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‘Make sure your brand has a belief and tone of voice’

Jo Davies

Disney chief executive officer Michael Eisner once said: “A brand is made up of a thousand small gestures.”

It is an insight that we try to translate into practice at Black White Denim. As well as exploiting all the text-book opportunities presented by our corporate identity, such as our branded Mini, we spend a lot of time considering less obvious, but equally important, ways of building our brand.

Our concept is unique and we have made sure our store interior reflects that. We sourced our fittings from auctions, flea markets and antique warehouses. So visitors to our boutique won’t ever see the same furniture anywhere else.

How your brand looks is vital but so too is how it talks. Make sure your brand has a belief. Ours is ‘We’ve decoded fashion’.

Take every opportunity (such as writing in Drapers) to air your point of view.

You should also find a tone of voice from the outset and stick to it. Ours is ‘Like girls at lunch’. That’s the chatty personality we try to get across, perhaps best on our blog.

It also colours how we deal with customer complaints. If you think that you are sorting a problem for a close friend, you will try that bit harder.

  • Jo Davies, Owner of premium womenswear indie Black White Denim in Wilmslow

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