How to Add the Oomph Factor to Your Brand: 5 Tips & Tricks
March 27th, 2011 | 
Author: 
The “Oomph” factor, that’s what sets designer brands apart. Brands that are cool, exclusive and have certain distinct core values are much sought after. So how does one get the “oomph” in a brand?
It’s not easy but not so difficult either. Before I tell you the how and why of adding “oomph” to your brand just a reminder that branding is a multi faceted activity and even the most enduring brands weren’t built overnight. So don’t worry, planning your moves on these lines should see you through…
Prestige Quotient
A designer brand is not for everyone and in that lies the appeal. The prestige quotient of a designer brand/ a one of a kind product/customized product makes it all the more alluring. The best way to add this prestige quotient to your brand is retailing it in line with high end brands.
Selling at up market retail outlets or setting up your own store is a good option. If setting up your own store is too investment heavy an option and retailing at up market stores is not possible immediately then consider having an exhibition for 2-3 days. Alternatively participating in a trade fair like the Society Collection which draws a lot of high end buyers is a great platform you can exploit.
It’s Cool
The Cool quotient is another aspect that makes designer brands and custom made products that much more interesting. Elements of design, fashion, elegance, comfort or surprise added to your brand make it a cool thing to own.
There’s nothing trendy about a pair of sneakers that you pick off the rack at a retail store but there’s definitely something trendy about a pair of sneakers that have been hand painted with the myriad hues of your cityscape or a scene from your favorite Harry Potter film.
Involve your customers in the process of design to create products that help them flaunt their individuality and your brand will very soon graduate to the level of the “coolest” brand around!
It’s In
Take trends and styles in to consideration, that’s what fashion designers do. They have collection for summer, fall, spring and winter which are planned months before they are launched. A careful study of what’s happening and what’s likely to happen will put your finger on the pulse of what’s likely to be “in”.
You could be a hair stylist, makeup artist, jewellery designer, footwear designer, interior decorator or automobile designer…changing trends are something that are part and parcel of your business. If you want to attract discerning buyers and keep people interested in your products and services then reinvention is the key.
Limited Editions
A limited edition is a great way of adding a touch of exclusivity to your brand. Coming out with only so many pieces of a product means that there’s only so much on offer and people should make the most of it. Definitely not the most novel marketing strategy but yes, one that’s been tried and tested by several designers everywhere!
A limited edition collection never fails to do one/many/all of the following:
- Make buyers and competitors sit up and take notice
- Arouse interest in the media
- Makes advertising easier or totally unnecessary
- Elicits enquiries from buyers
- Vanishes off your shelves simply because there are such few pieces
Signature Style
As a designer, it is your signature style that adds allure to your brand. What Ritu Kumar can do with block print and embroidery, the use of bold colors like black and red or what Abu Jani and Sandeep Khosla can do with Chikankari and white is their signature style. No one else can do it quite like they do it.
That is the essence of a signature style. People are drawn to your product/service because “you” are the USP (Unique Selling Proposition). Why people opt for a pair of Rasvihar jhumkas (typical Indian earrings that are designed like small embellished umbrellas) is because the design element is something that is hard to come by anywhere else.
How do you develop a signature style? Find one thing you are good at and bring it to the fore in your work. It is really that simple!
In a market that’s crowded with products and services clamoring for the customer’s attention, designer brands are in a class of their own. Add the oomph factor to your brand and watch your business grow!
Image Courtesy: http://www.freedigitalphotos.net/images/view_photog.php?photogid=1499
Related posts:
Posted in 
Tags: 
[...] Adding the oomph factor. So if, as we saw in an earlier post, customers and clients don’t necessarily make their choices based strictly on an objective basics, how do you go about differentiate. Of course, customer service is fine once you’ve got them, but how do you go about convincing prospects or potential customers to go with you in the first place. Well, it’s all about brand…and about adding that extra oomph. One of a Kind Preneur [...]
Yes…oomph counts, especially when you are talking about customized products. The allure for potential customers stems from the fact that the product is one of a kind!
Effective marketing comes as a result of resonating with the customer’s emotional complex. All your brand is, is the emotional resonance that a human feels by interacting with your business. Businesses then use logos, colors, images, tag lines, etc, in attempt to associate this unique feeling to something visual, auditory, or kinesthetic. Its all about the association. You can create “oomph” by first having a terrific product. If you have a terrific product in the hands of your target customers, word of mouth will spread the concept. Its tough to build a crappy product, and try to cover up its inferiority through creative marketing — there is a clear disconnect and the market will figure this out sooner than later.
Ryan
Lumnari.com
Move Your Business Forward Faster
Yes Ryan…the product is the core…http://theoneofakindpreneur.com/2011/03/26/how-the-little-black-dress-is-a-great-tutorial-in-product-development.html
I’m all for a strong product followed by effective branding. As you say…customers will figure out the disconnect sooner or later, so the product has to be good first. I’ll be posting some more on how a good product sells itself too.