Start with Why?

Thinking of starting a brand? Tips on defining purpose as a starting point.

Key Takeaways

  1. You need to identify your company's purpose before you jump into production and brand building. 
  2. By asking yourself why you are building a brand in the first place, you can easily identify your company goals and purpose.
  3. Creating a conceptual framework and purpose for your company will help you develop your business plan and brand identity later on.

Where to Begin

So you want to start a brand—but where to begin? Building a company is more than choosing a name and designing a logo. The best brands know who they are. They know why they exist. So, before you dive into brand building and business plans, you need to figure out what you’re trying to achieve. Put simply: you need to identify your vision before you can make your dreams a reality. 

Start With Why

Whatever your reason, defining why is fundamental to establishing your brand identity, the backbone of your business strategy. The easiest way to do this is to ask yourself why. Why are you starting a brand? Are you filling a gap in the market? Are you bringing a new sustainable production method to a previously untapped industry? Are you creating clothes with utility? What’s your thing? If you don’t have one, it’s time to get one. 

Do I need to have a reason?

You don’t need to have an underlying conceptual framework to create a brand (although it doesn’t hurt). In fact, your why could be as simple as wanting to share your style with the world. No matter the answer, defining your reason for starting a company will help you answer tougher questions down the line, like: who is my customer? Where will I sell my denim jumpsuits? And perhaps most importantly: do I have a product-market fit?

Tips for Defining Your Brand Mission

Whether you’re designing a full ready-to-wear collection or a one-off line of embroidered hoodies, you need to create value. That’s why establishing your brand’s mission, the underlying premise behind your company, is so important. In order to convince your target market that your brand is worth buying, you need to offer something that others don’t. If you’re struggling with identifying the core goal of your company, start brainstorming. A great way to get your own creativity rolling is to think about your favorite brands, and the reasons why you are drawn to them. Is it a promise of sustainability? Subculture? Or unique aesthetics? What do you want your brand to stand for?

Executing Your Vision

Building a business is all about creating a vision. Once you’ve set your goals, it’s time to start plotting how you can achieve them. But before diving into a business plan and brand building, you need to familiarize yourself with the ins and outs of retail, financing, and go-to-market strategies. Think you’re ready to dive into the murky waters of the fashion industry? Test your knowledge with our introduction to brand building here.