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brand love

Wee Love Mole – Quernus Crafts

High street shops spend huge quantities of cash on marketing experts that will build their brand and make their products appeal to a certain demographic of society. Many companies are desperately seeking what’s known as ‘brand love’  using social media to compete for fans and followers. Saatchi and Saatchi invented the term ‘Love marks’

Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.

Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go. Lovemarks.com

The lovemarks site has created a check list to nominate a ‘lovemark’.  (find it here) Read through the lists of yes/no questions, it’s a fun and useful way of analysing your own shop.  Thinking about every aspect of your communication on social media and through your shop and how it affects the way people perceive your brand.   The people that put this list together are experts in their field and even if some of the questions are a bit too much for a small start up business they will certainly get you thinking – and why not think big right from the start?  Ask your family and friends (or folksy forum users) to help you answer the questions.  For example they ask if you could associate a noise, smell or taste to your brand – if your shop was bricks and mortar would it smell of fresh coffee, lavender or a smokey pub?  Would it be enhanced by a soundtrack of Tchaikovsky or perhaps Lady Ga Ga would be more appropriate (or maybe radio 2?) They may seem like silly questions but all of them will help you to identify your shops unique brand and the kind of person you should be marketing it to.

If the word ‘brand’ scares you off then think ‘personality’ instead. Your shop needs to have it’s own recognisable personality, this personality should come from you. You are the designer, maker and marketing team, your passion and enthusiasm for the products you make will show through. Try to focus and concentrate this personality to make it prevalent in all of your presentation and communication.

Blogs, Facebook and twitter accounts are free so if you haven’t got a Saatchi brother available and J Walter Thompson wont answer your calls, you can still take some cues from the big boys and start your own thoughtful marketing campaign. Big companies are trying to connect with people on a personal level, allowing their employees to interact with customers and desperately trying to manufacture and share their personalities.  As a one man set up you have a huge advantage already – you are your company and you know every detail about it!

10 super useful Twitter tips

Promoting your shop on facebook

Setting up a Folksy shop on Facebook

The above are links to some good advice on the best way to use these free tools to start to build up a network, we’ll be posting more soon about how and why to set up a blog – a great way of adding life and personality to your shop front.

If you have a blog please leave us a link to it in the comment box below or if you are considering starting up a blog then tell us about your concerns and why you haven’t yet taken the plunge.

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martina walters May 9, 2011 - 8:15 am

Great tips! I need to join Twitter and Facebook but don’t really know where to start. I love blogger though.
My new blog link is:
Only have 3 followers but hoping to do a Free Necklace giveaway which will hopefully attract people…

Jane May 9, 2011 - 9:02 am

Really interesting! & Quernus Crafts is such a great example of a ‘brand’ whose personality really shines through ;-) I blog with Wordpress, here’s the link: http://www.maxandmollydesigns.com

Lynda/SimJaTa May 9, 2011 - 9:33 am

Wow, now that looks interesting reading. I will pop back later and study all those links.

Meanwhile here is my blog link, and I will go follow the one above me.



averilpam May 9, 2011 - 9:43 am

Very interesting! I’m already on FB and plan to get onto Twitter eventually so I’ll check out that link. I don’t blog as much as I’d like but I try!

Claire Bartram May 9, 2011 - 9:44 am

That’s interesting reading will need to pop back and take at the links in a bit more detail.

Here is the link to my blog


need to use it a bit more frequently though


baggieaggietoo May 9, 2011 - 10:15 am

Excellent article – thank you! Will be back to check out the links later.

My blog is here, btw: http://baggieaggie.blogspot.com

Jane Faye May 9, 2011 - 5:08 pm

Great article! This is my blog: http://www.gaia-noir.co.uk/Blog , but I’ve had trouble finding the right direction for it. It’s currently just a place to sporadically update with specific news a customer might like (a new product, a competition etc), but I wish I had the time and confidence to make it interesting, with neat pictures, ‘top 10’ lists, tips to other crafter on topics I know and handy free tutorials for visitors. I seem to get daunted by crafting a really well-researched and informative post because I don’t know why my crafting opinions or research would be useful to anybody, or I’m afraid I’ll miss something important and get lots of angry corrections in the comments!


WeirdWood May 9, 2011 - 6:27 pm

Great article here is my Blog:-


heather aka NiftyKnits May 9, 2011 - 8:58 pm

Lovemarks is fascinating, I shall go through the list in more depth tomorrow. My blog is quite random – bit like my social networking really! I write the sort of thing I like to read – sometimes it’s about my knits, but often it’s about the countryside or my family. Variety does it for me! http://niftyknits-somuchyarnsolittletime.blogspot.com/

Cassandra May 10, 2011 - 1:39 pm

Really interesting reading.I do use facebook but not twitter yet and my blog is http://graciesgardenbazaar.blogspot.com/
I feel my blog is quite an important aspect of my business as my shop is based on a fictional character (Gracie) so it is like a peek into her story and explains the inspiration behind the products in my shop.And it’s quite fun too! Cassandra

Elegantcraft May 11, 2011 - 5:18 am

Thanks for the article will defo have to check out the links and will certainly be linking to blogs as that is my next direction for networking.

Melanie Wickham May 20, 2011 - 2:16 pm

Really good article, my folksy shop is only just open and doesn’t have many products yet, but I’m trying to build up blogging alongside it, so all advice is useful!


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