To build a brand, you must stand for something and clearly communicate what you don't do, which helps differentiate you in a crowded market.

Building a brand requires understanding the market and having a unique value proposition to stand out in a crowded space.

The essence of branding is to create a simple, relevant message that we can repeat over and over to brand ourselves into the public consciousness.

In the fashion industry, it's important to differentiate your brand through unique designs and a clear value proposition.

As a brand, it's important to define something your customer wants, because once we define what they want, we pose a story question in their minds: can this brand really help me get what I want?

In a commoditized market, effective storytelling and branding can differentiate products that otherwise have little to no inherent difference, and the best way to break into a market is to find a product that is so good that once people experience it, they will love it.

Branding is not just about creating a logo or identity; it's about shaping the overall perception and reputation of a company in the minds of customers.

When starting a brand, ask yourself what your strengths are, whether it's sourcing products cheaply, building a community, or unique design.

In the early stages of your startup, you are the brand; the way you communicate and the effort you put into personalization will stand out to potential customers and partners.