The powerful brand DNA

What is it and how to express it? A marketing strategy that drives fashion businesses.

It is said that a brand is any perceptible symbol or sign that distinguishes one product or service from another. Of course, from a marketing perspective, a brand is much more than that.

If we take the above into the context of the fashion world, brands become an opportunity to position fashion products in the market in a unique way. That is DNA.

We can understand this concept as the brand's personality; a series of characteristics that make up its essence and allow it to differentiate itself from other projects within the industry, despite having similarities or selling the same product, and even targeting a "shared" market segment.

In summary, brand DNA allows fashion entrepreneurs to define their proposal, what they offer, and who they want to connect with. In this way, we can identify various components that include:

·       Objective: why does the fashion brand exist? (no, it's not just about sales).

·       Personality: if the fashion brand were a person, how would it behave in front of others?

·       Values: what concepts can it be associated with? For example, exclusivity, elegance, practicality, or sustainability.

·       Client: with whom it wishes to establish a connection, especially an emotional one.

For the brand DNA to become a reality, those behind the fashion brand must put this concept into practice. Among the recommendations is to capture this essence in the products that are designed and subsequently sold (coherence in the commercial proposal and in the discourse).

The tone of communication is also a very important element of brand DNA; thanks to powerful images and valuable content, this personality finds a solid way to express itself or relate to audiences.

Finally, the brand experience is also recommended for the DNA to come to life. Fashion shows, exhibitions, cocktails, special sales, openings, points of sale, customer service, and even the omnichannel system; each point of contact between the brand and the customer can (and should) share the same meaning.

Much success!

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