Being consistent in your brand DNA - the premise for success

As we have spoken about brand identity and the way brands communicate effectively in class today I would like to explore this topic in a little bit more detail and find a few examples to visualize the theory we have learned.
What is most obvious when we talk about the brand DNA of a luxury brand are its visual codes such as logotypes, visual symbols, brand color and typical materials. And obviously what is important as well is a brands name, the stores, their advertising as well as the online performance (Gossain, 2012).

Source: Chevalier & Mazzalovo (2008).

But although every single brand automatically has a Brand DNA it is crucial to be very, very consistent about this DNA. An example of a brand which is very successful in maintaining their brand DNA in my opinion is - again - Hermès.

  

When I think about Hermès the first thing that comes to my mind is "leather, equestrian, orange, french and silk". This is congruent with their history and brand identity as Hermès when it started in France in 1837 was an expert for leather goods especially for saddlery and carriages (Hermès, 2012). This historical fact can also be found in their logo, which shows a horse carriage. Although Hermès today still produces saddlery and equestrian goods, nowadays they are one of the world's most famous luxury brands, selling leather goods, fashion, jewellery and perfumes (Hermès, 2012). What is important though is that all of their products are related to horses - whether it is the design of the famous silk scarves, the bracelets, the bags, the ties or the store design. One example would be the hangers for ties in the shop - which look like stirrups. 

http://www.feelbeauty.ch/images/hermes_logo.gif

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9K-_dz2aIAl735OhEKKxPCB9qw_lQBY9plNOTvoaLiuCZ-qrNzkmQznuW_dZ9Dxk1wn077a1sMgFrmyMgUw2BhmAn4hYIKOmj2Nsq-wMX1YqrQk3suT2sCvkh0EBrJUcD8BZLtTwZYCZg/s1600/hermes+boxes.jpg

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkyeQvF9-VxFvHwBXOLjtWhxY_Hf5zI7BExTTgvQghgwoCHlh53Ho6CojQhnH8hF60XBS6HfB5YNrGB_7r8ZUjDgU3D7VZSTrqq9GUuoRP5iBYVSI6o4IP-N510lq3wQf5L7LNDe9POfQL/s1600/hermes_store_gq_8dec11_rex_b.jpg

http://media.onsugar.com/files/2011/04/14/2/749/7492301/e3df87f5a2dd2f6b_hermes_scarf_grey_horse.preview.jpg

http://zeitgeistandstuff.files.wordpress.com/2010/10/carrez_sameashorsehermes.jpg

Another fact that shows their great use of history and brand DNA for example was the naming strategy for their exhibition in London, which I have mentioned earlier on in this blog. The name "Forever leather" represents their core business, as well as their values, what they want us to believe in and their history - and therefore perfectly embodies their brand DNA. 

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgj_ZffUiCkMzKO91OU4sELEw7nlz2pGcQ2Ju7s3zrmhhvRtvBx4yfM-N-JL5KO748K-1uGBqQf0HY0lLGrfUV6apC2TREP-_50jpNnZ5xBZwc4OOcncwhF-yb1QAk-gBLyNhTG63W_7_J8/s1600/Hermes+LeatherForever+London_JMVELARDI.jpg

And even if you look at their online performance, Hermès has managed to keep their identity perfectly well.

http://lesailes.hermes.com/gb/en/

http://uk.hermes.com/leisure/horse-ridding/for-the-rider.html

So all in all one can say that keeping in mind your brand DNA is crucial for being successful as a luxury brand.

References:

Chevalier, M. and Mattalovo, G. (2008). Luxury Brand Management, a world of privilege. Singapore: John Wiley & Sons. 

Hermès (2012). The history of Hermès. Available from: http://www.hermes.com/index_uk.html (Accessed 03.10.2012)

Gossain, S. (2012). Identifying a Brand's DNA. London: European Business School.