One of the most important things to consider when building a brand is deciding how you want to make people feel. "People want something they can identify with," says Jen Rubio, co-founder and president of Away. For Jen, building in "cool factor" comes down to a few key things.
In order for people to connect with your brand, they need to know what the brand stands for and what lifestyle they're buying into. Creating a strong and unique identity is going to solidify your brand perception and help secure customers.
Partnering with other established brands that resonate well with your customer base can help build out your brand perception. By tapping into a network of similar minded consumers you create a mutually beneficial relationship for both brands.
Social media is one of the most influential outlets in today's market. It's a source of inspiration, recommendations, and peer review. Having a voice in this space allows you to expand beyond just your product offerings. For Jen and Away, it allows them to not only offer luggage options but also include travel tips and trip ideas.
Click here to learn more about Away.
Watch more inspirational interviews from the Office Hours with Lilliana Vazquez video series here.