Brand image is critical for engaging our target market of gen z style-enthusiasts. Our name “IDKTHO Magazine” is a tongue and cheek twist on a popular phrase spoken after giving advice so that “if it ruins their life, it isn’t my fault.” Our tag line “Fashionably Overwhelmed” is easy to remember and calls back to our relatability/ humor while also making it known that we are a fashion publication.  Our brand imagery is going to be feminine and bold, with lots of colors and photos to keep the reader engaged with our content visually as well as mentally. Bold is the word when it comes to the brands imagery. This is due to the fact that we want to shy away from the subtlety of other fashion publications and settle into the uniqueness of bold self-acceptance.

At IDKTHO we don’t like to make promises we can’t keep, this only leads to distrust from our readers, something they already experience with other fashion publications. Our primary brand promise is “learn more about fashion, learn more about you.” We can keep this one. Our site will serve as a tool to learn more about style and trends and lifestyle but with an emphasis on allowing the reader to come to their own conclusions and arrive at their own opinions and beliefs. We are a reader-centered publication, which is a promise that we will keep, or die trying.

Our brand characteristics can be described as cheeky, youthful, dependable, and stylish. Stylish. IDKTHO is a fashion magazine after all, so we want to uphold the expectation that we are fashion-forward and stylishly designed. Cheeky. We want to be relatable and that means being a little silly sometimes. Funny phrases and messaging will be sprinkled throughout our brand. The name “IDKTHO” is a great example of how we use cheeky messaging. Youthful. We are targeting primarily Generation Z individuals in their twenties, and our branding should reflect that. We want IDKTHO to feel youthful but not childish, most importantly, not like an older person trying to be hip. We will be authentically young in order to better relate to our users. Dependable. This should be a place where readers feel heard without fake “authentic trend forecasts” and without all the messaging that makes readers feel more like a dollar sign than a unique individual. With these characteristics in mind, our brand will remain in the readers’ minds as a unique site that they want to spend some time at.

Brand positioning will ensure that we stay in the forefront of our readers’ minds and make sure that we have a successful user retention rate based on trust, and loyalty. Our positioning statement is as follows:

“For twenty-somethings, IDKTHO Magazine is unique from other fashion publications because we know what it’s like to not have it all figured out yet. We make space for sharing information on fashion and lifestyle for the sake of finding individuality- not to tell you what you need to do.” IDKTHO: “fashionably overwhelmed”