BUSINESS: Importance of Branding

• McDonalds, = Big Macs and a big yellow M;
• Tesco = buy one get one free packed into a stripy blue and white bag with a red logo;
• GAP = preppy clothes in navy blue drawstring bags with a white logo.

The list goes on! Whilst the word branding may bring forth terrible thoughts of hot pokers and cows, it is vital to get it right with your own business so here are some things to bear in mind to ensure that you do just that:

Continuity: Use the same logo on your website, Etsy shop, Facebook page, blog and business cards. This is vital in order to create a brand/logo synonymous with your business and will help to ensure you come across as  professional when dealing with customers.

Branding package by Askey Illustration

Image: When you are setting up your online shop(s) think about the image you are conveying to potential customers and what sort of customers you want to attract.

Presentation: Good product photography is a given but presenting your product professionally is sometimes of greater importance inorder to gain repeat business and to encourage customers to talk about your business. The photographs might clinch a sale but if you then send a buiness card with a different logo to your shop with the order and use a sticker without a logo you are missing out on key opportunities to imprint your brand/logo on your customer's mind. In contrast, if you were to send the parcel, beautifully packaged, with a business card or compliment slip with the same logo as your shop (with your shop URL) then seal the parcel with a sticker with that same logo, that customer is far more likely to remember your brand. Poppy Sparkles is a great example of understanding the importance of branding, as every parcel is carefully packaged with pink hearts, a handwritten note and the Mummy necklaces are sent with a beautiful quote on a well designed card.

Design: Obvioulsy a great logo is important, but that is for another day!

Creating a brand that people remember is important and if you are not sure what message you are trying to convey with your brand there is help available.  Fiona Humberstone at Flourish Studios is running a one day branding workshop so if you live near enough to attend I would highly recommend it.  I read Flourish Studios blog religously and admit that I love their designs, which are always fresh and perfectly tailored to their clients needs. For more information about this workshop please visit Flourish Studios website.