Your identity and story: what are you really selling?

People do not buy only the piece. They buy what it says about the piece and about themselves when they wear it. Your identity is the clear answer to one question: why does your brand exist?

The positioning sentence

Write one sentence in this form, and adjust it until it is simple and honest:

“We make

The pillars of identity

• Value: what do you always commit to? (fabric quality, tailoring, sustainability, authenticity…)
• Personality: how does your brand speak? Elegant and calm, bold, warm?
• Look: colors, typefaces and a photo style that repeat in everything you publish.
• Story: who are you and why did you start? A short true story beats a long invented one.

Exercise

Write the positioning sentence, then choose three words that describe your brand and three words you want to stay away from. These words will judge every later decision: fabric, price, photos and name.