Branding: standing out from the competition

How I brand my crochet business

Starting my own business was not a natural step for me. I knew that I wanted my business to be more than just a way to make money. I wanted it to have meaning and purpose. That’s when I came up with the idea for Jack’s Yarn.

Jack was my beloved cat who passed away last year. He was always by my side while I crocheted, and his presence brought me comfort and inspiration. When he passed, I knew that I wanted to honor his memory in some way. That’s when I decided to start Jack’s Yarn, a crochet business aimed at animal lovers, with a particular focus on women who love cats, i.e. cat ladies just like me!

But branding my business was more than just choosing a name. I wanted my brand to reflect my values and my mission. I wanted it to be unique, memorable, and reflective of my passion for both crochet and animals. When thinking about your brand, no detail is too small. Here are some of the branding strategies I used to try to make Jack’s Yarn stand out:

1. Name: The name “Jack’s Yarn” is personal and meaningful. It honors my cat and his legacy, while also tying in to the theme of crochet and yarn. If a customer had no other details about who I am, or what I sell, from my name alone, they would be able to guess what the business is about!
2. Logo: I developed a logo that features a silhouette of a cat with the detail ‘Crochet Designs’ below. It’s simple, memorable, and reflective of the animal focus of my brand. Again it tells you immediately what my business is about. I made it on Canva. All new handmade businesses should check out Canva, it has lots of tools to help build marketing materials for your shop.
3. Color Scheme: I chose a color scheme of ginger and white, which reflects Jack’s coloring. This was personal to me and I wanted it to reflect Jack. If you don’t have a strong opinion about your brand colors, then look to your target customer/ audience; what colors are you seeing regularly in that market. Think about how you can use a color palette to compliment what is already out there but also think about how it might set you apart too. You will be using these colors in all your branding going forward (business cards, logos, banners, packing supplies, as well as your items) so make sure you like it!
4. Marketing: I market my business through social media platforms that are popular with my target audience, such as Instagram and Facebook. I also use animal-related hashtags to reach a wider audience. I follow lots of cats on Instagram and engage with others around pet ownership. This is an important value of my business and it helps with marketing too. Think about where your target customer is hanging out and set up there! Also think about any unique skills that you might be able to bring to your marketing. Maybe you are great at TikTok dances, or you also teach crochet. Think about how these fit with your brand and help with marketing your business.
5. Product line: I offer a range of crochet items, such as cat themed crochet patterns, blankets, and scarves, that appeal to animal lovers. It’s hard to find a truly unique crochet niche, but that doesn’t mean that you can’t! Or that you can’t stand out even when you are making items that 1,000s of other sellers are also making. I recently watched Ashley from A Crafty Concept make exactly this point, and boy, did I shout yes at the screen!!! We are all unique humans, and so are our customers. I have my favorite grocery shops, and so do you! I have my favorite cola, and so do you! We buy slight variations of the same thing ALL THE TIME and it’s not a problem. So don’t let it be a problem for your crochet business. You do you!

In conclusion, branding my crochet business was an important step in creating a unique and meaningful brand. By using personal elements like my cat’s name and logo, I was able to create a brand that reflects my values and my mission. By targeting animal lovers, and particularly women who love cats, I was able to create a niche for my business that sets it apart from other crochet businesses. If you’re starting your own crochet business, take the time to think about your brand and how it can reflect your values and passions. With a strong brand, you can create a business that is both profitable and meaningful.