An experience fit for a...client
How does a controversial fashion designer go from styling the likes of Lady Gaga one day, to the newest member of the British Monarchy the next?
For the past 72 hours, the world’s eyes have focused on the wedding of Price William and Kate Middleton, now the Duke and Duchess of Cambridge. News sources have reported on the dignitaries and celebrities in attendance, the $35 million security detail required for such a momentous event, and even the unprecedented marriage seal of two kisses on the balcony of Buckingham Palace.
But, no one has really explained how the fashion house of Alexander McQueen was chosen as the royal family’s designer of record. Doesn’t it seem as though the two brands are diametrically opposed?
As I considered this apparent disconnect, a number of explanations went through my mind.
Perhaps the monarchy wanted to use a fellow Brit and Vivienne Westwood didn’t return their phone call? Maybe this was the newly minted Duchesses passive aggressive way of shaking off the royal family’s cold, stuffy image? Or, did she know McQueen personally prior to his recent death and thought it would be a nice gesture to link his legacy to her big day?
From a personal branding perspective, it totally makes cents (pun intended)! Let me explain.
Albeit shocking, McQueen was well known for creating a one-of-a-kind, dare I say couture, experience. Whether it was a styling Lady Gaga for one of her dramatic music videos, or creating a classic wedding gown fit for a duchess, the distinction lies in the following two words, “the experience.”
Before formally engaging him, McQueen’s clients have the advanced knowledge, or brand promise, that if they hire him, the resulting product will be “one-of-a-kind.” It was this unique brand and the promise that he would create an absolutely amazing experience that attracted both Gaga and the Duchess of Cambridge to McQueen. It sealed the deal; it won him the business.
As a professional, have you ever thought about “the experience” you create for your clients? What is it like working and associating with you? What value do you bring to the transaction or relationship? How does your offering differ from that of your competition?
If you’re not winning your share of beauty contests (a.k.a., new business opportunities), why? Perhaps a personal brand checkup could reveal ways to provide a better experience. It’s the experience that will create a demand for your services.
The Duchess could have chosen from any number of world-renowned, fashion designers, but she didn’t. She chose McQueen.
Whom will your prospects choose?
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