Bring your brand to life by inviting people into your personal life.
Arguably one of the most meaningful ways to connect with customers at a farmer’s market is to share your story. They want to know how you got started with your craft, whether you sell pet toys, embroidered t-shirts, glazed clay characters to decorate plants (yes, those exist), or yummy foods reflective of your culture. Talk about how your business started, how many people were a part of it, and how you’re living the dream now. Does your product associate with a good cause with personal significance to you? Is it vegan because you grew up vegan? Did you start your scarf business because your grandma taught you how to crochet at a young age? Customers love to know these things as it helps them create an emotional bond with you and your company. Branding isn’t always just logos and type fonts. It can be so much more than that. Expose your roots, and customers will be eager to support you.
Of course, the logos and type fonts you use on packaging labels still make an impact, too. (You are printing custom-branded labels for your goods, right? If not, what are you waiting for!?) These materials take the authenticity of your story and pack it into a recognizable, unique visual that sets your business apart. So, paint a picture to the background story you are telling. Package and label each of your products with a design that communicates who you are and why you do business.
If you launched your hiking gear business because of your passion for hiking with your dog Patches, then create visuals of a dog on a trail. Dog lovers will go crazy and resonate with your shop instantly. They’ll also remember it the next time they head to the market – or the dog park. Other parents are going to want to know where they got the yummy treats all the dogs seem to be digging (based on how many noses are tracking your customers’ pockets).
If you’re an artisan, people will show off that cool keepsake item they bought last weekend to their friends and co-workers. And you’ll start seeing more people take interest in your work – possibly by paying you a visit at the next farmer’s market or following you to another festival just to see what new works of art you’re offering.
So, add branded labels to everything, post on social when your market shift starts, and welcome every face that comes your way – human or not. You could become a not-so-hidden gem in just a matter of weeks.