Nike's swoosh cost $35 in 1971. Today it's worth $32 billion.

Did the logo become magical? No. Nike attached feelings to it.

Most dropshippers think branding means a cool logo from Fiverr.

Wrong. That's decoration, not branding.

A brand is what people feel when they think about you.

Nike sells "Just Do It." Apple sells "Think Different." Coca-Cola sells happiness.

Your dropshipping store? You sell "high-quality products at affordable prices."

So does everyone else. Zero feelings attached.

Dollar Shave Club disrupted a $13 billion industry with basic wordmark logo. Their feeling? "Shaving shouldn't be complicated."

$1 billion acquisition.

Meanwhile, Gillette perfected their logo for decades. Useless.

Here's what feelings look like:

Bad: "Premium kitchen gadgets"

Smart: "Cooking that doesn't stress you out"

Bad: "Quality pet accessories"

Smart: "Your dog deserves to feel special"

Warby Parker won because buying glasses felt simple, not intimidating.

Casper won because buying mattresses felt normal, not awful.

Most dropshippers copy logos and colors.

Copy feelings instead.

Find a brand your customers love. What feeling does it create? Now create that same feeling in your niche.

Example: Customers love Patagonia's "outdoor adventure" vibe. You sell camping gear. Your feeling becomes "real adventures, not Instagram ones."

You're not selling tents. You're selling authentic experiences.

Logo comes last. Feeling comes first.

People don't buy products. They buy better versions of themselves.

Tim

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P.S.: What feeling does your favorite brand give you? It's not their logo.