How To Promote a Fashion Brand - FASHION MARKETING: Strategies for Promoting & Branding your Designs | Nino Via | Skillshare

How To Promote a Fashion Brand - FASHION MARKETING: Strategies for Promoting & Branding your Designs

Nino Via, Fashion Design, Instructor & Consultant

How To Promote a Fashion Brand - FASHION MARKETING: Strategies for Promoting & Branding your Designs

Nino Via, Fashion Design, Instructor & Consultant

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11 Lessons (49m)
    • 1. #1 - Introduction. Overview of class content.

    • 2. #2 - Brand Cohesiveness & Consistency.

    • 3. #3 - Marketing vs Branding.

    • 4. #4 - Marketing Strategy. Social Media (Part 1).

    • 5. #5 - Social Media (Part 2).

    • 6. #6 - Websites. Online Marketing.

    • 7. #7 - Print Advertising & Campaigns.

    • 8. #8 - Fashion Shows & Public Relations.

    • 9. #9 - Email Marketing. Funnels. Lead Generators.

    • 10. #10 - Brand Equity: the ultimate powerhouse.

    • 11. #11 - Valuable Tips for Success.

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About This Class

This Course is about developing and implementing strategies for a strong and successful Fashion Brand.  It is designed to inspire you, educate you and support you to create a powerful individual Brand.  If you are passionate about Fashion Design, and believe in yourself and your company, then you must promote, market and sell your fashion designs to the marketplace, in a successful, empowering, and financially rewarding way -- start your journey!

Taking your designs from the runway and to the customer is a journey filled with many questions that need to be answered accurately in order for a Brand to succeed.  This Course will guide you and direct you to make the right decisions and choices: deciding which channels to use in Media Use and Social Media is important when implementing the right vehicles to communicate your message to your customer.

Having a consistency in your Brand Identity is very important: from your Logo, to Stationary, to Websites, Blogs, online presence, etc... it all must be consistent -- one voice, one vision. And speaking of vision, this Course will encourage you to explore your Vision and your Purpose for your Brand.  This will be your driving force throughout the process of establishing yourself as a major player on the fashion stage. 

This Course is a journey of self-awareness and self-expression -- discovering who you are as a Brand is the foundation of a successful Brand. We will also differentiate between Marketing vs Branding and other necessary strategies for achieving a global Brand.  

Discovering who you are as a fashion designer will empower you to connect with your unique creative self and fuel your creativity and artistic side.  Your fashion design vision is an extension of who you are and knowing how to present it and share it with the world, is necessary not only on an inner personal level but also as successful financial business venture.

The Course covers topics such as:

  • Marketing vs Branding
  • Brand Cohesiveness and Consistency   
  • What makes you a unique fashion designer
  • Channels to promote your fashion brand
  • Strategies for maximum visibility
  • Advertising Campaigns 
  • Email marketing and Lead Funnels
  • Social Media Engagement through Empathy + Connection
  • Proprietary Technology and its advantage power
  • Website building
  • Finding the DNA of a Brand
  • Marketing Strategies for Brand Equity
  • Vision and purpose
  • Print Campaigns
  • Media Usage
  • Catalogs
  • Lookbooks 
  • Fashion Shows
  • Public Relations (P.R.)
  • Tips for Success

You will learn how Brands such as "Revolve" were able to create a multi-billion dollar empire using Social Media and other strategic methods such as Proprietary Technology and influencers and bloggers such as Aimee Song and Olivia Culpo. How they engaged on Social Media -- instrumental in their success.  Finding one's "voice" is essential in defining oneself as a fashion designer.  Discovering the potential of Online marketing is important in creating global visibility.

You will also see how Fashion Shows are used to elevate visibility and keep the conversation going after the show is over. Fashion Shows in conjunction with a good Public Relation campaign, makes for a strong and solid Brand.  Fashion shows can be expensive but I will show you how you can create your own "buzz" without braking the bank.

You will learn how to use your Website as a powerful tool for marketing your designs and your Brand to the world.

Catalogs and Lookbooks are necessary tools of the trade: finding out more about them will support getting your message out there. These are part of your Print Campaign and all the different Media Usage available to you.

This Course can be either for fashion designers or for individuals who have an existing company who want to increase expansion and growth. 

