It’s time to start thinking about your fashion business as a big brand. Strong branding can set you apart and make you the obvious choice for clients looking for the services you offer. Without branding, most clients will decide on the most convenient or lowest priced designer they can find, who in their eyes provides the exact same service as you do. So today it’s more important than ever to develop a brand to differentiate yourself from the competition and build a strong and lasting face for your business.
So what exactly makes up your brand? Branding is more than your design and logo—it’s your business personality. It’s about who you are and how you communicate your strengths and specialities to your market. Your brand consists of your fashion style, your voice, your aesthetic, and most importantly, the feeling that you leave with clients when they work with you. Use these 7 secrets to building a brand that attracts your ideal market, accurately communicates your speciality and creates unique experiences for your clients.
1.DEFINING YOUR BRAND
Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too. The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it's not just the shoe's features that sell the shoe.
2.CREATE SOMETHING DIFFERENT
Setting yourself and your services apart from designers in your field can help attract interest from more potential clients. Whether your speciality is men wears, women wear, plus size wears, children wears or fashion retailing, you can’t solely rely on your speciality to make
you stand out. Instead, focus on the services you provide that separate your business from the other designers shooting the same subject matter: What do you offer that’s different? How do you go above and beyond to provide great customer support for these services and products? How do you provide a truly unique experience for your clients while on the job? Also, think about how you can differentiate your brand by who you target or your location.
3.EVOKE A FEELING
Brands are like people. They have personality, which has a direct effect on customers and potential clients. When you’re developing your brand, decide what type of “person” it’s going to be. Important attributes for fashion brands include passion, reliability, approachability and charisma.
4.CREATE A BRAND NAME AND LOGO
Now comes the fun part. You get to (or, you get to hire someone to) completely design the look of your brand. The aesthetic of your brand is a major part of what communicates your standout traits and personality. This includes naming your business, creating a logo and having a consistent aesthetic across your website and marketing. This part is fun, but it can also be tricky. Many brand essences get lost in the collateral. If one of the words you use to describe your brand is “professional,” don’t make your logo look handwritten and homemade. Clean, sharp lines can better communicate your professional demeanour. Colours also say a lot about your brand as we often associate colours with particular feelings.
5.EXTEND YOUR BRAND THROUGH THE USE OF SOCIAL MEDIA
These days it seems like everyone has a found a way to extend their brand. social platforms such as Twitter, Facebook, Instagram and personal blogs are a great way to extend your brand and strengthen your presence with potential clients. Although these sites can be used as tools to build your brand, it’s important to remember that promotion shouldn’t be about you—it’s about what your business can do for others. By providing useful information to your audience, you’ll build and strengthen your credibility. Share articles you find interesting and find other like-minded companies that cater to the same market.
Everything you do must be consistently on-brand—from your client interaction and relations to your messaging. Before posting, pressing save, attaching or sending, always ask yourself: is this message on-brand? On all of your social sites, remember to keep the messages and content you post within the same realm of interest. If you deliver a consistent experience through all of your touchpoints, potential clients will feel more confident in investing in your services and assured in the type of experience you’ll provide.
6.CREATE A NEVER FORGET EXPERIENCE FOR YOUR CLIENTS
These means be awesome in everything you do when working with clients and always have a great attitude while you do it. Delivering more might mean that you always include a handwritten
thank-you-note after you wrap up products. it should be something that you keep in your back pocket as a little surprise to delight your customers and extend your brand just that much more.
please drop a comment if you find this post helpful.