Whether you've just launched your first Etsy store or are a seasoned veteran looking for a brand refresh, there are four main ideas to help you narrow down your vision.
1. Be distinctive
What makes you unique? What is the thing that makes your work stand out from all the rest. Do you knit quirky, colorful scarves? Do your greeting cards put Hallmark to shame? Are you selling witty handmade pillows to throw on a newlywed bed? Whatever it is, narrow in on that, because that is what makes you unique and will get your dream customers attention.
2. Brand it!
How do you take your unique-ness ( see above! ), and turn it into the most fantastic branding ever?
Answer: Emotion. Find that emotional connection your style has with your customers. A new mamma wants to feel cool and stylish, but is also covered in drool all day. Do you sell funky t-shirts that are comfy and totally trendy? Boom. Are your greeting cards tackling hard subjects with humor? YES! Capture that.
If you take these emotional pieces and translate them into visuals, you have your branding. Done right, clients will have a sense of your style before they even see the whole catalog of your products.
3. Work your website
Branding doesn't stop with your logo or color palette. Your brand needs to carry through to your website and online shop, if you have one. Now is the time to consider your dream client's journey through your site. Yes, I said journey. Think about where they will start (homepage, Etsy storefront?) and where you want them to end up (contact page, Checkout?).
You can continue to work in that emotional component by telling a story as you go. Here is an example:
Click ... Main shop / storefront A collection of creative, quality handmade items for the home.
Click ... product page from search A quirky state-shaped cheese platter made from Acacia wood, which would be the perfect gift.
Click ... Checkout How much are they going to love this gift!
Thinking about how a potential customer will wander through your website will allow you to create the right structure, content and navigation.
4. One step further
As the creative business owner you are, you know there's more to consider. Social media (product shots, header images, etc), advertisements and wholesale price sheets are all places to carry over your branding. Think about each customer's experience from beginning to end. From the logo to store front signs to packaging to thank you stationary, everything should be cohesive. Make sure to ask yourself if it sends the right signals and emotions. In the end, it should be in line with your unique creations.
Looking for examples of a maker's branding in action? Head on over this-a-way.
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