We hear the term “brand” thrown around a lot, but let’s clear something up – your brand is not just your logo, your name, or even your product. It’s so much more. So, what exactly is a brand?

According to branding expert Marty Neumeier, a brand is the gut feeling someone has about your business. It’s how your customers perceive you, how they feel when they interact with your products, and the emotional connection they form with your company.

For small fashion, lifestyle, and luxury retail businesses, your brand goes beyond aesthetics. It’s about building relationships and trust with your audience, and that takes time, strategy, and a lot of love.

Let’s break it down further.

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1. Your Brand is the Experience You Create

From the moment someone lands on your website to the second they open a package from you, every interaction contributes to your brand. Think of it as the full experience – the visuals, the messaging, the tone of voice, and the way you make people feel.

A strong brand delivers a consistent experience across all platforms – whether it’s in-store, online, or on social media. And that experience is what sticks with your customers long after the transaction.