THE INTERVIEW: HOW HAS BRANDING EFFECTED YOUR BUSINESS?
We talked with Susie Gaffney of Joan of Artware about how branding, and her decision to work with The Salty Olive has impacted her business. Susie was an absolute joy to work with from beginning to end and we had a blast creating the perfect Joan for her branding to reflect the unique qualities of her outstanding original pieces. Although she is just getting started, we see great things in Joan of Artware’s future! On to the interview…
WHAT’S YOUR BUSINESS, AND WHAT IS YOUR BUSINESSES’ PARTICULAR BRAND OF MAGIC?
My business is Joan of Artware, I am a jewelry artist specializing in European inspired handcrafted jewelry.
WHAT WAS IT THAT MADE YOU DECIDE TO WORK WITH ME?
I was referred to you by Jackie Sanders. I’d witnessed your talent and was familiar with the gorgeous website you created for Las Olas. However, what made me decide to work with you was the fact that you helped me understand exactly what you do, and the value of what you do in a very personal way that really resonated with me. You did not seem sales-y or pushy or corporate, which would have turned me off completely. We’ve never spoken one word to one another, yet I feel that I know you. You have a tremendous way of connecting to people through your writing in a very personal way – I knew if you could do that, you would be able to create a logo for me that would also communicate/resonate and connect with my customers very effectively. You were able to help people understand who I am through your branding. You really get the concept of “connnection,” and that’s all we all really want, isn’t it? 🙂 You definitely captured my brand of magic!
WHAT EFFECT DO YOU FEEL THAT DECISION HAS HAD ON YOUR BUSINESS?
My brand is very clear now, where it was a bit fuzzy before. The branding you created for me helped define my business. My jewelry is very different, and the branding clearly reflects my unique and edgy style, separating my business from the pack (and multitudes of jewelry designers). It’s a reflection of myself, helping my customers get a sense of who am and what I represent. It’s all about connection, baby!
WHAT DO YOU FEEL THAT GOOD BRANDING & DESIGN HAS HELPED YOU TO DO MORE OF?
I understand now, after working with you and seeing the results, that good branding is really the foundation of my business. Having a clear brand makes all of my decisions very easy. I know what I represent and what I stand for – even what new designs to add to my collection. You also made it very personal – my logo/branding is an extension of who I am – there is no other “me” and this is reflected in the very unique branding you helped to create/define for me.
HOW DO YOU FEEL YOUR BRANDING & DESIGN HAS IMPACTED YOUR BUSINESS?
It’s still early, but already as a result I have been featured in Pottery Barn Stanford Pop-Up shops and have been a huge hit at the Makers Markets in Los Gatos, Santana Row and Walnut Creek! You helped to create a vision and a brand that is memorable and very distinct. And everything looks waaay better!
WAS THERE ANYTHING AT ALL ABOUT WORKING WITH ME THAT YOU FOUND PARTICULARLY HELPFUL OR DIFFERENT THAN WORKING WITH OTHER DESIGNERS OR FIRMS?
This process was very new to me, however, working with you was very collaborative. You asked me a lot of very good questions in the beginning, about me, my style, etc. – a very good sign of things to come. You were open to my ideas and you clearly listened to my vision – and improved on it a million times over. It was really fun, and I loved the back and forth!
HOW IMPORTANT DO YOU NOW FEEL THAT BRAND DESIGN IS AS A PIECE OF THE BUSINESS INVESTMENTS PIE?
It’s a big deal, and well worth the investment. It helps set your business apart from others, which is so important in these days of heavy/similar competition. I don’t think you’ll be seeing a logo like mine anywhere (not until someone copies it)…ha ha!
WHAT, IF ANYTHING, WOULD YOU ADVISE TO BUSINESS OWNERS CONSIDERING REBRANDING THEMSELVES OR STARTING NEW?
Think about what makes your business different? What sets you apart? Make it about who you are and what you want to say. What’s your story? It’s all very personal. You helped me understand this!
The power of great design in branding your business is that it not only excites and inspires your clients, but it excites and inspires you too! When you meet your genuine brand, all fleshed out before you, it re-invigorates and re-inspires YOU about it too, it brings your vision to life in a whole new way, and that inspiration goes right back into the business… equipping you with everything you need to meet your market head-on, and grow your business from a fresh and strong foundation. As a successful business owner you already know that whether you’re selling a product or a service, what you’re really selling is an EXPERIENCE, and the best way to sell an experience is to give your prospective customers a “taste”. Here at The Salty Olive we specialize in just that very thing, and we’ve been doing it for 16+ years: distilling it all down to the heart of your business, and designing all your marketing materials to do just that—give your clients a true “taste” and FEEL for YOUR UNIQUE BRAND EXPERIENCE. The fact is people connect on a tactile, and emotional level through words and imagery—it’s what moves them and ultimately inspires them to choose you—that’s why we design your brand as an answer to what your clients most want to feel and experience, because when you do that, you go from being A choice for them, to being THE choice for them.