While storytelling and a solid brand concept are key to today's marketing landscape, there is an additional element brands are adding to their playbooks which involves using content in the form of moodboards similar to Pinterest and even Tumblr, to set their brand vibe and aesthetics. Let me explain.
We live in the self improvement era where everyone wants better for themselves and so people see this type of content as a sources of motivation and inspiration.
Carsicko's whole page is a good reference
In an industry where high end editorials and photo shoots are traditional, today's luxury brands, especially those with a streetwear edge, are taking it down a notch and settling with iPhone based pictures and videos. When we look at the content, brands are creating more relatable settings and aspirational lifestyles that aren’t as far fetched as the traditional ones set by luxury brands within their own campaigns.
Show don’t tell your brand's DNA.
George Heaton does this well
Virgil said it best, depending on where you put a candle, it can either look like a piece of art or a piece of trash. And the same applies to almost anything in life. through the form of dumps, reels, stories and more, these brands are associating their clothing within environments that elevate their brand and lifestyles consumers would look up to. Association and setting the scene for a luxury environment goes further than just telling people you’re a luxury brand through your marketing.
Clint does this well
It’s the most subtle form of world building because it doesn’t directly involve selling but more so focuses on the details and subjects around the product within the content, reflecting the consumers' current lifestyle or their ideal lifestyle. It’s effortless. This style of content sets the mood, the vibe, the aesthetics and lifestyle of your brand which stems from the DNA of your brand.
The simplest images go a long way
Travelling, activities, food, drink, and other nice clothing and accessories all help in creating that desire for the lifestyle you associate your products with.
Strong and attractive visuals are what’s elevating brands perception in the eyes of the consumer. It’s all in psychology
It humanises the brand thus seeming more in reach and more relatable
Key Associations: emotion, social life, abundance, community, wealth, lifestyle, locations, peace, happiness, health, authenticity, freedom.
If you want a more relatable brand that builds a deeper emotional connection with your consumers, creating vibes and aesthetics that set the mood for an ideal lifestyle will not only develop your branding but also make your marketing efforts more organic.
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