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Branding
This morning I added the following post to my jewelry blog. I decided to share it here and see what other people think. It's a tough market out there! :)
The paintings of Claude Monet and Jackson Pollock are clearly distinct, recognizable and desirable to their patrons. Jewelry design, too, should be clearly distinct, recognizable and desirable to their patrons. In the marketing world, this is what branding is about.
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers." Sounds simple. It isn't.
Market researchers say that a good brand does four things:
1. Confirms your credibility
2. Connects your target prospects emotionally
3. Motivates the buyer
4. Concretes User Loyalty
Branding isn't about a jewelry designer's logo. It's about the audience a jewelry designer caters to. It's all about the customer, the buyer, and how that buyer sees herself or himself. If the buyer feels good about a purchase and sees himself or herself as enhanced by the jewelry they chose, then customer loyalty often follows.
For me, designing jewelry for different tastes, different price points and different desires is what I am passionate about. If you're a woman looking at jewelry, how do you feel? How would wearing the jewelry make you feel? If you're a man, how would you feel about your partner wearing jewelry you've purchased for her?
In viewing these jewelry photos, and others on my blog, I'd like you to think about how you feel about the pieces you see. Which ones attract you? Why are you attracted to those and not others? How do you feel wearing the pieces you like? What does wearing certain jewelry say about you? What do you want your jewelry to say about you?
I'd love to hear from you!
The paintings of Claude Monet and Jackson Pollock are clearly distinct, recognizable and desirable to their patrons. Jewelry design, too, should be clearly distinct, recognizable and desirable to their patrons. In the marketing world, this is what branding is about.
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers." Sounds simple. It isn't.
Market researchers say that a good brand does four things:
1. Confirms your credibility
2. Connects your target prospects emotionally
3. Motivates the buyer
4. Concretes User Loyalty
Branding isn't about a jewelry designer's logo. It's about the audience a jewelry designer caters to. It's all about the customer, the buyer, and how that buyer sees herself or himself. If the buyer feels good about a purchase and sees himself or herself as enhanced by the jewelry they chose, then customer loyalty often follows.
For me, designing jewelry for different tastes, different price points and different desires is what I am passionate about. If you're a woman looking at jewelry, how do you feel? How would wearing the jewelry make you feel? If you're a man, how would you feel about your partner wearing jewelry you've purchased for her?
In viewing these jewelry photos, and others on my blog, I'd like you to think about how you feel about the pieces you see. Which ones attract you? Why are you attracted to those and not others? How do you feel wearing the pieces you like? What does wearing certain jewelry say about you? What do you want your jewelry to say about you?
I'd love to hear from you!
Replies to This Discussion
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Permalink Reply by Catherine Marche on
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In response to your post:
If you're a woman looking at jewelry, how do you feel? How would wearing the jewelry make you feel? If
Yes, I am a woman, I just love wearing jewelry. Not wearing a ring seems odd/bare to me, sdame with earrings. Can survive witghout a bracelet and like long chains and chokers
I like mixing styles and never go for a whole look.
How do I feel? Confdent I guess and stylish surely
I would be attracted by Smooth Golden Rutilated Quartz and Apatite 14k Gold Necklace & Matching Earrings
and http://jewelrynetwork.ning.com/photo/sj1529l-2?context=user Pink Amethyst and Prehnite 18k Gold Earrings
Why? I like the gold tone, the faceted stones. I am not a big fan of dark blue.
I am not really wearing jewellery as a statement to say something about me, more just because I feel like it.
I hope this helps
x
Catherine
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Permalink Reply by Sirona Jewelry™ on -
Thanks, Catherine. I appreciate your comments. Your feedback is valuable. I like to know what people think, so thanks for taking the time to respond!
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u r welcome.
Which market(s) are you targeting?
x
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Permalink Reply by Sirona Jewelry™ on
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I posted the branding comment on my jewelry blog (http://sironajewelry.blogspot.com/) and then thought I'd add it here for discussion. So the branding piece wasn't written for a specific target group.
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