This is Mrs. Aileen. She is a Laid-back Bombshell, but you already knew that. You could see it in the sharp silhouette of her color-blocked dress, juxtaposed against the soft ruffles of her open cardigan. Aileen is a laid-back bombshell Monday through Sunday. There are no bohemian ponchos on Thursday or modern career jackets on Wednesday casting doubts on who exactly this diva is. Aileen is unmistakeably, undeniably Aileen 365 days of the year.
Now think of your most favorite icy cold, bubbly fresh soda. Imagine its pretty little can or bottle. What if each time you purchased your treatie-treat, it wore a new color, a new typeset, a new name. How would you know which of those cans held your signature nectar. How could you fail to doubt that they weren’t adjusting the magic formula as well?
Sartorial branding delivers a similar function. While I don’t suggest a strict uniform for individuals (other than those who have an Einsteinian schedule and a detestation for clothing selection), I do suggest personal consistency.
Consistency doesn’t necessarily come from wearing the same twinset and chinos everyday. You can be consistently offering the same message while switching between hues and textures.
Soder-pops consistently change their advertising, they even have special holiday addition packaging, but you never doubt that they’re the same delicious internally.