Brands are like humans
3 images of Lēmono at 3 different periods of my life
A couple of weeks ago, I started a coaching school, and whenever people ask me why or if I'm thinking of changing careers, I always reply the same way:
brands are much more than products, brands are like humans.
Brands inspire us, and they are inspired by us, they make mistakes and learn from them.
Like humans, they are made from the DNA of their creators and evolve with the inspirations and encounters of the people they meet along the way.
There are brands that are people, and people that are brands.
Brands are alive: they have a personality, an image, a voice, and that's what fascinates me.
Coaching is the art of listening, asking, and guiding to empower, and it has given me a new perspective and new ways to shape my offers on my role as a marketing consultant.
1️⃣ Brands create and follow trends in society
As a fashion brand creator, I observe these changes even more in the fashion industry.
At one point, the impact fashion had on women's personal relationships with themselves was heavily criticized.
Skeletal models, eating disorders, and from there, the body-positive movement was born (1) .
With Lēmono , I rode the body positivity wave for quite some time, sharing my personal story.
I showed all kinds of bodies in my communication because it’s a subject I’ve always been sensitive to ( and surprise …senior is a really good target for ads!)
Today, we know brands have the power to influence their audience, and I’m glad to hear voices advocating for change—fundamental changes in how fashion brands interact and approach new themes.
A more spiritual connection
In this "new era," marked by COVID and artificial intelligence (AI), brands and humans alike are seeking to make a meaningful impact and establish deeper connections with people and their audience.
Just like humans, brands have navigated between physical existence and digital presence, searching for the right balance.
In this context, concerns go beyond physical appearance; and as humans, brands are now talking about deeper topics as mental health and gender equality.
A couple of examples:
Catarisis, whose name literally means "purification of emotions" or Fourtees_40, another initiative highlighting men's mental health, a topic that is often taboo.
Pamuuc or Telfar, offering gender-neutral products and promoting more inclusive, accessible fashion for everyone.
Haz que se destaque
Towards a “Multihyphenate” Lifestyle ?
I'll talk in another article about the rise of the 'Multihyphenate Lifestyle.'(2)
A multihyphenate is someone who has multiple careers or roles simultaneously, often combining creative, professional, and entrepreneurial pursuits. This lifestyle reflects the shift towards more flexibility and diversification, as people pursue multiple passions and skills.
In this context, we’ve seen the rise of independents, or people developing their side projects
—not because they want to make more money, but because they need to have a purposeful project.
Something that expresses their values and uniqueness.
Something they truly enjoy and are proud of.
And just like humans, brands are beginning to blur the lines between disciplines.
Let’s take Reebok’s new film series as an example.
If you read the interview with Otman Qrita (3) and the creative team, you’ll understand that this isn’t just another advertising campaign focused on a product.
It’s a new way of redefining storytelling, creating connections between brands and customers through Otman Qrita’s personal healing journey and multi-talented individuals (combining fashion and film).
If brands have influenced people, I believe there has been a shift toward brands being influenced by people.
2️⃣ Brands shaped by the DNA of their creators and connections
Brands have a voice, an image. They have humor, they evoke emotions, and like humans, they are made of the DNA of their creators and their different encounters or inspirations.
You know that old saying:
“We are the average of the five people we spend the most time with"?
Well, it applies to brands too, in a way.
Over time, a brand is shaped by interactions and lessons learned from human experiences.
One example I like to give is that of Lisa Gachet, MakeMyLemonade founders
She’s a discreet person, but with a very colorful and positive world.
If you had seen the Make My Lemonade website a few years ago, you might have thought this brand had no plan to become sustainable: trendy colors and patterns, the use of plastic fibers...
However, Lisas always shared her feelings many times in her search for meaning for her brand, the impact she wanted to have with it, which has been reflected in the strategy of Make My Lemonade.
Make My Lemonade is increasingly offering sustainable materials and has now transitioned to a hybrid model, with part of its collection available for pre-order.
I’ve witnessed both my personal evolution and the growth of my brand. It began with a minimalist approach (right after leaving my role at a major online fashion outlet), then transitioned into a creative and bold phase, much like a new independent brand. Finally, it evolved into a more effortless, authentic lifestyle vibe, with an empowered woman savoring each moment of everyday life without fear of being judged.
In short, brands are forged by stories, and it’s this uniqueness that sets them apart, just like humans.
3️⃣ The People Behind the Brands: Listening to Beliefs Instead of Hearing Requests
All brands come to a consultant for expert insights and magic formula to help increase their sales.
In my experience as a mentor and digital marketing consultant, I’ve identified two categories of independent brands:
Those rooted in retail, who lack digital expertise and genuinely need support in building a comprehensive global strategy.
Those that are digitally advanced, who don’t need more advice that they won’t have time to implement. They’ve tried everything, are active across all channels, know their market well, and often draw inspiration from their competitors.
These brands, need help stepping back to self-assess and measure their achievements. They need support in getting organized, automating processes, and regaining confidence by acquiring new skills and gaining an external support.
And this realization led me to include mentoring in my service offerings for independent brands. (4)
There are people who are brands:
It would be hard to relate brands and people without talking about personal branding.
For some, personal branding is a cancer and boils down to paying someone to write “smart” or viral posts.
For me,
it’s about communicating your uniqueness, telling your story authentically to create a strong bond with your audience and build solid credibility.
Personal branding is a strategic tool in the 360° strategy.
Today, the founder's personality plays an increasingly important role in strategy.
Examples like Jonak, Sézane, or Wedressfair show how the personalities of the creators are a growth tool for their brands, creating credibility and closer relationships.
Should we do a “brand coaching” ?
Coaching is the art of listening, asking, and guiding, and I believe that in this world of data and choice overload, both in personal relationships and in the technological world, knowing where to look and what to ask to find what we’re searching for is a super skill of the future to reinvent oneself, reach a more specific audience, and grow in a reasonable... and sustainable way.
Sources:
(3) Reebok series
(4) My services
P.S.: My name is Marine, and I am a multifaceted entrepreneur who creates stratgeies, stories, and services that enhance brands and people's potential. 🌱
