PART TWO:

Stella McCartney’s use of visual channels to convey brand values.

Visual channels can be used to communicate the values of a brand and come in many forms; television advertisements, magazines, social media to name a few. Using multiple visual channels is an effective way for a brand to convey its brand values to customers. However, if customers think a brand is being inconsistent, it will decrease brand loyalty. Everyone interprets visual information differently, so brands must ensure that they are communicating their values in a way that is difficult to misinterpret (Holsanova, 2014).

Stella McCartney is known for its environmental consciousness and corporate social responsibility, which it portrays using visual communications (Stella McCartney, nd). In its 2017 Winter advertisement, Stella McCartney uses visual communications to create a juxtaposition between its environmentally friendly, vegan shoes, and the unsustainable lifestyle the audience are possibly living (Stella McCartney, 2017). The brand’s target consumer is one that cares about sustainability and the environment, which is portrayed heavily throughout this advert. This advert highlights that Stella McCartney wants to set itself apart from the negative impact humans create, and that it wants to create a positive change. Stella McCartney is also active on Instagram, where its posts its products as well as discussing its brand values. Most of the products on the page have captions discussing the creation of it, showing that the brands’ values are clear and consistent throughout its posts.

PART THREE: Key components of brand identity.

All brands must create a strong identity, so that they can successfully target their consumer. Brand identity is made up of many things, including logo, brand personality and values. The Seraphina Collection is a small fashion brand based in the UK, with 259,000 followers on Instagram (The Seraphina Collection, nd). Because it is a relatively small business, it is important that its brand identity is strong and consistent. It aligns with the “sophistication” category of Aaker’s “Brand Personalities”, as it makes dresses that flatter and accentuate the feminine figure, and its brand image is one of elegance and glamour, which were terms defined under the “sophistication” personality (Aaker, 1997). Its logo is simplistic, showing the brand name on a background of light pink which connotes elegance, but it adds to the glamour of the brand, as it uses a serif font as well as a curved style (Doyle & Bottomley, 2004).

As well as this, the photography on its social media is very glamourous and sophisticated. It often shoots in low lighting with flash to show off the glitter on the dresses, as this is the brands main selling point (Instagram, The Seraphina Collection - Instagram). The brand is very consistent at showcasing the selling point of the dresses, with all of the social media posts and online listings reinforcing the brand identity (The Seraphina Collection, nd).