The Create & Thrive Podcast

By Jess Van DenBusiness Entrepreneurship

The Create & Thrive Podcast episodes

May 20, 2020The Wonderful Paper & Wood World of Zack Mclaughlin [231]
Today on the podcast we are visited by a maker of extraordinary paper sculptures.
Zack started making his paper and wood birds after experimenting with his own Children’s book in which a little boy makes a bird lantern out of old book pages and willow sticks.
Each bird takes anything from 30 – 120 hours to create, and Zack takes great pleasure in creating each bird as realistically as he can, from the first drawings to the last stroke of paint every little feather is lovingly crafted.
In this episode we discuss how he got started making such detailed, time-consuming peices; how he constructs his birds; how he maintains some work-life balance when his work is so time-intensive; and how getting comfortable with Instagram helped to grow his business substantially.
You can listen to this episode below, or on your fave podcasting app!
Listen Now
Support the show
You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.
In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.
You can also:
Leave a review on the C&T FB page.
Leave a review on Apple Podcasts.
Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.
Highlights from this episode:
Zack started as an illustrator working on children’s books.
As he was writing his own book he created a 3D bird for one of the characters in the books and enjoyed the process.
Zack now work full time creating these intricate pieces which are all commissioned.
“They are all commission which is kind of a good problem but at the same time I would really like to work on my own stuff. It’s just finding the time and putting that time aside. It costs you money obviously so it’s a big one to weigh up” {Zack}
Jess and Zack discuss the important of finding space for being creative and the challenges of doing this.
“It’s very hard to figure out sometimes. It comes with time. Of valuing yourself more and charging more for what you do to allow yourself time outside of those commissions” {Zack}
Zack also facilitates workshops where students learn how to make paper, wire and wood birds and butterflies.
Zack’s process starts with a lot of research as he builds his birds from the inside out.
Due to the unpredictable nature of large-scale projects, such as a window display, Zack’s schedule is often juggled around.
“Saying no is very hard but it is very empowering when you do. I think when you’ve actually done it, it’s surprising how much that client will still come back because there is a fear of losing out. That they’ll never come back. But they do, they just realise you’re busy and actually give you a bit more respect and time in whatever you do” {Zack}
Work life balance is essential—make time to invest in your own wellbeing and connect with those people who are important to you. Jess and Zack both find time in the morning to carve away time for themselves before the day gets going.
It took a while for Zack to feel comfortable sharing his work on Instagram as it felt very personal and like showing off. He now views Instagram as an avenue to build business that provides ways for people to engage with his work.
Showing progress and process shots and videos is a great way to involve your audience in the process and build a rapport.
1 hr 7 min
May 14, 20207 Types of Handmade Product Photos you Should Be Taking [230]
Stellar product photos are KEY to successfully selling your handmade creations online.
There are lots of ways you can work to improve your photos (and if you need help, the C&T Guide to Product Photography will help) but today, I wanted to focus on 7 types of photos you should consider including in each product listing.
You can listen to this podcast below, or on your fave podcast app – or you can watch it on youtube!
P.S. Later in the year, I’ll be doing a detailed online workshop on photography as part of the Etsy U program (I used some of what I learnt from them last year to structure this podcast/video) so if you want to be in the loop to find out more about that, make sure to subscribe to my email updates.
Watch on YouTube…
Support the show
You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.
In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.
You can also:
Leave a review on the C&T FB page.
Leave a review on Apple Podcasts.
Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.
Highlights from this episode:

Just a shout-out that this is just a segment of what I’ll be covering in an upcoming workshop inside the Thriver Circle –Steps to Improve your Product Photography.
You get get access to that over at ThriverCircle.com – it’s happening late May 2020.
Studio/Main image
Plain background
Product is star of the show
Shows the whole product from its best angle
Scale photo
Shows the size of your products
Important! Because people often miss measurements
Use your hand, body, or a common household item
Detail photo
Has your product got interesting details? (inside of bag, trim or detail on garment, clasp on necklace)
Show a close-up shot showing important details.
