First of all, when it comes to brand(ing), I like to define it this way:
"Your brand isn't what you say it is. It's what they say it is."
– Marty Neumeier
"They" is the external world, including your customers and audience.
By asking, "how can I create a better brand?" you're asking yourself:
"what actions and decisions can I make to influence the perception that these people have of my brand?"
Of course, I cannot jump to any conclusions without a deeper analysis of your current brand and the products that you're selling but let me give you some 'clues' to facilitate your rebranding:
What does your brand represent?
The answer will be influenced by the type of products you're selling. Are you a general store that sells a little bit of everything, or are you more specific? You already got the answer for this, so let's make sure that you communicate your position the best way possible.
How do your potential customers find you?
This is through where you can meet your future clients and give them an excellent first impression of your brand. Is it through Instagram? Word of mouth? Your blog? Define that channel and be present. Particularly there.
Where do you get the chance to discuss this with your clients?
"It's what they say it is." — To improve something, you need feedbacks. From a branding specialist or an agency, yes, but more importantly (in my opinion), you need feedback from your clientele. They will tell you what they think about the experience and what they think about you. From that, you will know what to change or do differently with your next customers.
A little tip: implement customer feedback as soon as possible in your shipping cycles. You will thank me later for that!
Once again, I don't know you/your brand, so I won't take the liberty to advise you without all these pieces of information. That would be counterproductive at best. However, you can use the '3 points' above to start your rebranding with confidence.
I like to say:
"Branding is a lifetime process. As long as your business exists, your values, decisions and actions will influence your brand."
– Fidele Murengezi
There is no secrete when it comes to branding: implement, test, listen to feedback and reiterate until you got it right.
I hope that this will help you as a starting point. Don't hesitate to contact me for any further information. Best success!
Take care 🌹