More companies are starting daily; it's becoming more accessible and affordable for anyone with a decent computer or phone to start a small business and make some sweet, sweet cash. But how do they compete with more established companies in their industry? Fashion houses have entrenched themselves in history, with some being over 100 years old and a loyal following that will stay around even as quality drops. For an up-and-coming brand, the answer is relatively obvious: get noticed and look trustworthy. 

Getting Noticed

Thankfully, social media is here to let anyone see anything if enough people agree, "This is worth looking at." that includes the awesome garments you have painstakingly designed and sourced from probably thousands of miles away! The hard part is done, right? All you have to do is slap it up on social media or maybe even pay for a cool little ad on Instagram. NO, wrong - you need to make people care, as much as YOU and YOUR friends love what you made to an average internet paroozer you're just another T-shirt guy. Show people, visually, how it fits on a human body - show how it flows in the wind and hugs their sexy body, make them feel like this shirt will fix their broken marriage. You need to show them a story; everything sold that isn't necessary is sold by a feeling. You can't share that feeling with a pic of your product on your kitchen floor.

Or maybe it can? Anything done with intent and some skill can look great; for example, I am working with a brand called Outstanding CItizen, a small lounge and streetwear company whose whole focus boils down to " Be a degenerate; we still love you." So with that mantra, we know we want to get a little down and dirty with the lookbooks, dirty couches, unkempt floors, beer bottles, and people in white tighties. For CoCo Channel, this would make no sense and not tell the story they want, but for Outstanding Citizen, this kind of anti-beauty works because it's still part of the brand's voice. There is no one correct answer; you must cater every piece of collateral to that voice.

Now, take that voice and make videos on the internet; they can be funny and weird or educational, but post them and make sure they make people smile. Don't make it feel like a commercial either; nothing makes me more annoyed than blatant ad interrupting my meme time. I don't care that it's on sale; I don't care about its features - if it's on social media, it has to educate me or entertain me.

Looking Trust Worthy

One hundred years ago, if you wanted to start a small business selling something with as little money down as possible, you would get a little cart, roll it up to a busy street, and tell people to come buy your wares. That worked because they could see your face and the product in person - they could touch and feel it and get revenge on you if you ripped them off. Today, that's gone - everything is faceless, and unless you're a household name, you need to get over that trust barrier with consumers. That's where good design comes in. Seeing a blank site with images taken off Alibaba will not make anyone trust you or your services. Get product shots made with samples in person, yourself. Hire a photographer, rent a studio, or find a white wall and do it with your phone. Anything is better than those images. It's important to make creative that is consistent with the brand voice you are making. Even if your brand's whole thing is "Anti-design windows 19998," keep it consistent and intentional. It is not about looking fancy or well put together; it's about your audience knowing what to expect. People love consistency, and the best way for people to trust your brand before purchasing anything is through consistency.