Climatecrisis, conflicts and apparently increasingly violence glorifying Wars, thoughts full of revenge and retallation is to shape ubiquitous appearance of this world. A time in which you dont have an outlook to the future. In such case of phases is an directly confrontation with the presence that what gives us thoughts for Vision and strategical delibarations is rob for the future. The time can only overcome, which oneselfs have an imagination and and Vision getting faithful, which have once time ago. The motivational are decide the Target. Revenge and reallation are sign of an less Ghost. Which the time are have to gone withstand, they need a stabable Leadership. Actually are surching Humans also to stabiability anchor in the society. Fashion and Clothes are every day an expression of Zeitgeist, which showing itselfs on society and the own interpretations. Fashion Brands offers with his Identity politics the possibilitys toe identify of something. The New York School of design is describing, what makes an Brandidentity and how are the Relations to the society.



New York School of Design, October 28, 2024. An Brandidentity is more as an easy but catchy Sign, with an unchangeable character or an unchangeable colorschem. A Brandidentity is define yourselfes as a Brand, with Values in which you as a human are standing, your style, your Kind of to see and interpretation the world in which your alive oor you wish to living. The especially on todays Brands goes a longer way and more outside as Zeitgeist. More as ever before are standing the trueness, they Identity of a brand in the core of the occurred. And maybe more as before is the world standing in an situation of prosperity, in which the human as itselfs of humans actually in kind of individual fullfillment finds. Although some States in the world are in deficit like hunger, poverty or Protectionaly are not continously to ensured.

One of the most important by a brand ist, they should to know how is going more as the time are survival the time outside. Like the Psychoanalytics Erik Erikson was telling over the Lifecycles has developet, also are modells of lifecycles of companys. One of the most famous are from Livegoed and Glasl. They differently the Phases in an Pionierphase, following phase of Differentation so as so later time an Integration and lust but not least phase of Association. In the Phase of Pionier is the person of Leadership this person they give his own company his culture. In the phase of Differently makes the company in such kind of functional, hierarchical and Delegationmatrix. The phase of integration is getting character and culture of the humans in which they working in the company, the employees. The company opens his inside in the phase of association to his environment and makes itselfs and aware in interaction with his environmentals

Establishment Brand Identity

the idear of personality of a brand, as more as i am to knowing as humans, what i have to proficiency or what it makes me to represent arround the society, so much more are beneficiary could be the brand longtime on Value to have in the Phase of Motivation, in the time over his thoughts goes with me. Some questions are, what values are in Bodyment has your Brand, in which association stand the Brand? Is it a part of sustainability or inclusion, or should broken of the Borders of design out?

The Values are clearly, it is the time to think about how to communicte the brand. With the communication are growing up the claim and also the tone of the brand. A Joke, playfullness, seriously, an claim to make embodyment or some between?

Your Language of Brand are deciding over them how the recipients, the receivers are addressed. If they are collect in emotions. The audio makes the different in the situations of music. An cheeky post or an emphatical embassy sustains to going Manifestation of the brand for the outside world.


Case studys

Identity is a later earn of praise, today also in form of likes measuret, what itselfs shows to many and mount on followers are is showing. Are you getting the point, the nerv of time? The Sign, the iconical Brand embassy from Nike, „Just Do it“ as slogan stays as synonym for Motivation and exposition of energy are consumers. Nike is talking to athlets in the class of highest value also which one it will be. It gives no borders. It are not only the shoes, it is an ethos, an spirit which goes to embodyment of the Brand.

Chanel is the epitome of contemporary elegance and luxury. Chanel`s brand identity are to beam claim and class. The interdependent Sign Coco Chanel, which is on all the Steppbags, shows and explore the Luxury underlined und shows also the feeling of nicety and ingenuity.

The Streetwearmarket Supreme has in his Brandidentity exclusivety through produced shortage in the focus. From the beginning, the products are only in limitied circulation, what ist for Vanity Fear (VF Corp), what is up to this time was the Mothercompany of this brand, goes in value to sales the brand. The limitation are gives them customer the feeling and also this brand on excluivity and makes it to an special symbolic. The sign in red-white is also a mirror on State of the art and makes the Brand to an inspirational Hype, which is alsways hold on.

Where are is in Positions like Nike, Chanel or The North Face would coming, the will gives more as an easy Compnay. Brands habe to outlive his own time. Have to go Timeless.
It needs Values with customers have to identify. TNF has an Slogan Never Stop Explores. That means a thinking, to unleash to Lust not to lose and always find neu things to explore. Be always stand and staying in touch on awaiting
Your Clothes should be not a border of exploration, it has to be yourselfs with your especially needs to bring ist to your target.

It is a part of identity from TNF, that they work together with Athlets. The are in embodyment for what is standing TNF. The products are developed direst together with Athlets and his experiences.

Athlets are a part of Brand identity.

Through the time would developed special products, like the himalayan Jacket, Nuptse which made for the Mountains and rock mass, or the Duffle Bags for the hardest Environmental developed. This products are produced in the area of his Names and places. They are beststellers since Generations and a part of Brandidentity. They are iconics of the Brand. The Name of TNF is similar to this products. Such a Strategic goes not from today of tomorrow. It needs a Ghost of comprehensive generations. This thinking is normally a part of Motivation on the founders. In this case the motivational are from the founderpair Douglas and Kristine Tompkins. They was climbing on the Halfdome, a stone in yosemite Nationalpark, which likeness are the Sign of the Logo.
The Local, since was foundation in 1966 in San francisco, in a later time founded also Esprit, could not only seeling clothes for outside. It was an Community they was offer clothes for the climbing. Later it was going to an Store. Through his both live has Doug Tompkins and his Wife was getting appoint for the Natural and Environmental.

This brand is more as a product, which is helping me dreams goes reality. As an consumer i have to identify me with values on this brands, because the work through own foundations on the receipt to environment and natural. With actions have directly influence and also present to actually problems. Because they are embodyment on the Mass, what i have to wishes me in Summ as an consumer. When i have to be as consumer with a lifestyle and notion which is similar to a Brand, than i can have an identify me with this brand.

TNF made is posibble to find a mass of Humans which the has the same idea of identity to gives me to this brand. Otherwise, to obtained the environmental is a thema of central in this times and gives so an sign on this time. Where are identify itselfs with Humans and Athlets, the are surching Growing up and Challenges, the embodyment and goes out of his own zone of comfort, to break out on the Mainstreamers. They are feeling good in togetherness with the company. That is an success of the company.

Finaly…

Ultimately, building a brand means sticking to the truth, be who you are. Your brand identity should be authentic and sincere.
Don’t try to be something, embody something you are not just to chase trends or even chase other things. The best performing brands are the ones that have stayed true to themselves and have values and beliefs at their core.

In a world where trends come and go, strong brand identities have the energy they want to achieve with their brand to last. Clear definition of the message, unambiguous communication, no room for misunderstanding and making it clear that your brand has a stake in the market and is a force to be reckoned with. These are the considerations for the development and existence of brand identities, especially in times when people are looking for stability and orientation. Because in times of great uncertainty, people look for something that has survived times of crisis. Something you know how to do business in good times and survive in bad times.
Stick to the truth, as the New York Design of School proclaims, have a vision and always be open to receive, learn and grow.

Fashion is what we decide to wear every day anew. What we use to communicate, even when we say nothing, as the communication psychologist Watzlawick says. We are always conveying ourselves, the people in our environment and therefore also to ourselves. This is why we as a society and each individual form the zeitgeist and give it a face.
Nowhere are brand identities more decisive and essential than in the fashion and clothing industry.

More Information:
(New York Business School of Design)

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