THE IDENTITY OF BRAND

Most designers rightly think that exposure is equivalent to growth. After all, customers can’t buy something if they do n’t know it exists, right? However, it is clear that without treating the image of the single-brand first, it is not possible to fascinate the target market, the disclosure of public relations is putting, as they say, the cart in front of the horse. In fact, a strong visual identity of the brand is fundamental, a company’s projects are not the ticket to longevity, wealth or identification, but the brand itself.

THE EQUITY OR THE FORCE OF REPUTATION IS IN IDENTITY.

Let’s do a quick retrospective exercise of the power of the brand and the “perception of it”. Go through your desk, bag or wardrobe and ask yourself why you made the last five purchases you made. Did you buy that Chanel King d lipstick because it looked really different from the other store’s version? Or you like to pull out those double Cs from your bag.

What are you saying to the world with that gesture, your values, your perceived value or your financial wealth when you choose to upgrade your 10-year-old Honda with a new shiny Mercedes? Do you have a handbag in signed leather because it offers more functionality than a canvas one? Obviously not! The reality is that with each of those purchases you’ve made, it’s more than just a lipstick, a car or a bag. You have purchased the designer’s brand that has created a high-status level, not for everyone, exclusive, THE BEST PERCEPTION OF THE BRAND EXCEEDS THE BEST PRODUCTS. For many designers, it is difficult to divert attention from the next collection and take into consideration the brand’s general identity.

Consider the incredible number of designers around the world: many will look similar and compete for the same sales to customers. Although it is important to focus on quality and innovation in terms of projects, we must not forget to understand how to leverage brand, marketing and digital public relations to attract consumer interest in the market. To help you get started on your visual brand identity, take a look at the following 4 steps and some suggestions:

1: DEFINITION OF THE CORPORATE FRAMEWORK Before a public relations firm can perform its job well, both the designer and the publicist must agree on the reference market and operate within a viable price and sales category. Be open to further information from your PR, showroom or sales representatives.

2: DEFINE YOUR OWN MARKET Understanding the ideal customer for the product is fundamental to your ability to remain relevant and competitive as a brand. When asked to new customers who they are selling, they often say (WOMEN 18-50) that it is not a market. It’s a pool. In this step, we define the ideal client using categories such as gender, profession, age group, education, geography, psychography, income and buying habits. In the end, it narrows down to a very specific goal that we can approach the line and design the promise of our brand.

3: DEFINE YOUR UNIQUE SALES POINT What interesting value do you offer to your goal that is undeniable? What is your greatest strength as a brand? Remember that it is one thing, not many. In an attempt to attract as many consumers as possible, it may seem that having more values makes sense, but the personality of your brand should be singular, not plural. Keep one thing so you don’t confuse your market.

4: DESIGN THE OPTIMAL VISUAL EXPERIENCE OF YOUR BRAND With a renewed sense of clarity in the previous steps, it’s time to create images that articulate your brand positioning. The designers interviewed can recite a list of information they consider important, but when you look at their marketing materials, website, blog, social media, press or any other visual result, none of these words or media results in visual experience.

It is necessary to develop the aspirational qualities that create an experience and an emotional appeal, to help consumers relate to the collections. Many designers believe that because they have a product or a collection, they already have a brand. The truth is that the identity of your brand is a separate and absolutely crucial element to build a successful business and secure print coverage to stimulate awareness, interest and, ultimately, sales.

Alessandro Sicuro