Brand identity refers to the visible elements that make a brand unique and identifiable, such as color, design, and logo. It is vital for fashion brands to successfully communicate their brand identity to build customer loyalty in a changing global market. A strong brand identity allows a brand to represent its concept, ethos, and values to customers. Developing elements like a brand manifesto, personality, visual identity, and assets helps define the brand strategy. It is important to research consumer behavior and adapt the brand identity to appeal to modern customers who seek transparency, provenance, and a connection to the brand's principles.
Brand identity refers to the visible elements that make a brand unique and identifiable, such as color, design, and logo. It is vital for fashion brands to successfully communicate their brand identity to build customer loyalty in a changing global market. A strong brand identity allows a brand to represent its concept, ethos, and values to customers. Developing elements like a brand manifesto, personality, visual identity, and assets helps define the brand strategy. It is important to research consumer behavior and adapt the brand identity to appeal to modern customers who seek transparency, provenance, and a connection to the brand's principles.
Brand identity refers to the visible elements that make a brand unique and identifiable, such as color, design, and logo. It is vital for fashion brands to successfully communicate their brand identity to build customer loyalty in a changing global market. A strong brand identity allows a brand to represent its concept, ethos, and values to customers. Developing elements like a brand manifesto, personality, visual identity, and assets helps define the brand strategy. It is important to research consumer behavior and adapt the brand identity to appeal to modern customers who seek transparency, provenance, and a connection to the brand's principles.
Brand identity refers to the visible elements that make a brand unique and identifiable, such as color, design, and logo. It is vital for fashion brands to successfully communicate their brand identity to build customer loyalty in a changing global market. A strong brand identity allows a brand to represent its concept, ethos, and values to customers. Developing elements like a brand manifesto, personality, visual identity, and assets helps define the brand strategy. It is important to research consumer behavior and adapt the brand identity to appeal to modern customers who seek transparency, provenance, and a connection to the brand's principles.
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COMMUNICATING
BRAND IDENTITY — NUR SHAHIZANI BINTI ZAMBRI
BRAND IDENTITY ABSTRACT It is vital for any brand to keep ahead of these changes and successfully communicate new ideas and designs to build a loyal following of customers. Global and economic factors influence what the world consumes and wears, and fashion brands must consider the global audience more than ever before. What is Brand Identity?
Succinctly defined, brand identity refers to the visible elements of a
brand such as the colour, the design and the logo. These three elements should give the brand a uniqueness that is identifiable to its target audience, and that distinguishes it from other brands in the same space. Structure the Brand Strategy • The Brand Heart: Its purpose, mission, vision and values • The Brand Messaging: Its brand voice, its tone, its personality and its value proposition • The Brand Identity: A combination of the above elements as well as visual features such as a logo, colour scheme and typography or font selections — BRAND BUILDING • Building a strong identity is key for any fashion brand. It allows for representation of a clear idea of what's being sold, the concept and ethos behind it, the underlying principles of the brand and the way in which it is retailed.
• These elements create a background for the brand and a picture of
what it is about - what it stands for, its attributes and values, and ultimately why the customer will want to buy into it. A brand is a company's personality and what it hopes to represent to the customer —MVM “Designer Michelle McGrath chose a simple, text-based logo, and used muted tones to represent her brand MVM.” — The Brand Still Matters - The brand still matters While routes to market have developed considerably and communication channels are now many and varied, there remains a need to offer a strong 'story’ or background to a brand that compels the customer to find out more.
- Consumers gather information about brands from a number of different sources.
These will include looking at the visual identity and associated imagery and content, the stores and clothes themselves, as well as all of the other elements of the brand and the background that the company presents to the audience. BRAND DEVELOPMENT
Brands need to develop a strong identity and to depict an ethos, a personality, a
range of attributes and principles. Brands can be defined in a number of ways. They can be focused on the personality at the helm of the organization, such as Julien Macdonald or Vivienne Westwood. They can represent a certain ethos or worldview. VIVIENNE WESTWOOD
Fashion icon Vivienne Westwood is instantly
recognizable as the figurehead of her brand. Dame Vivienne Westwood attends the 'Country & Town House: Great British Brands' party at Annabel's on January 27, 2020 in London, England. BRAND *IDENTITY — SWOT Analysis ● Before developing a brand concept, it is important to identify the key strengths and weaknesses of either the individual designer at the helm or the organization.
● An effective way to do this is to carry out a SWOT analysis, which is a tool
used across many different industries. SWOT is an acronym of 'strengths, weaknesses, opportunities and threats. a SWOT analysis needs to be approached with honesty and clarity. Strengths Weaknesses
• The designer has a good • The business has little kudos.
reputation. • The staff have little • The business is financially commercial knowledge. stable. • The location of the premises is • The staff are loyal. not ideal.
SWOT ANALYSIS
• A competitor has fallen • Money in the bank is limited.
out of favour with the • Creditors could withdraw media, creating an funding. opportunity. • Manufacturer prices are • A contact is interested increasing. in a collaboration. • Competition is well established .
Opportunities Threats BRAND *IDENTITY Brand Manifesto – What does the brand stand for? What is the brand Brand Personality - How will the Target Audience - Who are they and brand communicate with its audience vision, ethos and principles? What and in what tone? Will it reach out to what do they want/need? Who else do features or attributes set the brand customers and prospects in a formal or they buy from? Why would they buy apart from the competition? friendly way? What will it say? from our brand?
Defining The Brand
Brand Assets - The promotional tools
Brand Visual Identity - Logo, used to tell others about the brand typography, images and colours - social media content, campaign associated with the brand. visuals, in-store point of sale displays, product packaging etc. BRAND *IDENTITY — Adapting for The New Consumer
• Adapting for the new consumer With global markets, the explosion of digital communication, the growth of the independent influencer, a more demanding consumer and greater levels of competition, it is becoming increasingly difficult for fashion brands, large and small, to compete.
• However, the growth in communication channels and access to two-way
conversations with the customer means it is still possible to create a strong, focused brand that appeals to the modern consumer. BRAND *IDENTITY — Consumer Behaviour and Market Research
● There are a multitude of ways in which customers can be researched and
profiled to aid brand development and assess market size and spending habits. Each designer or brand will develop their own ways of uncovering consumer spending patterns, loyalty, and feedback and responses to brand developments. The ongoing process of keeping in touch with what the consumer wants is imperative to brand longevity. Conclusion —
Brand identity It is crucial to understand that there can be little promotion or
communication of a brand if there is no story to tell or background regarding why it exists in the first place. the demand for brand transparency, provenance and authenticity is increasing. Customers are seeking a connection with a brand, where they feel their principles are represented, understood and valued.
