The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. The word evolved to become synonymous with a trademark, where a brand could be thought of is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business. A legally protected brand name is called a Trademark. The word brand has continued to evolve to encompass identity - in effect the personality of a product, company or service.
Branding is basically a way to give your business a unique and consistent identity. Making a brand for your Etsy shop should include, but not be limited to, the name of your business, an image and a slogan. These three things should be cohesive and memorable. Here is an example:
Using the example above, you can see that the name of the Etsy Shop is "Spotted Cow Soaps," that the slogan is "Handcrafted in the heart of Vermont," and that the corresponding title image and avatar are a spotted cow. The playful title and avatar for Spotted Cow Soaps makes the shop seem inviting.
Branding can be designed to target a certain type of clientele. If a shop is targeted toward young people, the branding should be designed to appeal to young people. A shop that sells high end goods should brand their shop to reflect that with a stylish and classy look, feel and slogan.
Beyond branding your shop, you can also brand the items you sell. This is a way to remind the people who have bought your products, where they bought them from. For instance, if you make fabric items, you can brand these items with sew-in fabric tags that match your existing branding. Artists always sign their work, right? So it makes sense that your handmade products should be "signed."
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