Does your t-shirt company have a brand? No, I don’t mean just a logo, but a brand. Your logo could be part of your brand, but a brand is so much more than just a logo. A brand is the perception that a consumer has about your company.

People connect with brands that they can relate to or that fits their lifestyle. How do people connect to your brand? They connect through your brand story. Your brand should tell a story of who you are and what you do. It’s your company culture, its’ personality. It’s the “why?” of your business.

It all starts with your company’s mission. Why is your company in business? What products do you sell? Sure, you’re in business to make a living, and maybe that’s through selling custom t-shirts, but it goes deeper than that. How did you get started? If you’ve been in business for a while, what has your business evolved into? What do you stand for? What are you passionate about? Do you have a niche market? These are all questions to help you find out who your business really is – who your brand is.

Once you establish your brand, people who connect with you will be brand loyal. What brands do you like and continue to buy from? Why? Are their products superior? Or does it go beyond the products you buy? Most likely, the brand resonates with you on some level.

Building a brand doesn’t happen overnight. You have to be consistent and persistent with telling your brand story. Find what makes your business special and tell that story to everyone – in your conversations, in your literature, your emails, website, social media posts, photography, store displays, hang tags, packaging, and yes, your logo. Branding is your writing style, the look and feel of your company, and how you communicate your story to your customers. Communication is key in building a brand. It is the image you are telling people about your company.

Branding your t-shirt business will leave a lasting impression with your customers on an emotional level. When they connect with your brand, it will create a lasting relationship. These customers who continue to buy from you will end up being your brand ambassadors, telling others about your business. Your brand will continue to grow along with your sales.