At the Fashion Evolve Conference by Mauvelli that held over the weekend there was a whole lot to learn about building a fashion brand from 5 professionals in the fashion industry.
Oluwamayowa Oshidero spoke with us in the second session of the first day about creating a winning brand and digital marketing strategy for your fashion brand.
Oluwamayowa is a renowned Digital and Business Transformation Consultant and the Founder of Equilibrium Zone, a company with the goal of creating opportunities for young talent to get trained on globally relevant skills and then connecting them with businesses who are in need of those skills, it is the parent company of TinklingD, Bold Exponent and The Business HQ.
He has consulted for top executives, managers and entrepreneurs across all industries and sectors including the BBC Connected Studio UK, Emirates Holiday Nigeria, Lifemate Furniture Nigeria, Tristate Hospital, University of Lagos and many more.
Here is a sneak peek into a few of the golden lessons Oluwamayowa brought to us;
What is a Brand Strategy?
A brand strategy, in a nutshell, comprises of things that pertain to your customers; how you acquire them, how you retain them and what experience you create for them.
It helps you understand what you stand for and the personality your convey across to people.
“People do not buy goods and services, they buy relations, magic and stories” – Dan Wieden.
A brand strategy answers these questions; Where do you want your business to be? and What do you want people to say about your business?
To be able to arrive at your brand strategy you have to first answer a few questions:
Questions to Ask in building a Brand Strategy:
1. What is my PVMV (Purpose, Vision, Mission and Values)?
Answering these questions helps you: know what your brand is, and what type of business you need, clearly lay out what you are focusing on and cut out distractions.
2. Who am I for?
This questions deals with who your target audience is. You cannot be for everybody. You need to clearly define who you want to patronize your brand. When you identify your target audience properly and all you do is speaking to them, people who seek someone with expertise in your field will naturally search you out!
You cannot be for everybody because you will start to annoy those that genuinely want you.
3. Who am I up against?
Here, you determine who the competition is. You have to critically analyse your 3 biggest competition by asking questions about their; brand heart (PVMV), marketing, sales and advertising channels, strengths and weaknesses etc.
4. What is my brand voice?
You now need to determine how you want people to feel when they interact with your brand. You determine what adjective you want yourself and others to use to describe your brand. You decide on what you do NOT want to be as a brand.
5. How do I deploy?
Now that you have answered critical questions about your brand, you need to find a way to infuse your brand strategy into your company operations. Everything you do, from your logo/appearance to your pricing, has to speak to your target audience. Your deployment determines if your target audience will interact with your brand or not.
Your target audience knows when you are really talking to them.
Brand Strategy and Digital Marketing
Now that you have determined your brand strategy, you need know how to market your brand to catch the attention of your target audience.
Think about your entire process and turn it into your brand messaging for your social media or digital marketing platforms. Everything on your social media platforms and any other platform you use has to speak to your target audience.
Here are 3 steps to help you:
1. Research: Search for brands with similar strategies and evaluate what’s working for them.
2. Create: Create a content plan from all you have found and what you purpose your brand to be.
3. Review and Optimise: Roll out your content and marketing plan then review and see what you can make better per time.
Knowing how to build a brand strategy and how to market your brand to catch those it is meant for goes a long way in taking your brand to whatever height you’ve dreamed of.