| 08 August 2009
Branding Pitfalls
Branding is the very essence of who we are as a business and can add enormous value to your product? However, there are also some branding pitfalls that are of particular concern to the handmade crafter. That is because our situation is unique; we are all individuals trying to carve out a share of the market. Because we don't have size on our side, we need to pay special attention to our branding and make certain we don't fall prey to these branding no-nos.
Low Price Branding
This is a very precarious brand to try, yet I have seen so many crafters proudly state that their items aren't overpriced—insinuating anyone who charges more is “cheating” the customer. In today's global marketplace, there will always be imports that will be cheaper than what you want to charge. You could easily price your goods so low, you are on the road to financial ruin, or worse, potential customers may think your low prices mean you are actually selling imports. Even if it's obvious that your products are made buy you, pricing too low sends the message that your work is cheap, meaning poor quality. Is that the message you want to send to potential customers?
Out-of-Focus Branding
Your branding needs to always be in line with what makes your products special. You don't build a brand around jewelry, or making handbags—a lot of people do that. You need to look at the core of your business and let it become part of your brand. Do you bring your whimsical spirit to your products? Are you committed to only using fair-trade materials? Items like these can help to define your brand and let customers know who you are very effectively.
Tag Line that Falls Flat I used to wonder why some crafters had tag lines for their business. Now I know that it is the best way to communicate your brand in the few seconds a potential customer is looking you over. Make sure your tag line doesn't fall flat by being too bland or general. Avoid taglines that have absolutes in them, such as “for every woman” or “*all* you need.” Tag lines such as these over-promise, and don't excite potential customers as much as “for the chic career woman”, or “put some whimsy in your life.”
Being Everything to Everyone
Don't ever try to brand yourself as the crafter who can do everything and anything. The temptation is there to worry that if you don't offer every item your competitors have in their stores, you will lose business. However, if customers don't know what makes you unique, you will not stand out in their minds when they are shopping, causing you to get no business. It may take some time to find what you really would like to have as your focus. That's OK.
Branding Without Borders
Too often, we decide on a brand without really thinking about whether we can or want to fulfill it. Don't brand yourself as something your aren't. This may seem like a no-brainer, but it's tempting to say your lotions are green, even if you're not sure that every ingredient you add to them are all natural. Do you really want the responsibility that goes along with proving that you offer the most beautiful jewelry anywhere? Make sure your brand reflects something you can stand behind.
One of the best ways to avoid these branding mistakes is to take the time to really think about your brand. Then, try out your tag line on a couple of friends. Ask them if that would catch their eyes if they were looking at shops. If they hesitate, go back to the drawing board; you want them to give you an enthusiastic “Yes! I would buy from them in a heartbeat!”
