Know-How Exchange : Branding

There's a new feature here that you should take advantage of. You can post a project at no charge, and the most qualified Experts on the forum (many are marketing consultants) can indicate their interest in helping you meet your goals within your $5,000 budget.

The details are described in the KHE newsletter from December 30th. Check it out!

A brand is a lot more than a name and a logo. It's a promise -- a promise that the product/service it represents will always deliver its promised benefit, time after time, exactly the way you say it will.

If you can make a benefit promise that consumers will value, and deliver that promise consistently, then you will have a successful brand franchise. If you don't, you won't. The budget has very little to do with it.

Of course, if you want to communicate the brand message to thousands (or millions) of people, that's another story, and that's going to cost you a lot more than $5,000. So I guess it boils down to exactly what you mean when you say that you'd like to "build a clothing brand." How many people do you want to reach? How do you plan to do that? What's your positioning? Etc. Etc.

Sounds like you could use some consulting help on this one.

If you are serious about building a clothing brand, then $5000 isn't a great deal of money to use in getting your brand e across, although I don't know how 'geographic' you want to get the brand known.

You might need to look at ambient marketing, there are a number of techniques that you can try that are cost effective.

Heres one tip, pick a small town or city in which to launch the brand.

1. Find a group of students who will help you, either pay them or donate the money to a charity of their choice.
2. Get them to walk the pavements of this town/city 'chalking' the name of the brand and website address on the pavement.
3. Write a press release about it a few days before the stunt and mail it to all local press. Call the press and tell them its happening. Take you own pics.
4. You WILL get some publicity, and some brand awareness!

Good Luck