Lifestyle/Model shot
How will this item ‘live’ in your customers life?
Show it in its natural environment – ring on a hand, clothes on a person, art on a wall.
Group photo
Show a group of your items together – either the same ones, variations, or collections of complementary items
Can be a great way of cross-promoting your products, and encouraging cross-selling or upselling (a larger version, for example – or a bundle).
Packaging photo
Can be a great way to show off your beautiful packaging, and let the customer know – visually – how their item will arrive.
Also an opportunity to reinforce your brand.
Process photo
Show the handmade element!
Either you in your studio, your hands crafting, an in-process shot, your item surrounded by the tools needed to make it – there are lots of options.
This is another great way of showing the face behind the business, and the branding and ethos of your business.
Want more? Remember to check out my workshop in the Thriver Circle – Steps to Improve your Product Photography – running live in late May 2020 – and the recording will be available afterwards if you see this later.
14 min
May 07, 2020Product Photography Top Tips with Amy Eaton [229]
With more people than ever before selling online, you really need to stand out. And the best way to do this? Amazing product photos.
My guest today – Amy Eaton – has been helping small businesses learn how to take better photos since 2017.
Amy Eaton is a product photographer turned educator, teaching makers how to DIY their own awesome product photos for their business.
Amy has taught thousands of makers from across the globe how to take gorgeous product photos without the stress, frustration, and overwhelm, through her signature simplified teaching style.
In this episode we discuss a whole bunch of strategies, tips, and tools you can use to improve your DIY handmade product photos!
You can listen to this episode below, or on your fave podcasting app!
The C&T Guide to Product Photography
When you sell online, you simply cannot afford to have anything less than stellar photos of your work.
The Create & Thrive Guide to Product Photography has been written for the beginner-to-intermediate product photographer.
Written by a professional photographer, specifically for makers with little photography experience, this e-book will teach you all you need to know to get started on your product photography journey.
FIND OUT MORE
Support the show
You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.
In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.
You can also:
Leave a review on the C&T FB page.
Leave a review on Apple Podcasts.
Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.
Highlights from this episode:
Amy has been running her online product photography courses since 2017.
Lighting is key for amazing product photographs but is tricky to master.
Use indirect—diffused—lighting for great product photos. This can come from a light tent or from light bouncing off surfaces such as a wall.
Use white foam boards to help bounce light around when taking photos.
“Reflective products and glass are probably the most difficult things right up there with photographing white on a white background” {Amy}
To help remove glare and reflection on glass or silver, use a light box or light tent so there is no direct light or a ring light placed higher than the product.
“My rule of thumb…for product listing photos is no more than one or two props” {Amy}
Have your product be the largest or most prominent item in the photo.
You don’t have to use a white background! Use a background with a little texture to create interest but not steal focus.
The busier your product is the more simplified your background needs to be.
Watermarking doesn’t protect your photos as they can be easily removed.
For visual artists, take a photo of your art on wall or in situ. It gives people a better sense of context and makes it easier to visualise in their own house while also making it less desirable for theft.
“Make sure that the photos you upload aren’t too high of a resolution. They should not be print quality they should be internet quality. Not only to protect yourself but also because they aren’t so bloody big” {Jess}
Ensure your photograph is named correctly and your alt text has your details so people can find you without a watermark.
“Customers have so many options now days with the marketplace so saturated. If they show up at a shop and feel uncomfortable for any reason then they’re just going to move on to somebody else.” {Amy}
Editing can significantly enhance the quality of your photos.
Your editing program needs to embed a colour profile in your photo to ensure the colours stay true. If your photos do not have this they may look differently on different websites.
Lightroom and Photoshop provide this capability with a monthly subscription. Affinity Photo has a one-time fee.
For phones, the Lightroom app is a great editing option.
Find our more about Amy on her website.
1 hr 8 min
April 28, 20205 Key Steps to Selling Handmade Online [228]
There is SO much to learn when setting up an online shop for your handmade creations.
I mean – I have a whole course on it!
But today, I’m focussing in on 5 key aspects of setting up shop online that you can NOT afford to stuff up.
