10 Mistakes Jewellers Make with Their Branding (and How to Fix Them) with Emma René (podcast episode)
My guest this week is Emma René who joins us to talk about the 10 mistakes jewellers make with their branding and how to overcome those mistakes. Emma and I have worked closed for the past few years. She’s an award winning Art Director who has had a long career in advertising. She took some time out to raise a family and now works part time as the Digital Marketing Coordinator for Jewellers Academy. She also runs her own jewellery label - Narratorium.
008: 10 Mistakes Jewellers Make with Their Branding (and How to Fix Them) with Emma RenÉ
My guest this week is Emma René who joins us to talk about the 10 mistakes jewellers make with their branding and how to overcome those mistakes. Emma and I have worked closed for the past few years. She’s an award winning Art Director who has had a long career in advertising. She took some time out to raise a family and now works part time as the Digital Marketing Coordinator for Jewellers Academy. She also runs her own jewellery label - Narratorium.
EPISODE RECAP
Welcome Emma (3:58)
Emma, would you start by introducing yourself and your background? (4:50)
Let’s get started going through the ten mistakes. What is the first mistake a lot of handmade designers make when it comes to their branding? (1. A logo that is too elaborate) (7:13)
Mistake 2. A lack of consistency throughout the brand (13:50)
How do we get that consistency through the brand? (17:27)
Mistake 3. Cluttered design or visuals (22:37)
Mistake 4. Not having a clear brand story or perspective (25:25)
This brand story is something that may evolve, isn’t it? (27:51)
Mistake 5. Neglecting copy (30:24)
This is your product descriptions, your writing on your website, blog, newsletters? (30:58)
Mistake 6. A lack of focus on your customer (34:48)
One example that comes to mind is if your model is completely different than who your demographic is, that could put them off. (35:50)
Mistake 7. Being too polished or rigid with your brand (38:15)
Mistake 8. Packaging doesn’t match your brand (41:25)
You want to start small and go on a journey (43:53)
Mistake 9. Not refreshing your brand over time (44:28)
Mistake 10. Sharing irrelevant content (48:26)
Occasionally we see accounts where you can’t tell they’re selling jewellery because there are so many other things going on. It should be obvious what you’re selling! (50:37)
We’d love for you to come join us on Facebook and share which one of these ten you need to work on next (51:51)
ABOUT EMMA RENE
Emma René is an award winning Art Director who's had a long career in advertising. Having taken time out to raise a family, she now works part-time as Digital Marketing Coordinator for Jewellers Academy and also runs her own jewellery label, Narratorium. She has a wealth of experience in graphic design, branding, advertising and marketing as well as experience in running her own handmade jewellery business.
RESOURCES
Emma’s website www.narratorium.co.uk
Instagram @narratorium
Jewellers Academy Facebook group
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With love
Jess x