The Journey of the Do – Stage 4 – The Brand

This week it’s all about the brand. A brand is what your customers think, feel and say about you. Having said that, you can craft your message(s) to make people think, feel and say certain things about you.

In our research phase – my wife, and I checked out the numerous e-commerce fashion sites, and dissected the look of the logo, the style of their website, tested their customer service, ordered products from them, returned products to them, etc… From that we saw what we liked, and didn’t like. In doing this – we’re able to figure out a few differentiating factors for us.

#1 – we’re only going to ship in Canada (sorry, US)
#2 – we’re going to support as many Canadian wholesalers as we can
#3 – we’re going to have a different twist on shipping
#4 – the price is the price is the price (don’t have to worry about paying duty, etc…)
#5 – return policy will be nothing like our Canadian competitors

You also have to factor in what you’re going to do about customer service, and how you respond over the phone, online, social media, etc… It should all be consistent. If you use certain words over the phone, you should also use them online, and vice versa.

bow tie, man

You will rarely see me without a bow tie. Go personal brand!

The above points help out in the feel, and say portion of our brand. For the look – there are numerous sites to go to for logos:

Withoomph
Hipster Logo Generator
GraphicSprings Logo Creator
Logoshi
Logaster

And many more. A simple Google search can also help. If you want someone else to do it for you – I wouldn’t spend more than $500 on a logo design. Yes, a logo is important, but it’s not worth a HUGE investment. Plus, a good one, by a talented designer at most should cost you $500.

The logo is only a portion of the look, as we’ll be ensuring our colour schemes, and looks go across the entire e-commerce site, packaging, etc…

For the logo – we’ve hired a designer who’s done a few other things for us, but you can use any of the sites above. My biggest thing – is you have to be different from your competitors. Just because you like blue – doesn’t mean that’s going to be a core colour of your brand. Five of your competitors could be using blue as a colour.

In our case – we’ve found a couple colours that aren’t being used and we’re going with that as our colour scheme. We’re also using a handwritten script as a font, which is somewhat similar to a few other logos in our space, but our colours are what’s going to set us apart.

From there – we can start building our website. Again, none of this would have happened without the first few steps I wrote about in previous weeks. Some people go out and make logos, print business cards, and all this shit without doing their research, and testing to see whether or not their product / service will sell. My wife, and I have already done this, so now we can spend the extra expense for the ‘professional’ look and feel.

The brand is your baby. Take care of it, but also allow it to evolve with time. As people change, and markets change, and customers change, your brand changes. Never stop testing, and experimenting with new things.

Next week – the website.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

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