If you're reading this then you're probably pretty aware of the concept of branding and which brands you like.

Okay, here's a question for you. Without looking, can you name the brand of socks that you are wearing today?

I bet most of you have no idea. I didn't know myself. Why is it that I know what type of shirt (Tailor Byrd) jeans (Lucky) shoes (Camper) and underwear (Jockey - probably more than you wanted to know) that I'm wearing, but when it comes to socks I've got no clue? I didn't even need to check the brand name on any of the other stuff.

Okay - so now I'm intrigued. I pull off my shoes (thankfully I'm at my home-office today) and check for a brand name. Nothing - no tag (though I'm glad of that - nothing to itch), no sewn in name on the ankle, bottom of foot, or toe. Not even anything remarkable about the design - no raised toe-stitch or splash of color.

I shop at name-brand stores and buy socks that cost about $10.00 a pair. I would have thought that anyone charging that much for what is essentially a disposable piece of clothing would be intersted in creating some brand recognition by informing their consumers of their name. After all, if I don't know who made my socks then I probably won't be able to find them again.

I know that some sock makers put their names on their goods - or have signature looks - especially Gold Toe. I also understand why it might not be intuitively important to have a visible name (most men's business socks aren't meant to be seen.) But it seems to me that those that skip the label step miss out not only on advertising, but on brand loyalty as well.

How is this applicable outside the world of socks? Think about how you label your own product or service - not just the sign on the door or name on the box. Once people are using your product as intended and have thrown away the wrapper are they going to be able to find you again? Will they remember your name? Will they be able to refer more business your way?

If you only want one sale (or your product is so bad that you don't expect repeat buyers) then don't let it concern you (and stop reading this blog!) If you want buyer loyalty then minimally you have to give your buyer enough information to find you again when it's time to renew/repurchase/reengage.

Addendum: I hereby pledge to buy only socks that I can actually find again if I like them. Life is too short to serially change sock brand loyalties. And, though it has never happened, I will hereafter be prepared to answer the sock-related question, "Who are you wearing?"

Addendum II: Trackback to a wonderful (and profane - you've been warned) POV stated by a peeved consumer. The stated view is that there's no reason to have 'branded socks' among other things. Great to see real people upset with the bunch of copycat brands on the market. Click Here to view. The language is a quite rough, but the sentiment is valid.