Create A Jewelry Brand

Today’s bustling digital marketplace requires unique ideas and strong branding to set you apart from the competition.

Creating a meaningful first impression is critical in attracting the right audience if you want to build your customer base. If you want to start a business of your own, creating a jewelry brand is the first big step you’ll take towards leaving your mark in the business world. When it comes to creative entrepreneurial pursuits, it’s even more vital to create a strong image and a brand that allows your audience to quickly identify your work and give them something to remember you by.

When branding is a priority as you build your business, you set yourself up to make stronger connections with your audience, turning potential customers into loyal returning clients. With a strong jewelry brand behind your business, you can expect to have the longevity of a long-term, successful company.

You might be a talented jewelry designer, but designing a brand is a different skill! So, let’s get into some of the basics of branding your jewelry business and how you might apply them to your entrepreneurial efforts.

What does it mean to create a jewelry branding?

Branding refers to creating a solid image and positive public perception of your company. The goal is to convey what customers can expect compellingly using different visual assets and marketing tools. The brand comprises several elements, including your mission statement, business name, brand story, logo, website design, and other media related to the company.

While the general concept of branding might seem simple at first glance, there’s always much more behind the scenes. Upholding the standards you set when creating your brand is also essential if you want to maintain consistency in your business performance. 

If you want to build a jewelry business, branding is critical. With such a competitive jewelry market, you want to be sure you’re doing everything possible to set yourself apart and create something people want to return to.

Mission

You can’t make an effort towards anything without a clear purpose. Your mission statement should describe the meaning behind your jewelry company—what you have to offer and what solution you aim to provide. When you have a vital mission associated with your company, you tend to attract a more dedicated audience. If you can find people who believe in your exact causes, you are much more likely to see returning customers and glowing referrals for new clients. Often the business owner’s core values will shine through. Understanding your mission will shine through in every business element, from brand name to company tagline. You should create your jewelry brand around your mission.

Naming your business

When it comes to naming your business, it’s essential to be thoughtful, but don’t let it stress you out so much that you put off launching your brand. Try to keep it simple and easy to remember, with a hint of personal touch if you can come up with something fitting.

Before you commit to any brand name, do plenty of research to ensure it isn’t already being used. Sure, if you see something you like that has been used in a more obscure way that isn’t registered to any domain or social media, you’re safe to go with it. However, suppose you find that the name you like already has a website and social media accounts. In that case, you’re better off coming up with something new and unique instead of trying to create a slight difference between yourself and the existing company. You want your brand identity to be unique.

When naming your business, it’s important not to pigeonhole yourself in the future. For example, if you are selling engagement rings to start, you might not want to name yourself after rings because once you start selling necklaces and earrings, that might confuse potential new customers. There is a balance for SEO purposes of including some relevant details. At a minimum, we’d recommend including jewelry in your name so search engines can more easily pick it up.

Create your branding guidelines

As your business grows, you will have less time to micromanage every detail of every project or proofread essential emails. At some point, you’ll have to trust that your team is well-versed in your brand identity and understands the image that needs to be put forth, as well as best practices for conducting day-to-day tasks and ongoing projects. Brand guidelines should be clearly laid out in a document with a graphic designer’s help and advanced tools such as illustrator.

The type of jewelry line you’re creating (fine jewelry vs. handmade jewelry vs. costume jewelry) will influence your brand guidelines. Consider the key elements in your business plan to help make your branding guidelines. Your brand should be centered around your target audience and should be consistent with the elements of your business like the gemstones you’re using. When it comes to jewelry branding, your brand must appear high-quality. Your brand might be different based on which e-commerce platform you’re selling on. For example, an Etsy store brand might feel like a mom-and-pop small business, while a Shopify jewelry store might want to feel more luxurious.

When you put together specific branding guidelines for your business, you’ll save a ton of time in all areas of your work. You can lay out your expectations clearly and concisely so that others can reference them even when you’re not around. Your branding guidelines will help drive your marketing strategy.

