BRAND BASICS: The Elements of a Great Business

 

Is your business representing your talents, attracting the right audience and encourage engagement and sales?

If not, you may be concentrating on your patterns but not on your business.

There's one element that separates designers: Their Branding

Your brand has the responsibility of communicating your business’s core message, the values it represents and market its patterns and products. Branding is about the visual signals your business uses to help your audience determine what your business stands for. 

Elements of a Brand includes:

  • What your business stands for (the message)
  • What your business offers (the unique selling proposition)
  • What’s your business’s voice (the personality)
  • What your business looks like (visual identity) 

What’s your Brand’s Purpose?

Every brand makes a promise. But in a marketplace where competition is high and budgets are low, it isn’t your promise that separates you, it’s your purpose. 

Knowing why you wake up everyday and work in your business carries a lot of weight with your audience. Your brand story makes a huge impact when it comes to separating you from other designers. In The DESIGN YOUR BRAND workbook we figure out what gets you up and keeps you motivated to do what you do and how to communicate that to your audience.

While making money is important in business, people admire brands that emphasize their willingness to achieve more than just profitability. They want to know your ‘Why’. Your why should be included in your brand message because it shows crafters what’s important to you and what your business stands for. Your brand message should demonstrate your commitment to providing value beyond the point of sale.

 
 

What are you really Selling?

I'm going to tell you a secret. You're not selling patterns. You're selling a craft experience. The experience you offer crafters is what makes you unique. 

Your unique selling proposition (USP) is what makes you different from other designers. What does your business offer that other designers don’t? Deciding on your USP is one of the most crucial decisions you can make about your business. Everything else from visual branding, how you communicate, your content and what you design follows your USP. 

Making your business stand apart from the crowd will make everything you do easier. Customers will be easier to come by. Excited crafters will gladly spread the word about what you do because they love it.

On the other hand, if you don’t develop an effective USP, building an audience or getting any customers to pay attention to you will be a constant struggle. The Design Your Brand Workbook will help you find your USP and show you how to use it to separate yourself from the crowd.

What’s your Brand’s Voice?

A brand personality is a powerful part of your business and something that needs careful thought. Your brand’s voice is the human characteristics that are associated with your business. It’s not necessarily your personality, although you can share similar personality traits. 

Your brand personality is based on who you’re marketing your patterns to. So, knowing who your target audience is vital because crafters are more likely to make a purchase from you if your brand’s personality is similar to their own. This is why it’s important to choose and market a brand personality that will attract and resonate with your ideal audience. 

Think about the type of audience you want to attract and how you want them to feel when they visit your website. What key words should come to mind when they interact with your business?

What is your Business Identity?

Your visual identity includes the logos, colors and fonts you use to relate to and attract your ideal audience. Your Brand’s Identity should reflects personality. A fun voice means nothing if the logo and images are formal.

It’s important to make sure your brand's voice and visual identity work together. Be sure your visual branding is communicating your overall message, values and the promise your business makes to your audience. 

Certain colors can make you feel happy or sad, fonts can be feminine or masculine, images can be dark and mysterious, or inviting and happy. Fonts like Helvetica or the color beige, which have very little emotion associated with them, tend to take on the characteristics of their surrounding elements.

Creating a brand for your business is much more than just creating a logo. It involves everything from creating a visual identity, a brand personality and finding your voice as a business. 

You business’s overall branding has the opportunity to create an emotional impression on your audience that affects their buying decision. 

Your visual identity creates brand awareness and helps crafters associate themselves with your business. If you haven’t developed your brand, you may not be attracting the audience you need to sell more patterns. The Design Your Brand workbook will help you develop your brand so you can build your pattern design business on a solid foundation.

The secret to a profitable business isn’t a secret at all. All successful businesses have mastered the same elements. When you look around at the businesses that are thriving, they all seem to have these hallmarks: 

  • Having a clear Purpose
  • Having a clear Brand Identify
  • An understanding of their Audience
  • The ability to produce products targeted to their customer
  • Visual Brand Consistency
  • Having an engaging Brand Persona

How do you get these hallmarks; by developing a solid framework to build them on.

Are you ready to create a Brand Experience that attracts, engages and creates a loyal following?

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

Sticks & String,
Lori