The fashion business is incredibly competitive. As an independent or emerging brand it is very important to establish an identity that is clearly defined and owns a distinct space in your customer’s mind. Here are a few tips that will help you create a brand that stands out…
STAKE YOUR POSITION.
Staking your position requires that you be self-aware. It is impossible to be all things to all people so be sure to clearly define the following…
- Who are you?
- Why does your brand exist?
- What do you offer?
- What makes your offer special?
- Who do you serve?
The more self-aware you are regarding your fashion brand the more equipped you are to confidently differentiate yourself from the competition. Look beyond the obvious for the real motive and make an effort to really understand what your customers want. Observe what they do, not only what they say.
Stellar brands are alive and deliver more than a slogan. Here are a few tips to help you dominate your position…
Be able to talk about your brand on (almost) every channel.
Your ability to clearly articulate your brand on multiple channels enables you to connect with your customers frequently and fluently. Choose at least three access channels that your customers frequent and approach them by offering your message in their language. For example, if your customers are on Instagram, develop compelling visual content and use appropriate hash tags.
Focus on the experience.
You didn’t invent the dress but you can create a unique brand experience that connects to your audience. Every interaction your customers have with your brand should reinforce the logical or emotional attributes you wish to convey through your brand’s message. The consistency of your message creates an undeniable experience.
Experiment. Change the rules.
Standing out and dominating may require you to forge a new frontier so do what your competitors cannot or will not do. Exercise logic and calculate the value of any associated risks but don’t be afraid to be the first. Leaders have the ability to influence others and that’s one sure way to stand out.
Do what you do exceptionally well.
Focus on what you do well – and do it more often. Take note of what your customers respond favorably to and double down on that. For example, if you notice a remarkable influx of sales on graphic wrap dresses, it may be worthwhile to expand that product category. By accentuating what you do well, your strengths may become your signature.
Get these elements right and you’ll have a strong fashion brand. What can you do to better enable your brand to stand out?