When many people think of a rebrand, they imagine a complete head-to-toe makeover. However, it doesn’t have to be a major overhaul. It is more common for companies to make slight adjustments to keep their business competitive and sustainable.
There is no denying it: the athletic apparel market is one of the most lucrative apparel industries out there. Morgan Stanley predicted that the athletic apparel market will grow to an impressive $83 billion by 2020 – and just about everyone from Kanye West to Alexander Wang is clamoring to get in on the action.
I’ll admit it: I’m a smug consumer. Apparently, so is the rest of the world nowadays.
With a vast range of options and instantaneous decision-making, it’s normal for employers to decide whether or not you’ll be hired for a job based on whether or not you use proper caps in your job resume and cover letter.
When you see the word “textiles” what do you think of? Perhaps a grungy 19th-century factory comes to mind, with dangerous working conditions and a whole lot of brick. Or perhaps you think “what in the world are textiles?” Well, if you are running a business in the clothing/apparel/garment/fashion industries, you’ll need to learn a thing or two about textiles (another word for cloth or fabric), how they get made, and how they get made into clothing.
Wouldn’t it be great if every business out there had an enormous, well-resourced marketing team to dress up and review every single document that the brand sent out? While, of course, this would be truly stellar, it just simply isn’t the reality of most businesses out there. From small businesses to major corporations, all enterprises are constrained by time and budget, and considering the amount of marketing output most companies produce today, it just isn’t feasible to have someone review absolutely everything in painstaking detail.
What is your brand? Is it your company name? Your products? Your packaging? Your logo? Your website? Is it a few clever words that describe what your company’s all about?
The truth is it's none of those things. And all of them. I know, I know. That’s super confusing. Read on, and let’s see if we can make some sense of it.
Think about the biggest and most well-known brands in our history. How have business giants like Starbucks, McDonald’s, Apple, Coca-Cola and Disney maintained their success? They all cultivated a powerful brand─and have made consistency a priority.
Consistency is king. Without it, your business will struggle to attract new customers and cultivate long-lasting relationships. With it, you can build trust, customer loyalty, and a successful and sustainable company.
“Does this fall in line with our brand image?” “Are these colors representing us correctly?” “Is this tagline consistent with our message?”
If this sounds like members of your business or team, you need a time-saving, energy-efficient, headache-reducing Brand Guide, or what is sometimes referred to as a Brand Bible.