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Branding and Packaging Your Craft Products

By: Rachel Newcombe - Updated: 11 Mar 2017 | comments*Discuss
Branding And Packaging Your Craft Products

Whether you’re selling your own unique handmade craft products, or selling craft supplies, you need to give careful consideration to the branding and packaging of products.

Defining your brand is an important element of your business, as it helps distinguish you from your competitors and shows who and what your business stands for. Your company branding should be well thought out, well targeted, consistent, clear and meaningful and you should spend time working out the right type of branding for your business. Don’t plump for the first thing that comes into mind – it may be right in the end, but this is one area where you need to consider all the options first.

How to Develop a Brand

It’s no wonder some people find the issue of branding a bit mind-boggling. But it’s worth working on this, as branding can ultimately make or break a business. Start by brainstorming about what your business is, what you want it to be and who your customers are. Generate answers to questions such as:

  • What does your business stand for?
  • What makes your craft business different from your competitors?
  • What point do you want to make?
  • What image do you want to convey?
  • What personality do you want your business to have?

If you’ve answered these questions honestly, you should have a clearer idea in your mind of how you want to brand your business. Now it’s time to put it into practice.

The branding applies to the whole of your business – everything from your headed notepaper and business cards, to your logo, shop door and display units – everything must meet the needs and image of your brand. If you haven’t already come up with a logo and strapline, now is the time to get working on it. Employing a design team or designer, who has experience in these matters, can definitely be a worthwhile move. Your branding will be a key part in your long-term business and marketing strategy, so it has to be something you’re happy with and feel good about.

When it works well, branding can be a good template on which to mould your business, as it offers a guideline to how everything should fit in and the goals it should meet. At all times it should be clear and well defined, so customers are very clear about what you stand for and what they can expect from you.

Packaging Your Products

Creating unique, practical and functional packaging for your products goes hand in hand with branding. Once you know how you’re branding your business, you can work out what sort of packaging will work best for you.

If you’re keen to promote your business as environmentally friendly (perhaps you’re making craft products using recycled materials), then you need to have packaging that is also eco-friendly so that your branding is apparent throughout your business.

If you’re selling craft basics and materials, it may seem tricky to brand many of them yourself, as they’ll have other makers names on them. However, some generic basics like card or paper, can be re-packaged in plastic with your branding and logo on them. If you have a look in well known craft chain stores, you can get an idea about how this works well.

Of course, one of the main ways of offering a take-home packaging reminder of your business is through the use of bags to take products home in. With plastic bags becoming increasingly unpopular, due to environmental concerns, obvious alternatives include strong paper bags or cotton bags.

Strong paper bags with handles can be purchased and printed with your logo relatively inexpensively, but cotton bags, with their eco-nature, are a good alternative too, as they can be re-used again and again. Each time they’re used, the user – and anyone who spots the bag in the street – will be reminded of your craft business and brand. Although the initial outlay may cost a bit more than purchasing paper bags, if you buy in bulk and keep costs as low as possible, this could be a good long-term packaging method.

If you’re offering mail order or Internet ordering options, then packaging will extend to what you use to send your parcels out with. A company that spends time packaging things nicely will stand out from the crowd – i.e. wrapping items in tissue paper, rather than just throwing them in a jiffy bag. Your branding can be used throughout, either within the packet or as labels stuck on the outside of the package.

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