Be it a high-end lifestyle clothing brand like you have mentioned, or any other brand, success mostly comes to three attributes of identity, visibility, and reputation. These are probably the main goals that every successful brand should pursue:
1. Establishment of an identity that, to people, companies or institutions differentiates us. The Romans called it identities, from the Latin idem, which means “the same”, “the identical”, and which the Royal Spanish Academy defines as “a set of characteristics typical of an individual or a group that characterizes it apart from others”. And, as “consciousness that a person possesses to be himself or herself to different from the others”.
2. Dissemination of this identity through various oral, written, printed or other media, which allow the identity to be known by as many individuals as possible.
3. The ultimate reputation, good or bad, will be the opinion or consideration, prestige or esteem people have for someone or something, which leads to fame. It is a prerequisite for both enjoying success and incurring public repudiation. In the business world, fame, success and a good reputation are essential elements for growing both sales and customer loyalty. An American industrialist at the beginning of the twentieth century once wrote, “If I had to choose between losing my factories and losing the reputation of my products gained from advertising over the last twenty years, I would not hesitate. Destroy the factories. Because in ninety days new factories can be built, but there is no capital capable of doing the same with the image of my products. Nothing can recover within a reasonable amount of time twenty years of good advertising”. Sir Michael Perry, former chairperson of the Unilever Group, said: “For a consumer products company, the bottom line is marketing. The essence of marketing is the brands and the essence of the brands is advertising.”
In 1980, Rives had started gin production under the Gin Rives brand, achieving notable success, so much so that at one point, it was forced to choose between expanding the factory production to respond to the demand of its distributors or to target the final consumer, potentiating the brand through a television advertising campaign, which at that time was still legally allowed. The decision was to invest one hundred million pesetas in the new factory, deferring the awareness of the brand increase until the magnitude of the sales allowed a new investment. But the sales forecasts failed. The new factory produced more than the market demanded, for a brand without brand recognition and a well-established reputation. They had put the cart before the horse, hoping that good product distribution would be sufficient for more and more customers to buy it. However, without a strong well-known brand and a high-quality image, its increasing sales just were not possible. When a few years later they realized that it was necessary to invest in the brand, they could not do so on a large scale, because the laws had changed, forbidding television advertising of high-end alcohol. The company’s owner had an ingenious idea. Making necessity the mother invention, he had the great idea to launch a product without alcohol under the same brand as the gin. Its name was Lima Rives, and its television advertising was focused indirectly on stirring the gin. The success was complete, and Gin Rives increased its awareness and sales, while growing the consumption of the Lima Rives non-stop and yielding good revenues.
The world of brands is complex but always meets the parameters of identity, visibility, and reputation. From personal brands existing before the legal trademark system, it has always been that way. Famous celebrities achieved recognition and passed into posterity for their exploits, their achievements, or their crashing failures. Whether Egyptian pharaohs such as Tutankhamun, Roman emperors such as Caesar Augustus, conquerors like Alexander the Great, explorers such as Christopher Columbus, monarchs such as Elizabeth and Ferdinand or scientists, writers, artists, politicians, etc., all went down in history with a proper name that identified them with a universal and always powerful fame (or notoriety), rendering them immortal.
The ways in which you can enhance identity, visibility, and reputation are as follows:
1. Competitiveness: For a brand to truly succeed it needs to be as competitive as possible. This includes having an entire team working behind a brand, from the most basic administrative assistants to those in a higher power position. There is no use in sitting back and hoping for the best; a successful brand goes above and beyond consumer expectations to remain on the cutting edge of its industry.
2. Distinctiveness: To have a memorable brand identity you need to be distinctive. Some of the world’s most popular brands, such as Apple, Starbucks, and Domino’s Pizza, have successfully achieved this. For instance, Apple is widely known for its minimalist approach to design and technology as well as its innovative products. Starbucks is known for its high-quality goods and services that are consistent across every store worldwide. Giving your customers a specific reason to use your services will without doubt keep them returning to your brand, time and time again.
3. Passion: Though it is possible to build a brand on a short-term basis without passion, maintaining the success of that brand over the long term is incredibly difficult without passion. Some of the world’s most successful people, such as Steve Jobs, Roger Federer, and Oprah Winfrey, did not or have not succeeded without passion. Passion is the force that drives us even through the most challenging of moments, propelling us to work harder than everyone else to continually deliver greatness. If you possess a genuine passion for your brand, that passion will rub off on your customers who will feel just as enthusiastic and excited about your products or services as you are.
4. Consistency: Consistency is the blood that runs through your brand, differentiating it from the competition and enabling it to remain in the memories of your consumers for longer. It also brings familiarity to your brand, which automatically leads to loyalty. Provided you consistently deliver high-quality goods and services, you can expect your customers to return to your business in future.
5. Leadership: The world’s greatest brands are supported by influential leaders who continually aspire for greatness. Whether that involves a sports team, a large corporation, or a small business, the most successful of these will have an influential leader backing them. When you think of Apple you immediately think of Steve Jobs, who was an extraordinary leader who taught us all many valuable lessons about strength and leadership. As a business owner, you need to live and breathe your brand to inspire both your workforce and your clientele to possess the same enthusiasm and passion for your brand. This in turn will lead everyone associated with your brand to feel deeply affiliated with it as your passion for what you do truly shines through.
6. Exposure: Another important characteristic of a successful brand is exposure. Well-known sports brand, Puma, combines numerous marketing channels to reach out to its target audience, including video, social media, and experiential marketing to truly immerse its customers into the brand. Although you may not have a budget as vast as Puma’s, thanks to the internet it has never been easier to increase exposure of your business. By developing a presence on social media sites such as Instagram, Facebook and Twitter and reaching out to customers through multiple channels, you have a better chance than ever to reach consumers and establish your brand on a global scale.
7. Audience knowledge: Finally, you cannot achieve any of the above without having a thorough knowledge of your target audience. You can easily do this by performing in-depth research about the demographics of your target audience. This not only improves the quality of your content but also helps you to communicate with your audience in a way that directly appeals to them, which in turn encourages you to create a strong, human connection between your business and your target audience.
Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath