Branding 101: The Fundamentals

4 min readNov 17, 2022


Creating a fashion brand that stands out in a competitive market can be daunting. If done correctly, branding can be an extremely powerful tool. It can help build customer loyalty, create demand for your products or services, and even increase the perceived value of what you offer. So if you’re not already considering how you want people to perceive your brand, now is the time to start!

Do you need help putting together an attractive and striking branding package?

Here are the fundamentals of branding in 3 quick steps.

Let’s get started!

Brand Core: Purpose, Vision, Value

A brand is more than just a logo or a product. Don’t get us wrong. They are essential, but they are not everything!

Branding is the total sum of how customers think and feel about your company. That’s why a strong brand starts with a firm foundation, what we like to call the ‘brand core’.

The 3 ingredients that make up your brand core are: purpose, vision, and values.

These elements provide a framework for your future decisions, from your logo and website design to marketing strategies. Let’s take a closer look at each aspect.


What is your brand story? What is the reason behind your existence? What need are you filling in the world?

Your purpose should be more than just making money — it should be what motivates and inspires you, your team and customers. Your brand works towards this purpose, whether any storms come your way.


Your vision is where you see your brand going in the future. It’s your North Star, guiding you as you make decisions, big and small. A strong vision statement should be aspirational but achievable.

Answer this question: Where do I want my brand to be headed?


Your values are the beliefs that guide everything you do as a company. They shape the culture and define how you treat employees, partners, suppliers, and customers.

When choosing values to live by, make sure they are authentic and true to your brand.

Brand positioning: USP, Audience, Market, Goals

Your positioning sets your brand apart from your competition and gives your customers a reason to choose you over them. Simply put, brand positioning is people’s perception of your brand. It’s how they see you, think of you, and what they believe about you.

To know how to position your brand, first ask yourself: What is the brand’s USP?

To be successful in a competitive market, a brand needs to have a unique selling proposition (USP). Your USP can include a selling point of your products, having a distinctive brand identity, or providing superior customer service.

Next, take some time to understand your target audience and your competition. Once you know that, you can start creating goals for your brand.

When you work on the positioning, you can make your audience think of you when they’re ready to buy.

Brand Persona: Personality, Voice

This is where all your efforts come into place and what people see.

Your brand persona should be carefully crafted and developed to reflect the values and attributes of your company. Your target audience should quickly identify and connect with your brand on a personal level.

When creating your brand persona, consider the following: How should your audience recognize your brand? And, What kind of voice do you want to project?

Answering these questions will help you to develop a strong and compelling brand persona that will resonate with your target audience.

You can now create a look and feel that represents your vision. Choose the right colours, fonts, and images and develop consistent messaging and voice. Come up with a tagline or slogan that will help customers remember your brand.

Remember: Think of your audience at every step. If your target market is young adults, then a fun and funky branding style would be appropriate. At the same time, a more professional and sophisticated branding style would be better suited to businesses targeting older adults.

Whatever you do, make sure it’s memorable and authentic to you and your business. Customers who see your brand should know precisely what you stand for.

Next, just ensure that your branding is uniform across all platforms. This means that your logo, fonts, and colours should be used the same way across all your marketing materials, website, social media, and even your physical store. Consistency is key in branding!

Mistakes to avoid

Branding can be a tricky thing. It’s essential to get it right. Here are three of the most common mistakes:

1. Trying to target everybody with everything. When trying to appeal to everyone, you end up appealing to no one.

2. Focusing on the wrong things. Branding is about creating a perception in the mind of the customer. You need to put effort into branding to avoid people having the wrong perception.

3. Not differentiating your brand. Avoid blending in with the competition.

Key Takeaways

> Be clear about your values, mission and vision.

> Always keep your target audience a top priority.

> Ensure your branding is consistent.

> Make sure your message is clear and concise and speaks to your target audience’s needs and wants.

> Be prepared to engage with your audience and answer their questions. Listen to what they have to say and be responsive to their feedback.

Creating a brand that resonates with your values and voice is essential to building a successful business. If you can create a strong and consistent brand that appeals to consumers, you’ll be well on your way to success.

By following these tips, you can create a fashion brand that stands out in a competitive market and stands the test of time.

Get in touch with 6Degree to level up your Branding and Marketing.




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