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Starting a Jewelry Business: How to increase brand awareness

What you know about branding will determine what your customers know about you and your jewelry. Learn the keys to better branding and increasing brand awareness.

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Do you suffer from identity crisis when selling your jewelry?

Take the following brand awareness quiz to find out:

1. Do you show people what you’re all about via business cards and packaging?

 

2. Do you have a logo for your business? A typeface? A palette? 

 

3. Do you have handout materials for shows or networking events? 

 

4. Do you show your work on Facebook, or do you post pictures of your cat?

 

If you answered no or cat to any of the above, it’s time for a “brand” new you. Good branding is essential for running a business; without it, no one will remember who you are, what you sell, or where to find you.

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What is good branding and good branding awareness?

Let’s look at some traits that are critical to branding and brand awareness. After that, we’ll study real-life examples that bring these lists to life. 

 

Good branding awareness is essential for many elements of your jewelry business:

  • Business cards and postcards
  • Letterhead, invoices, and receipts
  • Packaging (jewelry boxes, bags, and kits)
  • Online shop and social media banners (think Facebook)
  • Booth signage and displays

Good branding communicates a number of things about you and your business:

  • Your personal and professional style
  • Your expertise
  • The products or services you offer
  •  Where to find your business and how to contact you

A strong brand reminds people that you’re out there with something they may want. If nothing else, your brand says, “Here I am!”

 

There are a number of key factors in creating a successful family of branded products. Good branding becomes outstanding branding when you have:

  • Consistency and repetition – Choose a logo, typeface, palette, and overall style and use it on everything regardless of product or scale.
  • Professional flair – If you are not a graphic designer, hire one. Have a contract that states that this is work for hire. Otherwise the designer will own that design, not you. To copyright the design as yours, go to www.copyright.gov/forms.
  • A showcase – Showing images of your work is instant advertising. Typefaces and graphics can also reflect your work or integrate elements of your art.
  • Information – Text should tell who you are, what you do, and how to contact you. Your online shop, email, blog, and phone number should appear on everything.
What does good branding look like?

Let’s see how a few artists are successful in their branding (see below). They use branding to say a lot about who they are and what they create. They consider all the factors we listed above, and they know how to take every opportunity to brand and promote their work.

 

 

 
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Carol Dean Sharpe of Sand Fibers uses a specific typeface, which mirrors the painterly beadwork designs for which she is best known. She has business cards with four different images, but the cards are consistent in design.

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Lori Greenberg’s branding instantly reveals her signature glass stringer art. Her promo material reflects her colorful and playful style as well as the texture of her designs.

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Another champ at consistency and repetition is Jillian Tonge of Jillery Designs. You can’t miss her booth — or shoppers carrying her bags. She shares, “The zebra print stands out, and people recognize my booth because of it. I have added coordinating items to complete the experience, including matching bags, mints, and display items.” She ties in the same motif in her website design.

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Kellie DeFries is not only recognized as THE expert in flat-back Swarovski crystal application, but she’s also known for her colorful hair and personality. Her brand is Crystal Ninja, and her branding includes a caricature of herself holding the tool of her craft, a crystal katana. 

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For my educational and kit company, my brand revolves around my blogger name, Sleepless Beader. The logo, designed by graphic designer Mike Rogalski, reflects the lunar phases, which also look like beads on a thread. Note that I use a trademark (™) to protect my brand so no one else can call their product by my name or use my graphics. Learn more about obtaining and using a trademark at www.uspto.gov/trademarks. 

Coming soon to an upcoming blog, we’ll talk about how to use social media to promote your business. In the meantime, get to work solidifying your brand so you’re ready to put your best face forward.

 

 

Have a question or comment? Please contact us at editor@FacetJewelry.com.

 

 

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