You’ve probably heard of branding. When you first start promoting your jewellery business, you will frequently come across the term “branding.” But what exactly is branding, and why is it considered to be of such critical importance? Gain a deeper understanding of this critically essential approach of promoting jewellery.
The term “branding,” like to many other marketing methods, does not have a precise meaning that is applicable to all situations.
When most people think of branding, the first thing that comes to their mind is a company’s logo. And although while your company logo is the cornerstone of your branding, there is a great deal more that goes into successfully branding your jewellery business.
What exactly is the “brand”?
There are a few different ways to define branding:
Branding is defined as “the promotion of a specific product or firm by means of advertising and unique design,” or as “distinctive phrasing or design used to identify a particular brand,” according to the dictionary.
From Entrepreneur Encyclopedia, To put it another way, your brand is the promise you make to your customers. It explains to consumers what they may anticipate from your goods and services, and it distinguishes your offering from that of your rivals’.
Your reputation is built on three things: who you are now, who you aspire to be, and how other people view you.In actuality, the following components should make up your brand:
The Objective of Your Company
What do you want people to take away from your jewellery brand? Inform your prospective clients on the nature of your company and the brand you represent.
If you summarise all of this in your mission statement, your clients will have a better understanding of the sort of company they are helping to support. Think about the ideals that your brand stands for as well. Many prospective consumers are more likely to buy from a company if their values are compatible.
Creating a Visual Identity for Your Jewellery Brand
Your brand’s visual identity consists of elements such as its colours, logo, and other visuals that you design, as well as the overall appearance of the company.
This may involve the utilisation of specific font types, such as those with clear lines or those with swirly script typefaces. You should also select whether your brand will exude an air that is contemporary, classy, antique, or something else entirely.
This need to be in every single place. Your website, social media, and email signatures, as well as everything else that allows for visual customization, should all conform to the overarching aesthetic of your brand.
The messaging for your brand
What exactly are you intending to explain to your clients? What are some things about your brand that you want your customers to know? It’s possible that you want to tell them about the dogs at your studio, the eco-friendly business methods you use, or the procedure that goes on behind the scenes.
When you are posting a photo or video or writing an email, give some thought to the information about you that your consumer would find most interesting. You might want to think about crafting a slogan that summarises your company and brand in a single phrase or sentence.
The Voice of Your Brand
After you have established what you are going to tell your consumers, the next step is to decide how you are going to tell them. Now is the moment to make a decision on the personality of your brand.
Do you want to project an image of high-end elegance whenever possible, or do you have a personality that’s a little more offbeat and fun? Once more, this ought to come across across all of your channels, and any personnel that you have have to be provided with rules for how to connect with clients.
Why is it Important for Your Jewellery Business to Have a Brand?
Creating a brand takes a lot of effort. However, it is well worth it. Think about a brand that you are familiar with and enjoy. I’m curious as to why you choose that particular brand over others.
There are many successful branding initiatives that lead us to feel their product is superior than a very similar item; although this is occasionally the case, there are other instances in which the off-brand version is of equal or greater quality.
In any case, we start to sense brand loyalty since we assume that purchasing any product would result in the same satisfied sensation for us as any other purchase would.
Your company’s branding gives you the opportunity to engage with your target audience and communicate your business’s core values. When a consumer engages with your brand in any way, they should have the impression that they are having a conversation with you.
Take use of this opportunity to discuss who you are, both as a person and as a company. The more they learn about you, the higher the likelihood is that they will return to purchase further jewellery from you.
The most essential benefit of branding is that it allows your jewellery business to stand out from the rest of the competition in the market.
It should demonstrate to your clients the benefits of choosing your jewellery over that of a competing brand. You want people to think about you when they are considering purchasing unique handcrafted jewellery of high quality.
Your company will come out as a very reliable and trustworthy jewellery brand if you have a branding plan that is both consistent and of high quality. Additionally, it will make your brand more identifiable, which will make it easier for them to tell their friends and family about your company.
You could discover, as your company expands, that your brand is changing, which is perfectly OK. Rebranding is something that many different kinds of businesses do. However, the essence of your brand need to stay the same so that it may be easily recognised throughout time.
How to Get Your Jewellery Company’s Brand Off the Ground
It’s time to start thinking about what aspects of your brand distinguish it before you begin developing the appearance of the fundamentals of your business’s identity:
What are people’s current impressions of it, and how do you want them to see it? When someone looks at your company, whether that be on a website, social media, or even in person at a fair, what do you want to be the very first thing that comes to their mind regarding your brand? Such descriptors as “eco-conscious,” “affordable quality,” “healing crystals,” “contemporary minimalism,” “vintage,” and “high-end” come to mind.
Inquire with them about the current impressions they have of your jewellery and business. Do they go together?
What differentiates your product from others on the market: Handmade jewellery has grown increasingly popular as a result of the growth of the online marketplace Etsy.
What separates your product from the competition? And if you are not the least expensive choice available, why would someone choose to buy jewellery from you rather than the product that is offered for a lower price? Perhaps you make greater use of recyclable materials or provide superior service to your customers.
Do you add a bow and a personalised message to the package that you send out to a customer after they have placed an order? Even something as simple as having a more streamlined checkout procedure than competing businesses might make your goods stand out.
If you utilise a product of greater quality, demonstrating this point is simple; but, you could find that you need to educate your clients about the differences between the items (i.e. gold-plated vs. gold-filled).
Foundations for the Jewellery Branding Industry
Because your company’s name, logo, and colour scheme are likely to be the aspects of your brand that people will see the most, you need to ensure that these remain constant across all platforms.
You shouldn’t design too many different logos for your company, but it’s fine to have one primary logo and one backup alternative.
Check out this post on graphic design basics for a more in-depth look at the process of making your own logo as well as other fundamentals of graphic design. To return to the colour scheme, it is OK to make use of colours that are not part of the palette that you have chosen on occasion.
You should try to stay away from utilising an excessive amount of colours all at once. Make every effort to keep to a broad colour scheme.
For instance, if you go to Halstead, you’ll notice that there’s a lot of dark red (what we call Halstead Red) combined with white, black, and grey. However, we do use a variety of different hues into our work depending on the context and the purpose.
Increase the scope of your Visual Identity.
When it comes to developing a visual identity for your company, there are many more aspects to consider than just your company logo and colour palette alone.
When you snap pictures, what kinds of things will be in the background? This may stay the same at all times, or you might choose to design seasonal backdrops instead.
Do you want to employ a certain filter on the images that you publish to social media? In their Instagram grids, some firms prefer to build patterns for added visual interest.
What sort of exhibits are you intending to have at the show? Consider the tables, the display holders, and the signage that you would like to highlight during your event. If you own a physical store, you might want to consider incorporating your temporary displays into the overall branding of your establishment.
What role will your packaging have in the overall presentation of your brand? You may keep things straightforward by including a branded necklace card, or you can take things to the next level by including jewellery boxes, colourful paper shreds, and so on.
What marketing collateral do you anticipate needing, and how do you want to include your brand? This might contain things like business cards, information cards (such as product care cards), miniature booklets that convey your narrative, and so on.
Always keep in mind that maintaining consistency across all of your different marketing channels is essential to the successful creation of a visual identity for your company.