You will learn how to use E-mail Marketing, still a powerful tool to communicate with you customers. Using Funnels and Lead Generators for email campaigns. 

You will discover how a company like Ralph Lauren, how they used branding to elevate and increase their value in the marketplace: Brand Equity.  The material covered in this Course will inspire and motivate  anyone in wanting to expand and grow their brand into worldwide visibility. 

The use of Marketing Strategies such as the use of Empathy plus Connection for Social media Engagement.  Using Proprietary Technologies and its power to elevate a Brand to Global Visibility. You will explore Media Usage and all the many channels of communication.

The use of Public Relation (PR) in conjunction with Fashion Shows adds another powerful element to further empower and expand visibility of a Brand.  Creating a "buzz" before, during and after the Show, continues the conversation and thus effects sales. 

Building a solid Brand on the 3 important elements of Reputation, Relationship, and Results -- the power of Brand Equity.

Brand Equity.  I this Course you will discover that Brand Equiry is a very powerful asset to strive for and achieve; with Brand Equity anything is possible, the opportunities are endless, you will be able to extend your vision in areas other associated with fashion, such as: perfume, shoes, glasses, hats, bags, and other accessories.  Once your Brand has a certain strength, everybody will be knocking on your door and wanting to be associated with you, with your Brand, with your product.

And it all starts with having a commitment to a vision, a vision bigger than yourself, a vision that makes a difference in the world; and in doing so you are aligned with your purpose.  Having your designs (your product) congruent with your vision and purpose, strengthens and energizes the Brand to grow to global status.  And in this Course we address these issues and how powerful they are.

You will learn the 4 things that all successful companies have in common, things that are always present in big companies and corporation. Research shows that when certain elements are in place, a company will thrive and prosper.


