The Artisan Way
Handcrafting brands with passion and pride
Building standout brands and future-proofed businesses needs a revolutionary approach. And that's precisely what I've created.
The "Artisan Way" is a framework to build successful and standout brands, combining three key components of brand and business into seamless harmony and laser-like focus.
The Artisan Way is built upon three pillars—branding, Marketing, and Copywriting—with 9 sub-sections in between. Each section builds upon the one before until you have a complete triangle (shown right), the finished result.
It's a protocol I've refined and perfected over the years, helping many of my previous clients achieve and surpass their big visions for their businesses.
The Artisan Way branding framework leaves no aspect untouched, prompting magical and exponential results.
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The Artisan Way is represented as a triangle for several reasons. The triangle is the strongest geometric shape, as any load on any side will not break the structure. This symbolises how businesses and brands need to be built so they can endure and thrive for aeons to come, weathering any storm or unexpected bump in the road.
A triangle is also the point on an arrowhead and the tip of a compass, leading you forward. The triangle can also be built upon. This is why the triangle represents The Artisan Way framework.
This simple-to-understand and implement framework helps transform an idea into a standout and successful brand. Branding is often perceived as complex and understandable only to those with the "right" credentials. I believe everyone can create a brand, so it's time to uncomplicate it, lay out the method, and get down to business.
The Artisan Way framework is built upon three pillars- Branding, Marketing and Copywriting, with 9 sub sections in between.
The 9 sub sections include:
Brand Heart:
The starting point of any brand is figuring out the answers to the main five questions: why it exists, what it does, how, for whom, and why it matters. Strip back any brand, and its essence will be dictated by the answers to these questions. This initial stage dives deep into the core of the brand to uncover the answers to the questions that will power the brand, fuelling its vision and mission and giving it meaning and purpose.
Brand Look:
When you say the word "branding," people often think about how a brand looks first. The brand look is the visual side of the brand, including colours, logos, fonts, and lettering, as well as brand visuals and how you bring that all together into a cohesive and self-expressive brand look.
Brand Gems:
This section turns inward to get to the heart of the matter, identifying and pinpointing what's important to your brand. Tasks include looking at values and things that make your brand special (USPs) and mining deeper to uncover Brand Gems, diamonds of brilliance that are your brand's very own "special sauce".
Brand Tales:
Tales and stories are the best medium for conveying information, sharing ideas, and inspiring action. They also help us understand one another as people, creating connection and meaning. This segment covers Brand Storytelling and discovering the key stories that your brand can share with its audience, helping to build a relatable, real, and well-rounded brand rather than a cold, flat one.
Brand Customers:
Customers are the lifeblood of any brand. This substantial section covers pinpointing your ideal customers and understanding what they need, as well as mapping the customer journey with all the touchpoints. This stage also covers looking at possible brand collaborations and networking opportunities to help your brand grow and expand its reach.
Brand Talk:
This is one of the most valuable and vital sections. We uncover your brand's voice, together with what your brand wants to say, to whom, and how it wants to say it. This section pulls in everything from previous sections, transforming the information into words, sentences, and phrases to use in copy and content on your website, in email communications, and in social media posts—basically, anywhere that features words.
Brand Journey:
Now the fun starts! This section delves into strategy, both for the brand and in marketing, plotting, and planning how to translate the purpose and vision of your brand from paper into a living, breathing brand out in the big, wild world. Think campaigns, calendars, and goals, kickstarting the journey that leads to great places.
Brand Action:
When a brand enters this stage, things start to move quickly. Areas covered include Brand Marketing and copywriting, Brand Social Media Management, SOPs and processes, Deliverables, and on-brand Content and copy. Once a brand reaches this stage, the learning from the Brand Action section keeps the momentum moving forward.
Brand Results:
Even though the results start to flow, there's still work to be done. A brand is a living thing needing care and attention to flourish and grow. This last stage includes nurturing and caring for your brand in real-time, reviewing Analytics and Insights, updating content and copy, and developing a consistent Brand presence across multiple touchpoints.
There is also a tenth “unofficial” section, which is needed before do anything. This is the:
Brand Dream
Before you can start building a brand, you must have a wisp of an idea that you can form into something tangible. This preparation section helps you brainstorm that loose idea, that wild "I wonder if it would work" thought. This pre-framework stage enables you to shake off the shackles, cast the constraints, and dream big. My Brand Dream Workbook embodies this stage.
Tailored to you, never out of the box
I work with my clients through three main services, each of which varies in outcome but is completely tailored to your brand or situation. Whether you’d like some constructive pointers and mentoring, you want to create a new brand, or you’d like your project completely taken care of, I can help.
The Sketchbook
Is your brand feeling a little “off”? If you’ve got that nagging feeling that something is not quite right or working as it should, let’s uncover the root cause of your branding problem. I’ll review your brand in full- from your brand foundations and marketing materials to your brand visuals and social media channels- to pinpoint the issues and present solutions.
The Workroom
All businesses are built on brand. It’s the most powerful tool in your business’s arsenal. I’ll peel back the onion layers of your idea to understand what you want to do, and from there, we’ll build your brand. With a dash of Brand Artisan magic, we’ll transform our collaborative discussions, research, and brainstorming into a fully-fledged brand ready to take flight in the big, wide world.
The Studio
Taking a brand from paper to profitable requires a series of stages, each building upon the former. My Studio Service transforms your visual into a reality. From birthing a new brand and crafting compelling copy to devising a strategic marketing plan and constructive mentoring to support you at every stage, my bespoke service breathes life into brands and catapults them into the spotlight.
If my approach has you saying yes, shivering with goosebumps or making your heart skip a beat with excitement, apply to work with me. Simply book a call with me and let’s chat about the opportunity. I’ll get my pen.