Let's Talk Brand (Not Just Your Logo, Love)
You've started making lovely garden bits. Pots, signs, feeders, you name it. They look great, people love them, and you're starting to feel the itch - the one that says, "Maybe this could be something... bigger?"
But before you rush off to print 500 business cards or spend a week agonising over a font, take a breath. Branding isn't just a pretty logo or a colour scheme. It's the whole feel of your business - the voice, the personality, the way people recognise you at a glance.
And if you do it right? It makes selling easier. It makes customers remember you. It even lets you charge more. Yes, really.
So, What *Is* a Brand Anyway?
Think of your brand as your business's personality. It's what people say about you when you're not in the room (or the garden centre). It's the reason someone picks your hand-painted planter over a generic one from the high street.
A strong brand:
- Builds trust - people like consistency
- Creates recognition - "Hey, I've seen their stuff before!"
- Gives your products a story - and people love a good story
- Lets you charge a premium - because you don't look like everyone else
So, no - branding isn't just fluff. It's strategy. With personality.
Step One: Pick Your Vibe (AKA Brand Personality)
Are you whimsical and rustic? Minimal and modern? Quirky with a side of chaos? Your brand should feel like you, but dialled up a bit.
Here's a little exercise: If your business were a person at a garden party, what kind of guest would it be?
- The chatty, cheerful one with hand-painted labels and bee facts?
- The quiet, confident one with sleek, modern planters and a monochrome apron?
- The vintage-loving, lavender-scented one selling birdhouses with copper roofs?
Once you've got your vibe - stick with it. Your product photos, writing style, colours, even your stall set-up should all sing from the same (tastefully illustrated) hymn sheet.
Step Two: Choose a Name You Actually Like Saying
Your name is the first thing people hear. Make it memorable. Make it pronounceable. And for goodness' sake, make sure no one else is using it (Google it, check Instagram, Companies House, the whole shebang).
Some naming ideas:
- Your name + product type: Sue's Shed Goods
- A feeling or value: Bloom & Craft, Kind Soil
- A pun or cheeky phrase: Pot It Like It's Hot (yes really, someone will love this)
Write it on a label. Say it out loud. Picture it on a website banner. If it makes you smile and you're not embarrassed to hand it to a stranger, you're onto something.
Step Three: Logo, Colours, Fonts (But Don't Panic)
You don't need a full design agency or a branding consultant charging more than your car. A simple logo, two colours, and one readable font can get you far.
- Logo: Use Canva, Looka, or hire a friendly freelancer. Keep it simple and scalable (looks good small and big).
- Colours: 1 - 2 primary colours + a neutral. Earthy tones work wonders for garden goods. Think sage, terracotta, stone, slate.
- Fonts: One for headers (fun but readable) and one for body text (always readable, please).
Stick to these everywhere - website, socials, flyers, packaging. That's consistency, baby.
Step Four: Show Up Consistently
You don't have to post on socials every day or become a marketing machine. But when you do show up - sound like you. Look like you. Act like you.
That means:
- Using the same logo and colours everywhere
- Writing in your brand's voice (warm, cheeky, heartfelt - whatever fits)
- Showing your face or your process sometimes - people love to see the maker!
The more consistent you are, the more familiar you become. And familiar = trusted = bought.
Step Five: Add Little Signature Touches
This is where you get to have fun. Add charm. Personality. A dash of sparkle (not literally unless you're making fairy gardens).
- Handwritten thank-you notes
- Branded tags or stickers
- A story card - "Made from reclaimed wood in rainy North Yorkshire with love and mild swearing"
These tiny details make your products feel special. Like a treat. Like something crafted with thought, not just churned out by machine.
Real Talk: Branding Takes Time
Don't stress if it's not perfect straight away. Your brand can evolve. What matters is that you start - with intention, care, and a bit of fun.
You'll tweak it as you go. Maybe your vibe shifts. Maybe your customers start calling you "The Planter Queen" and it sticks. That's fine. Just keep it real, keep it you, and keep showing up.
Let's Wrap This Up, Shall We?
Branding isn't about being fancy. It's about being remembered. Making your garden goods recognisable. Creating something people trust, love, and want to come back to.
So pick your name. Paint your sign. Find your voice. And let the world know you're here - muddy boots, paint-stained hands, and all.
You've got this. Now go make your mark.