The Art Of
Businesses today offer more than just
products and services. It is no longer enough for a
brand to be merely purchased and consumed – products
have to relate to customers in a way that creates brand
loyalty as an expression of the consumer’s life.
To create an experience that best presents the brand
personality to the customer, there has to be holistic
and realistic brand alignment.
Brand alignment is one of the strategies that ensure
everyone in the organisation fully embraces the brand’s
unique truths and understands the brand promise. It
is the combination of internal and external brand perceptions
that empowers a brand to identify and shape these core
brand promises for the target market. This ensures that
the brand communication strategy – brand identity,
brand image, brand protection, brand positioning, brand
promotion and brand distribution – is synchronised
to consistently deliver the most powerful and effective
messages to shape the brand.
Consider the brands that practise brand alignment by
delivering their brand promise; and how their brand
has been strengthened by the fact that their customers’
experiences are aligned with their brand promise. One
such brand is Shu Uemura cosmetics with its philosophy
of balance in nature, science and art.
The brand actually derives its name from its founder,
the make up artist Shu Uemura. In 1955, Mr Shu Uemura
shot to fame after his artistically masterful work transformed
a Caucasian Hollywood actress into an Asian looking
geisha. Subsequently, during 1983, he went on to develop
the first ‘open concept’ cosmetics boutique
in Tokyo which was described as more of an art supplies
store than a beauty centre.
Right up to today, Shu Uemura merges art with make
up through its colourful palettes and showy styles for
the face, concentrating especially on the eyes –
the most attractive and expressive asset of any women.
The brand is famous for its many outstanding designs
of fashion eyelashes and high profile celebrities who
have sported them include Jennifer Lopez, Oprah Winfrey
Banking strongly on Emotional Selling Propositions
(ESP), Shu Uemura relates its brand alignment with customers
from everywhere. Through creative concepts, it reaches
out to transform women into attractive works of art.
Brand promotions such as runway shows, fashion exhibits
and ad campaigns carry artistic themes with creative
colours and concepts. Even its make up schools are named
ateliers, which means a room or building where