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Design Create Sell: A guide to starting and running a successful fashion business by Alison Lewy

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CHAPTER 5. Building Your Brand

The Importance of Branding

BRANDING IS IMPORTANT for every business, but none more so than those in the fashion industry. It is central to the way the public perceives and emotionally responds to a label; brands that create a strong identity are the ones most likely to endure.

Your branding should be reflected in all public facing activity, including the name, product, quality, packaging, labelling, marketing, advertising and PR. This is achieved by consistency through all communication channels. Your collection may change from season to season but your branding should remain constant.

When your customer hears or sees your brand name, they should immediately conjure up what it stands for. For many of the ...

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