Creating Brand Value with Martin Roberts

Martin Roberts Checklist

1. identify brand values

2. Define key features and benefits

3. Characterise your target customers

4. Analyse your competitors

5. Build a visual identity

6. Set your tone of voice

7.Develop a brand story

An example of a fashion brand that has their brand story down : Ralph Lauren

They know who they are and who they're selling to and how. Ralph Lauren would not be who they are if it weren't for their strong image.

“It's hard not to make decisions when you know what your values are” - Martin Roberts

He gave us many activities and questions to answer for ourselves. Such as finding 5 brand words to go back to and base everything around. It will be useful when your unsure what decision or choice to make.

To define the key features and benefits of your brand, Quality, colours, materials, processes, Price and of course the story behind your brand.

To build a Visual Identity aka the values that draw people in. You should create two mood boards to have always. The first for your brand and the second for the collection you are currently working on.

You need to know your customer, competitors and stockists.

An Exercise to know your customer

1. What are they doing at 7PM on a saturday night?

2. What’s their cycle of clothing?

3. How much do they spend?

4. Quality vs price?

5. Creativity vs price?

6. What are there weekly activities?

7. Go and hang around with the customers where they shop

8. What do they do on social media?

9. What social media would they use?

10. What are they missing?

11. What do they need that they don’t know they do?

12. What phone do they have?

13. What bags do they have?

14. What shoes do they wear ?

15. What are their favourite colours?

Brand Positioning Exercise

1. Plot a perceptual map

2. Brand positioning is how your brand stands among competitors, as well as how your customers perceive your brand

3. How you position your brand may affect its pricing structure

Competitor Analysis Exercise

1. Who are your competitors?

2. What do they offer and what price?

3. Who are their customers?

4. How do they market to customers?

5. What makes them unique?

6. What do you offer that is better than them?

SWOT analysis

1. Strength

2.Weakness

3.Opportunities

4.Threats

Costing/Research consignment to be able to take it into account when looking at your cash flow

1. Whats the commission

2.How long till you get paid

3.How long will they hold the stock

4.The store doesn't take much of the risk but you do

His Instagram Tips

1. Cohesive

2. Impactful

3. Your stores are your customers

4. Do you sell a lifestyle, are your products on it?

5. How often do you post?

6. Post regularly

7. The posting schedule

8. Storytelling

Having Martin Roberts in was really insightful and he got into the specifics of the questions we should be asking ourselves which will help us create a more detailed business plan and let us understand what exactly it is we need to do in order to sell to our customers.