Is your brand DNA “poly blend low-rise?”
We didn’t think so. But the rest of the world might.
We didn’t think so. But the rest of the world might.
At Honor Code Creative, one of the things we do pretty religiously is to go through everything we sell to clients ourselves. We’ve done our Great in 8 DNA session, solidifying our own brand in eight hours. We’ve had our own business coaching sessions with our HCC coach, Sally Marrer. We’ve studied gender neutral language applications in business and raised our own hand in “class” with Caroline Murphy, who we partner with to address these topics. We know instinctively how clothing is part of a person’s personal brand and for founder/leaders, a reflection of your business’s brand. When you’re, say, on a panel looking dowdy, outdated, or generally like you don’t care, it’s hard to claim you’re passionate about your business and your ideas are fresh. It’s why we offer styling as a component of branding. But we also have to do our own refresh from time to time. So we did just that with Sam Dowson, one of our HCC Stylists.
Here were our big takeaways:
Develop a style DNA. When we work on a brand DNA, we arrive at 4–5 adjectives that together encompass the entirety of a brand’s unique personality. Your personal brand is a riff on that, turned into a few key phrases. For example, at HCC, one of our DNA elements is “b.s.-free.” A pledge to tell the truth and create truthful work. When I walk into a meeting, I want to convey that same quality. In fashion, it translates into “nothing fussy or tricky.” Another HCC tenet is “bold.” In particular because many of our clients are in the fashion/retail space, that translates into “fearlessly fashion,” meaning pieces that feel of-the-moment and even a little out there from time to time, pieces that are somehow (even quietly) disruptive.
Make your DNA your guide. When looking at your closet or shopping, turn these DNA phrases into guiding questions. Throughout the day, Sam asked me about a piece: “Is this fashion?” The serviceable, classic shoes are okay, sure. But a bolder choice conveys more confidence. They weren’t fashion and I won’t miss them.
Pick a lane, then hit the gas. Branding is a careful balance of expected and unexpected. You want to find a true niche, do what you do well, and stay true to your DNA. But you also have to keep mixing things up to be disruptive. Sam notes my deep love of shift dresses. With or without tights, this is my one-and-done uniform, and that’s fine! The trick is go crazy in that world, playing with color and texture. Dipping into new designers. Pushing boundaries. I don’t have to stop buying them; it’s about finding the balance. Steve Jobs’ black turtlenecks conveyed that he was intentional and design-aware but almost above fashion. In my dresses I want clients to see that I’m invested in the work (invested, another HCC tenet) and attuned to fashion. Mixing it up lets that bold part emerge too.
4. Zone in. And about that lane, that zone, that uniform. Here’s how to find it. 1) Observe what you buy over and over. It often has a gravitational pull. 2) Log the times you felt amazing and amazingly yourself in your clothes. What were you wearing?
5. What works isn’t what worked. You loved it then. Doesn’t mean you don’t get rid of it now. Times change. Great brands stay true to their core but evolve. So should yours.
Ready to evolve your own brand? We are so ready to do it with you. Get in touch. Rachel@honorcodecreative.com