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Living The Dream: How and Why You Should Reflect the Brands You Represent

August 19, 2009
Even fabled designer Mugatu personified the outragous nature of his brand

Even fabled designer Mugatu personified the outrageous nature of his brand

Every good sales person, marketer and even business expert like Jim Collins will tell you that to succeed in the most difficult of times you have to focus on and cater to customer needs while personifying the brand that you represent.  In essence, you need to lead by example and demonstrate through action what it is you stand for and believe in. By wearing quality clothing with innovative features, paying attention to detail and being constantly prepared, your customers will associate your positive attributes to the brand and the brand’s unique characteristics to you. 

If I were to walk into a Rolls Royce dealership to purchase one of their automobiles, I would expect and assume that the sales staff would be dressed, polished and presented in accordance with their luxury vehicles and brand image. The sales representative I would meet at the car dealership may be very different from a member of a Harley-Davidson dealership.  If the Harley-Davidson representative used a formal approach, I would wonder if I was in the right place and many people who search out Harley-Davidson products wouldn’t want to relate to such a sales rep. Conversely, if the Rolls Royce sales person rode home from work on a Harley wearing leather chaps over his trousers and was spotted by a client, it would instill as much credibility in him and his product as if a person representing a luxury menswear line was chewing gum, swearing or acting in a manner inconsistent with the clothing’s quality or the brand itself.

As it relates to menswear, every company member needs to believe in the brand and what it represents, specificaly what it is and what it is not, to create a self-fulfilling prophecy. When a sales representative believes in the designer and their ability to continually produce great product, they will wear and sell the clothing with genuine pride and honesty, which is priceless. After all, enthusiasm can only be inspired and faith is contagious: when a store and its members sincerely believe in a label and live the brand, customers will spot the honesty a mile away and will be much more likely to follow the sales rep into that brand’s world.

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