On Wednesday, we had a talk from Sian, one of our course tutors, about branding. Sian has her own business, Sian Elin, which sells designs for interiors as well as prints and cards; with a Scandinavian theme running throughout.
As Sian runs her business, she is the perfect person to talk to us about branding! Getting branding right is essential, as it helps the brand stand out to people, and communicates visually what the brand stands for and sells. A brand should be derived from who you are, who you want to be and who people perceive you to be, meaning that you should aim for what your business will be in the future, and the kind of customers you aim to sell to. For example, if you began selling your products for a relatively cheap price and then later increased your prices because your business had become more successful, you may lose those loyal original customers who were used to paying the lower price.
Marketing, the process of teaching consumers why they should choose your product, is also important, and you should be clear and consistent in what you are selling; i.e. prices, promotion, style, source materials and finishes. What your brand will be known for is an important thing to consider, and even packaging and product photography should represent your brand.
At the end of the session, Sian asked us to think about some questions regarding our personal branding. Following are the questions and my answers:
1. What do you want to stand for?
I want to stand for using environmentally friendly techniques/methods, like using recycled papers and being ethical in my practices.
2. What do you want to be known for?
Paper cutting using my own painted and sourced papers, creating delicate yet playful motifs and patterns.
3. Who do you want to appeal to?
Women over 35 who enjoy design and are quirky and like something a bit different.
4. What does your colour palette say about you?
That my products are middle to high end, similar to Cath Kidston.
5. What does your theme say about you?
That I care about nature and the environment, and my designs are quite playful.
6. Are you fun or serious?
7. How old is your customer?
8. Who is your favourite brand? Why?
Oliver Bonas, because their style is simple yet classy and expensive looking. They are playful yet on trend, and they are the price point that I aim to be.
9. How do you stand out from the crowd?
By using my own painted papers, rather than just plain coloured bought papers cut with shapes that are unique to my style.