Houses
- Galleries
- Streets
This dimension not only establishes the brand's tone but also provides a sense of "transportation" to the end user.
4. Gustatory Dimension
Although not all brands can directly incorporate gustatory elements, this dimension can be crucial for creating connections with the audience. It includes:
- Fruits
- Drinks
- Foods
- Desserts
⠀These elements, when presented in the content, help define "what people of this brand eat" or "what this brand's audience eats". This creates a holistic connection with users, appealing to a fundamental need.
5. Olfactory Dimension
Although smell is difficult to transmit directly through digital media, elements that evoke olfactory perceptions in the user can be presented. This includes:
- Flowers
- Food
- Perfumes
These elements can create a psychological perception in the user, even without being physically present.
The Importance of Consistency
Once all these elements have been defined, the sixth and crucial component is consistency. Maintaining these elements coherently over time is what truly consolidates a brand vibe.
If one of these elements changes, the vibe varies and ceases to be a cohesive vibe, becoming a passing phase or season. Consistency is what differentiates a lasting vibe from an ephemeral trend.
J'Adore by Dior
Dior’s J’adore perfume has masterfully maintained its brand vibe over more than two decades by consistently embodying a sense of luxury, elegance, and timeless beauty. Initially, the brand’s identity was solidified through the iconic campaigns featuring Charlize Theron, who epitomized the essence of J’adore with her radiant and sophisticated presence.
Now, with Rihanna as the new face of J’adore, Dior has seamlessly transitioned to a modern yet equally captivating representation. Rihanna’s campaign, shot at the Palace of Versailles, continues to evoke the same opulent and golden imagery that has become synonymous with J’adore. This consistency in visual and emotional appeal ensures that the brand’s vibe remains intact, resonating with both long-time admirers and a new generation of consumers.
What does it take?
Developing a brand vibe in the current social media landscape requires a holistic approach that appeals to all senses. From visual identity to sound, physical, gustatory, and olfactory dimensions, each element plays a crucial role in creating a complete and memorable brand experience.
The key lies in carefully defining each of these elements and maintaining them consistently over time. Only then can a truly distinctive and lasting brand vibe be created, capable of leaving a legacy in the competitive world of social media.
This multisensory approach not only helps brands stand out in a sea of digital content but also creates deeper and more meaningful connections with their audience. Ultimately, a well-developed brand vibe becomes a powerful tool for differentiation and loyalty in the digital age.
Key Takeways:
- Brand vibe is crucial in the social media era, creating a comprehensive identity appealing to all five senses: visual, auditory, physical, gustatory, and olfactory.
- Consistency is vital in maintaining a brand's vibe. Consistency across sensory elements differentiates a lasting brand identity from a trend.
- Creating a holistic brand vibe requires defining and implementing elements across sensory dimensions, leading to deeper connections with audiences and helping brands stand out.
