Choosing a Brand Name That Resonates With Your Handmade Business
Your brand name is more than just a label—it’s a story, a promise, and a crucial piece of your business identity. But when naming your handmade business, the big question arises: should you go with a personal name, like "Lisa’s Clay Creations," or a descriptive one, like "Rustic Reverie"?
Both options have their pros and cons, and the right choice depends on your brand, audience, and long-term goals. In this guide, we’ll break down the differences, highlight the advantages of each, and help you decide which type of brand name is best for your handmade business.
What Is a Personal Brand Name?
A personal brand name ties your identity directly to your business. This might include your name, initials, or a nickname.
Examples of Personal Names:
“Lisa’s Clay Creations”
“Sarah Bakes Handmade”
“John Doe Leatherworks”
Advantages of Personal Names:
Authenticity: Personal names create a sense of trust and connection. Customers feel like they’re supporting an individual, not just a business.
Flexibility: Your name isn’t tied to a specific product or niche, leaving room for growth.
Memorability: A unique name (e.g., “Mila’s Mercantile”) can stand out and stick in people’s minds.
Challenges of Personal Names:
Scalability: As your business grows, it might feel less personal and harder to separate from your identity.
Limited Searchability: Personal names may lack SEO keywords, making it harder for customers to find your products online.
Best For:
Solopreneurs who want to build a strong personal connection with their audience.
Sellers offering highly customized or artisan products.
What Is a Descriptive Brand Name?
A descriptive name reflects your products, materials, or the vibe of your business.
Examples of Descriptive Names:
“Rustic Reverie”
“Coastal Candle Co.”
“Bare Botanicals”
Advantages of Descriptive Names:
Clarity: Customers immediately understand what you sell.
SEO Benefits: Including keywords (e.g., “candle,” “botanicals”) improves search engine rankings and discoverability.
Brand Storytelling: Evocative words can create strong imagery and emotional connections.
Challenges of Descriptive Names:
Over-Specificity: If you name your business “Handmade Soaps by Jane,” it may limit your ability to expand into other products.
Standing Out: Descriptive names can blend in if they rely too heavily on common words or phrases.
Best For:
Sellers who want to prioritize clarity and immediate recognition.
Businesses focusing on a specific niche or product line.
Key Considerations When Choosing Between Personal and Descriptive Names
1. Your Audience
Personal Names: Create a personal connection with customers who value individuality and artisan craftsmanship.
Descriptive Names: Help shoppers quickly understand what you sell, perfect for attracting new customers who are searching for specific items.
2. Your Long-Term Goals
Personal Names: If you plan to stay small or position yourself as the face of the brand, a personal name works well.
Descriptive Names: Better for scaling and expanding into new product categories.
3. Your Branding Style
Personal Names: Authentic and approachable, perfect for warm, human-centered branding.
Descriptive Names: Professional and polished, ideal for creating a strong niche identity.
Real-World Examples
Personal Brand Names in Action:
Annie Sloan: This paint brand is synonymous with the founder, building trust and a sense of expertise.
Joanna Gaines: Her personal name anchors Magnolia, creating a relatable and aspirational brand.
Descriptive Brand Names in Action:
Earth Hero: Highlights eco-friendly products, appealing to a sustainability-focused audience.
Twilight Trinkets: Creates an enchanting vibe while describing its handmade jewelry products.
How to Decide Which Type Is Right for You
If you’re still unsure, consider these questions:
What’s the Story You Want to Tell?
Are you the face of the brand? A personal name tells your story.
Is your brand about a lifestyle or feeling? A descriptive name conveys that.
Who Is Your Ideal Customer?
Are they drawn to artisan creators? Go personal.
Do they prioritize practicality and clarity? Go descriptive.
What Are Your Long-Term Plans?
Staying small and personal? A personal name is perfect.
Planning to scale or sell your business someday? A descriptive name offers more flexibility.
Actionable Steps to Choose Your Brand Name
Brainstorm Both Types of Names: Create separate lists of personal and descriptive options.
Get Feedback: Share your options with friends, family, or your audience for input.
Check Availability: Use tools like Google, domain checkers, and social media platforms to ensure your name is unique.
Test How It Feels: Say the name out loud, envision it on a logo, and imagine customers saying it back to you.
Summary: Personal vs. Descriptive Names
Choosing between a personal and descriptive brand name depends on your goals, audience, and vision for your handmade business.
Personal Names Are Best For:
Building trust and connection.
Highlighting your individuality and craft.
Descriptive Names Are Best For:
Clarifying your products and niche.
Creating SEO-friendly visibility.
Whichever path you choose, the key is to pick a name that aligns with your values and resonates with your customers. A great brand name is the foundation of your business’s identity and growth.
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