Branding is a lot Like Trying on a Pair of Pants

Branding is a lot like trying on a pair of pants. Sometimes you need to try them on to know if they fit.

Similar to branding, you won’t always have a fully fleshed out idea of what your brand is. Ideas rarely come fully fleshed out. Branding, much like ideas, evolve over time. What you thought your brand was can actually be something that you no longer align with. Only when you see it in action, or try it on, can you recognize what it should be.

You gain clarity, and a livelier perception of the truth, as it collides with error. Sometimes knowing what your brand isn’t can help steer you more toward what it is.

The Initial Fit

When you first create a brand, you’re filled with ideas and excitement. You might have a clear vision of what you want it to represent. You design the logo, choose the colours, craft the messaging, and launch it into the world. But this initial stage is like the first time you slip into those pants in the dressing room. It’s a starting point, but it’s not the whole picture.

Just as pants might feel snug or loose when you first try them on, your brand might seem perfect or slightly off in those early stages. It’s in the testing phase where you really start to see how well it fits.

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How Brands Can Use a Values-based Approach to Align with their Consumers

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Walking Around in Your Brand

Once you’ve launched your brand, it’s time to walk around in it for a while. This means putting it into action, interacting with your audience, and seeing how it holds up in various situations. Just as you would walk around the store in those new pants, you need to live with your brand, observe how it performs, and how it resonates with your audience.

During this phase, you may start to notice things you didn’t see before. Maybe the messaging isn’t landing as you thought it would, or the visuals aren’t as compelling in practice. It’s through this real-world experience that you start to understand what your brand truly is—and more importantly, what it isn’t.

Discovering the Misfit

Sometimes, just like a pair of pants that looked great on the hanger but didn’t quite fit right when worn, a brand that seemed perfect on paper might not work as well in reality. You might discover that the brand doesn’t align with your values as much as you thought, or it doesn’t resonate with your target audience.

This is where the analogy really hits home: it’s only by trying it on that you realize what needs to change. And that’s okay. Just as returning pants that don’t fit leads you to the perfect pair, realizing what your brand isn’t can guide you to what it truly should be.

Refining the Fit

Once you recognize the misfit, you have the opportunity to make adjustments. Maybe it’s a small tweak, like changing the tone of your messaging or adjusting your visuals. Or perhaps it’s a more significant shift, like rebranding entirely. This process is essential because it brings you closer to a brand that not only fits but feels right in every situation.

Over time, as you continue to wear your brand and live in it, it becomes more comfortable, more aligned with your vision, and more resonant with your audience. It evolves, just as your perception of it does. What started as a vague idea slowly sharpens into a clear and vibrant identity.

Embracing the Process

Branding, like finding the perfect pair of pants, is an iterative process. It’s about trial and error, adjustments, and refinements. It’s about understanding that your first attempt might not be your final answer, and that’s not just okay—it’s necessary.

So, the next time you think about your brand, imagine it as a pair of pants you’re trying on. Walk around in it, live with it, and don’t be afraid to make changes if it doesn’t fit perfectly at first. After all, the right fit isn’t just about appearance; it’s about comfort, confidence, and feeling like you’re exactly where you need to be.