Create a brand that stands the test of time

Long ago I worked for American Eagle Outfitters. It was my first job while in high school and I stayed there for 4 years. Right across from the store was Abercrombie & Fitch. Abercrombie was the IT place to go for teens. At that time people were trying to figure out what American Eagle was, was it a copycat of A&F? Closer to the end of my time there, big changes were happening in the marketing department. New lines were being introduced. I remember in training when learning about the new lines we also had to learn about the new models. Their names, interests, where they went to school, etc. Each person had their own style and of course that style came from American Eagle clothes. That was the first time in the 4 years I was there that I was exposed to a story being created in a business. At the time it was just another thing to know but looking back AE was developing their new brand.

Because I worked there I have always been shopper and I’m amazed at the growth they have had since then. In addition to the new lines they created a new look. They redid their logo and the entire feel of their stores. Compared to before their stores are brighter, bit more industrial looking but still inviting with bigger, open spaces. Their displays even tell a story.

AE stayed on trend with the market as it changed. They now have diverse models, models with disabilities, different body types, support LGBTQ community, all these things make the brand more relatable. AE continues to watch and listen to what is happening to their target audience and evolving accordingly. In exchange Abercrombie while more recently are making changes, in the time span that AE was evolving, A&F stayed the same and they drastically fell behind.

Here is my point…

1. Know Your Audience.

Create a customer avatar. Make this fun with Pinterest! Create a board in Pinterest with the name of your avatar. Start pinning away all the things this particular avatar likes.

Dive deeper.

What social medias does your avatar use? Why these social media vs the others? This gives you an idea where to focus your marketing because you don’t have to do all the social platforms.

What phrases does this avatar commonly say?

What are this avatar’s pain points?

How are you going to help this avatar?

How are they going to feel once they have used your product or service?

If you are stuck ask your audience or think of a client that you have worked with that was so easy, you wish all your clients were like this one.

If you have services or products that caters to more than one type of avatar, create more avatars! It actually common for companies to have more than one customer avatar.

2. Create an Experience.

How you interact with people is how they are going to remember you and determine if they will stay, make a purchase and come back. It will also determine in they will talk about you and your business after the interaction. Word of mouth continues to be a strongest form of marketing.

How can you make the experience better, easier and more enjoyable for the customer? This happens on a few levels.

Beginning with the moment the customer makes contact. How are you welcoming them? Are you giving an incentive to stay or come back? How can you take it beyond and add a personal touch?

During the sale, are you making it easy for people to find and purchase?

After the transaction are you following up? Again, make it personal.

Here are some ways to make it personal:

• Create a welcome video. Use it on your website or email. Start your proposal with a video welcoming leads.

• Send a postcard. In a world where everything is now online send a postcard with a handwritten note.

• Invite people to be part of a community. Build relationships with this community. Listen and make it about them.

• Thank your people. Use a video, email, send a note, send a gift, donate on their behalf, highlight their business on social platforms.

• Follow up months after. Just like any relationship, nurture it. Stay in contact, do a check-up.

3. Evolve.

Don’t be afraid of change!

Sometimes people just starting out get stuck before they even start with their branding. I get it, you want everything to be perfect. Here’s the secret, there is no perfect!! One of the things that I say over and over again is to do your best in figuring out your values, audience, and design elements but know that it will evolve so let’s get it done! In fact your business should evolve. If it’s not evolving in either design, marketing strategies or processes after some time, you’re going to fall flat because things are always changing. People change, needs change, the market changes. Keep to date with trends, do your research and look at your numbers. You have the power to adapt any time.

3. Be Unique.

In the example above with AE and A&F, AE marketed in the total opposite way of its competitor A&F. A&F’s store environment was dark and the models in their images were half clothed. They like a lot of other stores were using sex appeal to sell. AE said, let’s use real people.

If marketing yourself think about creating an alter ego. I love this idea from Todd Herman. Celebrities do this all the time. Think of it as stepping into your power. It’s also weaving into your brand story. Visually you become known for that thing, the red lips, the purple hair, being the coffee addict. When people see something and can say oh, that’s so you Jamie, when they have never even met you, you’re doing something right in telling your story.

With that being said keep in mind that you want to be authentic and not just do somethings because others are doing it or worse, for attention.

5. Show Up.

Find your platform and no matter what show up consistently. Make that promise to yourself and your audience. 

I remember hearing of a now big influencer blogger saying that she blogged for a bit over 2 years before it started to catch on. Even though there wasn’t much engagement at the beginning she did it anyway. Then she showed up on Youtube as well. The problem is people give up too easily and again they don’t evolve. By showing up you are building trust and relationships, this takes time and consistency.

Your website and social medias are only vessels. They are not magical machines that will bring you all the business. You have to lead people there, add value and tell them what to do next.

Tell me some of your favorite brands below.

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