On Tuesday, Oct. 7, Oakland University students were invited to hear Michael Sana, an OU marketing alum, speak about his Detroit-based clothing brand, Sana.

What began as a project born out of curiosity for photography, design and web building grew into a brand redefining Detroit streetwear. Throughout his talk, Sana discussed the challenges of building a brand and outlined key steps to creating a successful one from the ground up.

Sana said his focus from day one was building a brand identity. He described spending five years perfecting his first tracksuit, noting that the process taught him to balance creativity with practicality.

“Don’t let perfectionism stop you from releasing your ideas,” he advised. “If you obsess over the details, make sure it’s because you care about the brand – not because you’re scared to start.”

He added that a brand is more than just a logo – it’s an identity.

Throughout the talk, Sana emphasized the importance of discovering your “why.” Why did you start the brand, and how do you plan to engage your audience? He explained that understanding your purpose helps shape your brand’s direction and build stronger connections with consumers.

“Find a community that needs to be targeted,” he said.

Instead of approaching streetwear broadly, Sana focused specifically on Detroit streetwear to create something authentic and lasting.

“If I had gone too broad too early, I would’ve killed the brand,” he said.

Sana said a brand isn’t just about one product but about the entire experience. He recalled visiting an Off-White store and being struck not only by the designs but also by the atmosphere.

“It taught me that a brand lives in all five senses,” he said.

Because of that experience, Sana works to establish a distinct smell, sound, touch, sight and taste within his own brand to create a memorable impression among consumers.

“The number one idea is to sell the experience, not the thought,” he explained. “I want people to walk in and feel something – the smell, the music, the vibe – it should all say ‘Sana.’”

“You need to obsess over your brand,” Sana said. “There are no shortcuts when building your brand. If you’re not obsessive over the minor details, then who else is going to be?”

However, Sana also acknowledged that striving for perfection can hold creators back.

“Being perfect is literally brand suicide and creative suicide for anybody,” he said.

He also spoke candidly about his evolution as a creator and the importance of authenticity in branding.

“People don’t follow brands; they follow stories,” he said, explaining that audiences are drawn to genuine people they can relate to. In the beginning stages of his brand, he believed everything needed to look “cool” and “designer,” but that image didn’t feel true to who he was.

“I hated it,” Sana said.

Over time, he embraced his humor and personality, allowing those traits to shine through his work.

“I realized people connect more when you’re genuine. It’s okay to show humor, mistakes and real life,” he said. “People don’t just buy the hoodie – they buy the story behind it. That’s why you have to show who you are.”

Sana said there were moments when he thought he wouldn’t be able to continue the brand, but those challenges ultimately pushed him forward.

“It only takes one person wearing something, one person finding something, one person saying something for your brand to take off,” he said. “I don’t think it’s ever going to be perfect, and I also don’t think it’s perfect now. But I love to do what I do.”