We throw the word 'brand' around every single day... 'I'm running a sustainable fashion brand', or 'I just bought this from a brand in Brisbane' but it's often confused with 'products'. Branding can get pretty complicated but I want to explain this as simply as possible so it's easy to digest, so I'll say this: Do you have a brand or are you just selling products? There's a difference.
Sunglasses are a product. Raybans is a brand - and it's a brand people buy because it's recognisable and they connect with it.
Think of your brand as the personality, values, and reputation of your business, while products are the tangible products you make. Your brand encompasses everything from your mission statement to your visual identity to the experience you provide to your customers.
And it all matters because shoppers are conscious about where their products come from and how they're made. Your brand is a beacon for those values. Your 'brand' communicates to your audience that you're not just selling clothes; you're selling a lifestyle, a set of beliefs, and a commitment to ethical and sustainable practices.
When people resonate with your brand, they're not just buying a product; they're buying into your story and what you stand for. This emotional connection fosters loyalty and repeat buyers. A strong brand sets you apart in a crowded fashion market too, which means you'll stand out from your competitors and attract like-minded customers who prioritise sustainability.
So, a product is a 'thing' that someone buys, but it's your 'brand' that keeps them coming back for more. A strong brand builds trust, credibility, and loyalty, and they're the essential ingredients for increasing sales.
So how do you create a strong ethical or sustainable fashion brand?
1. Define your mission and values.
Start by clarifying what your brand stands for. What are your core values and beliefs? Why did you start your sustainable fashion label in the first place? Your mission and values will serve as the foundation of your brand identity.
2. Craft your brand story.
Your brand story is a powerful tool for connecting with your audience on a deeper level. Share the journey of your label, the inspiration behind your designs, and the impact you're striving to make in the world. Authentic storytelling humanises your brand and builds emotional connections with your audience.
3. Develop a unique visual identity.
Your visual identity - such as your logo, colour palette, typography, and style of imagery right down to what kind of models you use - should reflect the ethos of your slow fashion label. Choose elements that convey your brand's personality and differentiate you from competitors.
There's a little more to it that and you can spend hours - days even - on creating a branding strategy, but if you sit down and work these three starting points out, you'll be three steps closer to establishing a brand rather than being just a store that sells products.
If you need help defining your brand and creating a strong strategy to move forward, increase your sales and grow, book a private mentoring session with me here.
Claire x
