Your brand identity speaks volumes about who you are as a fashion brand. The mistake that most people make when following expert tips in starting a clothing line online is thinking that as long as the brand features high quality garments, and it’s what the customer likes, it will sell itself.
Let’s be honest: the fashion industry is over-saturated. There are so many brands start-ups, established brands, big names, small names… it’s a nightmare knowing where to start shopping. When you start your own up, it’s naïve if you think that you are the only clothing company that has something unique to give customers, as it’s highly likely there will be a very similar brand offering some thing similar to what you do.
Fashion is built on creativity, and there are other designers working day and night to get ahead. It’s all about building a brand with personality, a mission, a direction, and a USP which set’s itself apart as much as it can.
Why you Need to Create a Brand Identity for your Fashion Line
The fashion industry is very competitive, and everyone stepping into this business area should be aware of this. But it doesn’t have to be a negative – you have just as much chance and scope to create something beautiful that your customers will love, will gain coverage, and convert into sales. The best thing to do is to believe in your idea, your brand and styles. With passion, you can create anything…
Look at what competitors are doing, and keep their movements close to you. However, avoid direct copying. Use competitors as inspiration and motivation, but find a way to deviate away from what they are doing to avoid being a direct copy. Could your logo, website and design features be a little more sleek? Does this align with your swing tags, clothing labels and packaging, too?
It’s worth investing in these areas, as the more premium and chic these look, the more of a luxury and high quality effect your items will leave on those exploring your brand. Look at personalised clothing labels for some inspiration here and to ensure yours are going to represent your brand properly.
All this contributes to building a strong brand identity and vision. A brand identity allows you to offer customers an experience rather than just clothes. A great brand identity gives the customer comfort knowing that they are wearing something that they can easily relate with. They have accepted that they belong to that brand and cannot find what they are looking for elsewhere.
Steps to Creating A Brand Identity for your Clothing Line
1. Identify your target audience
If you are going to create a brand identity, you have to know the people that you are creating the brand for. Most people wear clothes that define who they are. What kind of personality are you after? Can you define them in three words? Come up with three adjectives that link your brand’s personality to those of your target market.
2. Have a mission statement
Your mission statement presents your business values to the audience. Your customers need to know why you do what you do? What motivates you to create your clothes? Your mission statement should be short and precise.
As you create this statement, don’t forget about your customer’s personality and yours. You may have to do some serious brainstorming here if you want to come up with an effective mission statement.
3. Know what your competitors are doing with their brands
Sometimes you don’t have to look far to find an excellent brand strategy. Just use a big fashion brand as a benchmark. Look at what defines their strategy and sets them up apart from the competitors.
What is their mission statement? What kind of messages and visuals do they use when advertising their products? Read online reviews and find out what other people are saying about that brand.
4. Define your unique qualities
You are the only one that knows why you started that clothing company. You are also the strategist in that business. That means that you know the ins and outs of everything.
As you come up with a brand strategy, write down the things that make your products and business unique. You can then use those qualities in brand awareness campaigns.
5. Get a professional to design a logo
A logo can be a symbol or string of words that define your brand. The logo stays with you for the rest of the company’s life. The symbol will be imprinted on all your clothes. This is why you should get a professional to help you design the logo. Go for someone that has dealt with clothing brands before.
6. Give your brand a voice
If you want people to buy your clothes, you have to convince them to do so. You have to come up with a voice that you’re going to use in all official communication.
If you are targeting a young audience, you are better off using a conversational fun tone. That way, they can easily relate with you. If your clothes are targeting corporate clients, you can go for a more assertive and professional tone.
7. Be consistent
After you’ve established the above perimeters for your brand identity, make sure that you stick by them. When you communicate with your target audience on social media platforms, use that fun and friendly voice that you established for your brand. When designing your clothes, stick by the values and principles that guide you. Never try to copy something because it’s trendy. Create your own trend with the guidelines that you have set for your brand.
When your clothing line has a brand identity, it can be distinguished from the competition. A unique brand identity also allows you to connect with your customers at a deeper level. They wear your brand because it represents who they are.