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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Jonathan’s right on point. With any number of service providers ready at any time to step in, those who don’t project and deliver quaities beyond technical excellence get lost in the crowd. Distinguishing yourself, be it by key empirical experience, unique knowledge of the industry or the prospective client, unwavering commitment to key client objectives regardless of the (financial or other) consequence to the service provider, demonstrated commitment to client confidentality in all situations, etc., can be the key to your selection by the prospective client.
” A brand needs to move on, or it will die.” See the Brits take onthe McQueen brand reboot:
http://www.guardian.co.uk/lifeandstyle/2011/may/03/sarah-burton-alexander-mcqueen
It’s all about the event and staying true to the brand while shifting its center of gravity.
First… it is really hard to compete with a dead guy. Second… choosing a dead guy assures limited criticism of the design. Third being a dead guy surely limits response by the designer to comment on any critique. But…I wax cynical.
I love this blog too!
Other equally famous and accomplished couture designers would have loved the chance to design a one-of-a-kind gown for the Duchess but somehow even in that upper echelon McQueen distinguished himself enough to beat out his competitors. Had the Duchess worked with him before? Did he come recommended by an associate? Whatever the case, he won her business and she looked amazing!
Excellent post. So many professional service firms believe that since their services and/or products closely resemble their competitors, there is no distinction between them. Then they are commoditized, and they have facilitated being jammed on price. Great instruction on your part for your readers to look for “the experience” to set themselves apart.
Love this blog. It is always about the “experience” and being unique. You nailed it. Again.