24
May
Building an Identifiable Brand
The Rundown
Like a writer has a distinct voice, a designer should have a distinct style. There are subtle ways to show distinction, such as the type of fabrics, fit, style, etc. Beyond these, a brand should be instantly identifiable. This is not an easy thing to execute, but taking a more definitive approach to your branding will prove to get you that much closer to tipping the scale.
A Little History Lesson
When you see a logo it resonates in your mind, building a bridge that draws a connection to a brand, commodity, or person. Brands have been doing this successfully for centuries dating back (in America) to the late 1800’s with Pepsi.
Lacoste and Ralph Lauren are two mainstream fashion brands that have successfully used logos to distinguish their products from others leading to strong brand equity. Ralph Lauren’s Polo logo has become so iconic over the years that is has provoked cult-like consumers known as Lo-Heads.
Execution
It can be difficult to put a logo on all of your garments for multiple reasons, many of which are unforeseen. A logo can take away from the simplicity of your piece particularly if your item is higher end such as a blazer, dress, or suit jacket, in which a logo is not necessary.
Thom Browne took the logo stigma and turned it on its ear. He has taken a very subtle approach to branding his articles without using a “logo”. The timeless red, white and blue pattern on his pieces convey deep rooted American culture in a very subtle yet distinct way making them instantly identifiable. The aesthetic branding of his clothes is simply genius. Sport coats, watches, wingtips, slacks, cardigan, you name it, Thom has branded them with his patriotic signature.
Can you spot which piece of clothing is from Thom on Trey Songz? Easy right?
The end all be all, create something people will recognize that is unique to you and your brand. This could be a logo uniquely placed on the garment, distinct stitching, mother of pearl buttons, color blocking, the list goes on and on.
Remember, be bold, be bodacious, but most importantly, be consistent.
