While starting and maintaining a fashion line is incredibly challenging, one key to success is establishing your brand. By brand, we mean the personal signature or the personality of your unique collection and design approach. When you hear the name Polo Ralph Lauren a design theme or philosophy immediately springs to mind; in this case, it’s the ideal American luxury lifestyle - fresh, classic, preppy with flair and always in good taste. There are many more examples. Think Calvin Klein, Tory Burch, Dolce Gabanna, Betsey Johnson, Juicy Couture and, at least, a hundred more stellar brands each with a unique, appealing personality that is reflected in their individual identity.
Branding springs from the creative product, be it couture, ready-to-wear, accessories, shoes or one-of-a-kind fashion creations and is the visual and verbal identity of the business. A brand identity includes the logo, advertising, labels, hang-tags, publicity, store promotion, show room, trade show installation and, of course, the website. All elements that support the brand are included. Even the designer or founders themselves must represent the brand.
There are two secrets to creating and promoting a brand identity:
1. Design a visual and verbal identity that truly reflects the positioning and message of the product.
2. Use this identity consistently in all supporting elements.
1. Design a visual and verbal identity that truly reflects the positioning and message of the product.
2. Use this identity consistently in all supporting elements.
A designer or founder may create his or her own graphic, visual and verbal identity, but hiring professional help may also be necessary. Originality, appropriateness and the power to remain in the consumer’s memory are all important. In branding, at a minimum, you need a logo, a typeface and a “voice”, or tone, manner or attitude, when promoting your product such as sophistication, innovation, modernity, playfulness to name only a few possibilities.
How do you start?
1. Look and think very deeply about your own design style.
2. Think through your mission and be specific about who your target market is.
3. Then, study others that are successful, collect and build “brand boards” of the elements such as labels, hang-tags, print ads and promotional items. Be sure to include a photo of the designer or founder for each board.
4. Then, start with a logo. Conduct consumer research and get opinions from your target customers. Really genuinely listen. Be sure your identity truly reflects your point-of-view, your style, your message and your mission—and make sure all of this is truly unique.
1. Look and think very deeply about your own design style.
2. Think through your mission and be specific about who your target market is.
3. Then, study others that are successful, collect and build “brand boards” of the elements such as labels, hang-tags, print ads and promotional items. Be sure to include a photo of the designer or founder for each board.
4. Then, start with a logo. Conduct consumer research and get opinions from your target customers. Really genuinely listen. Be sure your identity truly reflects your point-of-view, your style, your message and your mission—and make sure all of this is truly unique.
Remember, to be successful, your brand identity must be recognized, understood, remembered and unique. Branding is critical to all product categories and business as well as to you as an individual. Today, having a personal brand helps you to stand out professionally as well and we will speak about this next, so stay tuned
Judy Galloway is the Managing Partner of G-group Marketing in New York City. She is a market researcher, futurist, brand specialist and a founder of www.newbrandu.com. She also has taught Market Research at FIT and currently teaches Integrated Marketing Communications at New York University SCPS. She loves hearing from readers and is happy to answer questions. Judy can be reached at 212.873.1122. ©
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