Let Uniqueness of Brand Help You Stand Out
Interview with Sabrina Fernandez, Owner and Founder, One Wave Collective, LLC
How do luxury brands stay true to themselves at events?
“It's so important to stay true to your brand and really let the uniqueness of your brand shine at these enthusiast shows because ultimately you're in a pool of competition.
“First things first — dive into your brand identity. What makes it unique? Build on that to allow that uniqueness to shine through.
So how do we go ahead and do that? I always suggest getting a designer involved or an experiential marketing agency that can really help you to bring something alive in a way that creates an immersive experience for the consumer or guest. Hiring a third party expert is really key to this. It will avoid you looking cookie-cutter. It just helps with out of the box ideas, and then you can go back and forth to make tweaks.
The point is, don't feel the pressure to conform to whatever the standard is or the norm. Like I said, you're in a pool of competition, so it's in your best interest to really stand out. You might be at a boat show and everyone is very proper and professional and wearing their sharp navy blue suits.
But if your product is all about fun and funkiness and color, let that shine through. So that would be my advice: don't be afraid to stand out.
Plus all of these elements ultimately help you to come closer to becoming a love brand, which I think becoming a love brand is, or should be, the goal of every brand.
A love brand is one that creates a relationship with the consumer, with the audience, that involves feelings of love, loyalty, and trust. To become a love brand, the first thing you want to do is create a strong brand personality. And the way that you create this strong brand personality is, of course, by identifying it, but then remaining consistent with it.
Remain consistent so that if a consumer is finding you at a trade show or your showroom or online or on social media, the experience is always the same and they have that same kind of feeling when they enter your space. So this is especially true when you're at an enthusiast show or a trade show.
Make sure that you get that right in terms of having your brand speak for itself before they actually approach you.“
Need help bringing your ideas to life? Connect with Luxury Marketing Expert Sabrina Fernandez here to learn more about her work through One Wave Collective, LLC.
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