When it comes to branding, simplicity is key. Numerous, complicated messages and brand associations only manage to confuse and discourage the consumer. Therefore, it is essential for those businesses that stock multiple brands to determine a clear distinction between them.
It is vital to differentiate your brands from each other and especially from their competitors. The connotations associated with your brand are essential to its success and lifespan - brands offering a unique selling point or speciality will always succeed in standing out from the crowd.
With so many brands in so many sectors, it can be a challenge to make a brand instantly recognisable. Part of the solution is simple: do not play with a brand’s identity. At Panache, our stockists and consumers see the group’s brands and associate them with D-plus lingerie. We are ‘caretakers’ of Panache, here to protect the identity and integrity of our brands and not lose sight of who we are talking to.
We can all learn from the Coca-Cola school of brand identity, which is that iconic brand names last a lifetime. Show anyone an image of a tick and they will instantly associate it with sports brand Nike, show them an Apple logo and the Mac or iPod springs to mind. A simple logo can conjure up a whole host of connotations.
Try as we might to control our brand perceptions, it is consumers who ultimately determine what a brand means. If a consumer enjoys your product and is continually satisfied with the quality, it is highly likely that they will recommend it to friends and family and they will remain loyal to your brand. Always be true to your brand.
- Peter Cronin is sales director of lingerie group Panache