Next Show:

fiftyseven-thirtythree Grand Opening Party

April 27th, 2010

fiftyseven-thirtythree Grand Opening Party…

will be held on May 1st, 2010 (May Day) at very 1st store located on Piedmont Avenue between 41st & Linda.

We will be showcasing our line as well as Young Punks. First 50 guests to the party get free limited edition fiftyseven-thirtythree tees. Party starts at 7pm

Food & Drinks will be served. Beats by DJ Tibbs and Lankston

*** All in store purchases on Grand Opening Day will receive 25% off and Store will be open 12-6 and reopen at 7pm to late (510)547-5733

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How to Find Responsible Manufacturers to do Your Craft Production

January 10th, 2010

Many professional crafters have thought about outsourcing their production at one time or another.  But if you’re a “solopreneur”, you probably don’t have the time or money to visit factories or cooperatives overseas.  So how can you tell which manufacturers are responsible companies, and not toxic sweatshops employing underpaid toddlers?  One way to start narrowing down the list is to look at international manufacturing certifications.  These certifications are awarded by independent, international, non-profit auditors, who inspect manufacturers’ operations so you don’t have to.

caringfactory How to Find Responsible Manufacturers to do Your Craft ProductionThere are number of different international agencies that provide myriad certifications, but here are a few of the most relevant ones to get you started:

Though the ISO no longer publishes an annual list of certified companies (which blows, by the way–please fix this ISO!), many national and state governments/NGOs publish their own lists, which are easily Googled.  Here are some (not always current) lists for the U.S., Canada and Thailand.

The ICTI does have a database for factories that are CARE-compliant, but the search fields don’t seem to work very well.  I recommend clicking “Submit” without entering or choosing anything, and just browsing the list.

The FSC has a fully functioning, searchable database.  Hallelujah!

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Ask Biz Miss: Sustainable Fabric Sourcing

September 30th, 2009

**Note: though this is a very respectfully worded request (note how she doesn’t ask specifically for my sources), it is considered good etiquette to ask advice like this from someone with a related but non-competing business, like someone who’s in fashion, or who makes baby products.  That said, when I had this exact question starting out, I asked the plush toy makers down the block from me.  They were more than gracious and generous in their help, so I’m paying it forward to all of you.  For more on the subject of crafty business etiquette, please see this article I wrote for the Bazaar Bizarre San Francisco blog.

I am currently designing my own line of stuffed animals (not meat products) and would really appreciate your advice.  I would like to make a product that takes the environment into consideration.  I am finding it extremely difficult to find recycled fabrics.  I did find recycled polyfill.  Any advice you can give on finding an environmentally aware manufacturer and materials would be greatly appreciated.

As far as sustainable fabrics go, it is difficult to find them outside of the hemp/wool/cotton/natural fibers area, but there are some polyesters that can be made from recycled plastic, such as fleece and fake furs.  I have never found a place to purchase these in small quantities, so I source my fleece in China, where the minimum for each color is 300 yards.  (I was lucky enough to have a friend whose toy company runs a reputable factory in China.  They were able to point me towards fabric mills there.)  There is a fleece called EcoFleece and a short fur called EcoPile, both available in the U.S., but these lines also require large wholesale orders.  You’ll have to do some calling around and searches through wholesale directories like ThomasNet to find them.  Some manufacturers only make/carry a set of common colors, and others can dye your fabric in any color you choose.

There is also an organization here in San Francisco called People Wear SF that held a small sustainable fabric trade show twice last year. If they do it again, it would likely be in the next month or two.  If not, someone there might have a list of past exhibitors you can contact.

Since you are starting out small, you may have to make some compromises about your fabrics.  For example, you might consider buying fabrics from a creative re-use center or something similar.  I don’t know where you are located, but here in the Bay Area we have S.C.R.A.P. in San Francisco and the East Bay Depot for Creative Re-use in Oakland.  At these places you can buy fabrics otherwise destined for the landfill and you will have lots of choices when it comes to fabric type (but maybe not color/print as much). You can also pilfer clothing and pillows from thrift stores.  Felted sweaters make excellent no-fray fabric for toys and some stores sell by the pound.

