What I did for whom and for what purpose.
What I’m doing is designing the marketing for my business and branding it through that marketing.
Branding-
First off, what is branding? I have to admit I knew little to nothing about branding a business when I started my business in 2008. Increasing my skills and refining my approach to my endeavors is one reason I haven’t really reached out beyond word of mouth, face to face interaction, and a meager posting of my services on a website. So before I go any further I need to better understand what branding is and how I can approach it.
What is branding?
According to Wikipedia, “Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers”.
Why is it important?
To create brand awareness which helps others associate your brand with a certain product or service.
How can I do it?
Identify brand elements such as name, logo, tagline or catchphrase, and graphics and develop them. Improving my web presence will include updating current webpages, blogs and social media. Brochure- A brochure that will promote the business will be designed to match the look of the website.
How to develop them?
I have a name, Love Creek Permaculture, which I feel reflects the ultimate goal of running a viable permaculture education center, a consulting business, and any other micro enterprises that may arise on the site. I have a semi-developed logo that I have been using on my business card and for dried goods that I sell at farmers markets. I had developed it simply with the idea of enhancing the basic shape of it. The catchphrase that I have included on my website reads “Permaculture for the Sierra Nevada and beyond”, this works but I could create a better connection to potential customers by creating a catchphrase with more emphasis on their needs for living more sustainable. I’ve been working on a new logo with a friend that is a great artist. I’m keeping it relatively simple yet there is meaning to it.
What is unique to my business that I can use for my approach to branding?
The business that I run is three tiered: 1) Permaculture based market garden and CSA, 2) site consultation and design, and 3) an education and demonstration center.
What factors in the context shaped the project?
Timing was the biggest factor to shape this project. First off, it is a great time of year for me to look at the bigger picture. While it’s winter-like at this time, many of the projects and tasks I commit to are outside and require fair weather. With more time spent inside, this is the time of year that I reserve for planning and development. This year is unique because I am utilizing my planning part of the year to plan the bigger picture of my career, not just the projects coming up. Because of how important permaculture design is for me, I aim to reach out to existing allies and possibly foster the growth of new ones. People are eager to learn and become a part of something more in their life. Marketing/ branding my business will put myself increasingly in the public eye to help engage others in permaculture minded projects.