Brand Equity
Brand Equity is critical to the success of any fashion designer. Especially if success means to you, national coverage.
When someone leaves University or training they are skilled in the creation of clothing. But they are not skilled or experienced in business, marketing or sales. Learning for business, can only really be achieved by doing. Of course there are theories and good advice, but business is so nuanced in terms of sector, industry and culture that you have to be 'in it' to really understand.
As a designer leaves training or University, they know how to design clothes. They don't know how to secure finance, how to create a brand, how to reach a market and where to start from.
This is what Up North Runway was created to help with.
Of course the world moves at a frantic pace and keeping an eye on developments that can impact business is in itself a gargantuan task. Imagine the impacts AI is going to have on just the internet. There are well worn skills to make your website visible and they revolve around content and linking to others. All of that is up in the air. For years Google has told website owners to generate quality content and this will make others link to you. And yet, they don't. And good content is now available at the click of a few buttons from AI tools.
The advice to 'collect' inbound links, while correct to gain search engine positions, is inaccurate practically when you take account of the sector you are in. No other website is going to link to a retail shop, for example. But if you're in publishing and producing quality content, then yes, it is a go to tactic.
This is why 'experience' is fundamental to start up design businesses. Because when you've been in the trenches trying to gain traction, you learn what works and what doesn't. And you learn not to listen to 'generic' advice dished up on the internet. Your market, your desired consumer base, your sector and your size all impact the tactics you can use successfully.
Google is changing course and whether we, as business people, like it or not, we have to change with it. There is no plan 'B'.
AI will eventually replace search and search results, instead of being in a list, search results will be within the AI answers to questions. You have the potential to be 'in' that produced content with links direct to your website.
Brand positioning within Google's systems is going to get a whole lot harder and requires a new skillset.
In terms of social media, the underestimation of how hard it is to get traction on social is quite staggering. Social is not your friend. It is a business system that you have to conquer to get noticed. How do you do it? Is it as simple as influencer marketing? Or ads? Or just posting interesting content?
The engagement on social media is pitifully small set against the ROI you want for the time and effort you put in. It's getting easier to create professional level content but harder to stand out from the noise of everyone else doing it. The dream of something going viral just isn't realistic with the sheer volume users face - you're going to have to be innovative and clever to stand out. Or have a big budget.
New businesses need to be careful not to be drawn in to the 'likes' they garner, because scratch the surface and they're all already in your network. To be successful you need likes and engagements from people you've never met. This is how you grow.
Building a brand is fundamentally central to a new fashion business. Fashion is an emotive and tribe like purchase for a consumer. Following a crowd that defines who a consumer is as a buyer. It takes intentional effort to find your niche/demographic and to maintain a consistent message to engage your audience.
The clothes you create are not as important as the brand 'they' wear. A 'T' shirt from 'Nike' isn't a spectacular thing. But it sells in the millions, not because of the quality but because it carries the brand that identifies the person wearing it as belonging to a particular demographic and psychographic.
Your brand needs to secure a loyal following. That following is heavily influenced by you and the persona you create. It is a circuitous relationship that you actually control in terms of its success or failure.
With today's always on shopping cycle, the consumer can purchase anything at midnight and within a couple of days it arrives at their door. You have the power to transform that process. You, as new fashion designers, create clothes that are unique to you and to the consumer buying them. The least you should be doing is to create a persona to stop your customers the drifting to cheaper alternatives. You create art and desire, belonging and actually create for people an identity that they aspire to/desire.
Building brand equity for a start up fashion brand is a crucial process that takes time and intentional effort. Brand equity refers to the value that a brand adds to your designs due to customer perception, recognition, and loyalty. When done right, strong brand equity can lead to customer trust, pricing power, and a competitive edge.
Here is where to start to build brand equity:
- Define a Clear Brand Identity
Clearly articulate what your brand stands for. Is it sustainability, luxury, inclusivity, innovation, or something else? Consumers need to understand what makes your brand unique and why it matters. And you need to know who to target and how.
Craft a compelling narrative around your brand. A relatable, authentic story can resonate deeply with customers. For example, a fashion brand could highlight its journey, craftsmanship, or focus on ethical production.
- Develop a Strong Visual Identity
Your logo and overall design aesthetics should reflect the essence of your brand. Consistency in your visual language is key to recognition. Whether minimalist, bold, or vintage, it should align with your target market's tastes and your brand's values.
Packaging is often the first physical experience customers have with your product. Thoughtful, branded packaging can elevate the perceived value of your brand. If you buy a Rolex, it comes in a luxury box, as opposed to Seiko, which doesn't!
- Create High-Quality Products
Consistently deliver high-quality clothing that meet or exceed customer expectations. If your cloths are durable, stylish and comfortable, consumers will likely associate your brand with quality, which builds trust.
