Brand Identity And Elements of Dior

When you think about a brand, there are certain aspects that come to mind. Those include the details that you can see, such as the design, the logo, or the color that appear when you see the brand. These are what the consumers visualize when they get to know a specific brand. Also, there is a clear distinction between brand identity and brand image. Today we are going to take a specific brand and do in-depth research and analysis of its brand identity. The company that we have chosen is Dior, you are all familiar with it, and you all love it.

What is the identity of Dior?

What is so unique about this brand that everybody immensely adores it?

Well, let us point out a few facts.

1. Dior’s Passion: In spite of the fact that he adores fart, Christian Dior undermined weights from his well-off family and learned political science with the deliberation of getting to be a diplomat. In the long run, he found his way back to the inventive world by opening a little craftsmanship gallery. However, due to a family catastrophe, the gallery closed down. Not abandoning his dream, Christian started offering design portrays for 10 cents to earn a living. In 1946, Dior opened his own boutique at the popular district 30 Road Montaigne. The boutique still exists nowadays.
2. Dior’s Eccentricity: In 1947, Christian Dior debuted the ‘New Look’, which included huge volume, scaled-down waists, and noticeable busts. In spite of the fact that he was initially condemned for the striking fashion articulation, Dior kept going and went on to be a significant player within the restoration of couture in France.
3. Gorgeous Faces of Dior: Throughout time, Dior has picked lots of motivational individuals as ambassadors and models to advertise the brand. They did this by showing the glamorous image of the company. Some of these inspirational people are Natalie Portman, Victoire Doutreleau, Josephine Baker, Jenifer Lawrence, and Yves Saint Laurent.
4. Fir for Royalty: The demand for this brand encouraged the British Royal Family to invite Dior to stage an exclusive show of his collection. The royal clients of Dior include Queen Elizabeth ||, Princess Diana, Princess Rania, etc.
5. Luxurious Craftmanship: All of Dior’s collections bring out sexiness through their perplexing weaving and signature themes. The development of the house’s articles of clothing comprises of a concealed craft. Only a gifted couture atelier at their crest can accomplish that. In conjunction with utilizing elite textures from around the world, Dior has Raf Simons as its creative director.
6. Dior World: Over time, Dior has extended from a women’s brand to cover nearly every extravagant whim. For example, Dior Homme, the luxurious men’s collection; Baby Dior, designed for children; the DiorSkin beauty care and skincare products. And, of course, J’dore Dior and numerous other fragrances accessible. Also we have the popular Woman Dior purses and dazzling shoes.

The next vital part of Dior’s identity is the brand archetype that the company belongs to.

In order to find that our, let’s look at this Instagram post of Dior’s.

View this post on Instagram

A post shared by Dior Official (@dior)

This post is advertising the ‘Dior Addict’ lipstick. It features actress Anya Taylor-Joy, singer Kim Ji-soo, and model Sharon Alexie.

The notorious rule-breaking lipstick is accessible in a sparkly formula with environmentally-friendly instances motivated by the house codes.

Red lipstick is always an ingredient to a woman’s confidence.

The showcasing of beauty in all senses make it apparent that Dior matches the Lover archetype.

What does the Lover archetype illustrate?

• The desire of the archetype is to achieve intimacy and encounter sensual pleasure
• The goal of the archetype is to be associated with individuals, work, adventures, and the surroundings they love.
• The strategy of the archetype is to become even more attractive – physically, emotionally, and in other ways.

Dior is not the only well-known company that belongs to this archetype. Other brands such as NESCAFÉ, Ann Summers, Häagen-Dazs, Thorntons, Channel, Baileys, Gucci, and Magnum also represent the Lover archetype pretty well.

Here are the messaging levels of the archetype.

• Passion, temptation, falling in love (with an individual, a sentiment, a cause, profession, a consequence)​
• Pursuing great intimacy and/or great romance​
• Tracking your thrill and devoting to whom and what you love​
• Spiritual attachment, self-acceptance, and the venture of euphoria

The Lover archetype is a perfect identity for your brand:

1. whose service allows people to find love or friendship​
2. whose role promotes beauty, contact, or correspondence between individuals or is associated with sexuality or romance​
3. with pricing that can be medium to high​
4. if it is made or marketed by a company with a personal, agile, and executive culture
5. that ought to distinguish itself positively from lower-priced companies.

How can we use Brand Archetypes in practice?

Our communication strategy may have multiple messaging approaches. But there is some logic that unifies all these and it is called communication based on archetypal branding. A company may have many messages, but they do not have something in common. For example “Do everything easily”, “Go ahead and be powerful” or Dig deeper and be experienced”.

These 3 quotes have different goals and bring different subconscious effects. One is about Being a Hero, another is about gaining more experience. These are 2 different directions of messaging and the logic of Brand archetypes brings more uniqueness and clarity here. Just read the book “8 steps to a complete archetypal branding” and you will have more experience in communication based on archetypes.

Coming up, we are going to dive even deeper and unravel more information about Dior’s identity.

We are going to do so by taking a look at the brand positioning tactics of Dior.

It consists of 3 primary parts.

1. The category, what is the content of Dior products.
2. Benefits, differentiation, and all the aspects of how Dior is unique from other brands.
3. Core, main idea. What is the vital idea that Dior desires its customers to retain?