This is just the tip of the iceberg when it comes to selling online – it’s a steep learning curve for those who are not familiar with business and/or with the tech side of the equation… but I promise you that you CAN figure it out, and go on to have a successful online store!
Out of the almost 2,000 makers who responded to the State of Handmade 2020 survey, 59.3% were making the majority of their sales online. That means that there are a LOT of you who still haven’t tapped into the power of selling online.
And now, during this pandemic, it’s more vital than ever that you figure out the online world – because for most of us, it’s the only method we have to sell right now.
You can make it work! You just have to be patient, persevere, and believe in your ability to figure it out.
And if you find yourself feeling scattered, overwhelmed and lost – I can help you with that.
You can listen to this episode below, or on your fave podcasting app!
Do you want to learn how to set up your own online craft shop and get it right, first time?
Want access to a proven system that over 1,000 makers have used to set up a stellar online shop?
Check out my flagship course – Set Up Shop
FIND OUT MORE
Support the show
You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.
In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.
You can also:
Leave a review on the C&T FB page.
Leave a review on Apple Podcasts.
Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.
Quotes and highlights from this Episode:
1. Decide where you are going to sell
There are so many website providers and online venues that it can be overwhelming to decide where to sell.
There is no one size fits all.
You should have your own website and you should have your own domain name to keep professional.
2. Work on your photography
Once you change from hobby to business you really need to be thinking about your photography.
Photography is super important in order to attract your customers.
3. Brainstorm your keywords
The title of your product and the first few lines of the description are the most important places to have keywords.
A keyword is a word or phrase that people will put into a search bar to find something.
When thinking of keywords you need to put yourself in the mind of the customer.
4. Think about shipping
Will you be shipping domestic, international or both?
Never undercharge for shipping – you need to ensure you are covering these costs.
5. You need policies
You need to have clear and up to date policies to protect you and be up front with customers.
Your policies will always develop as your business grows.
Read the policies of established businesses to get a good idea of what you should cover.
30 min
April 22, 2020Don’t leave your customers with obvious questions! [227]
As a seller, it’s your job to anticipate – and answer – any objections your customer may have to buying your product.
Another way of putting this – don’t leave any of your customer’s questions unanswered!
This sounds obvious, but I’m always amazed at how many online sellers don’t do this properly.
Think: inadequite descriptions lacking crucial detail.
Think: product photos that don’t show all aspects and details of a product.
Think: policies that don’t clearly lay out returns policies and ‘lost mail’ policies.
In today’s episode, I discuss why this matters, how it’s costing you sales, and how to fix it.
You can listen to this podcast below, or on your fave podcast app – or you can watch it on youtube!
Watch on YouTube…
Support the show
You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.
In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.
You can also:
Leave a review on the C&T FB page.
Leave a review on Apple Podcasts.
Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.
Listen to this episode…
Highlights from this episode:

Your job as a salesperson is to anticipate – and answer – any possible objections someone might have to purchasing your product.
Make sure your descriptions convey all the possible features of your product (size, shape, use, etc)
Don’t forget the benefits of your product, too.
You should have a fully filled-in policies. Answer any potential shipping questions. State production and shipping times.
Show all aspects of your product in photos (front/back, inside/outside, in use, top/bottom) etc.
Use your photos to convey vital information – even using text on images, showing your workspace/studio/you at work (to prove the handmade aspect)
17 min
April 15, 2020[226] Modern Stained Glass Artist Lauren Earl of Szklo Glass
What happens when a job turns into a passion – which turns into a full-time handmade business? Szklo Glass happens.
My guest today – Lauren Earl – started a job working with glass after high school, not intending to make it a career.
In 2016 she started making geometric wall hangings – and started selling them on Etsy.
Fast-forward to 2020, and she is running a full-time glass business – supporting her husband to be a stay-at-home dad to their young children.
In this episode (recorded in early March, 2020) she shares her journey, the challenges that have come along with it, and the lessons she’s learnt that have enabled her to grow a successful handmade business.
You can listen to this episode below, or on your fave podcasting app!
