Because branding is a snapshot that immediately informs customers about your creative business it's impact cannot be underestimated.
These essential tips will help designers or makers build a successful positive brand to use as a foundation to promote their business from.
Branding is a collective way for you to describe your work practise that is easily identifiable by your customers or clients. Used consistently it is also a way for you to prove your expertise, credibility and authority in what you do.
1. Why is branding important?
Positive professional visual branding is a powerful and effective marketing tool, creating a brand should be a priority for any new business.
Example : Recently I changed my twitter name from @jewelleryace to @jewellerymentor and I did this because the jewelleryace name was more in keeping with my jewellery making business Dawnstorm.co.uk rather than what my priority is now which is assisting jewellers with their creative development via my company bespokejewellerytraining.co.uk
By making this change I could now include my twitter profile in my business branding to make my posts on twitter more relevant and to reinforce the credibility of my posts to potential customers interested in Jewellery courses or training.
2. How is having a brand is of practical help in your business practise?
a) Branding in the form of a logo that you use consistently in all areas such as:
b) Customer Relations & Business Strategy
Carry your branding message across into the way you interact with your customers or potential customers. The tone of your emails or messages on social media etc should reflect the same brand profile you promote eg friendly, informative, formal, chatty etc.
3. Why is trust key to sales?
If you want to appeal to customers they'll be looking for branded professional messaging across the board such as Email, Social Media posts and Business correspondence etc . Everything in fact that any potential customer will see will have a positive or negative effect. To build trust in you and what you do, branding needs to be used consistently to promote your business, and create:
a) Brand recognition
b) Brand loyalty
Both of these are very powerful marketing tools.
However well-meaning a low quality logo, unprofessional website or unintentional negative social media posts are, they could reflect badly on your business brand and could affect your commercial potential.
4. How to use your Brand successfully
You can promote ideas and create a particular strategy for your brand to promote what you do and why you do it, your brand will be the foundation for all promotional activity.
If you have a solid foundation for your brand in place you can use it to explore different marketing strategies for different parts of your business. But you do need to have a consistent brand message in place for this to be most effective.
Example - Valentine's Day: A seasonal marketing promotion for Valentine's day exploring a strategy using emotion to influence sales will still have your consistent brand message (brand recognition) as the back up that customers recognise and require in order to trust you.
b) Brand Ambassadors
Offering customers a simple way to recognise (brand recognition) and promote you if they love what you do is easier if you have a brand they can easily find and promote.
- Brand ambassadors are worth their weight in gold so make it easy for them.
- Be good at customer relations and recognise customer loyalty so thank them or offer incentives or gifts.
And why not ask for a product review, if they clearly like what you do already then you are more likely to get a positive response.
5. How to easily create a brand identity
Consider the important objectives for your business;
Create a good logo based on these findings and apply this to all you do. If you don't feel competent to produce a high quality logo yourself you should consider paying for professional help. This expenditure will be an investment in your future business potential not an expense you cannot afford.
Shape and colour
Colour and shape communicate meaning - fast. Do some research to make sure your choices reflect and compliment your type of business?
Be careful with colour, choices you make now will be used in all parts of your business, documents, website etc in order to tie your branding together cohesively.
More information about the power of colour and shape here
Naming your business
Carefully consider the name of your business, whatever you choose needs to be effective across a range of business practises, consider:
a) Social Media: How you will use it or shorten it for use on twitter and other social media outlets without losing your brand identity.
b) Short and simple can be a good idea but it doesn't always embody what your business is about.
c) Abbreviate? Not if the letters are meaningless or meaningful in the wrong way.
d) Spelling - "Dawnstorm Jewellery"Meaden-Johnson because my surname is long and historically often misspelt (If you have to spell your business name constantly because you have chosen something based on clever wordplay it could also ruin your google search potential. I named my jewellery business ).
e) Google - It's always a good idea to do some general research and local market research before making a final decision on your business name. Being found on Google is important for your business .Think you have the right name? check it out by searching it on google first to avoid any pitfalls later regarding domain names or similar companies. Getting mistaken for another business could be a disaster.
f) Website: Make sure your business name can be a successful recognised URL (website name) on google.
Good luck with your creative endeavours,
-Founder of The Bespoke Jewellery Training Company
-Jeweller / Silversmith
-Creative Business Development Consultant
Email Dawn at email@example.com
About the author | Dawn Meaden-Johnson
Dawn has over 30 years’ experience working in customer facing Creative and Commercial Industries and in Further Education, including at Birmingham City University School of Jewellery for 10 years, during which time she has worked extensively with national and international clients.
Dawn is a creative business development consultant and the founder of The Bespoke Jewellery Training Company which provides national one-to-one practical tuition for Jewellers nationally.
A Silversmith graduate of Birmingham City University School of Jewellery, Dawn still creates jewellery under the brand Dawnstorm.co.uk which specialises in limited edition anodised aluminium jewellery combined with silver.