they are aggressive. Paperdoll can also learn lessons from companies like BBVA
and many of the other European and Asian. They can dream big, and think of
their company. Any employees they hire will be the window into the company
extravagant things to implement into their business. These things might not be the
from a consumer’s point of view. They need to buy into the vision of Paperdoll and
Canadian norm but they would create such intrigue that people from everywhere
give the consumer the experience Sarah and Marlette want them to have. Each
would want to come to Paperdoll. Their extensive customer database is just one
employee should treat each customer individually and tailor their needs to meet
thing, but maybe the next step is massage chairs for the men who are waiting for
the needs of the customer. Proper training and a family environment will help aide
their girlfriends and wives to finish shopping, or even a different set of mirrors that
the owners in making their employees understand how important their values are
you could look into in their change room areas if you are having a fat day.
to the well being of the company. The location has to also reflect what the soul
of the company. Creating more than just your regular shopping environment will
If Paperdoll Clothing’s owners Sarah and Marlette follow through with this
Paperdoll then needs to implement these beliefs into the internal portion of
branding strategy that we have proposed, they can honestly become the most
help them differentiate themselves from the competition. Upgrades to the dressing
sought after clothing store in Winnipeg.
rooms and an expanded cosmetic’s section will give their location a more luxuries and professional appeal.
Branding Implementation
As for the external environment, Paperdoll needs to work on understand-
ing the needs of their customers and create visible features give them what they
Paperdoll Clothing needs to first understand that the soul is the brand driver
want. This is the final step for their brand synchronization. The soul, internal and
and they need to build their brand with that understanding. In a small business,
external environments need to work in cohesion. Since the company is young,
the owners are the drivers and Sarah and Marlette need to integrate their beliefs
they are still making themselves known in the city. Now that Paperdoll has estab-
and visions to the rest of the company (Appendix D). It is important that they con-
lished a strategy and a target market, they need to tailor their core competencies
tinue to drive their company while holding down other full time jobs. This requires
from their soul and internal environments to meet the needs of the customers.
special commitment from them as they cannot devote all their attention to the
Because their external features stem from the other sections of their brand triangle,
company.
they can create sustainability within their company because all three sections are
P
This particular clothing industry is very passionate and Paperdoll needs to
working in cohesion.
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emphasize that, starting with the soul and permeating that belief to the internal
One tactic Paperdoll can use is an elaborate database that does more
and external features of the company. Sarah and Marlette should make them-
than store regular demographical features of their customers. By tracking their
selves available to customers and show them that they truly care about finding
customers by product, size, colours, brands, they can learn what each customer’s
them the best pieces of clothing for their lifestyle. Paperdoll should also implement
needs are on a deeper level. This gives each customer individualized treatment
other strands of their brand DNA such as professionalism and luxury into their soul in
that can make them feel special. Paperdoll can also use this to retain custom-
an effort to drive these meanings throughout the rest of the company.
ers by sending them emails when certain product lines become available that