What the best brands get right and how we help yours do it too.
The most successful brands have clear strategies that push their influence beyond their intended categories.
Branding isn’t just about looking good—it’s about creating a connection. The most successful brands don’t just have a sleek logo or trendy colors; they have a clear strategy that pushes their influence beyond their intended categories.
What the Best Brands Get Right
They take calculated risks.
Skims: Sexifying Shapewear
Kim Kardashian’s SKIMS has completely redefined shapewear, transforming it from restrictive and outdated into a must-have fashion essential. Unlike the traditional and matronly shapewear brands, SKIMS leans into a sleek, sexy, and effortlessly modern aesthetic that appeals to women of all ages, who never saw themselves in stiff, beige undergarments.
The brand’s signature minimalistic, neutral-toned designs, second-skin fabrics, and body-enhancing fits make shapewear feel less like a necessity and more like an empowering and sexy choice.
By emphasizing comfortable sexiness, versatility, and an inclusive size range, SKIMS has made shapewear feel aspirational rather than just corrective—something you want to wear because it makes you look hot, not just something you feel obligated to wear.
They look beyond their normal market.
Nike: Fashion Essentials
Nike’s branding goes far beyond its iconic swoosh. The iconic “Just Do It” isn’t just a slogan—it’s a rallying cry that resonates with athletes and everyday people alike. Beyond performance, Nike has evolved into a global fashion brand, with non-athletes incorporating its shoes and athletic apparel into everyday looks.
From track to street style, Nike’s designs are a staple in modern fashion culture, making the brand as much about lifestyle as it is about sport. Most recently, Nike has leaned even further into its powerful female demographic with its "You Can't Win. So Win" campaign to reach its ambitious goal of doubling its revenue from women's products in 2025.
They conduct in-depth market research.
Glossier: Built on Audience Insight
Glossier’s success story is a masterclass in listening to your audience. The brand began as a beauty blog that reviewed products and interviewed real women about their beauty routines. Through its content and growing community, Glossier collected invaluable market research—discovering exactly what beauty consumers wanted but couldn’t find in the market.
With this direct insight, Glossier created products that answered those needs: skin-first beauty essentials with minimalist b and a user-friendly approach. By turning its audience into co-creators, Glossier didn’t just launch products; it built a lifestyle brand rooted in community-driven innovation.
What This Means for Your Business
The success of these brands isn’t just about design—it’s about strategy.
So how can we apply this to your business?
We start by thinking beyond just visuals. We base brand identity on research, audience insight, and a clear strategy. The goal is always to produce a brand identity that feels authentic, resonates with the right people, and creates a lasting impression.
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What the Best Brands Get Right
They take calculated risks.
Skims: Sexifying Shapewear
Kim Kardashian’s SKIMS has completely redefined shapewear, transforming it from restrictive and outdated into a must-have fashion essential. Unlike the traditional and matronly shapewear brands, SKIMS leans into a sleek, sexy, and effortlessly modern aesthetic that appeals to women of all ages, who never saw themselves in stiff, beige undergarments.
The brand’s signature minimalistic, neutral-toned designs, second-skin fabrics, and body-enhancing fits make shapewear feel less like a necessity and more like an empowering and sexy choice.
By emphasizing comfortable sexiness, versatility, and an inclusive size range, SKIMS has made shapewear feel aspirational rather than just corrective—something you want to wear because it makes you look hot, not just something you feel obligated to wear.
They look beyond their normal market.
Nike: Fashion Essentials
Nike’s branding goes far beyond its iconic swoosh. The iconic “Just Do It” isn’t just a slogan—it’s a rallying cry that resonates with athletes and everyday people alike. Beyond performance, Nike has evolved into a global fashion brand, with non-athletes incorporating its shoes and athletic apparel into everyday looks.
From track to street style, Nike’s designs are a staple in modern fashion culture, making the brand as much about lifestyle as it is about sport. Most recently, Nike has leaned even further into its powerful female demographic with its "You Can't Win. So Win" campaign to reach its ambitious goal of doubling its revenue from women's products in 2025.
They conduct in-depth market research.
Glossier: Built on Audience Insight
Glossier’s success story is a masterclass in listening to your audience. The brand began as a beauty blog that reviewed products and interviewed real women about their beauty routines. Through its content and growing community, Glossier collected invaluable market research—discovering exactly what beauty consumers wanted but couldn’t find in the market.
With this direct insight, Glossier created products that answered those needs: skin-first beauty essentials with minimalist b and a user-friendly approach. By turning its audience into co-creators, Glossier didn’t just launch products; it built a lifestyle brand rooted in community-driven innovation.
What This Means for Your Business
The success of these brands isn’t just about design—it’s about strategy.
So how can we apply this to your business?
We start by thinking beyond just visuals. We base brand identity on research, audience insight, and a clear strategy. The goal is always to produce a brand identity that feels authentic, resonates with the right people, and creates a lasting impression.
Businesses with well-defined brand strategies can expect revenue growth of up to
20%
Harvard Business Review
20%
Harvard Business Review