You can also just buy off-the-shelf fabrics in the beginning, and try to maintain your commitment to the environment in other ways (which is what I did).  You’ve already found some recycled fiberfill (Carlee sells this in bulk in New Jersey or you can buy corn-based fiberfill from your local fabric store), which is a good start.  You can also ship your toys using only recycled and/or re-used packaging, and you can plant trees or buy credits to make your business carbon neutral.

I hope this helps. There’s unfortunately not a lot of information out there regarding material sourcing, because it’s one way small businesses discourage competition.  If any readers have info they can share, please add it to the comments.  Thanks!

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Ask Biz Miss: Licensing

September 15th, 2009

I was approached my someone who wanted to talk to me about licensing my work.  I was a little skeptical since I’ve never been approached with an offer like that and I wouldn’t know where to begin to look up the legitimacy of a licensing company.  Would you have any tips or advice for a newby starting out that would be interested in licensing their work?  I would hate to get involved in something that would not be in my best interest or in the interest of my work.

I’ve only ever licensed my work to other small businesses, so I don’t know what kind of situation you’re in, but in general, if someone is asking to license your work in the first place, they’re probably acting in good faith.  Most folks who aren’t will just rip off your designs with poor (or in some cases, even exact) copies and won’t ask you at all.  That said, businesses act in their own best interest and are happy to take advantage of your naivete.

A standard licensing percentage for a small business is 5% of gross sales, and the contract is often exclusive to the particular product for a limited time.  For example, a company might license your design to print on notebook covers.  Your agreement would likely give them an exclusive license to print on notebook covers  for two years (which may also exclude you from doing this if you’re not careful).  Under this agreement, you would still be able print your design on t-shirts, fabric, etc., or license them to someone else who would.  No matter what, you should never sign an agreement until you’ve seen a sample of the product that’s being made with your design.  It’s the only way to make sure you’re associating your work with a quality product.

If you’re looking at a much larger licensing deal with a bigger company, I would suggest hiring a lawyer to help you negotiate a fair contract, at least the first time around.  The Renaissance Business Center here in SF can point you to some free and cheap legal advice.  You can also find a good counselor there.

I can also recommend the book Your Crafts Business by Nolo Press.  Nolo is a do-it-yourself legal publisher.  There’s a whole chapter in there on licensing and the book comes with sample agreements.  Also, this article recently posted on Crafty Chica is helpful.

I hope that any deal you make is both fair and profitable.  Good luck!

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Biz Miss Asks: Green Business Certification

July 2nd, 2009

Did you know that in addition to running the Bazaar Bizarre and working full-time in science education, that Jamie Chan and her husband Blas Herrera also own Urban Fauna Studio, the best little fiber arts shop in San Francisco?  It’s enough to make a girl feel downright lazy.  Ever the overachievers (and responsible business owners), Blas and Jamie recently went through the process to make UFS a certified green business.  Jamie agreed to share their experience with me so we can all become green businesses, too!

First a little background on their business: Urban Fauna Studio sells independently made (Indie) and eco-friendly craft supplies and tools. They focus on ecologically and socially considerate manufacturing practices (i.e. no-petrochemicals used, sustainable raw fibers and woods, biodegradable products, and recycled materials), products made in the US and handmade items. At UFS you can explore fiber arts such as spinning, knitting, felting and weaving. They offer a revolving series of arts and crafts workshops for small groups (see their calendar for details). At Urban Fauna Studio they believe in supporting fellow indie crafters. They host a growing community of consignment artists and crafters, all of whom are committed to bringing quality handmade goods to their customers. Blas has a background in environmental science and Jamie is a science educator. Both of them come from families that have long enjoyed the fiber arts, crafting and DIY.

Why did you decide to pursue green business certification?

Just because many shops are independently owned and selling green products does not make their business practice green. We decided that a more genuine commitment to sustainability was to get certified by the San Francisco Green Business program. SF Green Business helps San Francisco businesses adopt environmental practices that are sustainable as well as profitable. They set stringent criteria, provide technical assistance, and publicly recognize and promote Green Businesses with a seal that enables customers to shop in keeping with their values. The Program is made of up of three City agencies: the SF Department of the Environment, the SF Department of Public Health, and the SF Public Utilities Commission.  We are the first fiber art and craft shop in the SF Bay Area with a green certification. We feel this sends a message to our customers and our fellow business owners that our commitment to sustainable retail goes beyond selling green, we live green too. It’s not hard to do considering many of us engage in green practices in our personal lives.

