The last few months I have been doing a lot of thinking about which direction I want to go with my HandmadeFuzzy business. Then a few days ago I was told that my knitted mice are known under a certain name. That made me really proud. I put a lot of work and love in all those little mice and they are all one of a kind with a one of a kind personality as well.
This brings me to my pondering over the last few days. If my mice have already been named, why don’t I use this to brand them. I am still in the beginning stages.
Earlier in the days all it took to be successful in business was to make a product of good quality. The word spread and everyone would buy. As long as you made sure that your product quality was superior to the competition, you were pretty much set.
It didn’t happen over night, that all of a sudden people would buy a certain brand over an other one.
In the middle of the 20th century, companies saw a need to find a new way to differentiate themselves from their competitors.
This required an understanding of the target consumer and what we call a “branded proposition” that offered not only functional but also emotional value.
This was the start marketing where winning the customer over was determined by understanding the consumer better than your competitors and the tweaking the total “brand mix” right. This means more than the logo, or the price of a product. It’s also the packaging, the promotions, and the advertising.
A brand (or marque for car model) is a name, term, design, symbol or other feature that distinguishes one seller’s product from those of others. Brands are used in business, marketing, and advertising.
The word “brand” is often used as a metonym referring to the company that is strongly identified with a brand.
The oldest generic brand, in continuous use in India since the Vedic period (ca. 1100 B.C.E to 500 B.C.E), is the herbal paste. Roman glass makers branded their works, with Ennion being the most prominent. The Italians used brands in the form of watermarks on paper in the 13th century.
By the 1940s, manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense.
Manufacturers quickly learned to build their brands’ identity and personality such as youthfulness, fun or luxury. This began the practice we now know as “branding” today, where the consumers buy “the brand” instead of the product. This trend continued to the 1980s, and is now quantified in concepts such as brand value and brand equity. (wikipedia)
Brand awareness is a customers’ ability to recall and recognize the brand, the logo and the advertisements. It helps the customers to understand to which product or service category the particular brand belongs and what products and services sell under the brand name.
This brings me back to my mice. How can I “brand” them? Do I want to put a permanent tag on them? Do I add a “birth certificate” ? Will it work to have a removable tag? Those are things that I am pondering on at the moment.
So let’s see if I can find inspiration on Zibbet:
Those wonderful items already sparked my wheels. You should look at my piece of paper over here with all those ideas scribbled on it.
Those are the items I found on Etsy, and put into a Treasury
This calls for a trip to the craft stores this afternoon, to get some more inspiration and narrow my ideas down. I want to get it right.