Branding: Judging a Book by its Cover

A logo and a website are only the beginning.......

My first website was a disaster! I’m not exaggerating. It was horrible mess and I hated it. My branding was all over the place and my numbers reflected it. 

Crafters are visual beings and if your visual branding needs work, crafters tend to think everything you offer does too. We’re human, we tend to judge a book by its cover. 

I finally took the bull by the horns and decided to revamp my branding.

I switched to Squarespace and I absolutely LOVE it. I didn’t have to hire anyone to design or develop my site, I did it myself. And it looks and performs the way I need it to.  Although a great looking website is important, it’s only the beginning.

Branding is the entire experience your target audience receives whenever they engage with you or your business.

Creating a Branding Experience is a process that may take a little time to get right but the rewards for your efforts will be more than you could have imagined.

The Branding Truth

Whenever the word ‘Branding’ is mentioned, creative minds automatically go to logos, colors, graphics and fonts. But branding is much bigger than that. 

Your brand experience is your reputation. It represents your interactions with every crafter and how they think and feel about you.

Visual branding or Brand Identity, is important because it visually represents the experience crafters can expect when they engage with your business. It includes your brand colors, logo and fonts. It's how your business looks and feels. It expresses the personality of your business. 

Internal branding or Brand Framework, is important because it's the heart and soul of your business. It includes your business mission, values, and what makes you unique (personality or vibe). It means you have a clear understanding your target audience and what they need from you.

Your Brand Experience includes both the visual and internal elements that make up the type of interaction a knitter or crocheter will have with you and your business. 

Aroha Knits is an example of an outstanding Brand Experience. You know exactly who she is and what she belives in. Your brand experience doesn't have to be as elaborate but it needs to represent you and give crafters something they can't easily find elsewhere. 

The Elements of a Good Brand Experience

Your Brand Experience has the job of attracting, engaging and converting your audience. Not just once; but over and over and over again.

  • Is your website organized and easy to maneuver? 
  • Are there confusing ads that clutter and compete with your content?
  • Is your content relevant to your ideal crafting customer?
  • Is your visual branding cohesive and easy to recognize?
  • Is it easy to purchase a pattern or subscribe to your list?
  • Do you welcome your new subscribers?

Your brand experience should be designed to help you build lasting relationships with your audience. And just like any relationship, it takes work to make it last.

But as you know, sometimes the outside package is amazing, but the inside needs work. That's when your internal branding goes to work to help keep your target audience engaged and hungry for more. The internal brand experience has to be just as compelling as the visual and that takes work.

There are three main elements in a brand experience. These elements have the job of helping to build and keep your audience. They include:

  1. Your Brand Framework
  2. Your Brand Identity
  3. Your Touchpoints

1. Your Brand Framework:

Your brand framework is what separates you from other designers. Its the internal structure that makes up your business.

In the Design Your Brand Experience, you'll develop your framework with step-by-step instructions and guidance. You'll:

  • Define the Mission of your Pattern Design Business
  • Discover the Values that matter to you
  • Uncover what makes you different from other designers
  • Explore what you want to be known for in the industry
  • Define your Target Audience and create your Ideal Crafting Customer
  • Create a unique business Tagline and Mission Statement

2. Your Brand Identity:

Your Brand Identity is how your business looks. This is where your logo, colors, graphics and fonts come into the picture. It’s your business vibe. 

In the Design Your Brand Experience, you'll develop your framework with step-by-step instructions and guidance. You'll:

  • Define your business Personality and Archetype
  • Identify your Writing or Communication Style
  • Explore the psychology behind Brand Colors
  • Discover Font Types and how they help your business
  • Explore Logo Styles and how they represent your business
  • Learn how the right Images and Templates work for you

3. Your Touchpoints

Touch points are discovery and engagement locations. It's where you and your target audience find each other. 

Touchpoints include:

  • Your Website
  • Social Media
  • Your Newsletters and Emails
  • Webinars, Workshops and Online Videos
  • Guest Posts, Interviews and Live Presentations

The Brand Experience 

Everything you do should bring about the best crafting experience for your customer. That’s the focus of having a Brand Experience. 

A Brand Experience is all about being consistent with your brand elements. This means that no matter where your pattern business is represented, the impression is the same. Being consistent builds trust and encourages engagement.    

Wherever your audience ‘touches’ you or your business, the experience should always be the same. That means sending the same message, communicating the same values, demonstrating the same personality traits. 

I’ve developed The Brand Experience Workbook to help Pattern Designers like you make sure all your branding elements are working together to create the best experience for your ideal crafting customer. 

The Brand Experience Workbook for Pattern Designers is a step-by-step process to building a branding experience that separates you from the competition and helps you promote your unique style.

  • Want to sell more patterns?
  • Want a Pattern Design Business that attracts right knitters and crocheters?
  • Want to make a true and lasting connection with your crafting audience?

Get a 17-page Design Your Brand Workbook sampler in the Resource Library or click HERE to get the workbook now.

Let's get Branding!

Sticks & String,
Lori