Brand Identity
Creating an effective brand identity is essential for every business. All products and services should be easily identifiable by customers in a targeted market. A good brand identity helps to differentiate a company from its competitors in a positive and meaningful way. Choosing a memorable name, logo, and slogan are essential strategies brands use to communicate values and craft an identity.
There is a considerable correlation between an individual’s identity and the clothing brands they choose to wear each day. Clothing speaks volumes about the work people do, the leisure activities they participate in, and the values they believe in. Although Rolex watches are remarkable achievements of craftsmanship, particularly since they’re water resistant for hundreds of meters, I probably won’t purchase one because, well, they’re just not me. I don’t see the point in hanging out with sharks. I do, however, enjoy reading National Geographic magazine every month.
The brand identity we’re building at Doo Dah Apparel will appeal to a young demographic concerned about wearing conscientious clothing. We are organic fabrics, American labor, a small carbon footprint, and we repair, upcycle and/or recycle every garment we make. We will build loyalty by offering support to our customers every step of the way, and trust by giving our customers the opportunity to return the garments they purchase from us for a store credit when they’re no longer wearing them.
Although life at times is often full of uncertainly, the colors of Doo Dah Apparel are black and white. We have two logos, and a third we’re planning to use on shoes. If you’re of the opinion that more than one logo will be confusing to our customers, you’re probably right. Perhaps we’ll eventually decide to use one logo predominately, we’ll see. Our goal today is to create a brand identity synonymous with socially responsible, sustainably cool SoCal clothing made right here in the USA.
It's essential we communicate our brand identity effectively. We plan to create uniform advertising campaigns, including photography, and we’ll capture our viewers’ attention by streaming short videos about our brand on social media websites. Our storylines will be short, concise and consistent on every platform a customer sees or hears them to make our brand memorable. Repeating a consistent theme is important to establishing name recognition with customers in a target market.
Most importantly, Doo Dah Apparel will be a brand that compels attention. We will generate a wellspring of interest on high school and college campuses by enlisting journalism students from across the Country to participate in our monthly zine, The Doo Dah Daily. We will publish articles that help shed light on many of the issues young Americans are concerned about today. While many students are typically quite passionate about their beliefs, it’ll be important for them to be able to articulate their opinions in an intelligently respectful way, and our zine will give them the opportunity to do exactly that.
The Doo Dah Daily will not only advertise our products, but more importantly, it’ll help to craft our brand identity in an unforgettable manner that’ll stick to our readers’ hearts until they become dismayed and disillusioned by the responsibilities of adulthood.
We hope you’re having a wonderful week!
Brett Bridgman
Doo Dah Apparel
