Branding can either draw a customer in or turn them away. Having a strong identity is a must-have for any size business. So…what is branding? What does it mean?
Essentially, branding tells your story and helps elevate your products. It shows your customer who you are and what you do. It gives your products a cohesive look and feel. It can be one of the most important aspects of your handmade business.
These are my top three tips for creating a strong brand.
1. Define Your Brand
In an age where everyone needs an online platform or website to support their products, the demand for a great brand has never been so important. Start by defining your brand and creating a mission statement. Your brand not only has to look good, it has to convey your business’ message. I often reference my mission statement to ensure that my branding message aligns with it. Below are a few questions your mission statement should address:
What are the benefits of my product?
What do customers already think of my products?
What qualities do I want to resonate with your customer base?
2. Get Inspired
Your logo is the centerpiece, point of recognition, and driving force behind all of your branding material. Keep your logo simple and timeless. You want to create a brand that will stand the test of time!
When designing a logo, take some time to gather your thoughts and do some research. Take a look at your competitors and determine what you like about their branding. While this step is important and necessary, don’t get caught up in trying to imitate your competitors branding.
There are great branding and logo resources out there as well. I recommend taking a look at websites such as: www.logodesignlove.com and www.creativebloq.com. They have large collections amazing branding examples.
3. Keep it Consistent, Yet Flexible
It’s important to establish your brand message and perhaps a tag line and use it across all mediums. Consistency helps reinforce your business’ character. It also helps clarify your products and benefits. Instill a simple set of guidelines that you can refer to when creating and delivering your message across digital, print, ad, and packaging. In turn, you will create a sense of familiarity and trust with new and returning customers.
Staying consistent doesn’t mean you can’t have fun with your brand and test it’s boundaries! It is also important to have the option for flexibility. For example, you may want to create a vertical and horizontal version of your logo. The horizontal logo may look great on your website, but not work for your products. As long as your branded materials circle back
A bonus tip: Don’t take your branding too seriously and don’t let it hold you back from expanding your handmade business. You make start off creating hair accessories and want to branch into home décor. That’s okay! Take the opportunity to revisit your branding and find ways to tweak it to fit your new endeavor. Our small businesses are living and breathing and we must adapt accordingly!