• by Mike Coffey , April 15, 2009

A recent survey by my company found that four out of five people said they still hold on to at least one sentimental old shirt -- and, more likely, two or three. That cuts across all ages and demographic groups.

Shirts from a vacation led the way by far, but what might surprise and intrigue readers is the second-most popular shirt that people said they've kept over the years: a shirt from a business or employer. These were more popular than shirts from concerts, sports teams, charity events and even alma maters. Nearly one-third -- 30% -- of total respondents have kept a shirt from a business or an employer.

Creating a wearable brand isn't just about spending millions of dollars on clever ad campaigns. Most of the favored custom shirts survive the give-away pile because they're associated with a particular memory or passion.

Here are some tips on how to tap into the enthusiasm of your existing fans, to the point at which they'll wear your brand.

Create a memorable experience

The best way to create a shirt that people will want to wear and keep is to create a memory that people will enjoy and cherish.

• Team up with a charity and hold an event to raise money.

• Sponsor existing run/walk fundraising events, and invite your customers to participate along with you.

• Hold relevant events at your location -- relevant, that is, to your business. A bike shop might offer lessons, where families can come and teach their children to ride. A pool-supply store might hold free annual barbeques in the parking lot, to kick off summer vacation.

Keep the design simple

Favorite tees aren't necessarily the ones with the most clever or colorful graphic. The goal is for the message to be seen and understood. Here are some design tips:

• Don't clutter the shirt with too much information -- clutter simply dilutes the message.

• For the best readability from a distance, use high-contrast colors, like black on white - or even red lettering with black outline, on a white shirt.

• Don't assume that more color is better. The best designs usually involve two to three colors at the most.

• The most popular shirt colors are: black, white, gray and navy. Choosing a popular neutral color might increase the chances it will be worn more often.

If you've got artwork you'd like to use, test it first by enlarging it to fit a standard piece of paper - which is roughly the size of the imprint area on the front of a shirt. Hold the paper up sideways, and make sure the important part - perhaps the company name and phone number - is easy to read.

Make it a keeper

Involve your customers in the process. Here are just a few ideas:

• Make a contest out of it - challenge your most loyal fans to create a design that captures what your product or service means to them. Choose a new design every few months.

• Invite kids to create the design. A dentist's office might provide a place for kids to color while they wait, and challenge them to create a design that involves a smile. A gym might want to have kids create a design featuring their favorite sport.

T-shirts become favorites when they represent something that's important or memorable for the individual. There's no shortcut to fostering that kind of enthusiasm. But companies that make the effort to connect with consumers in a way that's authentic just might become the kind of brand that those people would be willing to wear.

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