Handmade Branding – Keeping Consistent and Smart
Handmade Branding – Keeping Consistent and Smart
Branding elements for your handmade shop may be easier to create than you think. Jessie McCann, an Etsy seller and blogger, shared her recent blog post dedicated to creating a brand with HandmadeMarketing.org.
“When I started my jewelry business on Etsy.com,” Jessie wrote, “I was faced with a challenge that most of my clients had to face – creating a brand identity or a visual identity for a business. This time, however, it was for my own business.”
To begin creating an identity for your online handmade shop, Jessie suggests listing everything you need to produce, including business cards, earring cards and price tags (in case you ever need them for home parties or craft shows.)
“After I figured out what the costs were to print separate items,” Jessie told us, “I decided I could save money by designing one card I could use for multiple purposes.”
Jessie designed Etsy shop business cards in a unique and smart way, allowing the card to be converted into an earring card by punching two small holes right below the shop’s logo. By planning branding elements that serve a double purpose, handmade sellers can avoid costly mistakes.
“The standard business card size is a perfect size for all of my earrings,” she said. “When I need to make price tags, I cut off the top part of my business card, punch a small hole and tie a piece of cotton thread through it. Viola! I have a price tag. I write the price on a label and stick it on the backside of the card. The UV coating on the back of the cards allows me to easily apply or remove the labels.”
Jessie said she then applied the same look and feel of the handy business cards to her Etsy shop “Thank You” cards and gift certificates.
“I used to put my jewelry inside an organza bag when I shipped,” Jessie told HandmadeMarketing.org. “I switched to gift boxes last fall feeling that the gift box is sturdier and the presentation is nicer.”
She applied the same look and feel when she designed the labels for the shop’s gift boxes. Jessie uses these small labels to seal each package before she ships the order to buyers. ”I want my customers to feel that the package they are about to open is very special,” she told us.
Jessie’s ideas are popular among Etsy sellers! Another handmade seller commented on Jessie’s informative post. “I’ve been working on the same thing. I started with new packaging for my buttons and magnets that would allow me to say what was inside the package (it’s not always easy for people to tell the difference) but it wouldn’t change the look of the packaging too much,” the seller wrote on Jessie’s blog. “Then I moved on to my business cards, address labels, stickers etc. It’s really helped my business too because people recognize the packaging now and it’s all cohesive.”
Jessie’s advice regarding branding is simple: with careful planning, you can create attractive branding at minimal cost.
To see more photos of Jessie’s branding elements, visit her blog.
What do you think of Jessie’s branding efforts? Did she suggest any ideas you can use for your handmade marketing plan? What do you do to create branding for your online store?
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8 Responses to “Handmade Branding – Keeping Consistent and Smart”
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I’ve tried to do the same thing Jessie… I found a lovely shop on Etsy that makes greeting cards when we partnered with their team last year, and had her make me up some earring cards, using my business card design. She cuts them to fit perfectly into a 2×3″ zip bag, and I make the holes for the earrings myself, depending on the size & length of the earrings. They also work perfectly for delicate necklaces and anklets, and fit nicely into an organza gift pouch, which I then wrap in tissue, which I seal with one of my printed labels, as you do. Chunkier bracelets and necklaces are packaged in a box with my label and pretty flowers or butterflies (my monikor). Either is perfect for storing the jewelry piece in, and it also has my etsy shop URL on it, so they can find me again
I think it’s as important to be consistent with presentation & packaging, to assure the item’s safe arrival, as it is about the quality of your jewelry… and it says a lot to your buyer about your pride in workmanship and attention to detail ~ Cher
“Another handmade seller commented on Jessie’s informative post. “I’ve been working on the same thing. I started with new packaging for my buttons and magnets that would allow me to say what was inside the package (it’s not always easy for people to tell the difference) but it wouldn’t change the look of the packaging too much,” the seller wrote on Jessie’s blog. “Then I moved on to my business cards, address labels, stickers etc. It’s really helped my business too because people recognize the packaging now and it’s all cohesive.”
That was me and it still holds true now several months later. Maintaining a consistent look for my store packaging has really helped my business. It’s also made it easier to design a new packaging material when the need arrives.
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I most certainly will be adding this to my listing of social book marks.
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Jesse’s idea to keep your appearance standard through all of the processes is a fantastic one. If your fonts and colours and logos are the same from your site to your cards to stickers and packaging, you start creating an expectation for your shop and visual branding outside of your company name even. As I’m drinking tea currently, I can’t help but associate that same ideas with what major companies do. You don’t need to see the letters in the name on the sign of a Tim Hortons or Starbucks. The colours and style have been so well distributed and reproduced that all you need to do is glance around to look for a green or red sign.
This is what I’m trying for with my shop as well though I’ve yet to find a particular style that works for everything. The business card as a double for an earring display is an excellent way to experiment with design and not break the bank so I’ll be doing that for sure!
-Drew
katndrewcards.etsy.com