The concept of brand building and brand management would
seem to offer a robust approach for companies in the fashion sector
to differentiate themselves from their competitors and establish
themselves in consumers’ minds. One observes however that the
notion of a brand is often misinterpreted and the concepts of brands
and labels are deliberately used interchangeably. What is sometimes
called a brand turns out, upon closer inspection, to be merely a label.
A brand initially provides the customer with an orientation. It carries
a unique promise that supercedes the actual product benefits and
formulates a genuine, emotional bond with customers.
A label is little more than a tag attached to an anonymous article
to suggest a content, which potentially does not actually exist.
Labels are exchangeable and replaceable in the hearts and minds
of customers.
The challenge of fashion branding is taking a designer’s vision,
their inspiration, and transforming it into a brand positioning.
Branding fashion is fundamentally branding creativity. To build a
successful brand, a designer must focus and take steps to firstly
define their brand, and then to ensure that the brand stays true,
in every way, to that definition.
There are four basic steps in the branding process. First defining
the brand, and developing a unique, compelling and relevant
positioning. Second, articulating the brand so that it can be
effectively communicated to others. Third, bringing the brand to
life so that it consistently expresses the positioning in the collection,
the pricing, distribution strategies and all communications. And last,
preserving and promoting the brand image over time.
DEFINING THE BRAND
There are many roads to a unique, compelling and relevant brand
positioning. The ROSE philosophy is that authenticity is the most
compelling way to differentiate fashion brands.
This means that the designer’s inspiration and pure creativity
are what define the vision of the brand, making it unique by
definition. Designers need to ask the following questions to
fully explore their vision:
WHAT are you creating and for whom?
HOW do you choose the key elements that support this idea?
(fabric, silhouette, colour, etc.)
WHY does it work?
Once this is defined, a ‘stake can be put in the ground’. An important
consideration during this part of the process is that a genuine position
will always polarize opinion. So do not make universal acceptance
your measure. In order to embrace certain creative territory and Clearly defined target group, you must exclude others!
ARTICULATING THE BRAND
Expressing the defined vision is critical. This creates a context for
others to understand, evaluate and appreciate what the vision is.
Several tools can be used to express the vision: words, images,
music, film and any cultural, historic or iconic references that
embody the spirit of the designs.
This exercise is similar to when a mood board is developed to
express the concept for an upcoming season. The difference is
that a mood board for a specific season illustrates the brand as
it is expressed in a collection at a given moment in time. A mood
board of the entire brand should transcend all seasons and
articulate the authenticity – what makes it what it is – regardless
of the season or medium.
MANIFESTING THE BRAND
Once the vision is defined and articulated, there is a starting point
from which to direct the expression of the brand in the market.
Every touchpoint must reinforce the brand positioning:
COLLECTION
PRICING
DISTRIBUTION
COMMUNICATIONS
COMPANY CULTURE AND PROCESSES
Then you listen. Digest feedback from industry and consumers and
respond within the parameters of the brand without compromising its
core values. This ensures that what is truly authentic about the vision
is preserved while refinements can be made to increase the appeal
to the audience. To try to respond to market forces without a clear
position from which to interpret them can only result in random and
erratic decisions.
NURTURING THE BRAND
The process of branding is organic. In order to build a successful
and sustainable brand over time, the positioning and the consistency
of its expression must be addressed on an ongoing basis to ensure
that it is as compelling and relevant as it was originally. In addition,
systems and processes must be in place to check both the thinking
and the execution of all brand-related activities. Proactive steps
must be taken to preserve and promote the brand image. There is
no such thing as a neutral action – you are either building brand
equity or eroding it.
LAST WORD
Branding fashion requires focus. To take raw vision, inspiration and
talent and transform that into an authentic, compelling and relevant
brand positioning. To ultimately make an inanimate satin tag a symbol
of quality, value, image and lifestyle that transcends the product itself
and becomes a part of the social fabric of your audience.
BRANDING BOOTCAMP
Saturday November 13th, 2004
Studio 243
243 Flatbush Ave extension.
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