Meet Your Teacher

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Nino Via

Fashion Design, Instructor & Consultant


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1. #1 - Introduction. Overview of class content.: on my marketing. E commerce, social media. What do all of these have in common? They all have to do with branding and promoting and sharing your ideas. Your fashion designs with the world. Look, having a beautiful fashion collection, your designs that you worked so hard for, just sitting in a closet somewhere. What good is that really right? I'm gonna show you how you can use certain channels and valuable information to get your work out there. A framework that will empower you to design your brand. Hello, everyone. My name is Nino Via and I am your instructor. Welcome to fashion Marketing. How to build your brand and sell it. I was an instructor and the head of the curriculum development of the fashion design program at fit um f i d m in Los Angeles. Now we all hear this word a lot these days. Branding, branding what is branding? Let me give you my definition of branding and why it's so important. Branding is that special part of you and everyone has a special gift, a special, creative, unique aspect that when expressed, it becomes a natural and joyous part of your self expression in this course, I'm gonna take you on a journey where you will discover not only how you're going to communicate your brand, but who are you as a brand. Look, Remember this You? Yes, you are a brand becoming aware off things like your vision and purpose and motivation, which are fundamental principles that will always drive your creativity and the marketing of that creativity. That's the beginning of the journey. Now, whether you are a one person operation or you have a startup company or you want to start one end this course you will learn effective practical structures that you can use and apply to your work things like brand cohesiveness and consistency and marketing versus branding. What is the difference? And we'll talk about marketing strategy like your advertising campaign. We'll talk about social media and how companies like Revolved, for example, how they build this multi $1,000,000,000 AMP. I want to show you how we'll talk about print campaigns, catalogs and look books and billboards will talk about websites and online marketing and fashion shows and email, marketing and brand equity, the ultimate power house. This is a journey of self awareness and self expression and success. So let's go on a journey. I will see you in glass 2. #2 - Brand Cohesiveness & Consistency.: All right. So why, Randy? Simply because branding is the driving force you need to have to promote and sell your designs and grow your company in each one of the classes in this course will cover different channels to promote your designs. And you see how branding is the thread that's consistent. And by the end of this course, you will realize the power off branding. You see, your brand is like your signature, like when you sign something like a document, right? Your signature is very unique. Right on Lee, You can sign your signature like that, and branding is the same. Your brand is a reflection of who you are, so it starts with identifying your customer. Now, I've talked about identifying your customer in my business of fashion course, so I'm not going to spend any time on that on that subject. We're going to assume that you know who your customer base. OK, but before we even get into that, let's take a step back before we start promoting your brand. There's one thing you must have in place, and that is brand cohesiveness and consistency. What does that mean? It means that not only your collection must be cohesive, but everything else about your brand must be consistent. Let me explain. So you have your portfolio, you have your logo, you've got your business cards. You've got your stationery and you have a block and you've got a website. Everything must be consistent. Colors, style funds. Everything must be consistent, including words. Yes, A verbal guide. What are you saying about your brand and how are you saying it? What funds are you using is an old caps and your logo? Keep it simple if it's too complicated. If it's too busy when you shrink it down to fit into an instagram page, for example with a look. Okay, before you launch your brand, think of your advertising campaign. Yes, advertising is essential in launching a new brand, whether it's your first collection or you're being doing it for a while. I think about things like, what channels are you using to advertise your product? And what images are you using like your look books, pictures, for example, and your lifestyle images? They all have to be cohesive for a good branding campaign. Remember, you're not just selling clothes, you're selling a lifestyle. You're selling an idea a message cause getting into the hearts and minds of your customer will help you sell your clothes. And marketing will bridge the gap between your brand and the consumer. A good example is Coca Cola, uh, one color red and white. If you include the lettering. Everything about the message is fun, Right? So think about your brand. And what message do you want to put up into the world? Think about that. Only you can answer that question. Make it a good one. Making inspiring. Okay, See you next close. 3. #3 - Marketing vs Branding.: okay. Marketing versus Brain. We used these words a lot. Marketing and branding, sometimes interchangeable. But there is a difference. Branding is what you feel about your brand and how they your customer feel about your brand , and they have to be familiar with your brand. And of course, it also includes all the colors and logo and all the artistic ingredients that go into making a brand as well as your identity. Your D N A. What do you stand for? All this is branding now. Marketing, on the other hand, is when you're telling someone to buy your product through channels like email and Facebook and instagram and so on. Marketing is the vehicle. It's the means. The way to promote your brand and in marketing. Make it about the customer, not you, the brand. The customer is the hero, so it's not. I have the best suits in town, but rather when you wear my suits, you will feel like a $1,000,000. You see, how do you make