How Do You Create Brand Awareness ?
For a fashion brand, the person designing and developing the product is often also responsible for shaping the advertising campaigns and giving the brand communication a different path.
Knowing Your Customer well : A designer should target a specific customer base and design the collection based on their lifestyle, budget and what is important to them. Understanding all of these things will help you communicate your message better and create awareness about the brand amongst the customer.
Why it is important to develop a Brand Story : A brand story is weaving a story that people will talk about when they think of your brand. It summarises the existence of your brand and what are the unique characteristics of your product making it distinctive from everything else available in the market.
You can be known for footwear, evening dresses or active wear or anything if the product is being liked by your target group and that becomes your specialization. Just be specific about what you are selling.
Price effectively positions you in the market as this is a big factor in determining your competitors and also the different materials and quality of materials that you will use for your products.
Place is where you distribute and sell your products and make it visible to customers. You should make sure that your product is available where your target customer shops and at a place that is visited by your target group.
Promotion includes everything from traditional marketing to creating integrated marketing campaigns with advertising and PR, to new media marketing on social media. In today’s era it is absolutely essential to have a website and a digital presence.
Advertising: Advertising can help you reach a large audience in one go, have a better control and increase brand awareness and secure press coverage. However this kind of paid media comes at a high cost and it will probably be a long time before you can afford it and optimize the benefits.
Public Relations: When you have things to share, new products coming out or any public announcements to make, working in line with right set of publications is going to play a key role in building your brand. Therefore you should build good relations with the press, especially the ones that have taken keen interest in your product and what you are doing.
Social Media: Social media is a really powerful and affordable tool to build awareness about your brand. You can engage and go to those platforms wherein your target customer is present. Be aware that this process is slightly time consuming, so it is probably the right thing to do by being active on only one or two social media channels. Remember the potential for moving your brand forward in terms of image and what you control is online.