Final: Core Values

2. Identify your core values. What really matters to you?

• Self Confidence
• Finding my Client the correct sizes in and overwhelming market
• Educating them in correct clothing structure: Whether the tag says the skirt is an 14 and there waist is a 32 inch, women are constantly discouraged.   
• Explain that mass production ready to wear is not always the same for every designer
• Help pick out flattering clothing
• Fashion Education in all essence

Brands don’t just arrive out of nowhere. They are the product of a company ‘vision’. Although making lots of money is a vision of sorts, it is not exactly specific. Any successful brand needs to be part of a clearly defined set of objectives. Good objectives are often described as ‘SMART’: Specific – What exactly do we want to achieve? Increased sales? Improved shareholder dividend? Greater market share? Measurable – To what extent do we want to achieve these things? Objectives need targets that can be measured so a success is registered, or so that people involved can see early on that the plan isn’t working. What increased revenue would be seen as a success? How much more of the market should be captured? What would shareholders see as acceptable when the company reports its profits? Achievable – All objectives cost, whether in terms of money or human resources. There is no point setting out on a plan if the skills are not available, or if you depend on another company for components, but know there is a worldwide shortage at the moment. Companies can actually be too successful, and while running out of a product may increase its desirability it also hits income and profits, so setting an achievable objective is vital; don’t be too ambitious! (Chapter 2, page 41 More than a name: An Introduction to branding)

“A graphic designer working on a new brand must be absolutely clear on why the brand exists, its positioning and what message it gives to its audience. Building a new brand is a process of building awareness and reputation among the audience, establishing credibility and setting expectations. The brand communication must be authentic and true to the product or service that is being offered. Even then, it takes time to make an impact – and this impact is often dependent on the budget behind the noise and the ability to deliver the product or service.” (Chapter 2, page 56 More than a name: An Introduction to branding)