No business, large or small, can afford to ignore their branding.
It is imperative to success and those brands who have it nailed are the ones who are flying. A key element here is honesty and knowing your offer and your audience. Take a look at the supermarket chains; on one side you, have budget-focussed Aldi whose brand values are consistency, transparency and responsibility and who provide a lower-price, less-frills option.
On the other hand, you have Ocado who promote happiness, luxury, ease and quality. Both brands, even though at either end of the spectrum, value design equally and see the value in it; it’s just a different proposition and both are reaping the rewards of investing and clearly understanding their brand and communicating it clearly to their target audiences.
High street powerhouse H&M offer fast fashion at a low price and have a clear brand identity, look and feel because they have a clear idea of their target market and design all their branding accordingly.
But H&M have showcased they fully understand the power of brand and really know their audience by a series of partnerships with luxury - and often unobtainable - designers (Stella McCartney, Karl Lagerfeld, Viktor & Rolf, Jimmy Choo, Kenzo to name a few). This clever fusing of luxury and high street branding has been a huge success and cemented H&M as a leader in their field as they have recognised that no matter what price points you offer, both theirs’s and their luxury partners’ brand worth and values are achingly similar.
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