THE BRANDING: THE IN'S AND OUT'S

BRAND POSITIONING:

The brand creates an imitation upon the traditions of a composed menswear tailored garments with the infusion of modern and feminine silhouettes empowering the womanly figure. The brand injects style and creativity into their ready to wear garments. The way the brand positions themselves as a new label is that Dijane sits in a premium market and showcases their creativity and style throughout their social media platforms. The brand accomplishes to create a new label in the premium market where women can purchase garments and allow themselves to escape their social norms, as a society in the 21st century the brand believes that woman can break all social normality as well as their own. The aim of the brand is for the consumer to feel strong and exhilarate with confidence.

Brand personality

The brand offers confidence and an injection of style to add to every woman’s wardrobe. The aesthetic comes from the inspiration of women’s wear adapting into menswear portraying a sense of strength and empowerment for women and blurring social norms. The brand's personality is strong, powerful yet sophisticated and feminine, representing women and who they are. Dijane the label showcases simplicity and ambition within their garments while allowing women to feel strong and ambitious. Dijane is a label that shows women can feel whatever they desire, that they are more then what they allow themselves to believe.

Brand values

The brand values that Dijane the label will display to their customers are; a strong desire for customer focus, allowing the customers to feel important and to have a strong connection with the brand.

The other core values of Dijane will be:

• Strength

• Ambition

• Empowerment

• Simplicity

• Integrity

The core values listed above will allow the company to build a strong relationship with the customers; the values of Dijane are a true expression of the brand.

verbal tone

Dijane has decided to go with the voice strategy of “friendly, inspiring and honest” because it helps consumers feel interacted with the brand on a more personal level. Kotler, P.R, (2017) states that “The art of marketing is the art of brand building” suggesting that the tone of voice you use for your brand builds the type of brand you are to your audience. The tone of voice strategy such as being friendly, inspiring and honest will help Dijane build trust with their customers, this tone of voice sets the brand apart from the rest of their competitors in the industry as well showing the expression of the person behind the brand.

Phillip Kotler, P.R, 2017, My Adventures in Marketing: The Autobiography of Philip Kotler

Font

The font that Dijane has decided to go with is the font name: Signerica (Dijane)

The brands chosen font is thin, slick, and has a flow to the brand representing fluidity and cohesiveness throughout the branding and the brands’ identity. The brand Dijane represents chic modernism and targets the modern woman. The brand's font is essential; people often overlook the importance of typography, yet the font gives an insight into the brand and how the brand is represented. Dijane has a font that is simple, modern, and timeless.

Logo

Is simple and elegant, the logo looks beautiful and timeless. The logo has as timeless and beautiful and sophisticated approach, which are achieved by using an appropriate font that Dijane believes, represents them. The logo is the name of the designer; the name comes from an Albanian background that appeals to be unique and will also be a point of difference to her competitors.

Color palette

The color palette the brand has chosen to go for is the combination of white, black, gold and silver. Kolowich (2018) quotes that “ Colour psychology is an area of research that looks at how color influences our behavior and decision-making. When used in marketing, for example, different colors can impact the way buyers perceive a brand in ways that aren't always apparent, such as how certain hues can increase appetite” the color palette of the brand is highly essential. The color palette of Dijane is timeless and modern and can be interchangeable with any of the consumer’s current wardrobe.

Kolowich, L. (2018). Color Psychology in Marketing [Infographic]. [online] Blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/psychology-of-color [Accessed 20 Oct. 2018].