I thought I’d write up a quick blog post about something I’ve come to discover as a new business owner. And that is:
This may not seem very important if you’re just starting out. You might think your products are good enough to stand on their own, and why should there be an cohesion between things if they’re all good? Or it might be something you want to put off until later and not think about until you get started. “Oh that’ll be expensive.” “That’ll take too much time.” “If I worry about that first, I’ll never get anything made!”
The problem is that before you go into a business you should know what you want to do. You want to know what you’re making, how it ties into your business and how you’re going to show people that what you make is awesome. You can’t do any of that unless you have some overarching theme that draws it all together in a neatly tied package that a potential customer can look at for the briefest of seconds and get. You want people to completely understand what you’re about immediately, and this is important because people are casual browsers. If you have a booth at a craftshow you want someone who’s never seen your work before to lay eyes on it and immediately understand what’s going on. Maybe its an Etsy store, an online business, whatever!
The point is that you have to show people what you’re about in a snapshot, and the easiest way to do that is to create a brand. Not only will a good brand provide an immediate idea of what your products are about, but it will create recognition down the line when that person happens to see your product line again.
Your brand doesn’t have to be fancy, but it should be cohesive and something that brings all your products together. And it should represent who you are and what your mission is.
For instance with Blue Orchid I really want to highlight the juxtaposition of natural ingredients and handmade. Handmade, by definition, is something human made and therefore unnatural. But it doesn’t have to be bad. Hence the idea of the “Blue Orchid”, a phalaenopsis flower that is normally white but dyed a beautiful blue. The flower is still natural, but it has been altered by man to create something new and unique. I want that to represent my products which are derived from natural ingredients to create something new and beneficial.
Now imagine trying to convey all that in a single cohesive look! And that’s what I’m currently struggling with. Hopefully, down the road, I’ll be able to show all this amongst my product lines, but I’m satisfied just working on it for now.