Join me for live monthly workshops - online!Each month I host a live, work-while-you’re-there, workshop for makers in business.
These workshops are on all aspects of handmade business – and are also available to re-watch after the workshop has completed.
These are available exclusively to members of the Thriver Circle.
FIND OUT MORE
Support the show
You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.
In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.
You can also:
Leave a review on the C&T FB page.
Leave a review on Apple Podcasts.
Join the Thriver Circle – without the members of the Circle, this podcast would not be possible. You’ll also get access to an extra members-only episode every month.
Highlights from this episode:
Lauren started working with stained glass since after she finished high school.
Check out Lauren’s work here: Szklo Glass.
At the end of 2016, Lauren started created stained glass geometric wall hangings. Her friends loved these and started buying them so she set up an Etsy store and her business grew organically from there.
Lauren didn’t expect to still be on Etsy but it continues to be a strong source of sales. Her work has also been featured in Etsy newsletters which has helped drive sales.
Just as Lauren’s work really took off her husband finished with his job and became a stay at home dad. This gave her time and space to devote more time to the business and expand.
Each month Lauren sets a theme as a catalyst to create a piece. This provides her with space to experiment and keep her creativity kindled.
Working from home can create challenges with boundaries between home life and work hours.
“This was one of the harder things I had to figure out. Once I was doing this full time being very strict and saying “no, I have to go and work”. {Lauren}
Lauren has had her designs copied and has had to approach this in different ways. Often, people are reasonable but there have been times when she has had to arrange cease and desist letters around copyright.
“It’s hard to see people try to make the same thing especially when the quality is different and sometimes trying to price it as much or more than what you sell it for.” {Lauren}
To create a passive income stream, Lauren has developed kits for beginners and has previously partnered with The Crafter’s Box.
Exploring different aspects of your work such as techniques and materials can help you discover a microniche.
“Try to be as original as possible, try to find your own ideas and inspirations. The more original you can be the more you’re going to stand out” {Lauren}
Lauren’s business motto is “figu
58 min
April 01, 2020[225] 9 Steps to Name your Handmade Business
Coming up with the perfect name for your handmade business can be tricky.
There is a lot to consider – and it’s easy to make a blunder that you’ll regret down the line.
I’ve named at least 5 businesses, and I’ve learnt a bit more about the process every time.
Today, I wanted to share the 9 steps I recommend you go through when considering a name for your handmade business.
Whether you’re just starting out, starting a second business, or wanting to rebrand, I hope this helps you land on that ‘perfect’ name!
You can listen to this podcast below, or on your fave podcast app – or you can watch it on youtube!
Watch on YouTube…
Support the show
You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.
In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.
You can also:
Leave a review on the C&T FB page.
Leave a review on Apple Podcasts.
Join the Thriver Circle – without the members of the Circle, this podcast would not be possible. You’ll also get access to an extra members-only episode every month.
Highlights from this episode:

Brainstorm possibilities, then use the following list to narrow them down:
Don’t pick something too specific (or too boring).
Don’t use weird spellings/initials if possible.
Can you get the .com?
Can you get all the social media handles?
Is it a name someone is already using? (Etsy, business register – especially in your country, google) – you don’t want direct competition for search ranking.
Don’t make it too hard to spell
Say it out loud – how does it sound?
Get feedback – what do 3-5 other people think?
Does it feel right to you?
21 min
March 24, 2020[224] 24 Years & Counting with Christine Tenenholtz
How has running a handmade business changed over the last few decades?
My guest today – Christine Tenenholtz – is an Albuquerque, New Mexico based ceramic artist who has been crafting her line of colorful stoneware out of her home studio since 1996.
Originally from Illinois where she received her degree in fine art photography from the University of Illinois at Chicago, Christine moved to Arizona in the early 90’s and began working in clay in earnest. Working under the name Red Hot Pottery, Christine has created a line of colourful stoneware sold primarily in gift galleries and in her Etsy shop.
After moving the New Mexico in 2016, she continued to stretch her creativity into new explorative work which she happily shares with her followers on Instagram.
