Spring 2022 - 86

Level Up
YOUR PRODUCT
BUSINESS BRANDING
Tips on building a brand with
meaning, purpose and a focus
on relationships
BY CAT HILDNER
Contributing Writer
W
hen it comes to small, product-based
business, it's important to focus on building
a solid brand versus building only a business.
A brand is something that lives and breathes, and is truly
unique to YOU. Brands have life, meaning, purpose and
focus on building relationships.
Here are 5 tips to get you movin' and shakin' in the
right direction to build a brand that stands out from
the crowd!
1. THINK ABOUT THE EMOTION YOU WANT YOUR BRAND
TO EVOKE
It's important to be able to connect with your
customer on a deeper level. How you make a customer
FEEL is what's going to stand out in their mind and keep
them a loyal customer and raving fan for life. Yes, it's
important to have cohesive brand colors, an on-point
logo, and a visually appealing aesthetic, but really do
some soul searching and dig deeper. It's the emotion
and how you make people feel after working with you,
or purchasing from you, that's going to stick out in their
head and make you memorable. Start to curate the story
behind what being memorable means for you, your
business, and your brand. Then weave that story into
literally every single thing you do!
86 SPRING 2022 GIFT SHOP® PLUS
Catherine (Cat) Hildner, owner of Kitty Meow Boutique
(Paper, Party, & Gift Goods), co-host of the Ultimate Product
Party and 2021 Gift + Stationery 40 Under 40 honoree.
2. USE YOUR WORDS WISELY
As a small business owner, it's important to use every
tool in your toolbox wisely, and your words are no
exception! Every brand has a personality. Use words to
really showcase that personality! How does your brand
talk? What is your conversational tone? What about
those phrases you're constantly using? Think about how
the wording on your packaging, product descriptions,
even the way you engage with people via email or social
media makes your potential customer feel. It always
goes back to that emotion!
3. TELL A STORY WITH YOUR PRODUCT PHOTOGRAPHY
They say " a picture is worth a thousand words " and
that couldn't be more true. Make sure the look and feel
of your pictures match with the vibe and emotion you
want to showcase for your business.
4. BE AUTHENTICALLY YOU!
Small business doesn't mean small dreams. If you're
a solo entrepreneur, wear all the hats in your business,
then OWN it! There is something truly special about
being the face behind your business, giving people the
opportunity to connect with you. Needing to have a
quality product is a given, but there are tons of quality

Spring 2022

Table of Contents for the Digital Edition of Spring 2022

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