Often we think of the term branding as only being for the big businesses.  It is however so important for every business or enterprise however big or small.

So what is branding?  Your brand is so much more than just a logo and some colours. Your brand is what makes you and your work connect to your perfect customer. A customer that understands exactly who you are, your work and what you stand for, and knows instantly that you’re the one for them.

What is your brand identity?

In the bustling world of handmade craft, standing out from the crowd is essential for success and building a strong brand identity can be the key to attracting customers, fostering loyalty, and ultimately growing your business. 

Your brand identity encompasses the visual and emotional elements that define your business and your work.  That’s right it’s not just your logo and a bunch of colours you like!  

It's everything from the way you make your customers feel through your photography, colour palette and typography. To your brand voice and the words you write, the stories you tell and the voice that communicates who you are, what you stand for, and why customers should choose your products over others.

Having a clear brand identity brings cohesion to your marketing efforts and ultimately makes it easier for you to speak to your perfect customers. Confidently using your brand style and brand voice when you develop your website, when you write your emails, when you post and share on social media, and when you tell your story. 

You're sending a clear and confident message to your perfect customers as to who you are and the essence and ethos of your work. Building trust and credibility with your customers along the way.

Developing your brand identity

So, now you know why having a clear brand is so important for your business, how can you as a handmade crafter and maker go about building a brand identity that resonates with your perfect customer? Here are some key steps to get started:

Define Your Brand Values:

Begin by clarifying what your brand stands for and the ethos behind your business. Consider what sets you apart from similar makers and the values you want to communicate to your audience. Are you passionate about sustainability, craftsmanship, or creativity? What inspires you to make and create your work? Have you developed a particular technique with your work?

Know Your Audience:

Understand who your perfect customers are – their demographics, preferences, and pain points. Your brand visuals and voice should align to the desires and aspirations of your perfect customer, creating a brand experience that speaks directly to them.

Develop Your Visual Assets:

Create visual elements that reflect your brand personality and resonate with your audience. Through your photography and the styling of your work in images. Through the colour palette and typography you choose that evokes the right emotions and convey your brand's personality.  In my opinion your logo is probably the least important element of your brand.  Spend time developing a clear brand style and voice and your logo will develop naturally from time spent doing this work.

Craft Compelling Messaging:

Define your brand voice – the language and style you use to communicate with your perfect customer. Develop key messages that highlight your uniqueness and brand personality and that connect with your customers on an emotional level.

Consistency is Key:

Ensure consistency across all touchpoints of your brand – from your website and social media profiles to your packaging and promotional materials. Consistent branding builds awareness, interest, and trust in your brand, making it easier for your perfect customers to engage with your work and make the decision to take action and buy.

WHAT’S NEXT…

If you’d like more in-depth guidance on creating your brand identity and building a thriving and joyful handmade business online, why not get on the waitlist for the next intake of the Handmade Business Academy.