Building a Brand People Want to Wear
Creating an Identity Beyond the Logo Creating a brand that people want to wear is an art that goes far beyond a sexy logo or slapping a name on a T-shirt. In a crowded consumer market, consumers increasingly select products that reflect their personality, lifestyle, interests and values. In the wearables space , branding is about creating an identity that the customer can see themselves being a part of. People feel a sense of belonging to what a brand stands for and the product becomes more than an object they own. It becomes a way to brand yourself. Create Your Own Brand Personality Every great brand is built around a strong, consistent identity. You’ve got to understand what a brand is and how it wants to be viewed before you make products or campaigns. Its personality could be young and energetic, minimal and sophisticated, bold and experimental, or based on a particular culture or community. This identity must be visible in all visual elements the audience sees: c...