You've defined your brand's essence - its values, attributes, its story. Now that you know what perception you want customers to have, it's time to craft a brand message by sailing the seven Cs:

• Be CLEAR. The simpler and clearer the message, the better chance you have of standing out and being remembered. Again, don't try to be a lot of things to a lot of people. Stand for one thing in a big way.

• Be COHESIVE and CONSISTENT. Make sure your brand messaging makes sense across platforms. If your Etsy store conveys glamorous and gutsy, your emails, social media marketing, flyers, and business cards should as well. COMMUNICATE your brand inall your packaging: Your shop's name, logo, fonts and colors should all align with your brand's core attributes.

• Know your COMPETITION. To position your brand within a competitive landscape, you have to know who else is out there. Positioning is not something you do to your product - it's something you do to customers' minds (and, hopefully, their hearts and pocketbooks).Positioning is about shaping your potential buyers' perception. First, ask yourself what people already think about the category of product you sell. What do they already own? What new problems can you solve? What new ways can you make their lives better? How can you fill a hole by meeting needs other sellers aren't meeting and addressing issues other sellers aren't addressing?

• Know your CUSTOMERS. Business, like life, comes down to relationships. Build relationships and you'll build your brand and your business. Know your customers - what they like, what they want, what they need - and how you can deliver all three.

Encourage feedback in your About page and social media channels. I always say, the best marketing is the kind other people do for you.

• CAPTURE attention. Be direct, be authentic, be helpful, be funny, be bold, or be surprising. Be memorable.