people fall in love with your brand? Answer. Make them feel good about themselves. Also tell them how your product fills a need. For example, let's say that What if there was a need for a 100% cashmere sweater for $20? If your company feels that need, then your advertising campaign can say 100% cashmere sweater for $20 now available. I want to encourage you to think big. I want to give you a bigger perspective than just sketching ideas and making patterns and draping and sewing in all of that. I encourage you to have a vision, a vision for your brand. And if some of you are not big on vision, uh, if you say Well, I am not Bill Gates. I'm not Steve Jobs. I'm not Ralph Lauren. I'm not Calvin Klein, but I'm sure you do want a very successful business, right? So here is a question that you could ask yourself that will empower you and help you create a vision for your brand. And this comes from a guy named Donald Miller. He wrote a great book called Building A Story Brand, and he says this Ask yourself if you were a character in a movie, Okay, what would you need to do to make the movie really good? Think about that, all right. But before you can be a character in a movie. You need a movie. What is your movie about? What is your brand about? So think about that. That's the foundation off your brand. It's important to know what are you committed to? What inspires you to get up in the morning and get to work in my course how to create a fashion collection and launch your own brand? There is an exercise. It's a fun process that helps you define who you are and so referred to that if you if you have to, um, it's a great court, so you should check it out. All right, so, um, I'll see you next class. 4. #4 - Marketing Strategy. Social Media (Part 1).: Okay. Next, we're going to talk about marketing strategy. In launching a brand, you must have a strategy in place. You have to look at your advertising campaign and think of a strategy. How are you going to promote and sell your product? What channels are you going to use? I'm going to list a few important ones and then break it down one by one. And how to use them. For example. Channels like social media and print campaigns, which includes look, books and catalogues and email, marketing and Web sites I'm going to dedicate to classes this one and the next one on social Media in this one in this class will focus on how to successfully engage on social media. And then in the next one, I'm going to use one specific brand and a zone example and show you how they used social media and turned their company into a multi $1,000,000,000 success. So how to successfully engage on social media? Number one. Share a good story, Not necessarily a story about you, but about your customer again. Make your customer the hero. Okay, share something inspiring share an inspiring story, a success story that will connect and engage your audience. Number two. There's a formula like an equation that many people follow and use when it comes to giving value value, and the formula is a 80% 20% formula. Let me explain. Free value can be talking and sharing about someone else, someone else's success story or someone else's product or service, which could be very valuable. Maybe putting a link to someone else's website that becomes the 80% value that you give and then that 20% is the by my T shirt pitch number three. Create a calendar for your advertising campaign, for example, over the next six months, right? What are you going to talk about? What are you going to share with your customers and on what platforms? That will be part of your strategy. Okay, Number four. Figure out which social media platform is best for you and for your brand and when to post and how often to post. And you might have to do a lot of research and testing to see which platform works best for you. Number five. Be spontaneous. Sometimes you just want to say something improvised. You have an intuition you want to say something and share the human sight of you, it's okay to be vulnerable. Give yourself permission to be vulnerable. I'm going to quote Claire Diaz Ortiz. She used to be an executive at Twitter, and she says empathy plus connection equals social media engagement. And how do you create empathy? Three ways. Tell a good story. Help someone and ask a question. That's how you create engagement on social media, for example, as a brand, if you consol someone's problems and they feel understood and they feel heard now you've created a connection, and now you have a fan and a potential customer. Six. Stay connected with your current fan base. They will feel naturally, mawr engaged and just about the nature of doing that. Your followers will increase and grow organically and naturally. If you naturally care and show that you care and be authentic and create a good experience , your fans and your followers would always be there for you. They will keep coming back, you see. So don't worry about getting new customers stay connected with your current fan base is very important. See you next class 5. #5 - Social Media (Part 2).: Okay, Miss Class, I'm going to use a specific brand called Revolve as an example of brilliant marketing using Social media. Revolve is a Los Angeles based, multi $1,000,000,000 fashion brand known for its enterprising influencer marketing strategy . Now Revolve might be best known for its Instagram presence and Coachella parties, but there's much more about this company. This brand began working 2000 and nine before Instagram even launched, and it has created one of the most sophisticated influencer marketing machines in the industry. Revolves Network is made up of about 3500 influencers, and it includes people like Amy Song, who has five million Instagram followers, and Olivia Culpo, who has four million followers. So what revolved does is they take these influencers on exotic trips and document themselves in revolves merchandise for the brand's channels and their own. Each influencer is managed and tracked by way of a proprietary internal technology platform , which keeps track of each influences following and engagement and sales. We're talking about marketing right, so let's say that Revolved notices a trend, and for the purpose of this exercise, let's say that it's yoga just for example, everybody's doing yoga So let's do a yoga wear. So