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TESLA is one of the most recognised companies in its sector worldwide, thanks to its exceptional corporate image and incredible marketing strategies. The company has managed to build a unique personal stamp, conveying its brand values in every detail.
Innovation is one of the most important qualities of TESLA; it is the characteristic upon which its branding is based. Let’s focus on one of its most representative elements, its electric charging points, and from there, we’ll see how the brand crafts its image.
It’s essential to look at the function of the charging points not just as a service provider but as an element that contributes to the brand’s image through its design. TESLA has managed to create a symbol through these points, a space where the customer interacts and feels represented.
Any physical element of the brand can be a perfect symbol of it; every detail is carefully considered and developed with both functionality and brand image in mind.
TESLA has demonstrated how physical elements are just as important as the online or Ecommerce part of your business.
You may have heard that physical points of sale no longer work and that everything is reduced to online sales, but that’s not true. While it is true that communication is no longer limited to a single channel and there are many ways to interact with the customer, the physical point of sale offers unique opportunities.
When you need to buy a perfume or check the comfort of a shoe, you prefer to visit a physical store. Customers still need to see, touch, and smell products, which is something impossible to achieve online.
Therefore, points of sale play a very important role today. We aim not only to sell but to captivate the customer, express the brand’s values, and ensure your brand ends up in the “Top of Mind.”
What should you consider to stand out like TESLA? Firstly, digitalisation and new technologies play a fundamental role.
TESLA works every year to release functionally updated charging points, offering the best possible service to the customer. This has marked a before and after. Customers can locate where to charge their cars through a unique software installed in their vehicles and do so quickly in a comfortable and pleasant environment. All TESLA users have access to the same app, where they receive information and assistance from the brand daily. The brand, by instilling in each customer the idea of freedom and accessibility that any driver would want, manages to position itself as indispensable, essential, and necessary.
This is a great example of how to apply new technologies and digitalise your brand, transmitting the same message across all your channels to become a reference in your sector. Providing a premium service merges with your brand image, reinforcing it positively and creating a lifestyle. To digitalise your company, you can apply different elements and actions.
Create strategies with knowledge thanks to Smart Content, Big Data & Analytics, and AI. Use retail software to understand your customers (habits, age, gender…)—software that learns and adapts to your needs through machine learning, allowing you to create increasingly personalised campaigns.
Additionally, to maintain an attractive image and updated service, Digital Signage, LED screens, and RFID and NFC systems are essential for creating unparalleled visual impact.
In the end, it’s all about the image. Image sells, and brands know this very well. By applying marketing knowledge to a company’s image, you establish the foundations of the corporate image through which you want your brand to be recognised. This is something you must consider every time you design an action; everything surrounding your brand must represent it.
As a brand, you must clearly understand the values and messages you want to convey and then know how to show them. Your logo, symbols, colours, and shapes—all must align with your brand image.
Ensure that every element and action in your point of sale adheres to your style guide. It is very important to pay attention to small details, from materials to shapes, design, colours, smells, and sounds. Everything is part of the retail marketing strategy you create, and every detail ensures the customer experiences a unique shopping experience.
Finally, we must remember events as a strategy and support for a brand’s image. Companies commonly use events to get closer to customers and attract their attention. It is crucial to convey a specific message with every element arranged in the physical space and generate impactful experiences that foster customer loyalty.
Being inspired by leading brands helps us understand what works, what steps to follow, and how to improve. In this post, we have provided the keys to get you started.
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