One of the scariest words in business

by Amanda :)

What's your brand?

*gasp*


It’s funny how such a tiny sentence can unearth so much anxiety in us. It’s as if someone’s asked us to remove our shoes or if we had onions for lunch. Sheer panic. 

But while it may be one of the most feared questions, it’s one of the most important for your business.

I remember the first time I heard the word “brand.” In 2004, I started consulting in marketing and public relations and a client asked, “Can you help me with branding?” Can I help with what? I was supposedly the expert and yet had no idea what she was talking about. “Sure I can help with that!,” I answered…and then like most of us, learned on the job.

What is "brand," anyway?

You don’t have to be a marketing guru to use branding to your advantage. But you do need to understand what it is and how it’s shaping current and prospective clients’ opinions of you and your business.

Brand has two meanings, really. It refers to a company or supplier that makes or provides a product or service the way Coca-Cola makes soda or Amazon Prime provides speedy delivery. 

But more importantly, it is the feeling we get when we think about those companies and the promise we believe they make to us as consumers. 

If I drink Coca-Cola, I will be young and in love forever and by shopping with Amazon Prime, I will solve world peace. So what do I do? I buy Coca-Cola and have it two-day shipped from Amazon Prime.

Presentation Kit


How do you want them to feel?

So what is your promise to your clients? If they work with you, will they look and feel their most glamorous. Or is your work fun and adventurous? There is no right or wrong promise—each brand promise is as original as the entrepreneur who makes it. 

But once you’ve made a promise, you need to keep it in every single interaction with your clients and the world.

Brown Kraft 11 x 14 Print SleeveBright White 11 x 14 Print SleevePure Silver 11 x 14 Print SleeveGraphite 11 x 14 Print SleeveBlack 11 x 14 Print SleeveBlue Chip 11 x 14 Print SleeveSky Pilot 11 x 14 Print SleeveBlue Star 11 x 14 Print SleeveTurquoise 11 x 14 Print SleeveWine Cup 11 x 14 Print SleeveEmma Pink 11 x 14 Print SleeveFireweed 11 x 14 Print SleeveMountain Rose 11 x 14 Print SleeveGold Ore 11 x 14 Print Sleeve 11 x 14 Print Sleeves (18 colors)


SOS. You lost me.

If you don't know where to start or have had more styles than Sean Combs has names, it's time to get some professional help. That's where our stylists come in.   

Using a series of in-depth questions about you and your business, our consultants uncover details about your brand and then create up to 3 custom presentation and packaging looks for you to check out with no obligation to buy.

There's no magic wand. No slight of hand. Just a few business and marketing pros here at Kraft & Jute ready and willing to help you do you. 

Order our Branding & Styling Consultation special now for just $25 (a value of $135). Let us show you that brand, done well, is a beautiful word.