You are searching the internet and books trying to figure out where and how to start your business when you are overwhelmed with terms like branding, brand identity, logo design, identity design, corporate identity, and brand strategy. You may be trying to figure out what is a brand identity? And the next question may be, how to design and develop the brand identity for your Fashion Business?
As a Business Strategist and Consultant for startup product-based businesses and fashion apparel brands, my goal is to teach my clients all of the intricacies of the business (and how to plan and take action the right way).
But what exactly is a brand identity? What does it have to do with design? And how do you design and develop a strong brand identity that takes your business to the next level?
I know I keep throwing design terms at you, you can always grab my guide for fashion industry terms here, but your fashion brand identity is the heart and soul of your business.
What is a brand identity?
It is where your purpose, identity, foundation, the reason for what you do seeps out as the message for your business. It goes beyond what your products look like and focuses on how your customers are experiencing your brand. I know it seems a bit daunting but don’t worry I’ll walk you through this process.
How to Design and Develop a brand identity and why is it important to focus on your brand’s identity design?
There are a vast number of fashion brands available to consumers today, and many of them offer similar products. Many of the major fashion brands are easily recognizable, as is their brand identity. With online shopping, social media, email marketing, brand ambassadors, influencers, and more, it seems nearly impossible to create a stand-out brand that brings you success.
That’s why creating your best fashion brand identity means focusing on the overall experience that you want to offer your target market. Become the fashion brand that people want to do business with and you will stand-out amongst your competition.
How to develop your fashion brand’s identity
When you begin to brainstorm your ideas start with freewriting. Take a blank sheet of paper and write down the words you want your brand to be associated with. Do you want your customers to feel confident? Write it down. Beautiful? Strong? Protected? Write them all down and don’t overthink it. Write the words down as they come.
Once you know how you want people to think of your brand, you can set about making that happen. Figure out your target market, price range, and product, and then brainstorm how you can appeal to the emotions, heart, and even economic standpoint, of your target market. These two action steps, brainstorming adjectives to describe your brand and keying into your target market through those adjectives, will give you the foundation to your fashion brand identity.
How your brand’s identity will reflect the soul of your business
You have an outline of who you’re trying to appeal to, what you want them to think of you, and how you can promote that idea. But now you need to take that idea and turn it into reality.
In order to do so, you need to consider your purpose, your value, your heart. What is the one thing that makes your brand special? Determine your brand’s main focus and stick with it. Take a look at those words you wrote down. Is there one that really stands out to you? Does that encompass the heart of your mission?
This purpose becomes the reason you do what you do and is what you will lead your marketing with. It will be the thing that draws people to you, that makes people look twice at your product. Think about the brands that make you feel good for purchasing from them, like Toms or Rothy’s shoes. For each pair you buy, Toms donates a pair of shoes and a portion of the sale of Bobs go to animal rescue. Each has a mission to give back so that’s at the heart of their marketing strategy. They want you to feel good when you buy their shoes. They want you to know you’re making a difference by buying their shoes. You’ll want to do the same thing for your product.
Why does this work? Because you handpicked your target market and developed your purpose based on who your target market was. You’re reaching them where they are, putting your brand in a position to appeal to their emotions.
This purpose makes your customers feel connected with your brand, accepted, and brings them comfort. This purpose creates buy-in and brand loyalty and makes your customers share you with others.
Growing your brand, but staying true to the core brand messages and values
Creating your brand identity is going to take time and it’s going to evolve as your business evolves. It’s imperative to start on it at the very beginning, it will help you make a name for yourself and get your message and product out there. But seriously, be patient with yourself and the process, it will take time to truly hone in on the right way to share your purpose with the right target market.
Throughout the life of your business aspects of it will evolve. That’s why it’s so crucial that you develop your purpose, the one thing that sets you apart from every other brand. That way, as time goes on and you have successes as well as setbacks, you will see what is working and what is not.
Keeping your fashion brand identity as the focus will help you weather the storms of change. You will have a foundation to keep your feet on the ground, your customers loyal, and a purpose that you will be able to keep in the center of the changes surrounding you.
Your brand identity will help you stay focused as things evolve, making your brand a comforting staple for your target market. That emotional connection will just keep them coming back to you, as well as drawing new customers in.
Start selecting those words, considering what you want your mission to be and how you’re going to convey that to your audience. I’m here to help you if you get stuck!
And, whenever you’re ready… here are 3 ways I can help you grow your fashion or product-based business:
1. Grab our Free Designer Starter Kit
It’s the road map to ensure you are taking the right steps when starting your business. — Click Here
2. Join the Start-Up Group Coaching Program
I’m putting together a group coaching program at Designer Consulting Co-Op for any and all PRODUCT BASED BUSINESSES (including fashion)… stay tuned for details. If you’d like to work with me on your startup business … grab a spot on our waitlist. — Click Here
3. Work with me privately
If you’d like to work directly with me to guide you step-by-step … just fill out this contact form… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details!