(club manda)
Branding is likelove at first sight:A reflection on mysession at Flanders DC
by An-Katrien Dullers
Recently, I had the pleasure of hosting an interactive session on branding in fashion, invited by Flanders DC at the iconic Z33. Branding is a topic close to my heart, especially in the dynamic and ever-evolving fashion industry. To emphasize its importance, I introduced a metaphor that resonated deeply with the audience: branding is like love at first sight. (With just one hour, I aimed to make it concise yet impactful.)
At its core, this comparison captures the essence of how brands connect with their audiences — through impressions, connections, and conveyance. Let me take you through how these elements play a pivotal role in shaping a brand’s identity and success.
Impressions: the power of first contact (Content)
Just as love at first sight relies on an initial spark, branding begins with how a brand presents itself to the world. Your logo design, social media curation, and product showcase all represent your content — these elements create the visual and emotional first impression your audience experiences. In the fashion world, where aesthetics and storytelling are vital, every post, visual, and word contributes to shaping your brand’s perception.
Connections: the interaction between brand and audience
Once that initial impression is made, nurturing the connection becomes essential. A brand isn’t just about what you say; it’s about the interaction with your audience — much like the conversation that follows a first glance. During my session, I emphasized the importance of consistent engagement, whether through social media interactions, responding to feedback, or creating opportunities for customer involvement. This is how brands build trust and loyalty.
Conveyance: the story you share
Finally, much like any relationship, the way you convey your story builds depth. In branding, conveyance involves communicating your values, mission, and what sets you apart. It’s about making your audience feel included in your journey. Your brand must clearly express who you are and what you stand for, ensuring that your message is consistent across all channels. During the session at Flanders DC, I highlighted the importance of maintaining a clear and captivating brand narrative — just as in love, mixed signals are never a good thing. You want your audience to understand what you offer, why it matters, and why they should be invested in your brand for the long term.
WRAPPING UP
Branding is an ongoing journey that always begins with that first glance — the impression your brand leaves. Whether through content, interactive touchpoints, or the narrative you weave, your brand must create a lasting emotional impact. Just like love at first sight, effective branding can lead to a deep and meaningful relationship between your brand and your audience. However, if it falters, you risk being forgotten.
This metaphor became a central theme during my session at Z33, where I guided fashion startups through practical exercises to ensure their brands embody these core principles. My hope is that they left feeling empowered to craft brands that not only capture attention but also foster lasting connections.
After all, in both love and branding, it’s all about making that lasting impression.
