Day 7 of #100daysmarketingcreatives – Create Your Branding for your Art, Craft, Photography Business.
I have used a daily prompt in this project to talk about different elements that you need to think about when starting to market your art, craft or photography business online. If you are thinking about one you should also be thinking about the others. Today I want to talk about how your create your branding for your art business. Thinking about your branding you are thinking about how people will perceive you and your products. This needs to create a consistent image across your business.
Adjectives That Describe Your Brand
Perhaps a good a place as any to start thinking about branding is to think about adjectives that describe your brand.
Simple, intricate, expensive, affordable, innovative, traditional, fancy, plain, cheerful, formal, informal, local, regional, handmade, manufactured, charitable, social, stylish, unique, high quality, luxurious, personal, comfortable, contemporary, vintage etc.
If you haven’t already listed any of these or similar adjectives in your list of USPs on Day 3 – What Are Your Unique Selling Points you should perhaps review those now? These adjectives need to come across consistently everywhere you present yourself.
Colours To Describe Your Brand
Now think about the colours that you use. Colours are linked to feelings and emotions.
- Red — passion, importance, attention
- Orange — playfulness, friendly, vitality
- Yellow — happiness, optimism, warning
- Green — nature, stability, prosperity (growth)
- Light Blue — tranquility, trust, openness
- Dark Blue — professionalism, security, formality
- Purple — royalty, creativity, luxury
- Pink — femininity, youth, innocence
- Brown — rugged, earthy, old-fashioned
- White — clean, virtuous, healthy
- Gray — neutrality, gloom, subdued
- Black — powerful, sophisticated, edgy
Fonts To Use In Your Branding
Look at fonts to use throughout your branding. You should consider whether your brand looks better using Serif or Sans Serif fonts. Try not to mix more than 2 fonts. Use your fonts consistently across everything letterheads, business cards, website, logo etc. Google ‘choosing a font for your brand’ to find lots of useful advice in this area. Take a look at https://fonts.google.com for a list of fonts you could use. You might look at https://fonts.google.com/analytics to see the most popular ones. Have a look at https://fontpair.co for popular heading and body font combinations that work well together.
Choose One Or More Branding Tag Lines
Think of phrases, slogans, taglines that can be used regularly with your brand like Lucy Gell. Lucy regularly uses ‘designed to make you smile‘ and several other phrases throughout her branding. Choose one as your main tag line then use others interchangeable throughout your website and marketing material.
Some Strong Branding Examples
Obviously this is just a guide but there is a clear connection if you examine many everyday strong brands. My partner Lucy Gell loves orange and uses it throughout her branding just because she ‘likes it’. I researched this and it came as no surprise that orange is linked to playfulness, friendly and vitality. That is Lucy all over and it comes out so clearly in her work and the way she interacts with her customers. Take a look at the products on her website and see if you agree? Lucy recently came up with a new logo which you can see above that fits in perfectly.
Just look how well that logo with its orange white and grey tie in with the branding she uses on her website. She uses similar branding at her exhibitions with grey back boards, orange boxes and splashes of white throughout. Lucy’s website and stand really stand out because of her clear branding and they are always recognisable.
Garry Lomas, a landscape photographer, commissioned me to do a new website for him. He presented me with his logo which he had carefully designed below.
A well designed logo like this is a gift when designing a new website. I was able to take the well thought out colours in the design to create a strong branding throughout the website.
I have used the dark green in the logo in bands above and below the main body of the website. The colour works well for strong headings at the top of pages. I used a lighter green from the logo for secondary navigation at the foot of the picture. I then used white to create a clear body area on the site. Dark green from the logo was used rather than black for page headings and text in the main body of the website to keep with the branding.
Catherine Edwards of CE Leathergoods presents her brand very well. Catherine Edwards produces high quality leather goods. Designing her brand she really wanted to portray sophisticated high end quality luxury products made with traditional workmanship. This is all conveyed very well in the dark colours she uses on her website and in her photos. Catherine shoots her products with dark grey backgrounds and uses props such as vintage suitcases etc. Catherine also chooses not to use uppercase letters at the start of sentences throughout the site. Naturally this key part of her branding along with tasteful photos and eloquent product descriptions makes people remember her and her products, all part of her branding.
Your branding will be seen across your website, emails, stand, stationary, social media and much more. It also goes much further extending into advertising, product and package design, the shopping experience, pricing, sponsoring and partnerships and much more.
Product branding does evolve over time and sometimes you can choose something just because ‘it feels right’ but do a little research and watch other people’s branding and you will quickly get a good feel for your own then consistently use this branding across your website, Etsy shop, mailing list, exhibition stand, letterheads, business cards etc. As we work through this project establishing a brand identify that people see as being both professional and memorable. If you do this customers are more likely to engage with you and your products and will attribute more value to them.
Do It Yourself Or Branding Professional?
Branding is very much like your logo – you can do it on a budget if you do your research well and follow all the advice or if you have a budget and perhaps are ready for a rebranding exercise you can take a number of the elements you have already worked through in this project so far to a professional designer to get some expert branding designed for you. Think about creating a Pinterest board perhaps of brands that you like and admire and pin designs there to give designer some extra information about what you are looking for. You might also create a board of competitors in your niche who’s branding you don’t like and want to steer away from! Visit https://www.fiverr.com and search ‘branding’ or visit https://99designs.co.uk to quickly hire a designer.
If you want to take your branding more seriously and want some professional assistance I can highly recommend Sarah at Sarah Bates Design. Sarah can help at a 1:1 level but is also working on an online course to help you with your branding and graphic design.
What considerations have you made developing your own branding? How has it worked for you?