Hiut Denim is a brand that I really admire. If like me you are interested in brands that are continually creating, reflecting and refining their craft. To become the leading expert in their chosen industry or field, then Hiut Denim is a brand you should be watching. Founder David Hieatt writes some very interesting pieces on the brand creation with Hiut and with his other company The Do Lectures, connecting idea generators, mavericks, inventors, entrepreneurs and others who wish to continually push the world’s expectations.
As an avid researcher and someone who generally just likes to know what is going on, I have been scouring my Twitter and Instagram feeds daily in the run up to Christmas to see when David will release the 100+ Makers and Mavericks list. A list of brands who are focused solely on one particular craft, refining it and taking it to another level in the detail and delivery. A process that I feel is slowly becoming a minority as ‘fast’ lifestyle continues to be mainstream. Disposable fashion, fast food, everything is quick, hurried and ultimately forgotten. This list reminds me of the ‘branding’ process. It reminds me what is important in creating a brand. Brands come and go, with a business landscape that shifts and changes rapidly. It is often a real challenge for a brand to stay relevant.
How do we achieve this?
A brand is more than just a logo. It is how the brand communicates, interacts and operates. The best brands know who they are at their core. This knowledge is so important. It is your greatest strength as a brand. Once you understand your brand, you can understand your potential customers. Who they are and what they mean to you. To break it down simply, you often see three main strands of customers. ‘Advocates’ the people who understand your brand as you do. Singing your praises to everyone. They are organic advertising at its best and most basic. The ‘sceptics’, who think they know what you’re about. Though they aren’t sure and so while they might give your brand a go, they also might not. They can be trickier when building a strategy. Finally, you have the customers who don’t know you, they are ‘the potentials’. These are the people who you are trying to reach, no prior experience of who you are and what you can offer. You want to expose them and ideally you want to create more advocates. Three tips to remember:
1.Be transparent- This is arguably the most important attribute for any brand. Every time a customer looks at your material they should instantly know what you are about. Each communication piece should be clear in what it is saying. Your customer should never have any doubt that you are telling the truth.
2.Who benefits- What changes for a customer when they come into contact with your brand. What is the takeaway or benefit, that will make them come straight back? A brand should disrupt an individual’s path.
3.Let’s talk- With technology changes, how customers and brands communicate has changed. Brands no longer hold sole power over the buying habits of a customer. Instead there is a more conversational and exclusive style of dialogue. Brands have the capability to now interact 24/7 with their customers. Breaking down conventional barriers, furthering possibilities for endless connection between customer and brand.
We love brands at Pale Blue Dot. Analysing them, creating them, representing them, breaking them down to knit them back together. Tighter, stronger, better. It is in our DNA. It is this fascination; some might call it an obsession, with the detail that has made us experts.
If you are interested in working on a brand project with us, please use the contact details below.