Cohesive marketing..
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A cohesive marketing campaign links different media platforms with a single overarching strategy. A marketing strategy is a plan for reaching a goal, like creating a particular brand image, while tactics are the specific methods used. When creating content, one must consider how it fits with the overall marketing strategy and how consumers will perceive it in relation to the brand.
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Before you start sewing, you need a strong foundation. Your brand identity is the blueprint, the DNA that defines your story, values, and visual aesthetic. It’s the answer to the question, “Who are we, and what makes us unique?”
CRAFTING YOUR STORY:
What’s your brand’s origin story? What sparked your passion for clothing? What problem are you solving for your customers?
What are your core values? Sustainability, ethical production, inclusivity, or creative expression? Define what matters most.
Who is your target audience? Millennial eco-warriors, Gen Z trendsetters, or professional women seeking timeless elegance? Know your ideal customer inside and out.
VISUALIZING YOUR ESSENCE:
Develop a distinctive logo and color palette. Think impactful, memorable, and aligned with your brand story.
Create a consistent visual language. From website design to packaging, ensure every touchpoint reflects your brand identity.
Choose your voice and tone. Playful and casual, sophisticated and minimalist, or bold and edgy? Find your voice and use it consistently. FINDING YOUR FABRIC: IDENTIFYING YOUR TARGET AUDIENCE
Think of your target audience as the perfect fabric for your garment. Understanding their needs, desires, and online behavior is crucial for crafting a marketing strategy that resonates.
MAPPING YOUR AUDIENCE:
Conduct market research and competitor analysis. Identify trends, gaps in the market, and what your competitors are doing well (and not so well).
Create buyer personas. Develop detailed profiles of your ideal customers, including their demographics, interests, and online habits.
Track social media engagement and website analytics. See what content resonates, which platforms they frequent, and how they interact with your brand. THREADING TOGETHER YOUR MESSAGE: CRAFTING COMPELLING CONTENT
Now it’s time to weave your story into engaging content that resonates with your audience. Remember, your content is the needle that stitches your brand identity into their hearts and minds.
CONTENT FOR EVERY STITCH:
High-quality product photography and videography. Showcase your clothing in all its glory, using captivating visuals that tell your brand story.
Engaging blog posts and social media content. Share your brand values, behind-the-scenes glimpses, and stories that connect with your
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Cohesive marketing..
- 2. What it is… A cohesive marketing campaign links different media platforms with a single strategy.This in normally in terms of tactics, but there is a difference between a marketing tactic and a marketing strategy. A marketing tactic is how you go about achieving your goal, maybe through advertisement on different platforms of the media. A marketing strategy is a plan for a goal you want to reach, such as creating a particular image for/ from your product. You have to think about what your strategy is and why you are publishing something. So I need to think about why I am doing it and what it says about my brand. Most importantly, I have to think about the consumer of my product and how they will perceive it and if it fits in with my overall marketing strategy, which I need to decide on.
- 3. Case Study… Brand identity prism • Physique- characteristics, primary objective of the product, specific • Personality- specific writing style, colour, design • Culture- clearly depicting the country of their origin. • Self-image- mirror held by the targeted group itself • Relationship- between the customers’ and the brand • Reflection- reference direct to the stereotypical consumer of the brand.
- 4. Viral marketing … Viral marketing is a marketing technique that uses pre- existing social networking services and other technologies to increases brand awareness.This can be through word of mouth, mobile networks, advertising, social networks, video and interactive games, etc.When producing my media product, I will be increasing my brand awareness by promoting and advertising my product to attract my intended target audience. By doing this I will be increasing my brand awareness by using particular techniques and following conventions such as having a house style when producing a series of different print editions and maybe have a consistent font style so it is recognisable and unique to my brand.
- 5. 360 degree branding… 360 degree branding is a branding effort which tries to include the brand identity into a holistic approach so that the brand is in touch with and visible to the customers at all the times. It’s all about creating a distinctive brand which is centred and focused on consumers. A 360 degree brand is well known and often a big company grown brand such as Apple, Coca Cola and Nike. When I come to my production I need to make my brand recognisable and stand out from competitors.To achieve this I am going to market it across a broad range of social media platforms and to make it stand out, I will keep a house style font for my masthead.
- 6. Digital marketing … Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital media platforms. Examples of digital marketing techniques could be, campaign marketing, social media marketing, e-mail direct marketing, display advertising, e–books, and games are becoming more common in our advancing technology. I will be undertaking digital marketing as I will be reaching out to my target audience through social media platforms, campaign marketing and I have also emailed a professional for advice on my production.
- 7. Campaign example… Dove: Campaign for Real Beauty. About society’s notions of female standards of beauty. Dove’s “Campaign for Real Beauty” is the only campaign cited by every one of the Advertising Age judges as belonging on this list, and one that was described as ground-breaking, brave, bold and insightful. They had billboards asking motorists to vote on whether the women pictured were “fat or fit?” or “wrinkled or wonderful?” Drivers could use their mobile phones to text in their votes, and Ms. Kestin notes that the poll came back 52% for “fat” and 49% for “fit.”