You can create a specific process for client communication, onboarding, and other everyday business interactions to ensure a similar experience for everyone. Suppose you don’t have anything clearly laid out for yourself or your team. In that case, you won’t be able to guarantee the consistency that is so important for brands to have, especially in more personal or luxury-oriented markets.

Your branding guidelines can also include things like templates for different business purposes. From basic letterheads and invoices to social media posts, business cards, marketing materials, and website design, you can create references that reflect your brand and make it easy for anyone to reference if anything needs to be done. This also makes getting new employees familiar with the organization much more straightforward. You can be confident that everything they might need to conduct their work is ready and available whenever needed.

Create a mood board

Visualization always helps get creative ideas moving. If you’re still deciding on a specific aesthetic or theme, that’s fine too! Think about what you are sure of and run with that to create a mood board. Your mood board is meant to incite certain feelings and emotions; it can be more complex, so include whatever inspires you.

For instance, you might be starting a jewelry business. However, you can still put a cute vintage dress on your mood board—it might help you get a better sense of your ideal customer or just contribute to the overall aesthetic you want to achieve with your company. This part is where you can run with your imagination; nothing is off limits if it helps you gain clarity in your vision.

Logo, typography, and other elements

To solidify your branding efforts, you need to create cohesive design elements that your audience will quickly associate with your company. Some of the most basic visual elements to consider when it comes to branding include:

·      Colors: stick to an official color palette to keep your content consistent and looking professional and polished. You don’t want one shade of blue on Instagram and a different color on your website banner. 

·      Fonts: Try to stick to one or two fonts for all your content. When you try to incorporate too many fonts, it becomes more confusing than creative and doesn’t help you or your customer. Choose fonts that fit your organization and aren’t too difficult to read. Certain mail services won’t show some fonts, so keep that in mind. Either choose a universal font or have a backup when it’s not available.

·      Shapes, symbols, and other thematic elements: Depending on your business, symbols or other shapes might be involved with your company. Even if you incorporate generic characters, ensure you use the same ones across all your digital channels.

You should always aim for consistency in your visual and digital elements. Often your first impression is created online instead of in person, so you want to ensure you come across as professional and ready to take on new business.

Social Media

These days, social media isn’t an option; it’s necessary to maintain relevance and acquire new customers. Some of the best marketing results come from social media, and it often doesn’t cost a dime, just a little effort behind your posting. Even if you don’t get to post as often as you’d like to, you should at least have active accounts with a relevant username on each platform. Try to keep them the same if possible.

If you want to gain organic exposure and open your business up to an unprecedented audience, make sure you’re active on the following platforms:

·      Instagram: Showcase different products creatively with static images, moving pictures, and videos on reels. Allow customers to shop through social media and link to your website.

·      Twitter: Great way to share quick updates and links to new items.

·      Facebook: Create a Facebook page that customers can join so you can send direct news and updates to existing customers (offer a promotion like 10% off for anyone that joins)

·      TikTok: Even if you don’t love the idea of making TikTok videos, you can keep it simple. Create short content that showcases specific items and highlights promotional information and content.

Depending on the details of your company, you can create content on even more platforms like YouTube. You should always feel free to make as much as you want, but when it comes to the necessities, you’ll be in great shape, sticking to the basics listed above. Once you create your jewelry brand, it will make it easier to create a social media presence. 

Your brand identity will also be helpful to share with influencers when they speak about your brand.

Keep your presence authentic

It can be tempting to take advantage of various filters and other editing elements, but it pays off when customers can tell your brand is genuine. You can always count on your reputation improving over time with increased awareness of your authenticity.

Make sure to photograph your products in a way that reflects how they look. Incorporate natural customer imagery on your social media to show real-life examples and improve trust with your audience.

How to start branding your jewelry business

Whether you have an existing successful business or are a startup thinking about how to position yourself in the jewelry industry, Madison 501 jewelry manufacturing has all the resources you need to run your operations smoothly. From exceptional manufacturing techniques and quality supplies to design support, the team at Madison 501 does it all. Take advantage of your creative energy and bring your ideas to fruition—contact us today to start a conversation! We have watched tons of brands create a jewelry brand and would love to help you!