Branding is one of those concepts that can trip up and overwhelm a lot of creative entrepreneurs. There is a ton to consider, and so many different elements of a brand. But fear not ’cause I have an easy solution that helps take out all the guesswork and saves you a whole lotta time!
Truth be told, I am kinda a brand geek. In university my major was marketing and I have probably read over a hundred books on the subject. My first company, Booty Beltz was an incredible real world test on how to create a strong brand in the over saturated accessory market. It has also been a great experience establishing the Make It brand as one of the most exciting and innovative craft shows in Canada (yeah yeah!).
Branding is so awesome because it is all about creating a story that people will fall in love with
The concept of brand models was introduced to me years ago when I was reading one of my favorite branding books, Lovemarks. The concept of creating a brand that would “reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever” blew my mind! I told you, I am a brand geek
I took a close look at the brands that I admire and love and thought about how I can infuse some of their awesomeness into my own brand. It worked like magic! Having 3-4 brand models allows you to pick and choose the best from each and also creates an authentic and unique brand that is all you. Remember you are only modeling your brand, not copying!
To give you an example, here are some of my brand models and the elements that I most admire for each:
- Anthropologie- funky, eclectic, unique, authentic
- TOMS- clean, functional, philanthropic
- Ray Ban- hip, timeless, bold, cool
- Fluevog- fun, confident, stylish, cheeky, jazzy
See how this works? It is a really effective way to integrate what works for these iconic, successful brands into your own. Plus it is fun and totally inspiring. When you need a little push in the right direction, all you have to do is check up on what your brand models are up to. They are like your virtual gurus.
Who are some of your brand models? I would love to know! Please share in the comments below.
If you dig this info please share it with your crafty peeps and make sure your sign up for more great tips on how to grow your creative biz. AND, if you would like to dive deeper into branding, make sure you check out the Creative Entrepreneur Success Kit. There is a whole section devoted to branding and it rocks!