Brand personality for a fashion label

Does your brand lack of personality? What is brand personality and do you need it?

Briefly, brand personality is giving your label human characteristics (e.g. fun, adventurous, young…) so that people viewing your brand can identify what is your brand about and if they share same characteristics with your label, it is more likely that they will purchase your products.

Giving your brand a personality is not enough for reaching out to your customers. The feeling, emotional state and the entire brand needs to push that personality out into the public, meaning, that marketing material, your website, labels, the way your brand communicates and treats the customers reflects through that personality, so choose it wisely.

Viewing famous brands and your competitors, you can learn a lot about their personalities. So let’s compare few labels out there to give an example. I will use brands known world wide, but when you build a personality for your brand, try to find labels that are relevant to your brand in size and location. Do not copy and compare famous labels with yours. When you have found your true competitors, try to differentiate your brand personality from them, by changing some characteristics or spicing them up.

H&M: Young, trendy, up-to-date, loud

Zara: Young adult/mature, innovative, up-to-date, fashionable, confident

Louis Vuitton: Confident, luxurious, elegant, iconic

Words listed after a label, mean nothing. The personality will be seen through brand communication and marketing.

I still recommend using frameworks and identity models for any brands. Branding in general is opportunity to create a personality to your service and products, not just the label itself.
In this post, I will not get into the models and frameworks, but here they are as an examples:

Aaker 1997
Kapferer brand identity prism, source:
Kapferer brand identity prism, source:
Brand archetypes, source: Pintrest/Google, origin unknown.
Brand archetypes, source: Pintrest/Google, origin unknown.

Remember that people might and probably will view your brand differently, than how you see it and want it to be seen like. Therefore it is highly important, that you keep it simple and consistent. Don’t try to create a personality that doesn’t feel like your own, especially if you’re the face of the company. Other suggestion is to find influencers (e.g. fashion bloggers) and (celebrity) endorsements with similar brand personalities, for clarifying who and what your brand is and stands for.

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