What are the benefits of being a certified green business?

San Francisco Green Businesses can save money by implementing practices that lead to cost savings in energy, water, and garbage bills. We have sought out a greener web provider who uses 100% green

renewable energy, Carbon Neutral, who was actually less expensive than our previous, non-green, web hosting provider. We also participate in Carbon Offsetting with our electrical company and reduced our garbage bills.

We use all non-toxic, plant based cleaning chemicals which make us feel safer in our workspace and for our customers entering the store. We buy 80% post consumer, chlorine-free, recycled toiletry papers, 100% post consumer, chlorine-free printer papers, and 80% post consumer, chlorine-free business cards and promotional materials.

We enjoy a marketing edge over the competition. Coupon books, web site listings and other promotional strategies are fine. But a certification system with this level of transparency about standards and regulations makes us feel secure that people will know we are not trying to “green wash” them with hype.

Blas spent his college career studying environmental policy and social justice and I have studied marine sciences. We have seen the data firsthand and know this planet is not heading in a good direction with our current rates of consumption and use.  He and I both care very much about the future of our environment and we want our business to reflect that. The biggest benefit is the peace of mind that this certification brings, that we are helping to make our local and global community better.

How long did it take over all?

We started the certification process right before we opened our shop.  So about 10 months.

What did it take to earn the certification?  Were there requirements you found particularly easy or difficult to fulfill?

We had to submit a written application and then a detailed table or checklist of actions we would take to make our business meet their retail business standards. Then we had a phone consultation with some

follow up e-mails. There was an initial site visit from a consultant. Between that time we had more e-mails and to provide more evidence that we were engaging in green practices. This included taking pictures of certain parts of the store, providing bills and proof of certain services.  Then there was an on-site assessment to verify that San Francisco Green Business standards are being met. We had a few more things to change and follow up on after our assessment. After submitting our changes, our San Francisco Green Business status was awarded! We were listed on the site within two weeks and warmly welcomed into their community. Nothing was particularly difficult. It was at worst, annoying and eye-opening to realize how every detail of our business could be greener. We thought we were “green” already and it was good to know that someone else was there to ensure we got all the aspects of our business to be more sustainable.

Would you recommend the process to other crafters/designers or only to people with stores?

Yes, if your business is certifiable we would suggest it. They currently certify hotels, restaurants, offices, retailers and dentists. This INCLUDES home businesses….and we do mean you, indie crafters! Your studios, offices and work spaces within your home can be certified. It does not take a long time. Our case was an exception, most applications should be approved within 4-6 months.  There is really no reason not go through the process if you can devote the time. We estimate that we spent no more than 20 hours total on this certification process. The certification program in SF is free of charge.  Many towns have a green certification program…we encourage you to look at your options and get involved.

Did you get any help during this process?

Nope. We didn’t know of any certified green indie retailers at the time, but now YOU do! Feel free to contact us. We are willing to answer questions and in general help to promote other green indie craft businesses. The nice thing about being indie is that we all really DO need each other to make an impact in the world of corporate run, big box stores. Being green together, being transparent about our goals, is a good thing. Lean on people in your local business community, you’ll be surprised about how much you can gain from it.

Well, folks, there you have it.  I’m definitely going to look into this for my own home office.  Thanks, Jamie!

Posted by Biz Miss

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Crafty Business Questions: Self-Shipping

June 23rd, 2009

Is it worth all the trouble to give my customers multiple shipping options?

Well, that all depends on what you mean by “options.”  I wouldn’t necessarily recommend offering multiple carriers but it’s okay to offer multiple speeds.  In other words, choose just one company to ship with, such as UPS, FedEx or the US Postal Service.  If your web site’s shopping cart automatically calculates shipping costs, you can offer multiple delivery options such as First Class or Overnight, but if you have to enter those prices manually it may not be worth it to have to stay current with rate changes.  Some sites, like Etsy, never let you choose more than one service or delivery option to a given destination.  That’s fine.  Just add a line to your FAQs, policies, or product pages that asks customers to contact you if they need expedited shipping or prefer a different carrier.