if Revolved says, let's do a line off yoga, wear, marketing and market research would ask a question. Who is going to wear this product? What features and styling should be included, and then the number off customers and where and how they prefer to shop and at what price points and what other companies are manufacturing yoga wear. Now that we know all that information, we can then design a collection to fit that need. Look, let's face it. Do you really need another T shirt? No. And yet people buy T shirts every day That T shirt feels and need. It satisfies a need. Maybe not necessarily physical need. You don't need a T shirt, but maybe it's an emotional need. Maybe it's the fabric. Oh, the color. Or maybe it's the style. Whatever that is, it makes you feel good. If your item, if your product creates an emotional response, you have a winner. So I mentioned proprietary technology Well, but what does that mean? What is that? Meaning that you develop your own software to use for internal functions. In other words, if you look at your marketing strategy and analyze and create systems that will help you predict the potential sales of a product. It will give you an advantage over your competition. So that's how Revolved went from a small company in California toe a multi $1,000,000,000 global giant. If I had to summarize their formula in one word, I would say it's fun. All their models and their images projected by revolved on social media, represent the emotion of fun. People want to have fun and experience joy. I think we'll do right. It's human nature to be happy. So see how you can infuse that emotion in your advertising campaign. Okay, tonight, I'll see you next class. 6. #6 - Websites. Online Marketing.: okay, the next channel that I want to talk about his print friend advertising. It's important to know all the different aspects off print advertising, not only for you to know, but also if you are dealing with an advertising agency. Let's say that you were preparing for an advertising campaign. You would want to know all the different terminology, and you should know the many ways that a print campaign can be executed and be educated in the conversation. If you were dealing with an art director or something, so print can include magazines, billboards, catalogues, look books, bus shelters and P. O. P, which stands for point off purchase. I'll tell you about that later. Let's start with magazine. Let's look at a vote, for example, in the first part of the magazine for section is the advertising section. Whenever you see models with, say, a logo, Dior. This is advertising Gucci advertising models product. Louis Vuitton advertising, Selene, Chanel and someone. This is all advertising in the back section. We have what is known as the editorial section and the editorial section. Here we have What it's done is a story. A story is a topic so the magazine says. Let's do a story on suits will call it suiting Yourself. They will hire a model, a photographer, a stylist, makeup artist. There will go on location or in a studio, and you see the threat here is suits, right? There's all different variations on how to wear suits. This is the editorial section, and then anything in between. The articles that make the magazine decides to right about then we have billboards, and I know you've seen millions of billboards from small, medium large from the famous once on Times Square, so I'm not gonna spent too much time on billboards. Then we have catalogs and look books I can't like is basically a printed book with photographs off all your styles that you're selling and with style number and the price and what sizes and colors that comes in. And so what similar to a catalog is a look book. A look book should have a theme, and it's normally a bit more flashy and within engaging layout and an exciting, stylish look, too. It's really used more to create and generate excitement about the brand, and Leslie is P. O. P, which stands for point off purchase. So you know when you're shopping at a grocery store and you are approaching the cashier to pay for your products that you, despite you, might see promotional items like, for example, a small flyer small poster, anything that's promoting a brand or a product that's called Popp again stands for point of purchase. Besides, social media and print campaigns is also TV and radio, and I know you've seen millions of television ads and radio ads. Uh, this all this in the advertising world in the advertising business is known as media usage channels used to promote and sell a brand. So now think about your campaign. Whether you're just starting out or you have an existing company, you think about what it would look like even if you don't have a budget. Or maybe you have a small budget. See what images would you use? What pictures would you put together to create your ad campaign to promote and advertise your brand? Um, and if you do ever company, this is something that you have to do several times throughout the year, so get used to practice practice practice, so okay, all right, I'll see you next class 7. #7 - Print Advertising & Campaigns.: OK, moving right along next. Websites Who doesn't have a website? Right? Everybody's got a website, so let's take a look. Just in case you're still wondering how valid it is to be online. Let me give you some statistics. According to a report from Goldman Sachs, the report predicts that an additional $50 billion of sales will migrate online over the next four years. So you need to be there. You go, boss. The German brand started transitioning Hugo boss dot com from an e commerce store serving just the Western Europe and United States and China to serving the entire world. In the fashion industry, chief marketing officers see emos are being replaced by chief customer officers and chief digital officers with a deep technical knowledge and expertise. Today's marketing leaders must have experience that Onley in creating print campaigns, which we talked about but also in digital advertising and S e o. Search engine optimization will talk about that later and email marketing and predictive analytics. Which brings us back to websites. So let me say this. Make your website a powerful marketing to okay, pick an awesome business name. Make sure your domain name is easy to remember and fund to say, because