4 Ways to Build a Brand That Customers Will Love

3. Take the long-term view. You have to be willing to sacrifice short-term sales for long-term gains, Comerford said. Moosejaw only send its customers two emails per week (it does send more during the holidays, he conceded), and one of those emails isn't sales oriented. It's just focused on building the brand without promoting any products, Comerford noted. The retailer also recently launched an augmented reality (AR) catalog, for which consumers can download a X-ray app to make the models' clothes disappear. So the very jackets and apparel that Moosejaw is selling are being made to disappear, and the retailer is perfectly fine with it. Here's why: it fits with the brand. And believe it or not, the app has helped Moosejaw sell more products. Since being launched in November 2011, the X-ray app has been downloaded over 1 million times, and the AR catalog saw a 4.1 percent response rate and a 37 percent increase in sales vs. the previous year's catalog.