- Real person stories. The history and background of a real person, such as a brand’s founder, creates an emotional connection between consumers and your company, which helps build a loyal customer base
- The reason to start. Highlight what has drawn you to start up your brand, or share the mission you are trying to achieve. While this won’t necessarily spike sales right away, it will help build credibility.
- Clear direction. Clear and specific core values will help your brand develop in the right direction and build a clear image in your customers’ mind.
- Constant review. You should constantly revisit your core values to make sure you stick to them. However, as a growing company, you may need to update your brand’s core values to stay relevant in the market.
- Create remarkable experience. A bold visual identity makes you more recognisable to customers and helps complete their shopping experience.
- Reflect your style. Your visual identity includes your logo, typography, brand color, packaging, uniform and every other visual aspect of your brand. It presents the story and values of your brand.
Unique selling point
- Differentiate yourself. Know what makes you different from your competitors, so that customers have to come to you only for a particular product or service. It can be exclusive fabrics, special services or design for niche markets.
- Keep you on track. Identifying your USP can help clarify what you should focus on when developing new products.
Brand point of view
- Have a voice. Sharing an attitude or a point of view on current culture or incidents that don’t relate to your business can directly make your brand more relatable to customers.
- Clear Standpoint. Be careful about how you deliver your message and make sure the points of view of your staff, or spokespeople, align with yours.
- Plot a perceptual map. Brand positioning is how your brand stands among competitors, as well as how your customers perceive your brand.
- Affect decisions. How you position your brand may affect its pricing structure, stockists and your marketing decisions.
- Decide who to sell to. One of the most important thing to consider at the beginning of your journey as a brand. It’s the foundation of your business.
- Study your customers. Research your customers’ spending habits, lifestyle, likes, dislikes, and needs.
Tone of Voice
- Choosing the right tone. One of the most underestimated considerations. It helps conjure emotions and creates your brand’s personality. Your customers might not remember your message, but they’ll remember how you make them feel.
- Align your tone. Form advertising to your website and everything in-between, to deliver a single message
The Fashion Business Manual– The Fashionary team