Brand DNA: Why It’s Important and How to Define (and Stay True to!) Yours

December 29, 2021
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ABOUT THE EPISODE

Your brand DNA is the heart of your identity as a business. 

It establishes your mission and values, makes you unique from your competitors, and gives your customers a reason to choose to buy from you over your rivals.

And if anyone knows how to define a brand’s DNA, it’s Lauren Alexander.

The co-founder and creative director for the clothing line LNA launched the brand in 2006 when she was just 22 years old—with no college education and no experience in the fashion industry.

And 16 years later, it’s clear that she’s found success by staying true to her original vision: to create elevated basics that don’t look or feel “basic” at all. (A feat in an industry predicated on trends!)

In this episode, we chat about how she’s stayed true to her brand’s DNA, avoided pressure to give into fleeting trends, and what the future holds for LNA and the fashion industry at large.

EPISODE TOPICS

  • How a simple white T-shirt served as the catalyst and inspiration behind the LNA we know today
  • What it took to source manufacturers, develop fabrics, and launch the perfect line of elevated basics
  • How LNA’s brand DNA was established from the very beginning
  • Why LNA pivoted to a DTC model after 13 years of wholesale only, and how they continue to grow
  • Pivoting from Wholesale to Direct-to-Consumer business model and how to maintain both
  • Utilizing influencer marketing to find brand advocates that truly embody your voice
  • The rise of social trends, and the importance of creating timeless staples
  • What kind of mindset is needed to turn your idea into action
  • The future of LNA and their expansion into more categories

RESOURCES

  • To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)

LISTEN TO THE EPISODE

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