by Cara Lumen
Question from a client:
I have been busy making jewelry. This isn’t the jewelry with the healing chip. I still plan on doing that line too. My question is would you suggest having a company name for each? Or do I stick with one name? I’m not sure at all what would be best to do.
My Answer
Each brand you establish takes a lot of time and a lot of marketing. You want to establish one brand for your business. It takes long enough to get people to recognize one name so having two brands is like starting over.
There are many ways to bring in sub-brands. For instance, I have the Magnetic Marketing Method and I build on that with courses like “Article Magnetism, How to Write Articles and Blog Posts that Attract” and “How to Write a Magnetic How to Book.” One of the things you can do with your jewelry is to have different collections within the brand. The “(Name of your Company) Healing Collection” the “(Name of your Company) Relationship Collection or whatever identifying sub-brand you can give them. But all of it is under your main brand. That way there is only one brand name to search for and you can tie your company name in with the keyword “jewelry” or “hand-made” or whatever sets you apart.
Having one brand makes it easy to make labels for packaging and shipping your products. It creates a uniformity that helps people remember who you are.
One of the biggest lessons in marketing is that we can’t be all things to all people. And we don’t want to. We want to choose our target community and make our products and services be just for them. You have a big category “jewelry” but you must decide on a smaller target audience. People who like hand-made jewelry. People who are attracted to self-healing products. The narrower your niche the more quickly you are recognized and acknowledged.
I hope that helps answer your question.
© 2010 Cara Lumen
