When I first began to supply boutique stores with my handmade journals, I didn’t think too much about branding. Each handmade book was packaged with a vellum strip with my brand printed across it, and a little informational insert placed inside for the person who buys the journal to later discover by him/herself. Besides that, any other mark showing my brand on either the front or back of my journals was conspicuously missing.

One of the storeowners who was interested in the handmade books gave me a bunch of suggestions as to how to place the brand on my product, what information should be visible, and how branding that is well done can raise the value of the product. Here’s what I learned from her about product branding:

- have the name of your brand clearly visible (if you haven’t thought of a name yet, choose one that represents you and that is easy for others to remember — it’s always fun to have a story behind it that you can tell others about when they ask you.)

- you could choose to have only text, or you might also want to include a logo/symbol or tag words as part of your brand identity design. whatever you choose, make if clear, consistent and highly-recognizable on all your products. you could even add your website address (you never know, someone might come across your work in a store and want to contact you directly later on to make a large or custom order)

- branding can be applied on your product in a number of ways, such as: stamping with a moveable type or custom-made stamp, embossing, pre-printing onto your paper surface, or attaching an adhesive label that has your brand identity printed on.

- the branding should be part of the stationery item even after all the protective packaging is removed. it can be located anywhere on your product, as long it can be found easily, depending on whatever you think looks best.

(above: 16 Sparrows screenprinted her intricately designed logo onto the back of each envelope)

You may have to try out a whole bunch of different styles before you find the right look for your brand. Keep in mind that whatever you choose, the design should be consistent with the overall aesthetic of your actual product. For example, it wouldn’t look very good if you chose a flowery gothic font to write the name of your brand on a product that is playful and cute. And it would look strange to use an inked stamp (which gives a very earthy, crafty look) when your design is something very sleek and modern.

(above: lovelydesign uses different types of stickers and labels to put on each of her products)

Whatever you choose, your brand will add value to your product. When people see that there is a clear brand identity, they’ll immediately assume that there is a sophisticated, well-organized studio churning out all these great paper products. They won’t at all suspect that it’s just you in your living room with your scissors and ink pad, in the company of a yawning cat.

(above: The Small Object alternates between using a custom embosser and printed logos, based on what type of material she is working on)

Even if you aren’t going to have stores carry your products, whatever cards or other things you make for family and friends should still have a little bit of branding on it to show that you created it, and that it’s part of your own line of stationery designs. This is something you’ve made, so don’t be shy — let others know that!

July 21st, 2006