BRAND IDENTITY DEVELOPMENT
FOR JEWELERS - THE BASICS:
There is no getting
around effective branding, and undoubtedly, several large companies have been
leaders in utilizing branding to attract customers. Wouldn’t it be fantastic if
a customer looked for “xxxx” – your brand name, rather than just a ring or
necklace?
A story around your
product is usually a good brand recognition step. A sensible introduction
induces brand recall. Recite the story of your jewellery brand and how it came
to fruition. Articulate the bliss your customer experiences while wearing your jewellery.
It is not about a “sleek looking” piece of jewellery. It must entail more than
that to reduce price sensitivity and increase customer loyalty. All of this begins
with brand development for jewellers.
So if you want to
reflect about your own jewellery brand, several factors must first be
determined. Brand Identity
development for jewellers are like any
other business. You need a good name, a perpetual logo or image, and a catchy
slogan. It may not be necessary to hitch a tune to your jewellery company in
order to make your brand memorable, but there are some things you should “not
do” to make your brand unforgettable!
BRAND DEVELOPMENT – KEY
STRENGTHS or the DO NOTS:
Advertisement alone cannot take you to the stratosphere.
Brand is developed with satisfied customers, trustworthiness, structured
branding strategy, branding design
and strong passion for your product.
Old is Gold – a well
versed saying lies in various expects. Jewellers usually target at maximizing
reach and new customer fan following. However, they often miss their existing
customers. No business should disregard existing customers, because they
are already familiar with your jewellery brand and they will likely buy from
you again. Make sure you reach out to them often, and don’t forget that word of
mouth endorsement is still vital in any industry. Thus, the key to brand
development for jewellers is – DO NOT ignore your loyalists!
Websites are still considered a parking space online. However,
lot of jewellers do not give due importance on website design and development.
Do NOT hold back on your online site. Bear in mind that your website is a
“bargaining tool” to some extent. Those that find your jewellery online will
have an estimation of your collection based on the appearance of your site. If
your site is difficult to navigate, shoddy, looks cheap, and outright chaotic,
visitors to your site will view your jewellery along the same lines. As a result,
you can forget about any visits to your brick ‘n’ mortar store, or, any
customers asking for your brand at retailers!
Social media is another marketing tool, but it can easily
work against you. It is important to watch the “trends” of social media to
determine whether it fits into your jewellery brand concept. For example,
Pinterest and Instagram are probably better social media-marketing tool for a jewellery
brand. Stunning photos are very important for selling jewellery, in addition to
the proper text, which can lead a potential customer directly to your website.
