• Your brand identity is not the plan, it is the guide that keeps your brand together.

• It isn't your marketing or PR strategy, rather it is your connector to your consumer.

• It is not your selling point, however, it's ethos is targeted at that ideal customer. 

Your retail brand identity should work for you by:

• Clearly communicating the in-house mission and how it ties into your vision.

• It should communicate to your potential client, who you are.

• It should connect your story to your collection range and sales.