#1 BIGGEST Mistake in Etsy BRANDING | How to Build a BRAND On Etsy

About this video

Dylan Jahraus explains why Etsy shops selling print-on-demand hats, totes, t-shirts and sweatshirts that are a solid color with only their own brand name or slogan on them get no sales: an unknown brand name has no meaning to a customer, so it has no value. She says sellers often get passionate about the vision, create an intricate brand story, spend time and money, and even file trademarks before making any money, imitating brands like Nike, Adidas, Chanel and Life is Good. Unlike those brands, a new shop typically offers a mediocre, commoditized print-on-demand product with no following, and many people would prefer a plain t-shirt over one with a random unknown brand. She claims seven years on Etsy, $1.5 million in revenue and over $1 million in profit, plus selling on Amazon and Shopify. To fix a shop like this, first make branded items less than 10% of the product mix, ideally 2% or less, and fill at least 90% with designs, sayings or words that mean something to a specific customer — customer first, product second, because brands are built for and around people. Second, only consider putting your brand name on products after around 5,000 orders (not dollars), with repeat business and growing multi-item orders, and only if customers show interest, tested with an Instagram poll; having no Instagram following is itself a sign not to do it. Branding too early can make acquired customers feel the seller cares more about themselves than customers. Third, cultivate the relationship off Etsy, primarily on Instagram and also via YouTube or a podcast, repurposing Instagram reels to YouTube Shorts and TikTok. Focus at least 80% of content on lifestyle, behind-the-scenes and relatable content and 20% or less on products, and create FOMO with customer shout-outs, sneak peeks of orders, thank-you posts listing buyers, and welcoming new community members.

Key takeaways

• An unknown brand name or slogan on a commoditized print-on-demand product has no value to customers and does not sell by itself
• Keep branded items under 10% of the mix, ideally 2% or less; make 90%+ designs/sayings that mean something to a specific customer
• Do not consider branded products until around 5,000 orders plus repeat business and multi-item orders, and test interest with an Instagram poll first
• Build off-Etsy following on Instagram/YouTube/TikTok by repurposing reels to Shorts; aim for 80%+ lifestyle/relatable content, 20% or less product
• Create FOMO and community with customer shout-outs, order sneak peeks, thank-you posts listing buyers, and welcomes to new members

Episode details: published March 18, 2023 · 9:13 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Dylan Jahraus’s own claims, shared for education — they are not typical or guaranteed.

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