Brand Signature

The Creative Fashion Forum got together to talk about promoting brands. Sarah Appelhans from Unravel gave us an interesting insight into the importance of knowing what you stand for. What are your brand values and how do you present a coherent image that customers resonate with?
In the same way that fashion designers talk about having a design signature, an aesthetic that makes the brand recognizable, fashion brands also need to have an image and personality that promises a brand experience.
All too often there is a mismatch between the products, the owners and the brand image. If all the aspects of the business create a synergy customers know what to expect and can buy into a brand on a regular basis. Maybe the intangible brand elements need greater attention like visual merchandising, in store design and customer services. Perhaps we need to spend more time thinking about what we are saying about our business through the subliminal messages we transmit.