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"Branding.. umm, it something about big companies and definitely not about my small clothes collection",- may be you are thinking while reading title. But what is brand?
Brand is a feature that identifies one seller from another. Name, colors, symbols and other features are working together. But I'm convinced that the most important is the creation of some story around your brand. This story  does not necessarily have to be truthful or to have the  traditional structure (the beginning and the end).
When I'm saying "story" I mean image:
  •     who is your character? why did she choose your clothes?
  •     what her personality traits? what set of values she has?
  •     what her favorite things, places, books? 

Archetypes will help you to create story, that would be familiar to many people.

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