Can I charge for “handling” if I ship products myself?

Absolutely.  I think it’s crazy that people believe their customers won’t buy from them if they charge more than the cost of postage to ship something.  Packing materials aren’t free and neither is your time.  Charge your normal hourly rate plus the cost of your shipping materials and postage.  For example, if it takes you five minutes to ship something (i.e. look up the order, pack it, address it and print out shipping labels) and you pay yourself $25/hr., you should charge $2.08 in addition to the cost of the box and the stamps.  This is not unreasonable.  If you still feel funny about it, though, feel free to lay out the charges in your FAQs or Policies page.  Don’t sweat it if a customer refuses to buy from you because of this.  You don’t want a relationship with someone who thinks your time is worthless anyway.

How can I keep the time and cost of shipping as low as possible?

Whoa.  Big question.  Let’s tackle time-saving first.  The most important thing is having the right supplies around.  I keep all of my shipping materials in one place, including a postal scale, address stamp, padded envelopes in sizes that fit my most common items, and the most common denominations of stamps I use.  I order most of these in bulk from places like Quill and Uline.  The shipping is usually free and my order often arrives in 1-2 days.

postalsupplies Crafty Business Questions: Self Shipping

My postal scale is a regular spring-loaded Dymo scale with the postage prices printed right on the dial.  I place my package on top, and the needle points to the correct First Class postage price so I don’t have to look it up.  The Priority Mail and Express Mail prices are also printed on the front in a grid.  My only complaint is that the replacement dials they send when the price goes up are slow in coming and expensive ($15).  I looked into postage meters, too, when I was first starting up, and I determined that they are not worth the monthly rental fee unless you send hundreds of First Class envelopes each month.

I keep tons of $0.44, $1, $0.17, and $0.20 stamps around because any First Class package can be mailed using just those four denominations.  It’s often much quicker to address an envelope by hand and use stamps than it is to go online and print out the shipping label.  On the other hand, if you’re mailing something that has tracking info or doesn’t fit in your corner mailbox, it’s usually better to create the label online.  The shipper will send the tracking info to the customer for you and you can drop off your shipments at the post office or hand them to your driver/mail carrier.

Now for cost-saving.  Firstly, the more you can store, the better.  Having space to save shipping materials allows you buy in bulk and and to reuse the boxes, bubble wrap, etc. that you receive from other senders.  Secondly, become familiar with shipping classes and delivery times.  For example, what the USPS defines as a “letter” can be surprisingly large, thick and heavy.  Just beware of uneven or weirdly-proportioned envelopes.  USPS machines can’t handle them so they require a $0.20 “non-machinable” surcharge (hence my stash of $0.20 stamps).  In another example, UPS always delivers Ground shipments within the Bay Area in 1-2 days.  There is therefore never any reason to pay the overnight rate on a local shipment.  It arrives just as quickly at the lowest price.

Thirdly, I’ll reiterate that you should use online shipping labels for any package that uses tracking info.  Most carriers will give you a discount on postage bought online.  You can also schedule a free pickup for most online shipments, which allows you to save on gas money.

Lastly, make friends with your delivery people.  Learn the names of your UPS driver and your mail carrier.  Ask them how they’re doing.  Leave them tips or gifts at the holidays.  Not only are they competent human beings who deserve to be treated as such, they are often happy to do you favors and help you solve problems with your shipments.

Most of the complaints I receive from customers have to do with shipping.  How can I avoid this?

Shipping issues are by far the most common complaints I receive from customers as well, but I’ve been able to reduce them significantly by posting clear and specific shipping policies to my website and Etsy shop.  If an issue ever comes up that isn’t covered by those policies or falls within a grey area, I solve the problem to the customer’s satisfaction and then update the policy page so it never happens again. In addition, I sometimes put the answers to the most common shipping questions on the product page itself.

You can also reduce the number of complaints by offering fewer shipping options.  This may sound counter-intuitive (customers prefer choices, right?), but it ultimately makes for less confusion and frustration.  You can always let the customer contact you if they’d like special shipping arrangements.  If you’re able to provide them, great!  Your customer will love you for being so accommodating.  If not, you can always return a polite explanation that references your shipping policies and leaves no room for argument.

