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Design by Jeff Finley for Disciple Clothing THREAD’S NOT DEAD • Jeff Finley VI Branding & marketing “Right now, everything is changing too fast due to digital culture. The fashion experience needs to once again become exclusive and personal.” — David gensler, president, the kdu Branding & Marketing 54
Branding Fundamentals It’s a common misconception that a brand is a company’s logo. That’s just part of it. Some experts say that a company’s brand is the “gut feeling” in their audience. The brand is actually a combination of all experiences that a person has with a company. When you think of every interaction as “branding” you can begin to shape the way people feel about your company in a natural way. I’m going to give you some advice to make sure your brand is on point. Consistency is Key The most important thing in branding is consistency. You need consistency in your designs, website, packaging, and social media presence. You need consistency in the way you talk to customers, how you answer the phone, what your email signature says, and the verbiage on your website, etc. The number one thing to remember is you are setting and meeting customer expectations. Cure Apparel started from scratch in 2008 and is a great example of a t-shirt startup THREAD’S NOT DEAD • Jeff Finley Cure Apparel Does it Right For instance, Kelly Kiernan at Cure Apparel has type 1 diabetes. He started a line because he wanted to help “find the cure” and raise awareness. As an appreciator of music and fashion, this was his avenue. Now Kelly realized that there many “find the cure” type t-shirts for diabetes but they all seem to have that “free giveaway” look you might see at a fund raiser event. He wanted to make supporting the cure for diabetes a “cool thing to do.” With that in mind, Kelly came to Go Media and asked me to design their logo, website, and first line of t-shirts. This basically ensured consistency across the board. Everything had a very cohesive look to things – the colors, symbols, textures, etc. So when they launched, they immediately set the expectations that they were a legit clothing brand and it DID feel cool to support the cure! When people ordered t-shirts from Cure, they were shipped in a custom package (with help from Derisory Designs who do great packaging) with the cure logo and included stickers and a handwritten <strong>not</strong>e thanking them. This leaves the customer with a wholesome feeling of being cared for. The customer’s experience through the whole process was consistently good and this leaves a lasting impression in their gut. So for you, work hard to make the entire customer experience a great one that consistently pleases and exceeds their expectations. Make sure all your designs look like they belong together and aren’t a smorgasbord of various design styles and themes. Be Human I keep reading how important it is to be human in your branding and marketing. As if this thought was new! But we saw how automated bots destroyed Myspace and now major brands are pulling back the curtain to reveal real people behind their Twitter and Facebook profiles. Because you have a brand name, you don’t have to act like a faceless company. Branding & Marketing 55
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Page 6 and 7: Designs for Fall Out Boy by Rob Dob
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Page 10 and 11: Your 3 Roles: The Artist, Designer,
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Page 94 and 95: LT Magnotto My name is LT Magnotto,
Page 96 and 97: Rikki Burns I’m RikkiB, I’m 29
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Brandon Rike My name is Brandon Rik
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Design for The Chariot by Brandon R
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Jon Kruse My name is Jonathan Kruse
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