Building a unique and iconic brand image in the luxury world is no mere child’s play. Some famous companies and brands in the luxury world take decades to develop a recognisable and iconic identity at the eyes of guests and customers.
In fact, the companies that are best able to optimally enhance their image are often the ones that manage to coherently combine multiple elements, such as vision, mission, values, market positioning, visual identity, brand history and narrative ability, innovation, listening to the market, etc. All these elements, together, result and converge in the consumer experience.
That is why developing an image that is sustainable (not only for the planet), authentic, recognisable and aligned with corporate values is vital. What if this does not happen?
Developing a brand image without a strategy: risks and possible mistakes
When the top management of a company in the world of luxury and hospitality does not effectively develop or take responsibility for developing the corporate image, several risks can arise.
- Difficulties in Differentiation: Without a strong and distinctive brand image, the brand may find it difficult to distinguish itself from competitors, making it more difficult to attract and retain customers.
- Inconsistency: A poorly defined image and brand communication can be inconsistent, confusing customers and guests and weakening trust in the brand.
- Contradictory Messages: if the brand communicates without a strategy, it can generate contradictory messages, damaging the perception of the brand.
- Loss of Credibility: If the brand image does not accurately reflect the values and quality of the product or service, it can lead to a loss of credibility and reputation.
What does it mean to do branding and develop the image of a company in the luxury world?
Now that we have seen the potential risks of an unclear and missing strategy, let us look in detail at what it means to develop the image and brand of a company in the world of luxury and hospitality.
Already here it is essential to clarify: branding does not mean developing a brand image.
Indeed, branding is a broad strategic process, which starts from defining the roots of a company (vision, mission, values, value proposition, reason why, etc.) and involves the management and creation of all aspects of the brand, including communication and image.
On the other hand, developing the brand image represents a part of the branding process. In fact, here we refer to aspects such as communication, audience/target perception, consistency and part of the customer and guest experience. Let us look together at some of the strategies that are often implemented by luxury brands to develop a solid brand image. In detail, let us focus on: visual pattern communication, and multisensory communication.
A Visual Form of Communication: Love for Patterns
When a branding strategy is well developed, one of the steps to take is the development of a structured and recognisable visual communication. It is here that brands belonging to the luxury world, especially in the world of fashion, over time have been able to use graphic and visual elements in an intelligent, repeated and aesthetically studied way. We are talking about Patterns.
A pattern is a repetitive design or motif that can be used in various contexts, such as fashion, interior design, art and so on. They can be geometric, floral, abstract or inspired by nature, and are precisely used by luxury brands to create a harmonious and coherent visual effect.
Why do brand patterns come to life?
There are many brands that are easily recognisable by their iconic patterns (think of the iconic patterns of Louis Vuitton, Gucci, Burberry), and the reasons that lead companies in the luxury sector to create these graphic motifs can be many, such as:
- Enhancing brand history: many luxury companies draw inspiration for their pattern creation from the rich historical and cultural heritage of their home country. The pattern that results from this creation often tells a story, the values and craftsmanship of the brand.
- Expression of exclusivity: scarcity breeds desire and patterns can be used strategically to create a sense of exclusivity and rarity. Many luxury brands play on this scarcity to create and develop an aura of exclusivity around their products and services over time.
Multisensory communication: the olfactive marketing and the role of music
Have you ever walked into a luxury hotel or boutique and smelt a particular scent in the air that, even after a while, you can remember and directly relate back to that experience? Well, in that case, if the answer is ‘yes’, olfactory marketing has nailed it.
Or, if you wanted to relax in a spa relax area, what music would you choose? A rhythmic track with trumpets and electric guitar or a lo-fi track with gentle sounds and soft melodies?
The sense of smell and music are powerful tools in sensory marketing, capable of transforming a simple stay into an unforgettable multi-sensory experience.
In detail, scents are chosen to evoke feelings of well-being, comfort and elegance. For example, a lavender aroma can induce relaxation, while citrus notes can energise and refresh. Fragrances, when designed and developed to a high professional standard, help create a distinctive brand identity and create lasting memories for guests and customers.
Music, on the other hand, must be carefully selected and professionally developed to complete the atmosphere and enhance the overall experience. In luxury hotels, music can range from soothing melodies in spas to more lively tunes in public areas such as lobbies and restaurants and is often also chosen according to the time of day (morning, daytime, evening). The choice of music, therefore, is strategic in influencing the mood of guests, creating a welcoming environment and emphasising brand identity.
In conclusion, branding and the development of a brand identity in the luxury world are not simply marketing strategies, but true artefacts of emotional and cultural connection.
Developing a company’s image in the world of luxury and hospitality is a journey that goes beyond the product: it embraces the values, experiences and sensations that resonate with the consumer’s soul.
In an increasingly frenetic and impersonal world, luxury represents an oasis of authenticity and it is our job to make the experiences of our guests and customers shine by guiding them along a path where the human touch brings excellence to life.
Martina Dalla Vedova
Marketing Manager Hospite S.r.l.