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Vera-The Wang of Branding

The other day I caught a program on TV titled ‘Behind the Label’. The
presenter was interviewing Vera Wang, the famous Asian American designer
whose name is synonymous with beautiful, elegant bridal gowns. Just say
the name Vera Wang to a women and you can observe the starry-eyed look
on her face as she starts to dream about herself modeling the gowns…
even if she has no prospective marriage partner at the moment! That’s how
powerful the Vera Wang brand name is.

The interview was interesting as Vera described some of her business
philosophies as well as her design. And for me, it was time to sit up and
listen to someone who has created such a powerful brand. These are some
of the insights I gleaned from listening to her interview:

To be successful in fashion (and I believe in life) you have to stand
for something… even if that is not the current flavor everyone is raving
about at the moment. When Vera decided to embark out on her own and
focus on bridal gowns, it was not a ‘hot’ thing in the fashion industry.

Prior to building her own brand, she was working for Ralph Lauren. She
realized that there was an under-served niche in bridal gowns when she
was getting married herself. She felt that there were so many things
that could be done for customers in this market. That’s when she started
the business. She was in fact, credited for making weddings and the
bridal gowns hip and glamorous again.

A good strategy in building a brand is to focus and start in a niche
market. Be known for something. If you don’t stand for something and
create your own business (and life) philosophy, you will tend to follow the
crowd. It is easy to get swayed and just jump on the bandwagon of
what’s hot at the moment.

Remember Senator John Kerry when he was running for presidency against
George Bush? He gave the public the impression that he was someone who
easily changes his mind, and was nicknamed the ‘flip-flopper’.

Guess who won the presidency? Of course there were other factors, but
being seen as indecisive and not standing up for something meant that he
was perceived as weak.

Vera also naturally enhances her branding by being a 3-in-1 person: an
excellent technician (to make the gown), a psychologist (to find out
exactly what the clients want) and a family therapist (you know the kind
of stress women experience when it comes to their ‘best day of their
lives’).

She got involved in the whole process. It is about becoming their
friend. By being there for her clients, she further strengthened her brand
as the only name for wedding gowns. That’s why they trust her. And
that’s why (in her own words) “the moment they got engaged, I’m the first
one they call.”

If you are just starting out, it is important to remember to choose
your niche and focus in it. Start building a brand by standing for
something… and be consistent.

Article Source: http://www.articlemap.com

Sant Qiu —The Profit Strategist—is a marketing, branding and copywriting expert who has helped many companies boost their profits by 30% and more in as little as 90 days. He delivers practical step-by-step “What to do” and “How to do” techniques to boost profits immediately. Visit his site for free powerful marketing tips. www.santqiu.com

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