Fashion, by its very nature, is about change and the new season. Whereas the best branding often builds on the same idea over time, and still finds a way to astonish and delight their customers, fuel word of mouth, send social networks twittering, and attract new brand champions, according to Alina Wheeler, author of Designing Brand Identity, which is now in its fifth edition.“I am fascinated by brands that use these simple strategies over time to build their brands,” said Ms. Wheeler, pointing to some of fashion’s most iconic legacy brands. Standout BrandsThe Tiffany blue box is one of Tiffany's greatest signature brand assets. When people see that blue box, anticipation begins. The emotional connection begins before the exquisite piece of jewelry is unwrapped. It's like a stage. It's been in place since 1837. Hermes has also used a similar strategy, with its orange packaging, that just radiates quality and luxury.Christian Louboutin is a great marketer. He focused his energy on owning a category: the stiletto. And then, in a stroke of marketing genius, all of his shoes have signature red soles. Seeing the red sole activates anticipation and delight.Then there is Burberry’s plaid. Burberry built their brand on their signature product (the trench coat) and then, after abandoning their tartan plaid, realized that it expressed the essence of who they are - and also helped them with radical differentiation in the marketplace. Wow! Talk about brand revitalization - what a best practice!Tory Burch and her iconic double T in a circle trademark that is immediately recognizable, that made flats an object of desire. “Tory Burch’s logo was an idea with long legs. Very few fashion houses use symbols, however Chanel and Gucci, have and they certainly have done it well. “So many fashion logos are just type, like Ralph Lauren. LaCoste certainly could not thrive without its iconic crocodile,” said Ms. Wheeler.Getting Digital Right“I think that most fashion brands have yet to express their essence on the web. As more and more of our shopping experiences originate on our tablets and smartphones, the fashion industry needs to work harder on seizing the many opportunities to be memorable in an interactive medium. To use signature music to set the mood - to tell stories. Even in-store how many retailers use music really well to set the mood? Consumers are looking for experiences...like the Apple Store. Is there anything like this in the fashion world?” said Ms. Wheeler.As luxury is being redefined, what is truly meaningful is also being rethought. “I love getting a pair of Tom's Shoes....and knowing that a child in need is also getting a pair of shoes,” said Ms. Wheeler. This has been another strategy that entered the marketplace through another gateway with a higher purpose. For brands that are truly aligned with a cause, and ‘walk the talk’ in a meaningful way, they will be rewarded with customers that remain loyal even in a noisy, competitive market.