Communication theory: brand promotion
(01) How communication theory works in communication design
Understanding communication as a process of producing, sharing, and interpreting meanings that are always contextual and incorporate both verbal and nonverbal symbols is essential to communication design. The following theoretical underpinnings should be taken into account when creating a brand communication strategy:
Communication as a process Communication is not an isolated act but a dynamic, ongoing process where the brand (sender) encodes messages so that the receiver (parents, coaches) can interpret them correctly. Misinterpretations arise because meaning is co-created and always context-dependent.
Craig’s 7 Traditions and the most relevant lenses The following traditions are most applicable to the brand:
- Socio-cultural tradition — communication produces social practices and shared meanings; therefore, the brand must form a cultural image of professionalism, friendliness, and honesty.
- Rhetorical tradition — the brand must craft persuasive and credible messages.
- Semiotic tradition — costumes and showroom visual language operate as symbols that generate meanings such as «professionalism, ” „beauty, ” and „confidence.“
Interpersonal communication and Politeness Theory. RG.Kup.Shop interacts closely with clients. Relevant concepts:
- Positive face — parents want to feel appreciated and understood; the brand must convey support and respect.
- Negative face — customers want autonomy; the brand should suggest rather than impose.
Applying positive and negative politeness increases trust and strengthens customer relationships.
Social Exchange Theory in client relations Customer relationships follow the logic of «reward–cost»:
- Unique variety, professional selection, comfort — high rewards.
- If Outcome > 0, the client returns and recommends the brand.
Social Identity Theory and Optimal Distinctiveness Theory
- The target audience (parents of gymnasts and coaches) is a clear in-group with shared identity.
- The brand reinforces the «we–gymnastics community» feeling, increasing loyalty.
- According to ODT, individuals need both group belonging and uniqueness — the wide variety of costumes satisfies both drives.
Rhetoric, narrative, and ELM For persuasion, two routes are used (ELM):
- Central route — materials, professional standards, quality, expertise.
- Peripheral route — emotional visuals, stories of young athletes’ successes.
Digital rhetoric The brand’s digital platforms (Telegram, VK, website) enhance communication through:
- visual persuasion,
- speed of reaction,
- interactivity (bot, chats).
(02) Brand presentation for a general audience
RG.Kup.Shop is a space where choosing a costume becomes a moment of calm, and performing becomes a step toward confidence
We created this showroom for those who support young gymnasts on their path to growth and victory. Our journey began with a simple intention to sell one personal leotard and grew into a comprehensive service for mothers, coaches, and athletes.
Today, RG.Kup.Shop offers:
- the widest selection of costumes from renowned designers,
- professional selection according to competition standards,
- custom-made and tailor-made costumes,
- convenient rental and consignment services,
- an atmosphere of beauty and support.
We believe that every detail of a costume is part of a larger success. We know materials, patterns, requirements, and trends — and we are here to make the choice easier and preparation calmer.
RG.Kup.Shop. «Victory starts with the details!»
(03) Brand presentation for a professional audience
The combination of diversity, professionalism, aesthetics, and homeliness is important indicators that influence how the store is viewed.
This is the foundation of the semiotic system of the RG.Kup.Shop brand. The diverse selection of leotards is various: brand-new in-house designs, rental models and pre-owned options. It gives the impression that every gymnast can find the ideal style, degree of complexity, and affordable price. Demonstrations of professionalism: collaboration with reputable costume makers, stringent material quality control, adherence to professional standards, and a skilled staff. This sign gives consumers a sense of competence.
logo
corporate identity
The brand builds its visual style on soft, airy tones with a few bold accents that echo the sparkle of competitions. Textures like tulle, mesh, and gentle shimmer keep it connected to the world of rhythmic gymnastics. Clean lines, warm light, and minimalism create a balance of beauty, confidence, and a homelike warmth.
The leotard is the core symbol of RG.Kup.Shop. It is not just a product but a marker of skill, personality, and growth. Because the brand works with top designers and manages its own production, each leotard becomes a creative piece, a shared resource through rentals, and a sign of professionalism and care.
corporate identity on the shopping bag
corporate identity on the shopping bag
RG.Kup.Shop communicates by blending emotion and expertise
It tells the stories behind the leotards while showing its mastery and attention to detail. When the brand explains its services, it shifts to clear facts: materials, standards, regulations, production terms, and rental rules. This mix of warmth and transparency makes its messaging both engaging and trustworthy.
The brand handles its online side with strong images, fast replies, and info anyone can grab hold of. Content on Telegram and VK really pushes the skilled work behind things, the solid quality, and that group vibe, so the whole digital setup comes across as helpful yet pulls people in on an emotional level. The bot makes everything smoother by cutting through the clutter of choices, walking users step by step through what is available, and helping decisions land with more ease and sureness.
example of social network page design. Meta* recognized as an extremist organization in Russia
example of social network page design (VK)
People connected to the brand, gymnasts, coaches, and parents, build up this common sense of who they are together. When they get involved with the brand, select leotards, or take part in rentals, it points to being right in the middle of rhythmic gymnastics life. That «one of us» feeling grows even more because the brand puts real value on what makes each person stand out.
To avoid narrow thinking and repetitive solutions, RG.Kup.Shop actively gathers input from coaches, parents, and gymnasts. This variety keeps ideas fresh, prevents blind spots, and ensures that visuals and communications reflect real needs. It helps the brand stay flexible, relevant, and true to its audience.
outdoor advertisement
outdoor advertisement
(04) The principle of choosing a part of communication theory to apply in practice
The following theoretical ideas serve as the foundation for the strategy:
Socio-cultural tradition demonstrates that a showroom is a social practice within the gymnastics community rather than just a store. When choosing a costume, communication must establish a common cultural meaning.
Narrative Paradigm Following Fisher: value-driven storytelling, client success stories, and origin stories. Trust is established through narrative coherence and faithfulness.
Elaboration Likelihood Model The approach incorporates peripheral cues (visual beauty, emotions, atmosphere) and central cues (expertise, standards, quality). Because of this, communication is successful for both highly motivated and disengaged audience members.
Politeness Theory Positive facework: support, friendliness, and non-intrusive guidance: is used in communication because choosing a costume can be emotionally taxing for parents.
Social Identity Theory and ODT The brand capitalizes on a sports community’s strong sense of identity. Selecting a costume turns into a means of expressing one’s uniqueness and sense of belonging.
Digital Rhetoric Because they offer interaction, visual persuasion, and speed of communication, digital channels were chosen as the main tools.
Semiotics The brand’s meaning of professionalism, aesthetics, and accessibility is constructed through the use of costumes, the showroom area, and photo zones.
«Communication Theory: Bridging Academia and Practice» online-course
Our member’s project «Ребрендинг магазина RG.Kup.Shop"(https://portfolio.hse.ru/Project/246333#)
Our member’s project «Ребрендинг магазина RG.Kup.Shop"(https://portfolio.hse.ru/Project/246333#)
