15/05/2023 – When designing a brand strategy, you work on multiple aspects that together create an effect “identity” to be used in the market and in the eyes of the clientele as a tactical asset to position, to attract, convince, retain, enhance the work of the company.
A plan of “brand communication” plays on the values and characteristics that the company brings as a dowry, expressing itself during its development path on the market and this requires a skilled design ability in line with the characteristics of the communication channels used, today certainly in a multimedia key.
Some business realities (few indeed) have pushed their brand strategy to the extreme, leveraging on an element so particular as to be considered almost a “mnemonic synonym” of the company name: color !
Tiffany&Co. it is one of them and its iconic and charming “Blue Tiffany” it is used as a banner of the brand in every form of communication, starting from the packaging.
What it meant to focus on an identifying color for the company ? Beyond the visual element, it means adopting a very decisive strategy for establishing the brand on the market, because in a certain sense we confine ourselves to an image. However, this logic is not limiting, how determined, which is designed to convey solidity and stability of values and the corporate model, a strategic choice that company management can make when there is a robust and methodically governed positioning plan.
Color is something very visible, which carries a universal language, but there are other elements that can be used by responding to the same programming principle.
In a recent communication campaign, Tiffany & Co. brought its color into a natural context in which to create the perfect match, a form of brand positioning expressed in the language of colour, where the brand values (exclusivity, elegance, delicacy and preciousness) are matched with the values of an extraordinary nature, that of the Maldivian atolls.
A perfect parallel, strategically effective in terms of communication, with communication often used in the Landmark building on 5th Av. in New York, moved on this occasion to a naturalistic context full of suggestions.
If a company invests in creating and affirming its identity, is on the right track to understand the importance of being not only a productive reality, as well as and above all a brand. A successful business model can no longer avoid working in parallel on multiple aspects of doing business:
The mix di know-how, production capacity, creativity, ability to express values, it can be included in a brand strategy that becomes a very important lever in the modern competitive system, providing management with a working and continuous development tool on which to adjust production.
Today the communication channels and tools are very advanced and at the same time very fast, which is why it is advisable to have the opportunity to communicate with simplicity and immediacy, connecting multiple aspects in a few forms of expression, such as with color !
As always, from large companies and excellent projects can come understanding and inspiration even for small companies. Management is not simply management, but also study and reasoning.
