If you are going to achieve top-of-mind in your marketplace, it is important that your brand stands out. Brands like people have personalities. For example, they can be traditional, edgy, humorous, or a combination of all of these. Here is howTarget has expressed its personality of humor, and edginess.
The back cover of the September 2015, Fall Fashion Issue of Vogue Magazine illustrates this concept perfectly. Target does a great job with this retro, edgy and humorous salute to its brand personality. The Vogue, May 1941 issue was the inspiration.
Target, which is not exactly considered a luxury brand, has done an excellent job in bridging this gap by creating a new luxury category: “Luxury for Less”. This worked well during the recession because it appealed to the budget conscious who still wanted to indulge their shopping cravings.
Are you on target with the expression of your brand personality?
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.