4 Values Your Brand Can Learn From Alexander McQueen’s Fashion House
Anyone in the fashion industry knows that you must pay attention to branding at all times. It’s not that the fashion industry is any more competitive than the others. Instead, it’s because they understand that at every stage, you must stand out in order to be successful. Long before the internet had a hold on your life the fashion industry understood that success requires global visibility.
When we look at best practices in branding it’s easy to look at fashion design icons for a bit of inspiration and education. Today we’re learning from Alexander McQueen, or Lee, as his friends and others in the industry referred to him. To learn more about Alexander McQueen I recommend that you google him, but for the purposes of our education today, we’re looking at the values that made him stand out.
1) Meticulous Attention To Detail: Everyone that I’ve ever considered great in this world has been so because of their attention to detail. Alexander McQueen mastered this as well. It’s in the details that others are able to see your care, your love, your devotion and your joy. It’s in the details where you show your expertise and where you stand out.
Your Exercise: Examine your systems and outline everything you do in your service. Every detail. What can you perfect right now?
2) Courage To Break The Rules: Alexander was once quoted saying “What I learned from the age of 16 is that you have to be like an architect… You’ve got to know the rules to break them.” Being afraid to let go of the “safety net” of a corporate check held me back for many, many years. Eventually I learned that without risk there would be no rewards. It’s true in every business and even McQueen caused bouts of controversy in pushing the limits. In his willingness to let go of the safety net and establish his own vision and unique body of work, risking the scrutiny of his “established reputation” (over and over again) he remained on top as a predictably unpredictable powerhouse. His risks were calculated, something perhaps his mom, a teacher, taught him.
Your Exercise: Examine the reasons why you do or don’t do something for your business. Are you making decisions based on fear or false expectations? Are you afraid to put it all on the table because no else has done it before, or because “that’s not the way they do it in my industry”? If so, play devil’s advocate with yourself and develop reasons why you should do the very thing you fear.
3) Dedication To His Unique Ability: Does the term “niche branding” scare you? If so, you’re not alone. The idea of narrowly focusing on something which will exclude others (ie, potential profit) is scary for most. Especially, from my experience, coaches, speakers, health professionals and healers. Somehow committing to be an expert in a particular way brings immediate thoughts of lack, instead of abundance. The Alexander McQueen brand proves that the gold, (ie the joy and the profits) actually comes from focusing on what you like most, and what you’re best at. If what you like most is NOT what you do best, you’ve got to study or practice more until it is. McQueen was an apprentice to the best and most established in fashion so that he could focus on what he loved most… actually taking a design from concept to construction.
Your Exercise: Write down 5 things in your business that you absolutely love to do. You know, the things you actually do for free (at times) and don’t want to stop when the clock strikes 5. How much of your time is actually spent doing those things? How can you rearrange your systems so that you can do more of those things?
4) Expert Collaboration: Early in McQueen’s career he collaborated with accessory designers who could enhance his brand and make his vision come to life. An example of this is his partnership with hat designer Philip Treacy and jeweler Shaun Leane. He also collaborated with shoe designers, set designers, djs and retailers. It seems he was cautious about his collaborations and as a result, the excellence of the results put him in even higher demand.
Your Exercise: Write down 3 things that would greatly improve the value you provide in your brand. They can be experiences or tangible products. Who do you know (personally or by reputation) that you can partner with so that you can bring this value to your brand? Begin the relationship now, and work towards making it a reality.
Inspiration for your brand can come from anywhere. When it does, make sure that you examine the values of your brand so that every choice you make is in true alignment to your long term vision. When you do, you stand out and grow on your own terms. What will you do this week to move your brand better visibility? Try the exercises listed above, or use them as a trigger to something even better.