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, consistency is the real driving force behind it.
Your jewelry will have a personality. It may project one or more of these characteristics: handcrafted, artistic, sophisticated, human, enduring, novel, playful, versatile, fashionable, well-constructed, noticeable, enviable. These are the kinds of things you think your customer wants, desires or needs. These are the kinds of things customers buy jewelry for — to make their life a little better, a little bit more fun, a little bit more authentic. These are the kinds of things your customers want to feel when purchasing and wearing your jewelry.
Your brand is the name, term, design, symbol, or any other feature that identifies your product as distinct from those of others. Brand is often the most valuable asset of a company. As such, it needs to be groomed and managed carefully. Good branding will result in higher sales and greater longevity for the business. Good branding can make it easier…