How to create fashion brand identity? (Example)
For this example, I have created one garment to illustrate the type of clothing my fictious brand is going to have, and how we can use kapferers brand identity prism for this brand. My brand will concentrate on loose fit sporty tops and tight leggings and jeggings. So nothing new, innovative or crazy. Just basic comfy clothes for everyday, that almost anyone can wear and almost every brand sells.
I am not going to talk about segmentation or target groups, as I will explain how to create simple brand identity without over complicating this subject.
Pinpoints about the brand and clothing my fictious brand is going to have:
- Designed for women
- Comfy and practical
- Ethical/recycled materials
- Up-to-date, hi-tech
Always think about your brands strengths; what they are, how can you apply them and which ones to pick when creating brand identity, because you need them for standing out from the crowd.
My brand strengths:
- Ethical materials and production
- Thinking about the wearer, soft materials and good, flattering cuts
- Designer (myself) a woman, a mother and a wife. Love and passion for trends, colours and fashion in general.
- Desire to produce as local as possible
- Styling, alteration and custom fit availability
Why should this brand exist?
Describe your vision and mission. Also what makes you different from others.
My brands vision and mission:
- Aim is to create stylish, easy-care garments, that stay in shape and iron-free after every wash. They will not lose colour (fade) or shrink.
- Ethical and sustainable materials and production, fighting fast fashion and waste. Encouraging recycling and extending garments life span.
- Wearer will feel part of sustainability while enjoying wearing soft and comfortable clothes.
- Brand will show what textile and clothing industry is doing to the world (the negative part) and display total transparency about own business.
- Recycling will be part of the brand concept, selling second-hand in stores.
What is brand identity prism?
Kapferer’s brand identity prism helps to create a brand identity.
There are 6 key elements that can help you to view your brand from different aspects and add valuable information about the brand.
Brands physical features that help us identify the brand through various ways; for example CHANEL: monochrome logo, No.5 perfume, black dress with white pearl necklace, diamond stitch on handbags. So think about consistency and which items and visual materials will become recognizable items.
This can also be known as the brand character. It can be visual, such as colours, fonts and design, or added into the text as a character (using humor or slang). Another way is by using celebrity endorsement or any type of person/character to show the personality.
Using CHANEL again as an example, its personality is: Elegant, mature, strong, sophisticated. Think about Coco Chanel as a person and celebrities used in the ads; e.g. Nicole Kidman, Blake Lively, Keira Knightley (no scandals, elegant, feminine).
Here you can either apply the culture of a country, specific group of people, or your own (brand) cultural views, values and lifestyle.
For example, think about brands like RIPCURL or BILLABONG; Both are known for being “typical Australian”, with easy lifestyle at the beach, surf and friendship.
This is all about the relationship between the brand and a customer, and how the brand treats its customers. For the brand, it is very important, because it sets the tone for the brand. What or who the brand is for the customer? Maybe a mother, a friend, a teacher or a servant?
For example, many luxury brands hold private parties with champagne, have limited editions, treat their customers with respect and always promise highest quality.
This is the personality and identity of the stereotypical customer. Think about who that is and does he/she fit with the rest of the brand identity elements? Even tough you might have different types of customers, they still might share similarities. Such as; urban / coffee drinkers / sporty / traditional / ethical / ect.
Example; NIKE reflects someone competitive, energetic and brave.
This is how the customer perceives himself by using the brand.
If we use NIKE here as an example, someone who uses their clothing might feel athletic/sporty, trendy and empowered.
Notice that self image and reflection in Nike example has different adjectives.
Brand identity prism example
Lets create brand identity prism for my fictitious brand.
(Simple) Visual brand identity
Now that we have created brand identity prism for my Fictional brand, I will show you how I have picked the color scheme, logo and label design for this brand.
Since the brand is all about earthy colors, Scandinavia and hi-tech/modern, it is wise to pick colors that remind us of these elements. When you create your brand, think about the elements in your brands identity prism, and use that information for figuring out the colours and textures of your brand.
Find a picture that suits your brands identity, and pick the colours from it. Use the colours in labels, shopping bags, website, store interior, ect. 2-5 colours should be enough.
Logo and labels
Make several logos, use different fonts and colours, mix and match. Go to forums or facebook groups and ask opinions – and don’t forget to keep in mind your brand identity as well as the person who will more likely purchase your products.
Does your design reflect your brand identity? What comes first into peoples mind when they see your logo and label design? What about the colours?
Don’t be afraid to ask opinions, and make sure you’re not just asking from closest people around you (family and closest friends) as they will more likely give you only positive comments, that are not going to help you get there where needed.
Get creative and brainstorm with someone. It’s much better when you can come up with many designs and ideas, and if you don’t know how to make them appealing, turn with your ideas to someone who can create them into beautiful designs, either professionals or even students.
Sorry for not getting too creative with this example, and using “fictional” as the brand name, but this is only an example, and with changing the name to anything else, the visual identity will remain the same, but a good and appropriate name will support the label and make it more appealing,
Free PDF downloadable: Brand Identity Prism Template