Category:

Christian Dior SE is a corporation that occupies the creation and marketing of luxury accessories and beauty products.

Dior functions within a few business groups. Those are Wines & Spirits, Christian Dior Couture, Perfumes & Cosmetics, Fashion & Leather Goods, The Selective Retailing, etc.

The Christian Dior Couture category designs, fabricates, and markets luxury pieces.

Leather purses, shoes, and other leather goods are the aspect of focus for the Fashion & Leather Goods group.

The company also manufactures different types of wine through its Wines & Spirits group.

Perfume and other cosmetic products are the concentration of the Perfumes & Cosmetics group.

Dior markets awesome watches with the help of its Watches & Jewelry group.

Christian Dior founded the company back on October 8, 1946. The headquarters of Dior is located in Paris, France.

Benefits and differentiation:

Dior employs a blend of statistic, psychographic and social division techniques to form its advertising accessible to the target market.

Dior utilizes diverse targeting strategies to advertize itself and draw more attention from a specific group of consumers.

It has been effective in situating itself as a brand that takes a rich legacy. However, at the same time, it also challenges the patterns and status quo of the fashion segment and present-day society.

It implements a value-based positioning methodology to rank itself as a premium brand.

Within the fashion industry, Dior is among the leaders. It has been keeping up with its heritage and name ever since the beginning.

The core communication idea:

Dior like numerous other fashion brands communicates on its items but moreover on its brand through different assistances and media.

Fashion magazines, including Marie-Claire and Vogue, and some TV channels are essential media for fashion companies like Dior. They make it that we find advertisements that concentrate on the goods of Dior rather than solely the brand.

The advertisements of Dior are, most of the time, incredibly elegant and refined. We very often observe the appearance of a well-known person being at the center of the brand.

The genuine power of Dior is the fact that it expresses mostly through the brand itself and its background. That is because the consumers can mostly trust the values of the brand with an additional hint.

In fact, if for other companies, fashion shows are a way of promoting their clothing, for Dior, it is a tool to grow its image of excellence.

The company also gains attention through maintaining special events and adjusting sales shops with new notions for a restricted time.

For instance, it had a film event called ‘Can I Make The Music Fly’ by Bruce Weber for the launch of the Dior Homme store in Miami.

As a luxury company, Dior has released a number of

aspirational movies to promote online shopping and enhance its luxury image.

These brief motion pictures empowered the brand to extend its optimistic image. Also they conducted the customers to show their “love” for the brand through various comments.

The communication strategy that we already mentioned is an additional portion of a digital technique that Dior has effectively built up.

Dior has numerous channels: Facebook, Youtube, Twitter, Tumblr, and Pinterest. Other luxury brands have also created their accounts on these platforms.

These channels allow consumers to witness VIP behind-the-scenes information, exclusive stories, etc.

By advertising unique visual substance on different subjects, the company increments the loyalty of its supporters and remains loyal to its core values.

Dior is a unique and creative luxury brand that aims to remain close to its consumers. Dior has acknowledged the significance of social media, hence why it is present in numerous channels.

Now, we are going to discuss the brand elements of Dior.

You might be wondering what we mean by brand elements. Those are the slogan, the logo, the archetype, etc.

We are going to start by the name.

The name element

Christian Dior Se is a luxury goods company that is named after its founder. This speaks about the respect of the founder as well as his legacy. Throughout all this time, nobody changed the name, which tells us a lot of positive things about Christian Dior.

The logo element

The logo of the company is also closely connected to the founder. It is all written in black. It is a unique and simple logo that is written in the Nicolas Cochin font.

In spite of the fact that the whole world is familiar with Dior, there is a reason behind the logo’s simplicity. It is because the simplicity makes it more detectable and identifiable to the consumers.

The logo very clearly represents some of the values of the brand. Those are luxury, charm, reputation, sophistication, and uniqueness.

The logo also represents the personality of its founder.

The Slogan Element

There are a few slogans of Dior that we can talk about. However, the most noteworthy one is the following.

“Happiness is the secret to all beauty – there is no beauty without happiness.”

Even though the brand is selling goods that are supposed to ultimately make a person feel more beautiful, all of it comes from within.

Every person should find happiness in themselves and the people surrounding them. They should feel beautiful the way they are. So the brands like Dior can offer them goods that will make them act as a cherry on top.

Color

The website of the company mainly implements the colors black and white. The colors black and white resemble a natural sensation of warmth. That, by itself, strengthens the authority of the general design and the elegant perception that it gives.

The website

The official website of Dior is a simple black and white-colored website. At the top middle, we see the logo of the brand. On the left corner is the navigation bar. There are two main categories: Fashion & Accessories, Fragrance & Beauty.

The editorials are more colorful. However, the product shots are again on the simpler side. They are shot on a white background where we can get a clear idea of what the product looks like.

The Packaging

White is once again the color that Dior uses in its packaging. It is not sophisticated at all, but rather, it is simple and elegant.

The boxes are square or rectangular boxes, and a lot of the time, they have a ribbon on them.

Then these boxes are placed inside a simple white bag with the Dior logo on it.

We hope that you liked this blog, where we learned a lot of information about this amazing brand. We constantly come up with new content about various other brands. So, if this got you interested, be sure to check out our main website!