What’s the use of a business if no one knows it exists? Every business, whether on a large scale or small scale, needs to let people know it exists to be able to make sales and grow.
Every business needs to know how to create awareness of its existence to the public so it can get clients and grow constantly.
What is Brand Awareness?
Brand awareness is the extent to which your customers/target market are familiar with your brand and are able to recognise it under different circumstances.
Steps to Creating Brand Awareness
There are 3 major elements in creating brand awareness: Target Customer, Brand Story and Marketing Mix.
1. Target Customer:
This deals with the question of who you are designing for, and it is one of the most important elements of building a successful fashion brand. The more you know your target customer the more you know about how you can meet their needs.
You have to understand what their lifestyle is like, where they live, where they work, what’s important to them. If you don’t know these things then you can’t design for them. When you understand these things you can effectively create awareness about your brand.
2. Brand Story:
A brand story is the story people will talk about when they think about your brand. It is what the press, buyers and consumers will say about your brand. You should ask yourself, “how do I get my story in front of a consumer and how do I make my brand resonate with them?”
A brand story should be easily understandable by people. It should really convey who you are, what you’re doing/providing to your customers, why it is unique and why it matters.
3. Marketing Mix:
The marketing mix is made up of 4 P’s which work together and must be in alignment with each other. It is a set of tools which allows you to craft a clear marketing direction to tell your story. They help you achieve your objectives both online and offline.
As a designer and creative director of your business, you’re going to oversee multiple elements of the marketing mix so you need to be on top of it.
The price for entry into the fashion industry is having a well-designed high quality product – Imran Amed.
The 4 P’s
- Product: This is the tangible/physical product or service you offer. It might be that you’re known for footwear, cocktail dresses, active wear or any other thing. You really need to be specific about what it is you’re selling.
- Price: As many young designers assume, you do not need to operate at the luxury end of the market. You might find that pricing your product at a more accessible price point gives you a bigger market opportunity. Pricing affects the materials you can use, the places you can sell etc. It effectively positions you in the market and helps you understand who the adjacent brand that you’re competing with are.
- Place: This deals with where you distribute and sell your products. Whatever the product you’re selling, there are going be places where your product naturally sits, certain places where your target market naturally shops and so on. You have to ensure that your product is available where your target market shops and at a place which is consistent with the positioning of your product from a price stand point.
- Promotion: How do you promote your product? Of your trying to reach a certain type of customer, she’s going to have certain kinds of boutiques that she interacts with on social media which will help to promote your product.
Under promotion, you need to understand the ways in which you can promote your brand. There are 2 major ways promotion is done: Adevertising and PR.
Advertising: As a young brand, you will most likely not need to spend too much money on advertising. With the advent of new media/social media marketing, designers can create awareness about their brand at an affordable price.
Social media advertising is very powerful and you do not have to be on all of them to effectively create awareness for your brand.
You, as a designer, should be on some social media platforms and also have a website. When someone hears about your brand and checks for it on Google, they should see content that you have put online. You should have control over your social media and portray your brand how you want it to be portrayed.
Your website doesn’t have to be complicated, you can make a simple website for your brand where you can showcase your products and make make it clear what it is exactly that you’re offering the market. It should also have something that enables you to participate in conversations about your brand and about fashion.
All of your online content should spark an emotional reaction in your target market and make them feel impacted or moved in one way or the other. This gets people to share and it a more powerful and efficient way to use in building your social media following.
Public Relations (PR): This is another way you can use to define and build your brand. There are many different channels in PR; long lead publications like magazines, short lead publications like newspapers and online publications like websites. All these platforms work differently in terms of engagement.
Some people engage a PR or communication company but in the early days you can handle it yourself, just focus on building relationships with the press, especially those that have taken an interest in your product and genuinely like it.
Creating brand awareness for your brand is very important. Follow the above steps and watch your brand get into the limelight.
You should also read our article on writing the perfect business plan for your fashion brand.