Sup, makers! Nathan, with the OML dream team and @loopnthreads, here to talk about branding.
I went through a few phases when it came to my branding and style. I know I couldn’t have been the only one who wanted some foundation on their branding and giving themselves an identity. So when the shine didn’t shine anymore, it was time to rebuff.
Let's talk about when your brand needs a makeover, the importance of your name, continuity, evolution of your business and yourself, and expanding to a new audience. Ready? Ok let's talk.
When Your Brand Needs A Makeover
I started here with one important word: quality. Quality is just about everything to me when my hands are involved. It’s not quantity, but quality. Do you know how many people or groups have done something first but never really executed? What about the ones that didn’t do it first, but did it right. They’ve made an impression on you that you’ll never forget. Something you can connect with emotionally, and feel you have invested into something you can trust. That’s what quality means to me.
I went back to the basics and focused on the details of things when it came to my design and logo. Simple things like, font, color, aesthetic, minimalism, and the actual meaning of Loop’n Threads. Loop is pretty obvious of course, but just in case you didn’t know, that represented the yarn related aspect of my brand. The knitting, crocheting, patterns, and all fiber-esque things. Threads is the more broad part of my brand name. Threads has been used as an urban slang term to refer to a person’s clothing or fashion. When it comes to fashion, that doesn’t necessarily mean clothing, but something you find fashionable, which can be just about anything. I want what I make to be timeless. Fashion is definitely timeless, because parts of it can be so distinctive.
The Importance Of Your Name
When I first started crocheting and knitting, I called myself The Hands On Club. Terrible name when I think about it now. It felt right at the time because it stood for the hands on aspect of knitting and crocheting. Makers are definitely hands on. The name also sounded like there was more than one person in the group. A club? It’s just me. I wanted something future-proof and true to who I am.
I wanted to cut down what I was doing as a maker and focus on how well I was doing it. I wanted to clear up what Loop’n Threads meant. I wanted people to look at my body of work and see that it was mine before they even saw the tag. I started to cut out all the distractions and attitude of Mr. and Mrs. "Me Too". Okay, that worked for you, but let me find out what works for me.
I’ve always been into moody and minimal themes. When you see my logo you definitely see it as being minimal. There are no other colors or pictures with my logo. Nothing else to distract you. A black canvas with Roboto white font and two lines that don’t meet. I thought it added a mysterious touch.
I believe you can see continuity from my packaging to my finished product. One side of the flyer that comes with every order is a picture of me (and eventually others) modeling my finished pieces. Cropped down and centered with white borders. The white helps represent a center of focus and minimalism. If you’ve seen my Instagram account, then you’ll see the similarity. It also reminds me of Polaroids in a way. I guess that’s a nod to my passion for photography.
Evolution Of Your Target Audience And Yourself
Even though history repeats itself, we as humans evolve. With that, so should your brand. You don’t want to overwhelm yourself with too many options, but you certainly want some kind of variety. That’s what I learned over time and started to put my creative attitude in other areas. That’s where my pressed flower work came in. It also showed my target audience I had other talents, and it opened up their imagination as much as it did mine.
Expanding To New Audience
I don’t want to just appeal to people who love knitting and crocheting. I have a passion for photography itself too. If you haven’t noticed, my photography style may be a bit different than what you see from other knitters and crocheters. That’s because I want to combine two of my passions. Still ever-growing, I want to be able to appeal to lovers of photography as well.
At the end of the day, just look at yourself in the mirror and ask yourself, who am I? What do I represent as a person? What is it exactly that I want to get across? Identify yourself. Let them see you in your work. Take it one step at a time. Know that branding or rebranding requires a serious commitment to your culture, audience, and self.
Happy making (and branding),
Nathan is OML dream teamer and shop owner of Loop N Threads. He feels he would be wrong to say he found knitting; it's more like knitting found him. Nathan always had a creative and wild imagination for making things, and now he rarely puts his needles or hook down. Manipulating yarn has introduced him to many great things. It has also helped him connect with the past, being that his great grandmother was a knitter and crafter of many things. He is starting to realize the world is limitless with creativity.