Hello from Dana
Hello! I’m Dana, a PR and Brand Development consultant for Radical Consulting with years of experience in the fashion industry, where I owned an agency for boutique brands in New York City. I’ve worked with brands like Stutterheim Raincoats and Sabah shoes and now focus on helping emerging brands and organizations with my sister, Zara. I know that newer brands often need PR and brand development the most; they have incredible products but lack the resources for a big PR retainer. My goal is to help you find your brand’s clear voice, reach your ideal audience, and build customer loyalty. This newsletter is meant for everyone—from fashion and lifestyle product to non-profits and corporate brands. After all, if something aims to connect with an audience, it’s a brand.
The Core of Cohesive Branding:
Every brand, whether new or established, depends on its ability to convey a clear and consistent identity. Cohesive branding isn’t just about being attractive—it’s about creating a unified, recognizable image that resonates deeply with customers. Strong branding builds loyalty that can withstand challenges. For example, despite recent controversies and price hikes, Chanel has maintained a fiercely loyal following, thanks to its unwavering brand identity built on a clear mission, creative vision, and unmatched quality.
Storytelling Through Branding:
At the heart of every strong brand is beautiful storytelling—a narrative that conveys the brand’s values and vision. This story is woven through every detail: logos, fonts, colors, products, imagery, video content, collaborations, language, and beyond. Together, these elements draw customers into the world of the brand and connect them to how it might enhance or reflect their lives.
Luxury brands are especially skilled at this. Patagonia, for example, uses its campaigns to make statements about environmental responsibility. Their “Don’t Buy This Jacket” campaign encouraged customers to reconsider unnecessary consumption—perfectly aligned with their mission. This level of storytelling builds respect and loyalty.
Crafting a Lasting Impression:
Today, most brands are first experienced online, so the initial impression relies heavily on a two-dimensional representation. This “first look” must capture the brand’s essence to create impact and intrigue, especially on social media and e-commerce platforms. As stated in a recent Business of Fashion podcast, “Big luxury labels are talking about being cultural brands… because it allows them to connect more deeply with their audience.” This approach builds a unique value and association that goes beyond the product itself.
Defining Your Brand Identity:
Cohesive branding isn’t just about a logo; it’s an identity conveyed in every detail—written language, product choices, visual style, typography, and colors. For new brands, developing a clear identity is crucial. It fosters loyalty and distinctiveness, helping customers instantly recognize what makes the brand unique.
Whether your brand’s identity naturally shines through a distinct creative vision or requires thoughtful development, clarity is essential. Start by defining your purpose, design ethos, and mission. In a saturated marketplace, cohesive branding not only makes your brand visible across search engines, social media, and retail spaces but also discourages imitation by creating a clear, memorable identity.
Action Steps:
If you’re just starting out, sit down and write out your brand mission. Ask yourself: What makes your brand unique? What are you solving? Who do you want to reach? Once you’ve defined these, look at who else is doing something similar and identify how you stand apart.
Next Up:
In the next newsletter, we’ll explore authenticity in branding and discuss how to find your brand’s unique voice. We’ll also dive into logo design and how it can express your brand identity and mission.
Recommended Resource:
Check out The Business of Fashion’s episode, How Dupe Culture is Challenging Traditional Luxury, for a fascinating look at brand identity’s impact in today’s market.