Finally, always pack your items well. Like, to withstand being run over.  It doesn’t matter whether or not your customer opts for insurance, you’re an A-hole if the product breaks in transit and you refuse to replace it.

What are some common shipping issues you’ve faced and how have you dealt with them?  Please share your experiences in the comments section.

by Biz Miss

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Craft Show Wrap Up :: Bazaar Bizaare at Maker Faire 2009 – By Roxycraft

June 17th, 2009

Posted with permission from Roxycraft.com

I was going to post about my experiences on each day, but covered the demo end and now I’ll cover my experience vending at Bazaar Bizarre which was at Maker Faire.

Sorry I’ve been MIA since my last post. A bad cold had my energy sapped and my brain fried and I’ve had barely enough energy to watch movies much less type and think.

Craft Show Wrap Up :: Bazaar Bizaare at Maker Faire 2009 By Roxycraft

In short, my experience at Baz Biz this year was super awesome! The crowds were insane in a good way…I can only think that if you didn’t do well as a vendor, you should look at yourself, because people were there and they were buying! Everyone around me seemed to be doing very well and it was so crowded most of each day that it was difficult to walk down our aisle.

I sold tons…above is a picture of my booth at the start of Day 1 and let me tell ya, it was stark by the end of Day 2…stark. I said goodbye to all my mushrooms, the Hippo and Rhino, Tough Love, Chilly, all my Flamies and Buties, the Yellow Bear, all my copies of Tiny Yarn Animals, most of the Booklets and Kits went too. The Flamies were very popular.

My neighbors were great too! To my left was Kelso Doesn’t Dance who had the coolest wallets made from old maps and books. (very popular too) On my right was Petals and PineBlossoms who had some of the most well made bags I’ve seen at a craft fair…not to mention they had super cute owl and fawn motifs. (also extremely popular with customers) Behind my was Claire from Absolutely Small and she’s always fun to be around. Billy and I fell in love with Roger the Pom-Pom dog and brought him home to live with us!

I also got around and did some shopping. We bought a card from Dutch Door Press, an apron from PenguinBot.com, some amazing prints and a  screen printed wood piece from Tiny Sparks Designs.

But Maker Faire was chock full of amazing designers! I wish I had a million dollars because I would have spent them all there!

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Bazaar Bizarre – Day 2 – June 05, 2009 – By: NoisyPenguin

June 17th, 2009

Posted with permission from http://www.penguinbot.com/blog/view/79

I’m extremely behind on blogging this, but I’ve spent my PenguinBot time this week on custom orders and oven mitts and trying to get the shop updated (I’m still working on the totes, they’ll be up soon!), but I was about to write a blog post about something entirely unrelated (cupcakes!) and figured this should probably go first.

The second day of Bazaar Bizarre was also really good. We sold more tote bags than we did the first day too! Since it was a little slower, I took about 20 minutes away from the booth to go check out the Life Size Mouse Trap contraption that was near Bazaar Bizarre. I only played Mouse Trap a few times when I was younger, when I babysat some kids up the block from me. If I had one of these I’d probably play with it all the time though.

3591626718 682ac62e3e Bazaar Bizarre Day 2 June 05, 2009 By: NoisyPenguin

Life Size Mousetrap!

There were lots of people surrounding it, so I didn’t get the best view of ground-level parts in motion when it was actually going, but I saw everything up top. It was pretty awesome. Some guys next to me commented that the Mouse Trap folks were more “crafters” (said with disdain) and not so much engineers. Whatever dudes. I thought it was great (though I am just a lowly crafter), as did all the people around me. If this ever comes near you I’d highly recommend going to see it in action.

This was another one of the attractions right outside the Bazaar Bizarre hall, the Neverwas Haul.

3590823895 16d776bc4f Bazaar Bizarre Day 2 June 05, 2009 By: NoisyPenguin

It’s a steampunk house. On wheels. It’s self-propelled. It’s kind of amazing.

Also near us, this big metal snail.

