Hi all. I think I may have finally found a little sweet spot, a
unique exploitable niche of my own. I’m at a point where I could sure
use a little advice from the collective genius out there.
I’m working on a variation of a common type of earring, to be made
from Argentium. I’ve created a cool little oak display rack to hold a
dozen pairs. The concept could work in a variety of outlets, from
boutiques to galleries. I would like to wholesale these on a limited
basis. I do not want to get big with this- frankly I don’t want to
work that hard, especially at one thing. I’m pretty sure that there
could be more demand than I care to supply. I DO NOT want to hire
anyone! And I need to leave time to play. Balance, you know.
Here’s my dilemma: I came up with a pretty catchy name for the
concept that would make a memorable brand name. I don’t mean to be
coy, but I can’t tell ya yet.
One side of me is bothered that a commercial-sounding brand name
would work against the desired perception that these are artisan-made
and strictly small-production.
But then the MARKETING side of says Yea! I could finally call
someone and say “Hi, this is Allan from (blank blank)”. For better or
worse it would be a marketing identity that’s a step back (or ahead?)
of me personally, although I do plan to identify myself on the back
of the unique earring card I came up with. I will also emphasize the
hand-made variable nature of the earrings. The whole package is
looking pretty slick, if I do say so. But is that a good thing?
Since I don’t want to go big with this, maybe I should just use my
name on the card, or perhaps something like “(Blank) by Silvermason”-
keep it more low-key than the slicker approach I’m considering now.
And would offering a branded, commercial-looking rack to hold the
cards, as I’m contemplating, somehow reduce the customer’s perception
of them as a special limited production item? Even if it says
"Hand-made in the USA" on the front? On the other hand, I would think
a retailer might be favorably disposed to a whole “package” that
solves his display problem and creates an identity.
I have registered the domain name, though it won’t be on the card.
But I will be findable if someone happened to type in
"blankblank.com". I don’t want to set up more than a one-page website
in any case- my regular one is now officially FOUR years out-of-date
and I don’t need another headache!
I know some of you have created “brands” within your overall
identities. If you use a catchy name, do you think it has helped or
hurt? How have you handled the kinds of issues I’m looking at?
If any of you have a thought about any aspect of this, I’d sure
appreciate hearing from you. Thanks!