if it all goes well, people will be saying it off it. Kraft ah, High Impact Home page. The photo on your landing page is the first thing that visitors will see, so it needs to be a killer image. Then you add content. Keep it clean and simple. Don't confuse you. Confuse you lose. Remember that images on a model usually translates into more sales and then polished, polished, polished. Keep tweaking it until it's perfect and then you publish it. There's a company called Go Daddy Go daddy dot com, where you can register your domain name. And here's a link to their website that explains in detail how to create a website from scratch. What is the best free website builder? There are several. Here's a list of a few Wadley we believe dot com You craft you craft dot com strikingly dot com x P R s Jim Joe Wicks Wordpress. If you have a website, but nobody knows about the website, then the website is useless. You have to promote your site on as many platforms as possible. You know all the usual suspects Facebook and Instagram and Snapchat, Pinterest and Tumblr and YouTube, Big One. And you might have to do some paid advertising to promote it. Next S E o ah, Word that you hear a lot when it comes to websites. S e o stands for search engine optimization, which means being able to have your website show up on the first page off Google search when people are searching for a similar product to what you're selling. So creating websites should be fun and it's an ongoing process. You have to keep it fresh continuously. So have fun designing your Web site. Make it personal. Put your personal touch to it. Own it, embrace it. You must love your website so the whole world will love it as well. So enjoy the journey. Have fun creating your website. 8. #8 - Fashion Shows & Public Relations.: Okay, let's look at fashion shows. Who doesn't like brands Number days draw more attention to their shows by generating a pre show bus. Some sites even have a a countdown clock feature Life streaming. The fashion show has become the new norm, and the way to do it right is to provide videos from different angles. To keep the viewers interested a few days before a show mentioning it on social media creates a buzz, and this bus must continue after the show as well. According to Joe Yuck, Well, who is a chief executive? Often agency call agency within. And they do digital marketing for brands like Hugo Boss and Nike. And so extending the life of your fashion show is so important and so powerful because it takes a one time event and turns it into a content machine and continues the conversation around your brand. And to get the most out of the 15 minute event, which is what most fashion shows are. Brands can rely on social media before doing, and after their shows, some brands even changed their websites landing page for the entire theme to match that of the show's thing. This creates a consistent experience on all platforms and can have a really strong, powerful impact once the show is over, finding new ways to replay it and reuse what happened doing the show is crucial to keep the conversation going, according to honor Brodie, who is the creative director at Tory Burch. She says, quote, Any time we build excitement around a brand moment like a fashion show, we see a direct effect on the business and sales. Another thing that goes hand in hand with fashion shows is public relations. Also on his PR public relations is the practice of managing the spread of information between the brand and the public, creating a strong image for your brand and thus creating exposure so that people remember it and ultimately that will generate sales. A public relations firm, we usually charge you a monthly fee for them to promote your image and keep your brand visible. One last word about fashion shows fashion shows can be very expensive, but they don't have to be. If you're just starting out and you're on a tight budget and you have only be no budget, you can have something very informal, like maybe you can gather all your friends at a party and have a very casual fashion show. And if people start taking pictures and videos and sharing it on social media, okay, that can create a buzz which could have a very powerful effect even if you are a brand new company. So think about that. Maybe you can be the next revolve in everyone. Off these channels. You have the opportunity to brand yourself to communicate with the world what your message is, what your mission is. Your vision. It's an opportunity to share with the world who you are way live in a time with amazing opportunities to reach the entire world thanks to the Internet, make good use of it. Make a difference in the world and enjoy the journey. Okay, have fun. See you next class. 9. #9 - Email Marketing. Funnels. Lead Generators.: Okay, next, let's talk about email marketing. No, I know that some of you are not interested in emails, but it is still a very powerful tool. So I'm going to briefly cover it and give you some some of the terminology that you have to be familiar with. Email marketing works in conjunction with social media. The idea and the goal is to create an email list, and it all starts with a lead generator. What is that? Sometimes it starts with a question. Let me give an example. Have you seen those ads that say something like, Do you want to lose £50 in 10 days? Give us your email address and we'll send you a free PDF brochure that will tell you how to do it. You given them your email address starts. A whole chain reaction assistant is set in motion where every few days or once a week or whatever, you will receive emails with an offer to buy where eventually you will buy whatever product they're selling you. And this is all automated, meaning that the system will automatically send out e mails to the customers. They're called lead funds lead funnels so in your case as a designer as a brand, the goal is to accumulate a list off e mails. If you're selling T shirts and you have a mailing list off 1000 clients and you send them an email with your new T shirt, for example, even if only 10% by that T shirt that could generate some serious business right? One of the more popular software programs to do all this is called Male Chip, but there are several others like constant contact. They're the best email marketing service for small business