A brand is not just a name or a logo. It is a whole system of meanings that makes people feel, choose and come back. To stand out from the competition, it is not enough to just have a good product – you need a strong concept. It is this that determines how the brand is perceived by the audience and what connection it builds with them.
Natalia Bykova, a branding expert and author of the Telegram This is a great example channel “Brands in Trends” , after a trip to France, analyzed six working brand strategies using local brands as an example and compared them with the approaches of domestic brands.
1. Brand historyThis is a great example
Some brands turn their history into an important tool for attracting customers. An example is the French brand Officine Universelle
Buly , created in 1803. Its stores resemble old pharmacies with antique furniture and marble counters. Calligraphers work inside, you can
send a telegram or engrave the products. The whole atmosphere immerses the customer in the past.
Russian brand – Imperial porcelainThis is a great example
This is a great example of a brand that cleverly uses its history as a tool to attract customers. Founded in 1744 as a supplier to the imperial
court, it maintains traditional techniques and emphasizes the prestige of its products.
2. Attachment to place and culture
A strong company can grow out of the spirit and culture of a particular city or country. For example, the Sézane brand sells not just clothes,
but a lifestyle. Their stores are called “apartments” — they are decorated in the spirit of typical Parisian apartments with wooden floors and
high ceilings. The brand uses French fabrics, collaborates with local craftsmen, and publishes guidebooks to France.
Russian brand – Alena Akhmadullina
The DNA of the Alena Akhmadullina brand combines the egypt business email list traditions of high fashion, elements of Russian culture and fairy-tale images that emphasize Russian heritage as part of world culture. The brand actively works with local craftsmen and artists, creating unique prints and silhouettes that are recognized both in Russia and abroad.
3. Nostalgia
In brand strategies, nostalgia helps establish a deep emotional writing for the web in the age of data new reflexes to adopt connection with the audience. French rubber boot brand Aigle decorates its boutiques in a retro style with vintage elements and collaborates with influencers who share personal stories about the brand. This approach appeals to the common experience of a generation: in France, almost all children wore rubber boots, and these memories are transformed into loyalty to the brand.
Russian brand — PREDUBEZHDAIThis is a great example
Appealing to warm memories helps establish an emotional betting email list connection with the audience. The brand relies on the atmosphere of the past. It uses special design of spaces, carefully crafted content and collaborates with bloggers who share personal stories.
4. Attitude to life
When a brand is open about its position, it attracts followers. For example, Drôle de Monsieur, with its slogan “Not from Paris Madame,” declares its independence and opposition to classic Parisian fashion.