If you’re going to effectively build a brand identity, then you need to make sure that you have put aside the adequate amount of time and effort to make it happen.
For any fashion business, there needs to be a brand identity. This is one of the most vital aspects for establishing who you are, what you stand for, and the message that you want to send out to other businesses and clients.
Making a brand identity isn’t easy, but it is vital for you to do and will take careful planning.
What is brand identity?
Alright, what actually is a brand identity? Well, it’s the personification of your business. Everything that you want your brand to say, feel, look like, and express is all contained within your brand identity.
Creating a strong brand identity is vital for success in the fashion industry. From the first mockup logo to the end product, you need to be committed to providing the very best when it comes to your brand.
The characteristics of a brand identity
The logo of your brand identity is not all there is to this puzzle, however. Your identity as a business consists of a whole selection of different things and learning how to master all the segments is vital for success.
The logo, design system, iconography, colour, typography, photography, interactive elements and a selection of other things all make up a brand identity.
A strong brand identity does have some unique characteristics, however. For starters, it is distinct, easy to work with and memorable. It’s also incredibly easy to scale and adjust – this makes it good for a selection of different situations.
How to build your brand identity
Okay, let’s take a look at how you start to build your brand identity, and we’ll do it one step at a time.
First of all, you need to get your brand strategy sorted. This is the plan which will outline and detail exactly how you’re going to use your brand identity to put your fashion brand on the map.
Things to consider include your logo, colours, mission statement, tone, values and purpose – think of this as being the general guidelines for everything that you want your brand to be and reflect.
The next thing that you’re going to want to do is to assess what you have to work with. This means taking a look at your current brand identity and creating a frank analysis of whether it is forming according to spec. Need to know exactly what you want to change, but if you don’t have a brand identity, skip this step.
After that, you should start to analyse the competition. Think about other prominent fashion brands in the industry, and take a look at what they have. What do they offer? What unique selling points do they have? Why would you want to buy from them? Understanding the competition is vital for reworking some of their concepts for yourself without infringing on copyright or breaking the law.
Once you have sight of the competition, you need to start to design your individual elements. Think about your brand, the logo you want to use, the colours. Get all of your teams together and talk about each part of the creative process. When you’re all on the same page, it’s going to be a lot easier to try and come up with the right choices. Make no mistake – this can be tough, but it’s worth it.
From there, you’re probably going to be ready to start designing the elements that you need. It’s definitely not easy to do, but it’s best to get a team of professionals on it. You might be able to do this in-house, but alternatively, outsourcing to a design company is the best possible choice. You’ll probably cycle through a couple of incarnations, as you reject certain design elements and perfect others. This is a process, so try not to worry, and make sure you involve others.
You’re going to want to make sure that you have carefully considered all of the unique elements to find the ones which work for you. It’s not easy to try and get it right, but if you’re clever, then you can quickly find yourself with a good basis for a brand identity.
It’s important to remember that your identity is always more than just a logo. It’s a set of beliefs and ideas, and you need to focus on making sure it’s perfect to get your fashion business on the map.