3590815629 e79a24981a Bazaar Bizarre Day 2 June 05, 2009 By: NoisyPenguin

It shoots fire.

I wish we’d had more time to walk around the Maker Faire, especially since I kept missing the giant cupcakemobiles (people kept telling me about them after they passed the hall). Maybe next year!

I also want to mention one of my favorite vendors at Bazaar Bizarre. He was actually my next booth neighbor, Tiny Sparks Design. Brad screenprints original artwork on wood and paper, makes key & coat racks, and is just overall an extremely talented and neat guy. This was his first craft fair too, it was great to have another newbie to chat with.

3591637138 8aeb521d9f Bazaar Bizarre Day 2 June 05, 2009 By: NoisyPenguin

You’ll have to forgive my pictures – I forgot to take pictures until right when they started tearing their booth down. It looked even more awesome during the fair. I absolutely love the colors he uses.

3591637838 a6dc3b1265 Bazaar Bizarre Day 2 June 05, 2009 By: NoisyPenguin

Brad and his wife were awesome. We couldn’t have asked for nicer neighbors to spend our 12 hour days with. If you’re going to be in the San Francisco area on July 18th & 19th, you can see his stuff in person at the Renegade Craft Fair!

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Bazaar Bizarre – Day 1 – May 30, 2009 23:16 – By: NoisyPenguin

June 17th, 2009
Posted with permission from http://www.penguinbot.com/blog/view/76

It was a looooooooooooooooooooooooooooooong day. My brain is kind of mushy. Since we’re going to do it all again tomorrow, then follow that up with an 8 hour drive back to San Diego, I’ll keep this short and sweet. We had a fantastic time today! PenguinBot got some great love from the folks at Bazaar Bizarre, and we had some awesome vendor neighbors to boot. (Hello to everyone that picked up a business card today! It was nice meeting you! Our shop will be back up as soon as Bazaar Bizarre is over!)

Less talk, more pictures:

3580925146 41a3b7ffd2 Bazaar Bizarre Day 1 May 30, 2009 23:16 By: NoisyPenguin

Stocked up PenguinBot booth. Note the awesome t-shirt Dr. Pants made me – “I (PenguinBot logo) SF.”

3580114419 d0903aaf16 Bazaar Bizarre Day 1 May 30, 2009 23:16 By: NoisyPenguin

Reversible half-aprons & oven mitts!

3580927920 c917076db2 Bazaar Bizarre Day 1 May 30, 2009 23:16 By: NoisyPenguin

Coin purses & knit purses!

3580949592 8bdff9fb0b Bazaar Bizarre Day 1 May 30, 2009 23:16 By: NoisyPenguin

Hello purse rack!

3580137753 73e50afae1 Bazaar Bizarre Day 1 May 30, 2009 23:16 By: NoisyPenguin

Aerial view of our table.

3580140117 ae3184e173 Bazaar Bizarre Day 1 May 30, 2009 23:16 By: NoisyPenguin

Look at all these people! It was serious fun – definitely worth the drive up. Very tiring, but we’re both excited for tomorrow. Dr. Pants is already asleep, so I’m going to call it a night. I’ll write more about the whole weekend early next week, and include some pictures of the amazing things at the Maker Faire.

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The Six C's of Branding for Crafters

May 12th, 2009

First of all, let’s talk about branding for a second.  What is it?  A lot of people confuse branding with advertising, or think that branding is just for companies looking to cover up an unsavory reputation with slick graphics, but branding really boils down to one thing: customer/client experience.  Branding involves not only your letterhead and business cards, but your customer service, the quality of your work, your prices, etc.  When someone hires you or buys your work, is their experience fun, inexpensive and easy, or is it sophisticated, detailed and personal?  Your visual branding, (like your logo) exists to give people an idea of what kind of experience to expect from you, so that’s the part of branding I’ll focus on in this post, but it can be difficult to distill a set of abstract concepts and feelings into the color and shape of a few letters.  Luckily, you don’t have to pull it all out of the air or know a lot about design to brand yourself successfully.  Here are the steps to get started:

Step 1: Collect

To begin with, you have to describe the experience of hiring/buying from you.  What adjectives and phrases describe your style? What’s it like to work with you as a professional?  I chose to include words that describe my current portfolio (very kid-oriented) as well as words I hope will describe my future portfolio (more sophisticated and diverse).  Here’s a partial list of what I came up with: craft, sophisticated, irresistible, inventive, clever, whimsical, reproduction, intricate, clean, intelligent, joyful, original, non-traditional materials, requiring a second/closer look, professional.  There were more, but I’ll spare you.  The point is that this is the brainstorm step, so there’s no limit on the words and phrases you can come up with.

