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30 Minutes with Workroom Tech: Episode 42 / Branding your Workroom Business

Updated: May 22, 2023

In episode 42 of The Sew Much More Podcast: 30 Minutes with Workroom Tech, Ceil DiGuglielmo and Susan Woodcock talk about branding.

You can listen to this episode here:

Brand Name and Tag Line

A brand name can be literal or non-literal. For example; "Designer Draperies" is literal. "Daylily" is non-literal. (These are imaginary names used as examples during this podcast).

A good brand name is easy to say and remember. When choosing your brand or business name, think about whether you would like to add new products or services without changing the name.

A tagline is used to add more information. This is especially important with non-literal brand names. A good tagline helps to attract your target audience and can set your business apart for other similar brands or services.

What impression do you get with the following tagline's?

Designer Draperies - Custom Quality at Affordable Prices

Designer Draperies - Luxury Home Furnishings

With a non-literal brand name, the tagline can be used to identify who you are and to describe your services more clearly.

What impression do you get with the following tagline's?

Daylily - Custom draperies

Daylily - Window Coverings with Style

Brand Confidence

It is important to feel comfortable and confident with the name of your company. You don't want to apologize for it being too cute, trendy or difficult to say. Be sure to research your company name for competition or infringement.

Choosing a less creative brand name will help you to fit in with other like businesses. This can give a new business instant recognition as part of a larger industry. A unique brand name will require more time and effort but can be more rewarding and fun for your marketing campaigns.

Brand Logo

A good logo is attractive and easy to view and read in different sizes, in color or black and white and stands the test of time. Your logo should match your company culture and style.

The logo should be suitable for different formats. Be sure to have a horizontal and vertical orientation for use as avatars, letterhead, embroidery and signage.

These logo designs (using the imaginary company names) illustrate examples of literal and non-literal brand names, tag lines, and graphic design. What brands look more expensive? Why? Which brands look approachable and fun? Why?

Creating a logo can be fun but it's also a lot of work. You can explore designing your own logo with editing tools and websites like (Canva was used to create the examples above). You may want to contract services online with companies like or, or hire a professional marketing company or freelance artist. Designing your brand package could be a wonderful opportunity for design students at your local university or community college.

Brand Story

Your story sets you apart. It is the "who", history and purpose of your business. Sharing your story adds a voice to the brand.

Instead of sharing "about" your business, use words that are more welcoming like "our story" or "meet the team". Include a photo of the business owner and employees. Writing a brand story is hard work! A professional editor will help your story to be clear and free of grammar and punctuation mistakes.

Elevator Pitch

What do you say when someone asks "what do you do"? With practice, you can reply with confidence!

An elevator pitch is a short description of your business. Think of it as a conversation starter. It should be easy to say and remember without hesitation and inspires more questions and interest.

To get started here are some easy fill-in-the-blank elevator pitch examples. Have fun!

I own ____________________. A ____________________ business.

My business creates ________________ for ___________________.

I hope people _______________________ so they can _______________________.

If you want _________________________, I can help with that!

I own ____________________ and I am _______________ about ___________________.

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