Brand building is more than a logo on a business card. It’s about how you and your work are perceived by the consumer. You want your business to be recognized as one that stands above the crowd, one that offers quality, value and your vision.

what differentiates your business from others?

First, you have to know your competition. Visit B&M stores, go online and check out craft fairs to see what your competition is doing. How are you different or better, what sets you apart? You need to give customers a “reason to believe” in your product above the others. Do your unique designs set you apart? Is it your recognition by the art community? Maybe you’ve created a new way to craft an old product. Pinpoint the differentiating factor.

communicate what you do.

Can you describe your business in a sentence – and pinpoint the differentiating factor in it? Not “I make jewelry” but “I make unique fabric accessories from recycled materials that reflect the wearer’s attitude to life.” (I’m making this up, but you get the idea.) Ask a trusted friend to describe your business and write that down. Does your description match your friend’s? Is there a clear understanding by the consumer (your friend) of your vision? Construct a sentence or tag line that says exactly what you do, and use it on all your communications.

create a visual presence

that is easily understood without explanation. “Keep it simple” is not trite advice – it’s a known fact. Fancy fonts can be unreadable. Shadows and background art can obliterate your message. An up-close image of part of a necklace may not be understood visually by anyone but you. The most successful logos and brands in the world are the simplest: Nike, Volkswagen, Gap, Target.

gain trust and credibility.

Customer service is key. Generate service rules for yourself and don’t waver from them. Send a thank you to every customer. Wrap every purchase the same way. Return every call or email within a certain period of time. Thank every customer for his or her referral. Your brand is an extension of yourself, so you have to be true to it, and it has to represent the real you.

guest author:
Sunny at Sunny Day Vintage