Just keep moving
A brand is a living and breathing thing and like humans, it needs to adapt and change over time. When was the last time your brand moved?
Good morning, my name’s Kiri. I’m the Business Growth Strategist here at Tiny Hunter, and today I want to talk about Vogue. Vogue is one of the largest and most famous fashion magazines around the globe. I used to read it all the time when I was younger, but over the years I’ve lost interest. It just doesn’t seem like a brand for me anymore.
But recently it keeps popping up on my radar, for a number of reasons, but one of those is the people that they’re featuring on their covers. Sinéad Burke is a disability advocate, and in 2019 she was the first visibly disabled person to grace the cover of any vogue magazine. In 2020, Judi Dench was on the cover at age 85. She was the oldest star to ever be on the front cover of Vogue magazine, and more recently, actor and pioneer in the LGBQT community, Miriam Margolyes, was on the cover. So these people, these cover stories, they’re real, they’re engaging, they’re diverse, and they’re not the type of covers I would have looked at 10 years ago, nor should they be.
It’s so exciting to see that Vogue, a legacy brand, has transformed over the years to become a diverse multi-platform brand. Evolving, adapting, reinventing, rebranding. Call it what you will. For brands, it is so important that you are moving. That you’re not staying still, that you’re changing over time. It doesn’t have to be a big rebrand. It could be something as simple as changing your brand imagery to be more inclusive, or innovating product design. The most important thing is that you’re continually checking in and asking yourself “Who am I creating this for?” and have a real sense of what they’re about. What are their desires? What are their needs? What are their wants? We like to say here that a brand is a living and breathing thing and, like humans, it needs to adapt and change over time. With everything that’s uncertain in this world, the one thing we do know is change is a certainty. So if you’re not moving, then chances are you’re going to get overtaken by a competitor.
That’s it from me, it’s time for brekkie.
Written by: Kiri White
Published: June 28, 2023