Our wonderful guest Emma René joins us to talk about 10 mistakes jewellers often make with their branding, but even more importantly - how to overcome those mistakes. Emma and I have worked closely for the past few years. She’s an award-winning Art Director who has had a long career in advertising. She took some time out to raise a family and now works part-time as the Digital Marketing Coordinator for Jewellers Academy. She also runs her own jewellery label - Narratorium. She has a wealth of experience to share with us and we’re excited to welcome her.     EPISODE RECAP   Welcome Emma (3:58) Emma, would you start by introducing yourself and your background? (4:50) Let’s get started going through the ten mistakes. What is the first mistake a lot of handmade designers make when it comes to their branding? (1. A logo that is too elaborate) (7:13) Mistake 2. A lack of consistency throughout the brand (13:50) How do we get that consistency through the brand? (17:27) Mistake 3. Cluttered design or visuals (22:37) Mistake 4. Not having a clear brand story or perspective (25:25) This brand story is something that may evolve, isn’t it? (27:51) Mistake 5. Neglecting copy (30:24) This is your product descriptions, your writing on your website, blog, newsletters? (30:58) Mistake 6. A lack of focus on your customer (34:48) One example that comes to mind is if your model is completely different than who your demographic is, that could put them off. (35:50) Mistake 7. Being too polished or rigid with your brand (38:15) Mistake 8. The packaging doesn’t match your brand (41:25) You want to start small and go on a journey (43:53) Mistake 9. Not refreshing your brand over time (44:28) Mistake 10. Sharing irrelevant content (48:26) Occasionally we see accounts where you can’t tell they’re selling jewellery because there are so many other things going on. It should be obvious what you’re selling! (50:37) We’d love for you to come and join us on Facebook and share which one of these ten you need to work on next (51:51)   RESOURCES Narratorium Instagram Canva Lightroom Jewellers Academy Facebook Narratorium Website