Her handmade stoneware functional ware is widely recognised for its striking combination of dynamic glaze combinations inspired by the landscape of the American Southwest, and her unique carved garlic graters are wholesaled across the country.
In this episode we discuss her business history, her successes and challenges (including some challenges she’s faced with Etsy search) and much more.
You can listen to this episode below, or on your fave podcasting app!
Brand your CraftDoes your handmade business have a strong brand identity?
Or are you just treating your creations like commodities – trying to compete on price, and failing to stand out in a crowded marketplace?
Creating a strong, unique brand identity is fundamentally important if you want to make your business stand out from the others in your niche.
FIND OUT MORE
Support the show
You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.
In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.
You can also:
Leave a review on the C&T FB page.
Leave a review on Apple Podcasts.
Join the Thriver Circle – without the members of the Circle, this podcast would not be possible. You’ll also get access to an extra members-only episode every month.
Highlights from this episode:
Christine started on Etsy 2007 selling her pottery, but she’s been a full-time ceramicist since 1996.
Check out Christine’s work here.
Based on a customer request, she made a custom yarn bowl and sold the two spares in her Etsy store. These became her most popular item and the demand continued to grow.
In 2010, Etsy included Christine’s yarn bowls on a segment on the Today show and her pieces became huge sellers.
Within a few years, Christine was making more than 50% of her living from yarn bowls and was #1 on Etsy search pages. But in 2015 this suddenly and inexplicably stopped and it took several years for her to rebuild momentum.
Christine picked up a wholesale account during this time which helped regain the lost income.
“Have diverse sources of sales. If one dries up then the others keep the boat afloat.” {Christine}
Christine also designs and sells pottery for her local airport which required careful product development. These pieces are stackable for easy carrying on a flight and have the town’s name stamped on the back making them a perfect souvenir.
“Think about how you can make a particular product for a particular market in a particular situation” {Jess}
Instagram is a huge component of Christine’s non-wholesale business.
Over time Christine has become more comfortable sharing her authentic voice and style.
“It okay that not everyone likes you. That’s the point. You want to find those people that love you.” {Jess}
Christine has set up her business to a level that keeps her as the only team member so that she is comfortable and does not have to keep someone employed.
“You don’t have to be in business to enjoy your creativity.” {Christine}
1 hr 8 min
March 18, 2020[223] COVID-19 & Your Handmade Business (Coronavirus)
Since this is on everyone’s mind, I wanted to discuss the potential consequences of COVID-19 on our businesses.
Long story short: no-one really knows what the long-term consequences will be, but there are things we can do to better ride out this period of uncertainty.
I also want to talk about ways that we are, in fact, in a great position to deal with this pandemic compared to a lot of people with casual work, gig work, contract work, or those working for companies that might have to shut down.
I do understand that you might be in both of these camps – and if so, there’s never been a better time to devote your time and energy to growing your own product-based online business.
We’ve been sharing our stories in my membership community, the Thriver Circle, and many of the points I’m raising in this video/podcast have come up there.
You can listen to this podcast below, or on your fave podcast app – or you can watch it on youtube!
Watch on YouTube…
Support the show
You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.
In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.
You can also:
Leave a review on the C&T FB page.
Leave a review on Apple Podcasts.
Join the Thriver Circle – without the members of the Circle, this podcast would not be possible. You’ll also get access to an extra members-only episode every month.
Highlights from this episode:

Let’s start with some of the CHALLENGES:
The potential for job loss and the economic downturn meaning people might be tightening their belts.
I have experience with this – I started Epheriell in 2008, in the midst of the GFC.
Think slow and steady.
Reduce costs where possible and necessary.
You might be quarantined – do you have everything you need to keep working?
Are you set up to take a break from your business should you get sick, or have to care for a family member?
Shipping may be interrupted. Just keep lines of communication open with your customers, and pre-empt any issues by mentioning possible delays in your thank-you message. Keep an eye on your local postal service website, and those of the countries you most often ship to.
OPPORTUNITIES: Some of the ways we are already ahead of the curve
If you have an online business already, you are in a great position to keep business running – established, you have low overheads, and a lot of people will be stuck at home and have to shop online.
