Posted: 22nd May 2017
A blog for creative people…
You’re creative, so crafting a fantastic brand should be a doddle (or is that a doodle).
Your wonderful creations are a personal testament to your creative ability and your passion. You spend hours carefully stitching detail, moulding intricacies and blending colours. This is about what you want to do and what you want to sell. However, your brand isn’t about you, or even totally about your amazing creations… it’s about your customers and what they want and like.
To show you what I mean, let’s go back to the birth of your creations…
One day you have this wonderful idea and you turn that idea in to (for the purposes of this blog) a ‘Squirmlet’. Now this Squirmlet is soft and squishy and adorably cute. They come in a range of colours and there are ten different characters to collect, each with their own personalised poem about their individual likes and dislikes. Fantastic idea and absolutely perfect for primary school aged children to collect.
So how is a brand going talk about your Squirmlets behind your back?
Well, your brand is how your Squirmlets (and your business) are perceived by others, and most importantly by your target audience (i.e. those mums, dads, aunties, grannies, etc of primary school children, as well as the kids themselves). Your brand literally speaks to your customers, telling them what to expect from you (quick delivery and quality craftsmanship) and your Squirmlets (hours of fun and swapsies with friends).
So how does your brand do this?
Everything that is seen by those mums, dads, kids, etc. is your brand and each one of those elements will create an impression about you and your Squirmlets. So you need to be sure you are creating the right impressions.
So what impression are you creating right now?
Here’s how to craft a brand that will say the right things (up-front or behind your back!)
And one final thought for you…
Does your brand whisper sweet reminders when you deliver your products… a branded gift tag, a logo’d sticker on the packaging, a leaflet about your product range inside the package?
Or does your brand sneer and say ‘you can’t find me’ as it hides on a plain white carrier bag, a blank Facebook cover, or a missing strap line?