Some people aren't sure if they want a full-time business or a simple side hustle and so they don't worry much about their business name or branding. Frequently, they try to keep it simple by using their personal name as their business name. If your business uses your name, are you a brand and can you create one that is separate from who you are?
Some people know right off the bat that they want to be recognized for their work. As an introvert, I am the opposite. I prefer for my work to stand alone- either you love it or you don't, but the success of my work isn't tied to me as a person. But if your business name is also your personal name, how do you delineate how your business is different from you?
You need to start with your brand voice.
I follow some amazing brands where their voice is loud, fun, energetic, positive, & pointed. They built their brand using those traits. Can't you picture it? Bright vibrant colors, bold lipstick, pictures of them living their best bold life?
I also like some brands that are rooted in pure, wholesome, clean, healing tones. They have images of nature, greens & browns, whole foods, & meditation.
What about the ones that are sporty, hiking, biking, & outdoorsy? They also have an energetic feel and are surrounded by nature & health by way of fitness, but their purpose is different.
Your brand voice needs to encompass your business vision & mission and also those traits that will always be true about you. You can likely identify 6-8 words that describe the feel you'd like to have in your work. Some of mine are: simplicity, kindness, ease, style, joy, and community. These are the foundations of my business; they make decision making easier. Is there a simpler way to do this? Is there a kinder way to say that? Does this bring me or will it bring other people joy? Just like anything I create has to pass the style test: can it look better with different color, fonts, or art?
You also have likely heard advice that you need to find a problem you can solve for your customers. That's good solid business advice. People will go searching for answers & find you. If you are creating a passive product business, using your designs on simple products, how do you define the mission/problem you solve?
Maybe you make funny printable cards, that are great for those last minute card needs.
Maybe you make editable party invitations that people can customize themselves, saving them time & money.
Maybe you make clever hats that make great gifts.
Maybe you design patterns that would make great fabric or wallpaper that will help people design their homes.
The problem you solve doesn't have to be rocket science. It can be simple. It can be subtle. It can simply give someone a pretty notepad that brings a smile to their face when they jot notes. I got hung up on this one for longer than I'd like to admit. I remember when someone said so simply, "Your designs always bring a smile to my face." And it hit me that joy is enough of a problem to solve.
I do want to circle back to having solid branding for your business especially if your personal name is your business name. It may be hard down the line to distinguish & separate the two as you evolve as a human and your business evolves with new products or services. You don't always want everything you do in your personal life to be public knowledge and you don't want changes in your personal taste to confuse your customers. I'm betting that your artistic style is not the only style of art you like as a person. The easiest way to combat this is to set your brand voice & style and let it show aspects of you.
Our unique personalities and experiences are one of the biggest things we have on our side. I know I say this alot but it's worth repeating~ the things that make you special & unique also make your business & your products special & unique.
Warmest regards,
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