Why branding is important for a fashion business?
If you want to be a successful fashion brand you need to understand who you are and figure out what message to deliver. Additionally, to be successful doesn’t mean to have a strong marketing strategy and loads of products to sell. It takes much more. In the first place, you have to find “the real you” and attract the right audience that will admire, love and support your philosophy. In order to be successful, you have to plan your branding and create a strong and recognisable identity.
Ralph Lauren’s iconic ad campaigns
Branding, brand identity and logo. What is the difference?
“Can you create a strong brand identity?”
“How long it will take you to design my branding?”
“I need a logo. ASAP.”
These are the main requests that I usually receive from my clients. Furthermore, as I start approaching their queries, I quite often see that they are not entirely sure what do they need and what is the difference between all 3 terms. So before we move to the main part “Why branding is important for a fashion business?” let’s quickly look into them.
“Branding is what people say about you when you are not in the room” – Jeff Bezos
It is like a master plan that helps to shape your business and states its missions, values and goals. Furthermore, is an overall experience that your brand creates for its target audience. You promise your clients products and services that match your and customers values. Branding consists of many different things as:
“People use brands and fashion to make statements about themselves and how they want to be viewed by others. When finding a label that speaks the same language and dresses in style preferred by the customer, it will more likely make sales and build its own customer base.” – Posner 2015, 146.
You have to see your firm’s “branding” as the soul and the personality but “brand identity” as the look and style. Brand identity is your company’s face and it develops in stages from various components such as:
Brand identity dictates the style across all brands channels: stationery, website, marketing, advertising, packaging and so on. To separate the 2 you just need to understand that “fashion branding’ is the message, the brand’s inner voice but “brand identity” is the visual expression showcased through tangible materials.
A logo is your firm’s stamp. It serves much more functionality besides being pretty. Moreover, it gives your business a unique mark that differentiates you from other businesses. The logo has to present the main message that “branding” dictates and it has to be designed in the same style and direction as “brand identity” is set. Comparatively, a logo is a symbol that represents all of it in one go and helps your brand to be recognisable and memorable.
Chanel (Foto. Chanel)
Why fashion branding is important for your business?
“When you brand yourself properly, the competition becomes irrelevant” – Dan Schawbel
Nowadays, in the market, there are so many fashion businesses that one day you are in and the other day you are out. Competition is huge. Therefore, it is critical to plan and design your brand experience in order to “survive”. I am a branding expert specialising in fashion and luxury lifestyle industries and I help companies to brand their startups or rebrand existing once in order to be recognisable, memorable and attractive. Through the years I have seen so many companies that neglected to spend the necessary time to develop their brands that it was devastating to see them go. Why branding is so important? Simply because your brand is your reputation. It’s the way your customer perceives you. It’s the way you combine things and turn into a successful and money-making business.
Fashion branding case study
All things considered and now we can learn some key branding elements from images showcased above. These 2 competitor brands are selling similar clothing to their target audiences but as a result, they brand themselves in different ways. For example, Gucci value proposition is sexy, cutting edge, contemporary where is Prada presents themselves as innovators, style ambassadors and elegant novelists. In fact, this is a good example of how fashion brands send their messages through display ads and reach their target audiences. Prada aims to attract intellectual and creative fashionistas where is Gucci seeks for modern and fashion-aware people. In either case, it is important to understand what are the company’s values, goals and how to translate it to your target audience.
More fashion branding examples you can find here.
Your personal list
Equally important is you branding checklist. I wanted to make sure that you don’t miss a thing while creating your branding plan so I prepared a cross-list for you.
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Categorised in: Branding