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46<br />
“<br />
...To develop a brand that is<br />
meaningful to your customers,<br />
you need to first and foremost<br />
know who they are, what they<br />
want and why they want it...<br />
”<br />
As you may be driving down the road<br />
in your luxury Ford or Lexus RX, you’re<br />
actually driving the make of a Mazda<br />
or a Toyota.<br />
Before you question my knowledge on<br />
cars, I’ll go on the record saying that I<br />
once was driving the Lexus RX300, not<br />
realizing that it’s the same as the next<br />
Toyota on the street.<br />
Yes, it sounds all too pretentious but<br />
that’s what a brand makes you to<br />
become. You buy into the brand name<br />
as an extension of who you are.<br />
Let’s bring it back to Fashion, shall we?<br />
A topic we all know too well. You’re<br />
out shopping and you grab that LV bag<br />
over a seemingly unknown bag.<br />
Why? Because of the brand and the<br />
identity it gives you. “Buying” a brand<br />
is personal; it’s emotional. Buying a<br />
product is a need.<br />
So to successfully build your brand,<br />
you need to separate it from your<br />
product. Let me go back to the<br />
example of the client I spoke about<br />
when I started this article.<br />
They started out serving only snacks<br />
and light food but now, six months<br />
after opening, they have established<br />
a full-fletch dinner menu.<br />
When asked about their goals, they<br />
quickly stated that they are looking to<br />
‘rebrand’ themselves to be an actual<br />
restaurant serving good food.<br />
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