BUILDING YOUR BRAND: What Every Jewelry Designer Needs To Know!

Branding

The ultimate goal and priority for any successful business is branding. Here your clients have an emotional connection to your work as a designer. They immediately recognize your style. Your choices in design. Your sensibilities. Your value and desirability for them. Branding is about what your customers perceive about you, and how you make them feel.

Your brand has ingredients; many moving parts which consist of the following:

• The quality of your product or service
• How it offers more value (for example, better quality, easier access, and/or lower price) than your competition
• The speed at which you deliver it
• The support you give your existing customers
• The tone/look/feel of your product, copy, and advertising
• How many different contexts and situations in which it is used

Jewelry designers who are successful know how to build your brand. In this chapter, I discuss this in more detail.

What Is Branding?

Branding is your product’s personality. You. Your voice. Your message. Your commitment. Your look. Your artist’s hand. But always remember, with branding…