businesses. Another is called Sending Blue, and then there is Get response and convert kit and drip and a Weber and keep. The cost of these services varies from $10 a month to $1000 a month, and some are free. The way to rate the success in email marketing is by looking at the open rate and the click through rate. What does that mean? Open rate means the percentage off people that actually open the email and click through rate is the percentage of people that actually click on the link that's presenting the offer. And how do you write a good marketing email. How do you write a killer subject line, which is really important? Keep it simple and short. Know your audience. Keep that in mind while you're writing the email. Remember, who is your audience? Choose the right words don't make false promises, and finally, and very important is a call to action. But you've seen them. They say something like Shop now or learn mawr or contact us at Central. So how do you build an email list if you're hosting a party? For example, a special event. Put out a sign up sheet asking for their email addresses. Leverage your business cards, used them. Organize a giveaway and optimize your website for up pains. Now you can think of a creative way to use email marketing. I know you can. Yes, you can make it a fun exercise. Come up with some new new ways. New approach, a new way of saying something that is fun and will attract an audience. Okay, so that said on email marketing. See you next class 10. #10 - Brand Equity: the ultimate powerhouse.: so I'm going to add a word to the word brand, and that word is equity brand equity. What does that mean? Well, we know what brand means. Equity is one way to explain equity is value or investment or asset. When you are passionate about your designs about your brand or even you yes, especially you, then that passion will fuel your business. That's when you start building brand equity, not just in your brand, but in yourself. Yes, believing in yourself is crucial, and that comes from doing what you love. All of these channels that we've bean discussing will help you create your brand. And when you add it all up and you have a consistent and cohesive story and a consistent voice a message, you will have a very powerful brand. Let me tell you a little story. When I worked at Ralph Lauren many years ago, Ralph Lauren started with a tie. Yes, a tie. I'm not making this up. You can look it up to the research Google and whatever. And then from a tie, he started designing shirts to go with the time and then suits to go with the shirts to go with the ties, and that's how polo was created. And then he designed womens wear. And then he did childrenswear, and then he designed activewear. And then he went on to perfume and on and on and on, and even even pains. Yes, for painting the interior of the house. If you go to your local Home Depot, you will find paint by Ralph Lauren. That's the power of branding. What value are you providing to your customers? Value on a consistent basis? Now you build a brand on three elements. Reputation, relationship results. Reputation involves communication. How often do you communicate with your customers? Relationship involves connection. How are you connecting? Relationships built loyalty, and it creates a fan base. Once you have a good reputation on a good relationship and you have a following a fan base and a consistent message and good quality product and merchandise, you're starting to build equity. You build value and you build credibility. When you have value, quality, trust, loyalty, you have brand equity, and that is potential for growth that is power. When you and your company are really success successful, you can scale it to an even bigger game, a bigger vision with more options for growth and expansion. Now, as you start this journey, you might experience resistance. Meaning you might have thoughts like Am I good enough to do this or what if I fail? And so one of these negative thoughts don't go into fear. The universe always has your back. Get yourself in a feel good mood and your day will be a much better day. Easier, more productive with less struggle. Start with feeling good. Ask yourself. How am I feeling right now? Whether you pray or you meditate or do journaling or you have a vision board whatever it is , create a morning routine that will set your day on the right energy so that you can enjoy the journey. So you see, when you have a strong brand, anything is possible, anything is possible. So enjoy the journey, Okay? 11. #11 - Valuable Tips for Success.: Okay, I'm going to end this last class, of course, with some tips, some very useful and empowering tips. So here's one. There are four things that all successful companies do. And this comes from Mark Miller, who is thes CEO off Chick fil A, and he says that all successful companies have the following in common. One must have great leadership. A successful brand has strong leadership. It all starts at the top. Second act as one, meaning your company must be aligned with one vision. Your company must all have one clear vision. Imagine if you were in a rowboat and everyone was growing in different directions. You will have chaos. Next is win the heart of your customer and Leslie Excel at execution. You must put out a great product consistently, or you will lose your customer. Here is another tip if you have to take a job, if you must take a job right, don't take a job based on salary, like how much money you will make. Base it on. What can you learn? What can you learn if you can work at a company for one year and after one year of being there you will have accumulated so much knowledge and information and experience in your next job, you will be worth a lot more than you were one year ago. I'm going to leave you with one final thought. If you have to choose to live and work with joyful people or miserable people, what would you choose? I'm sure you would say joyful people. Well, let me tell you something. Everybody wants the same thing, so be joyful. Okay? I hope you have enjoyed this course in these classes. If you have any questions, please email me. I answer all my emails. Let me know what you want to learn. Next, check out my website, nino, via consulting dot com and enjoy the journey. And as always, I will see you on the runway.