You aren't a brand owner

You aren't a brand owner.

According to Seth Godin, the definition of a brand is:

a set of expectations, memories, stories and relationships that, taken together, account for a customer's decision to buy one product or service over another.

What Seth is saying is that your brand is based upon the perception of the collective.

In other words, how your audience (customers and beyond) see you.

That means that, although the brand may belong to you, you are not it's master.

You can influence it, but you cannot control it.

I have a point, and it's coming:

Starting a streetwear brand means you are signing up for more than just business. You are signing up to a reputation (it's in the name).

And as far as I am aware, no one has ever wanted their brand to be a bad one.

My point is this:

If by starting this streetwear thing means you're signing up for a brand,

and if that brand is defined by the perception of your audience,

then wouldn't you do more to set those expectations, make those memories, tell those stories, and build those relationships?

Your brand matters.

It's worth investing in.

Here to help,

Elijah