The importance of brand attitude in high end fashion photography

We all have our own personalities. Some of us may be quirky, some of us may be more mainstream. When it comes to a brand, it has a personality too. But what exactly is a brand personality? Millward Brown describes a brand personality as “the way a brand expresses and represents itself.”

People don’t react to brands as people, but do, it appears, react to brands in a consistent, measurable way, call it the Brand Five. -Whit.li

The Brand Five that Whit.li has developed includes sincerity, excitement, competence, sophistication, and ruggedness. This brand five are some of the most common examples of how consumers perceive a brand’s personality.

When a new brand is being created, or a brand is being redefined, brand personality traits are the basis and guiding direction of the brand. Anything communicated, whether it be to the consumer or an employee, should identify and correlate with the defined brand personality.

It’s our job to make sure that all of our communications are consistent with the following brand personality traits. Our brand personality traits describe how we want our customers to perceive our company define a brand from the beginning. – Walmart Brand Guidelines

How can something intangible, like brand personality, be manifested through branding? One way is through photography.

When it comes to luxury fashion brands, Gucci is one of the most prominent and popular brands.

2015 was a major year for Gucci as it completely switched it’s creative direction, under the direction of Alessandro Michele.

Fashionista.com has described the new creative direction as having a “mysterious vibe that that leads consumers to wonder about the story behind them.”

The 2015 ad campaign featured a prominent use of wind, symbolic of the change of creative direction.

All of these photographs are in homage to the 2015 Gucci campaign. They feature the current brand placement of the logo with the creative direction of the 2015 campaign.

To see more high end fashion campaigns visit this website.