BUY ME! IM THE COOL YOU WANT TO BE! I WILL MAKE YOU STAND OUT! YOU WILL BE TOTALLY DIFFERENT THAN EVERYONE ELSE! YOU CAN GET ALL OF THE SUCCESS YOU WANT WITH THIS!
The rude all-caps message has been brought to you by almost every add you have seen and you don’t even know it.
As you branch out and blossom into adulthood you try to identify yourself, choosing what you use or what you wear has an impact on how you will represent yourself. As I was taught in a marketing class years ago, I was told identifying the demographic was an important step to capture the audience to buy the brand to fit the culture. Now, it doesn’t seem to pan out that way.
Brands are created side by side with the lifestyle. It creates the culture you want to be apart of and that sells the product for them. Its the story you become apart of when you join the team and buy the product. It is a brilliant tactic that is turning the world of branding upside down.
So many brands are made up and are vying for your attention, so how do you create the brand that will take off and people will buy? How do you compete with Nike and LRG? It’s funny when tonymyteacher referred to the world of branding and marketing as a biosphere. As people begin to stray away from the norm, the new brand begins to take shape. This leaves the corporate big wigs floundering trying to find how to recapture the image, so they leech. They catch on to the counter culture to make it regular and thus the cycle starts all over. Keeping this in mind helps you stay on top of the trends and changes keeping your product relevant. Appealing to a specific culture not following trends by following trends seems like a crazy idea but it works. I remember a time when the Diamond Supply Co just made a few t-shirts and were mostly a hardware distributor. Get a few pros to wear it and bring on the hordes of kids trying to hop on the trend before it gets played out.
This is where brand first comes into play. Create the culture that the consumer looks to to stray away from the norm. If you were to walk into a Zumiez you’d see a new brand, Crooks & Castle, which looks like it’s already been on the store for awhile.
Another important thing to think about whilst a’ branding…
When creating a new brand, you want it to feel like it belongs without belonging. It is an interesting concept to think of, but when tonymyteacher pointed out the similarities between the DC logo and Dolce and Gabana logo, it presented the feeling of “fitting in while standing out”. DC presented itself with a log that piggybacks off of successful brands while creating something stylish for the skateboarding community.
So what should you get from this?
The brand you may have to create someday will take more than a logo and a catch phrase, it will need to speak to the consumer and make them feel like they should be a part of your team and belong to your brand. Make them fit in to the culture you just created. Think about the culture that surrounds Ray-Ban. Every see some one not “cool and hip” in their ads? They have the lifestyle you want to be in, as long as you wear their glasses of course.