How to Build a Signature Brand Experience: Lessons from Sézane

Let’s be honest: the digital landscape is drowning in painfully forgettable service brands. You know the type—a hastily chosen font, some vaguely inoffensive colours, and the ubiquitous minimalist website featuring the holy trinity of stock photography: MacBooks, lattes, and someone gazing pensively out of a window. Revolutionary stuff, truly.

Meanwhile, French fashion darling Sézane has cultivated such a distinct world that people set actual calendar reminders for their monthly “Rendez-Vous” drops and develop slightly concerning habits of obsessively refreshing their Instagram for another hit of that sun-drenched Parisian aesthetic that’s become their signature.

The difference? They’re not just selling clothes; they’re selling a complete world. And frankly, that’s precisely what your service business should be doing too.

Creating a Visual Language That’s Unmistakably Yours

What makes Sézane instantly recognizable isn’t any single element—it’s the cohesive visual language that appears consistently across every touchpoint. Their sun-drenched photography, carefully curated colour palette, and distinctly French art direction create an immediate sense of place. You know a Sézane image when you see one, even without the logo. (And isn’t that the dream?)

Most service brands stop at a logo and colour palette, and then wonder why they blend in with the 37 other coaches/designers/strategists in their niche. True world-building requires creating a complete visual environment that feels distinct and immersive.

Ask yourself:

• Does your visual presence feel generic or immediately recognizable? (Be brutally honest here.)
• If someone removed your logo, would people still know it’s you? Or would you dissolve into the Instagram void?
• Does your aesthetic evoke specific feelings that align with your positioning?

Storytelling That Makes Clients Want to Be Part of Your Narrative

Sézane weaves narrative through everything they do. From the romantic language in their product descriptions to the stories behind their collection names—every element contributes to a larger story that customers want to be part of. They’re not just selling cardigans; they’re selling chapters in your personal style story.

Your service isn’t just a set of deliverables; it’s a chapter in your client’s story. How are you positioning your role in that narrative? Are you the forgettable side character or the transformative mentor who changes everything?

Consider:

• How do you introduce your process? Is it clinical (“Phase 1, Phase 2…”) or storied (“The Discovery Journey”)?
• What language patterns do you use consistently across touchpoints? Are they distinctive or could they belong to literally anyone?
• Does your client communication feel transactional or meaningful?

When communication feels generic, you miss opportunities to reinforce your brand world. Each email, proposal, and presentation is a chance to transport clients deeper into your distinctive approach. Your words should feel like an extension of your visual world—instantly recognizable and slightly addictive.

Elevated Client Experience: The Details No One Asked For (But Everyone Remembers)

Sézane’s magic extends far beyond their products. The anticipation of their monthly “Rendez-Vous” drops. The surprise gift tucked into each package. The tissue paper that feels just slightly more luxurious than necessary. These details aren’t accidents—they’re deliberate experience design.

The way you deliver your service matters as much as the service itself. Anyone can deliver a strategy document as a PDF attachment with “Hope this helps!” in the email body. But what if you delivered it with a custom walkthrough video, a beautifully designed cover page, and a follow-up care package? Suddenly, you’re not just another service provider—you’re an experience creator.

Ask yourself:

• What parts of your process feel distinctly yours versus industry-standard?
• Where could you add unexpected moments of delight?
• What transitions or milestones could be elevated into meaningful moments?

An example for a photographer: rather than sending a simple gallery link, create a ritual around it—a guided viewing experience with music, wine suggestions, and prompts for experiencing the images together. Something like this has the potential to become part of your signature approach that clients rave about. It’s not just “nice to have”; it’s what transforms clients into evangelists.

Beyond Deliverables: Selling a Vision of What’s Possible

Sézane doesn’t just sell clothing—they sell a feeling of effortless French elegance that extends beyond what you wear. Their brand isn’t just about products; it’s about the kind of life you want to live. (And let’s be honest, we all want to be that effortlessly chic French woman who somehow looks perfect in a simple white shirt.)

You’re not just offering a service; you’re offering a vision of what’s possible. How are you helping clients step into a new way of being or seeing themselves?

Consider:

• What transformation are you really facilitating for clients?
• What larger philosophy or approach sets you apart?
• How does working with you change how clients feel about themselves?

This is where positioning becomes powerful. When you’re clear about the world you’re building, you attract clients who want to be part of that world—not just those who need your functional skills (because let’s be real…anyone can learn a skill).

Building Your Signature Brand Experience

Creating a signature brand experience isn’t about following trends or copying competitors. It’s about deliberately crafting every aspect of your client journey to reflect your unique approach and values.

The most memorable service brands aren’t just technically proficient—they’re emotionally resonant. They create experiences that clients can’t help but talk about. They become known not just for what they deliver, but for how they deliver it.

So take a page from Sézane’s playbook: build a complete world, not just a service. Develop a visual language that’s unmistakably yours. Tell stories that clients want to be part of. Create experiences worth talking about. Offer a vision of what’s possible.

Want to explore how to build your own signature brand experience? Get in touch and let’s discuss how we can transform your service into an unforgettable brand world.