If you have been procrastinating on setting up online, NOW is the time to get it done!
If you’ve been relying on markets and shops, you have 2 options. Wait until things get better, and take the hit, OR work out how you can add a robust online arm of your business.
Experiment! Try a live FB launch party – gather people around with a glass of wine/beverage of choice and run a sale or launch. Think about how you can foster community/connection more strongly between you and your customers AND between them.
If you are self-employed, you’re already used to being self-motivated, working from home, negotiating work time and family time.
You already have (hopefully) strong online supportive communities of colleagues (like the Thriver Circle).
As an entrepreneur, you’re already a bit more comfortable with risk and uncertainty – you’re in a better mental position than those who are reliant 100% on traditional work.
You are already savvy with online marketing and social media use to connect with your customers.

Think long-term. This won’t last forever.
If you see a downturn in sales, use that time to do deep work on your business. Use it to revamp your website. Use it to do ‘that work you always meant to get to’. Use it to learn (join the Thriver Circle if you want content and community).
Most of all – take care of your mental and physical health. Take care of your family. And take care of each other – we’re all in this together. Everyone is facing challenges.
Do your best with what you have to keep supporting the economy – especially small independent businesses. We need all the support we can get.
The old war slogan is apt right now – ‘keep calm and carry on’ – it’s all you can really do.
Prepare, don’t panic. This too shall pass.
31 min
March 10, 2020[222] How Branding Shapes the Story of your Business with Katie Saunders
How much thought have you given to your branding, and how it shapes the story of your business?
My guest today – Katie Saunders – specialises in helping creatives to clarify their branding.
We discuss how much of ‘you’ to put into the business; how your business has a brand whether you’ve consciously crafted it – or not; how to distil your brand down into a few critical talking points; why you should create a positioning statement – and more!
You can listen to this episode below, or on your fave podcasting app!
Brand your CraftDoes your handmade business have a strong brand identity?
Or are you just treating your creations like commodities – trying to compete on price, and failing to stand out in a crowded marketplace?
Creating a strong, unique brand identity is fundamentally important if you want to make your business stand out from the others in your niche.
FIND OUT MORE
Support the show
You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.
In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.
You can also:
Leave a review on the C&T FB page.
Leave a review on Apple Podcasts.
Join the Thriver Circle – without the members of the Circle, this podcast would not be possible. You’ll also get access to an extra members-only episode every month.
Highlights from this episode:
Katie worked as an art director for over a decade until she set up her own business helping creative business owners establish their brand. Katie’s business is Pop & Grey.
Branding shapes the story of what your business is.
“If you are not intentional about moulding that story than people are going to mould it for you and they may not make your brand what you want it to be.” {Katie} 3:38
Choosing your brand and palette and fonts are step two in the branding package.
Use the information you know about your customers to help shape and define your brand
“If you just build everything based off you, you aren’t taking your customer into consideration at all” {Katie}10:03
Your entire story is too multifaceted to fit into a brand. Work out who your customer is and what appeals to them then focus in on the aspects of your personality that fits with this.
Not appealing to everyone can feel scary. By having a clear brand, you can build authentic connections with your community that creates loyalty and leads to sales.
“Just pick those few parts of your life that intersect with your business and use that as fodder for your marketing.” {Jess} 16:18
Get started on clarifying your brand with a positioning statement. This is a distilled version of what you do, who you serve and how you’re different and written in a way that sounds like you.
Everything that comes from you should be cohesive and consistent from your emails to your packaging to the experience of buying from you.
Jess changed her approach to her thank you email from a standard one paragraph response to a longer explanation about what this purchase means to her. This not only resulted in building stronger relationships with her customers but influenced the way she approached her other communication.
“You can’t compete on price but what you can do is compete on quality and the story that you are telling” {Jess} 31:36
“What branding helps you do is rise you above the pricing wars because there is just no comparison between what you’re doing and what these other people are doing” {Katie} 32:14
41 min

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The Create & Thrive Podcast

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