Oh, gotcha. I was imagining walls of house decorated with flow charts. It's definitely a great exercise though, and I learned more about my shop in the process. I always wondered about a shop from 2013 with 200 items listed, but only 100 sales in 8 years.

Yes, pivot and being flexible while establishing a brand. It's a challenge. I picked a name which is commonly used every day, easy to remember, and I can tailor as needed. I knew this was important years before I opened my shop. I remember waking up at 2am and writing it down so I wouldn't forget by 5am. Regarding your $50 coffee mug, there's a boutique aspect to etsy, but it's a watered down boutique where you need to understand your margins and target audience. If you have a great theme/slogan mug, you might get that $50 if it's something so unique. But your sales will be one a month, instead of one a day. A then of course 100 sellers will copy your cup, and sell for $10, and just shove into a bubble mailer with 2 extra pieces of cushion wrap.

There's a thing for branding, but look at the expense per item sold. I used recycled boxes and bubble wrap for my first 200 orders, my neighbors helped supply me. After that 200th item, I shopped wisely and bought new boxes, and bubble wrap, and I slowly continue this...I have about 30 different types of box sizes, 3 cushion wraps, 2 polyethylene foam thicknesses, and 4 different packing tape types. And then all the baggies, and envelopes. I'm try to appear professional now. I wouldn't entertain it though until I got established, and recognized the value of the professional packing.

Interestingly north west US.