Creating a branded world for your product is a marketing practice that attracted me to the field of marketing. I love looking at a product and seeing how its branding impacts how consumers depict and perceive the product. Being a visual person and storyteller, I also love seeing how the visuals impact the consumers emotions and create the world of the brand.
Fashion Brands
I’ve noticed this story telling heavily in more creative based products like fashion companies. In 2018, I worked with a Halifax's based fashion company LORE Collective where I witnessed the process of creating a brand and its effect on customers firsthand.
How from visuals alone Lore told the consumer the feeling and emotions that represents the world the clothing lived in. Companies can slap labels on something and sell it, but the ones that stand out to consumers are those that create their own branded world.
Mugler Perfume
Mugler comes to mind when I am thinking about examples. They offer both luxury clothing and perfume, with the perfume being more affordable for everyday consumers. Their fragrance campaigns, like Angel Elixir and the 2014 Alien campaign, depict the wearer as an otherworldly strong and exotic woman.
This world building adds to the product and brands value creating an extra aura around the product. As stated before, you can just put the name Mugler on a fragrance and sell it. We appreciate the effort and enthusiasm put into the product. This will make it more attractive to the buyer.
Not every company needs to brand its products as extensively as Mugler has. I would consider this type of branded storytelling to be more vanity based. So, it’s important when looking at implementing this type of storytelling to consider the product and its positioning in the market. Would it benefit from this type of storytelling or not.
In closing as a creative when I see brands market themselves like this, I am drawn to them more and always love peeking into the world of the brand.
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