Consider introducing new materials, innovative designs, or features that set you apart from competitors.It is about creating a USP.
- Build Emotional Connections with Customers
There are many ways to compete, not just on price. Offer exceptional customer service that goes above and beyond. From user-friendly online shopping experiences to personalised support, creating an emotionally positive experience encourages customer loyalty.
Engage your customers on social media platforms like Instagram, TikTok, or Pinterest, where visual content is central. You could create a sense of community by showcasing how people wear your products and sharing user-generated content. Be unique. And never, ever sell. Social is for conversations. You can promote but you should never sell.
- Leverage Social Proof and Influencer Partnerships
Identify influencers who align with your brand values and aesthetics. Influencers can help to quickly increase brand visibility and credibility. Their endorsement can establish trust with potential customers. At UNR we have time tested ways to identify the right influencers for you. They need an audience that fits your customer persona and large enough to be of value to you.
Feature reviews from customers who love your brand. Positive testimonials on your website, social media, or third-party platforms like Trustpilot help to build brand credibility. Google reviews canbe critical because they influence Google's assessment of your brand, and can help you in local and wider search engine visibility.
If possible, working with a celebrity or well-known figures can provide instant equity, especially if they genuinely align with your brand ethos. Radley, the handbag manufacturer did this using Kate Moss and others to promote their bags. They were given the bags to use in public.
- Consistency in Messaging
Whether it's on your website, social media, or through ads, ensure that your messaging aligns with your brand's identity. A consistent tone and voice make your brand easily recognisable and trustworthy. Staying on message reinforces to your audience an 'identity' that they want to be aligned with. It is critical to your success.
Utilise content like blogs, tutorials, and fashion guides to establish authority in your niche. Share insights about your designs, production process, and fashion trends. The idea is to educate and inform. Short snippets of content give Google a chance to use the snippets in the search results or AI responses giving you the opportunity of inbound clicks to your website. Using structured data to help Google understand your content can also help, although Google is getting better at understanding and categorising content.
- Offer a Unique Value Proposition (UVP)
Your pricing should reflect the value your clothes offer. If you're positioning as a luxury brand, your pricing should align with that perception. For a more affordable yet trendy brand, focus on delivering high-quality items at an accessible price. You can do research, or access research articles about price elasticity, how much 'play' there is within your target market on price. There's a science to pricing to maximise your ROI, it's not just 'copying' what others do.
- Engage in Social Responsibility
More consumers are prioritising sustainability and ethics when choosing brands. Consider eco-friendly materials, fair labour practices, and other socially responsible business practices. Make these efforts transparent in your marketing. Use social media to position yourself. Promote within groups that focus in this area.
Partner with charities or causes that resonate with your target audience. A brand that gives back is more likely to attract loyal customers who share those values.
- Build Brand Loyalty Through Reward Programs
Offer rewards, early access to new collections, or discounts for repeat purchases. Reward programs create incentives for customers to return and make additional purchases, but be careful not to break your pricing strategy because that plays a big part in defining your brand.
Consider launching limited edition or exclusive collections for loyal customers. This can build a sense of belonging and increase the perceived value of your brand.
- Optimise Your Online Presence
Your website should provide a seamless, user-friendly experience. High-quality photos, detailed product descriptions, and an easy checkout process are critical. It should reflect your brand's aesthetic and values.
Invest in SEO strategies (but be careful - you need to budget) so your brand appears in search results when potential customers are looking for products in your niche. Use digital marketing tactics like email campaigns, Google Ads, or social media ads to target the right audience. The key is to target longtail search terms with buyer intent, they're cheaper with less competition.
- Invest in Paid and Organic Advertising
Social media ads, Google ads, or even influencer partnerships can be powerful tools for increasing visibility. Ensure the ads align with your overall branding and take advice on cost budgeting.
Focus on organic growth through consistent, engaging content. Leveraging platforms like Instagram, TikTok, and Pinterest, where fashion is front and centre, can provide long-term brand equity if your content resonates with the audience.
- Measure and Adapt
Regularly engage with customers and gather insights. Reviews, surveys, and social media comments are invaluable for understanding what's working and what needs improvement.
Use metrics like brand recall, awareness, and loyalty to track your brand's growth over time. Adjust your strategies based on what your audience responds to. Platforms like Google analytics can be very useful, UNR can help you succeed with GA4.
Key Takeaways.
Consistency is key across all touchpoints: visual, verbal, and emotional.
Authenticity and staying true to your brand values and mission will resonate with customers.
Customer experience from initial contact to post-purchase is critical for long-term loyalty.
Storytelling creates an emotional connection, which is the foundation of brand equity.
