The Switchkottin X NN Stylecartel Collaboration Sheds Some Insights/Tips On How Local (South African) Clothing Brands Can Develop A Sustainable Marketing Strategy To Help Promote Their Brands Throughout The Country.
In order for any brand to be easily recognizable, a narrative has to be crafted. This narrative has to resonate with the general public and it has to be easily recognizable. You have to own your story, and tell it in an authentic way, and truth be told, repetition is golden, you might get tired of hearing your story but remember that every day presents an opportunity for a potential client to hear it for the first time.
Defining your brand Identity in a Niche way.
With the surplus of tools that are readily available to brands, it makes it easier to spread your message and build your brand. So, this makes the how, how to get your narrative across easy. The tough part, that requires some time, strategy and dedication is the what, what is the message you want to convey, how do you want people to perceive your brand. What are the sentiments and feelings you want to associate with your brand? This part requires some skill, and some wordsmithing, but if done correctly can ultimately lead to success. So where do you begin? Start by asking yourself these questions;
- What’s the one word I can use to describe my brand?
- What are the emotions I want to evoke?
- What is unique about my offering?
- Is there a cause I can attach to my brand?
- Define your WHY, WHAT, WHERE, WHEN and WHO for your brand
These are simple questions that can lead to a grand insight that can help you draft a strong narrative, image and brand identity. Also, keep your answers, honest, simple and straight to the point, the aim is to share a message that people can easily remember and be able to recite to the next person. Truth sells, authenticity sells, simplicity sells. People can see through the cliques and buzz terminologies, so don’t overdo it!
A simple Marketing Strategy Sells.
If the first part is done right, only then can you identify the channels that can amplify your story. There are ample channels, platforms and tools to use. Many of which can help local brands thrive, but if done incorrectly can lead to frustration and your efforts will not yield tangible results. You want to use a targeted approach, and in order to do this well, start by identifying your target market.
These are your people, your tribe, the type of people you want to attract. The people you are confident will buy your products. For example, streetwear brands would be young, trendy, creative, and outspoken people, who live for fashion. Having identified their attributes, you can then map out their behaviours, and where they socialize, so that you can speak to them where they are. Best practice is to also research which channels and platforms they dominate, and rather base your social media strategy around that. YOU DON’T HAVE TO BE ON ALL OF THE SOCIAL MEDIA CHANNELS, JUST THE ONES WHERE YOUR TARGET MARKET IS ON. This will save you a lot of time and money. It also help you track your efforts.
A S.M.A.R.T Digital Marketing plan is essential:
S – Specific: Your Strategy has to be very specific.
M – Measurable: Must be measurable with Key Indicators of Performance of Objective.
A – Actionable: Your Strategy has to be executable with minimal effort.
R – Relevant: Your Strategy has to be relevant to the current social dynamics to be effective.
T – Time-Bound: Define a time period to execute to then measure when period ends.
A fashionable “New Normal”
The market and external environment is ever changing, so your brand has to be able to adapt to change and always be objective. Every obstacle and challenge presents an opportunity for you to innovate and improve your offering. You can either rise to the challenge or succumb to the downfall. The goal should be to build a brand that can outlive you, creating a legacy and an empire. In order to achieve this, you have to be flexible, adaptable and make well informed decisions. With the CoronaVirus, many businesses crumbled, but some brands innovated, built ecommerce stores, set up virtual runways and kept serving the market, regardless of the global pandemic, and as a result those brands have managed to emerge as victorious.
Maxhosa Virtual Runway:
Image: Maxosha (Virtual NYF Runway)