Step 2: Cull

Now that you have your giant list of words, it’s time to put them in order.  Which are the most important feelings to get across?  Is there a particular pairing of words or phrases (like “joyfully elegant”) that is unique to you and your work?  Put those first.  Next, cross out the words that describe every working artist on earth.  Things like “creative,” “original,” and “professional” are useless in visual branding because every professional crafter in the world has these qualities.  People wouldn’t give you money if you didn’t.  When you’re done, circle the top 3-5 words or phrases left on your list.  Mine were: craft, sophisticated, irresistible and clever.  My husband also added “contemporary,” to define my style within a period of influence.  Lots of crafters use either a vintage or futuristic look and he thought it was important to distinguish myself from that.

Step 3: Compare

The good news about visual branding is that you don’t have to start from scratch.  You’ll get most of your clues from other companies who already did the work (and paid a pretty penny for it).  Take the first word from your list and come up with 3-5 companies or individuals that espouse it for you.  You can see some of the logo images I collected for various adjectives below.

logos The Six C's of Branding for Crafters

Notice what some of these logos have in common.  Though they’re certainly not identical, the logos in the “clever” column all use thick, sans serif fonts, mostly capitals and primary colors.  Some of them also use circles or oval shapes.  The logos in the “irresistible” column, on the other hand, use mostly lowercase letters in addition to candy colors or shiny effects.  They use no frames at all.  The logos in the “sophisticated fun” column again use all caps and mostly sans serif fonts, but the letters are much thinner and there are two which use rectangular frames.

Not shown here are some of the craft logos I collected through Imgspark (you can’t copy them off the page, sadly), which is a fantastic tool for finding inspiring images and creating mood boards online.  Those logos made clever use of graphics to imply their particular craft.  A glass company used layers of transparent colors to imply a stack of colored glass bowls, a sewing studio wrote out their name in stitches, and a paper company used shadows to make part of their logo look like it was peeling off the screen.

Step 4: Combine

Now that you have some design elements to work with, it’s time to combine them in a way that makes sense.  I decided to go with a sans serif font in all capital letters, since that seemed to be the most common direction of the companies I looked at.  But I also wanted my logo to look irresistible and tactile, so I decided to put it in bright colors, and to add just the tiniest bit of shadow to make it look like it was cut out of paper, rather than typed on a computer.  To heighten the effect, I decided to use some peeling edges like I saw in the paper company logo.  Here’s the proof of concept I came up with:

laurenvenellcurl The Six C's of Branding for Crafters

Step 5: Create

This is the fun part.  Now you get to go to places like myfonts.com and try out your name in hundreds of different typefaces (search for fonts by tag, like “rounded” to narrow it down some).  You can also try out Color Scheme Designer 3 to put together color combinations.  If your logo calls for it, this is also the part where you’ll sketch out an icon (like Chronicle’s eyeglasses).  Once you’ve decided on the general elements, you can still play a lot with specifics (see my page on playing with type layering, for example) so don’t be afraid to try out all kinds of sizes, arrangements and effects.

Step 6: Come Back

When you’ve got something you like, put your design away for a few days.  See if you still like it when you come back to it.  This step is really excruciating for me because it means I can’t move forward with anything else (like my new web site), but it’s also crucial.  Your potential customers will see your logo with fresh eyes so you should, too.  As frustrating as it is to have the editing process drag on, I have never regretted sticking to this step.

To see a photo journal of this process from beginning to end, check out Jon Contino’s post about branding a new software company called Lussumo.  I hope this was helpful to those of you who find self-branding as difficult as I do.  If you have additional tips, please share them in the comments.

All logos in the image above are the property of the companies they represent.  They are reproduced here through fair use for the purpose of education only and should not be duplicated or used for any other purpose.

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