Congrats! Two thoughts come to mind immediately: first, think critically about your competitors, "like" brands, and brand heroes. These people have often done the work for you when it comes to gathering people who are interested in your product. Target accordingly—paid and social, and craft your message about the pain points your customer is experiencing right now. Ask around to find out what those are. Secondly, the word "culture" can be tricky—it means something different to each person, so consider defining it somewhere on your homepage so we understand the problem, and how you provide a solution for it. This word has proved challenging in several people and companies I've branded over the years, so just thought I'd mention it! :) Good luck with your launch.

I think it really comes down to the consistency of your branding—namely, your visuals. There are more e-commerce websites than there are customers. Use branding as a way to reinforce the quality that your customers are buying into. Achieving visual consistency (product photos, style/editorial shots, banners, logo/identity, etc.) will complement your move to be a premium brand. That's a classic example of how branding can become a powerful tool to achieve your business goals.

When you pay $85 for a shirt, you're buying into a brand.

Think about how you can turn one of your passions into a career. You've earned the right to do spend your days doing something you love – but in order to keep busy, make sure it's something people need (and are willing to pay money for).

Brand = something you love + something others need

An idea is great, but it's much more powerful paired with research. The Internet is your oyster. Good luck!

I might suggest starting with Bitly and exploring the possibility of getting a custom branded shortener, which you can set up through Bitly once the domain is purchased. For example, my website is philpallen.com but I shorten all links to philp.al/link so it's more professional.

I feel like many other shorteners look like spam, but I'd say your safe with Bitly because it's widely used. A custom one would be even better!