Commodify Your Craft: 5 Tips to Turn Your Passion into a Brand
You’ve already created it. You’re already creating and you’ll keep creating. You could even say that creating is your passion and no matter what, you won’t stop.
There’s a huge difference between crafting and crafting product that sells. (Commercial product? That’s another story. Perhaps even another dimension, ha.) In the case of being a creative, one’s a hobby and the other is a business. In reality, it takes a lot of work to start a business and to keep it going. Many people share their craft for free or extremely low rates without having a business license or legal setup to do so. This saturates the market and makes it difficult for individuals who are trying to be as professional as possible to succeed. Moreover, some crafters will offer services alongside their crafts for free or discounted rates, which only hurts the metaphysical, spiritual, and witchcraft industry. Don’t let not having business know-how stop you from taking your magickal abilities seriously. Nor should you “blame the universe” for a lack of sales, when it could simply be a lack of foresight, planning, customer base, testing, and expansion.
Why a brand and not a “business”?
If you go within and pull up “brand” in your consciousness, you’ll see that there’s a particular style and essence to it, similar to when people think of you. Regardless of the size of the business - it can be your favourite Etsy shop owner - a brand is a trademark. And that’s what you want to create. A vibe, an essence, and one that’s outside of you. It’s a reflection of you, a mirror, but you get to create it. You get to allow it to unfold. Even if you’ve heard that you should create it as soon as possible and force out a vision, hush those voices. A true brand that’s a reflection of your craft and your life’s work (or part of it) needn’t be pushed.
I used to call this non-pushing-just flowing creation an Illumination Gestation. If it takes you months or even years to create the brand that you really or want, so be it. You’re dancing with the forces of nature themselves. You’re not a vacuum creating on an island. If it were just up to you (or that business coach you’ve been watching on YouTube that’s telling you to stop being indecisive), you’d probably still take this path of being chill AF about it. You’re not picking which MLM to do, you’re growing as a person and through that expansion, allowing. And allowing is key to creating a brand with depth and breadth.
Follow these 5 tips to turn your passion into a brand and fly your craft to new heights in Timelessness:
1. Have Foresight
Foresight is the ability to “look into the future” to make educated guesses as to where combining your craft with business formation to create a brand. Just making what you love is not enough to have a business nor does a business mean that you have a brand. In fact, a brand is a business that is recognised in your customer’s mind that they identify as you/your brand. When people have told me that they saw something that reminded them of me - a costume, clothing, jewellery, or accessory - that made them respond with, “That’s Deiadorebel!”, I knew I had successfully created a brand in the minds of my customer base.
When you harness your own foresight, you ask yourself:
Is this something I see myself creating in the future? For how long?
How many of these items do people already ask me to produce on the side of what I’m doing now?
Do people come to me for this type of craft, knowing it’s what I’m good at or my area of expertise?
Are there other producers of this craft on the market? What do their products go for?
What’s expected in the customer’s mind if I turn my craft into a product? Do I need to use better materials? Add labels? Packaging? Shipping? A website? And so on…to make a professional brand?
If you answered the above questions and you’re still having fun, keep going…
What would I sell my craft per unit (that’s a single item) for? Does that cover my time, material costs, and overhead per unit? Is it within the market range (what it’s going for when I do search for it online? (etsy.com is a great place to do market research btw even if you use a different eCommerce platform to sell on. An online search through Google shopping or checking out a competitor’s pricing can also be insightful.)
Is a unit duplicatable? Can I do it on my own? Do I have to hire more people to create with me? Do I have to train them? How long would the training take? Is it paid training?
Asking the above questions will help you start thinking about your craft as a potential business. If you’re guided more by rational decision-making, your answers will tell you if it’s doable. And if you lean more towards intuitive decision-making, you’ll get a better idea of how you feel about it.
2. Plan Accordingly
Running a brand that is centred around your craft requires planning. When you plan out what you’re going to do in the near future and over the next year, 3 years, or 5 years, you project what it is that you want to happen and create it. Projection is a skill that requires both flexibility and detail. Not the sort of detail that you get by looking “out there”, but a mastery of your inner world. It asks you to look within for what it is you’re seeking first before trying to find it out there. In our mirrored reality, you have to build the vision of what you want through meditation and contemplation before it appears.
Aligning your inner world with your outer - or physical desires - allows for conscious/unconscious creation to take place. Abraham-Hicks calls this being in the Vortex. Yet simply put, it’s being self-aware coupled with knowing what you want. Doing so means that you know what you’ve been through what you’ve experienced and how it felt. You’ve got Clarity of what feels good and what doesn’t, so you’re clearer on what you want to create next. This kind of future planning puts you in the driver’s seat. Sure, it means you’re responsible for what happens to you, but why would you want anything else?
Subscribe to the Deiadorebel Newsletter and you’ll get the first step in the Lunar Guide as a gift.
Planning is a necessary addition to your schedule. As a modern witch, I personally go by the lunar calendar and the Gregorian calendar plays a minor role usually relating to plans with other people or groups. “I’ll meet you on Tuesday” gets logged in my mind as “the Moon is a waning crescent in Leo…Oooh! I can’t wait to do a New Moon ritual soon. I wonder which day that is? I can feel it coming!” Because let’s be honest—the Gregorian calendar is mechanical. It doesn’t “feel like” anything, which makes it difficult to manifest any plan.
If you create an emotional (energy in motion) connection to moon cycles within yourself - yes, I know it takes work…you want to have a deeper human experience, don’t you? Wink! - you can then use your intuition to foresee what that future moment looks like in your mind’s (third) eye. Many commercial companies go by Quarters. While this may be helpful for your financial tracking and necessary when hiring a bookkeeper like the Pricing Ninja, try a deeper approach to schedule your product and/or service releases, online courses, updates, et cetera. Here are a few ideas:
Solstice and Equinox
New Moon or Full Moon
Solar or Lunar Eclipses
Wheel of the Year
Of course, Northern and Southern Hemispheres will have different dates for these cosmic and earthly occasions. Sabbats - the Wheel of the Year - are oft followed by witches of many traditions as sort of a way to celebrate the seasons rather than being exclusively Pagan or Wiccan. To each their own. As a marketing and organisation tool, setting up a schedule for your year will help you and your clients/customers know when you’re going to be offering freshness. That’s always a good thing.
When you do sit down to plan (aka meditate), look at the Season that you’re in when you’re creating, releasing/advertising, attending events, and so on. If you can, feel into the Sun’s astrological placement as well as the Moon’s. Don’t have this sort of relationship with the cosmos and earth yet? Part of being a witch in business can mean developing one if you so desire—plus, it’s fun. It can take a few seasons for it to naturally start unfolding and may feel a bit forced or coerced at first. That’s alright and it’s natural. Let it unfold as it does and nature will respond to your aspiration to connect.
Want an 8-step online course that allows you to future plan with ease? You can do it once or every lunation. Your purchase gives you lifetime access to all updates to the end of eternity. (Is there an end to “eternity”?)
3. Know Your Customer
The rapidly changing World of Business used to call this your target market. Now a label of the not-so-far past, your Ideal Customer Profile, and Buyer/Customer/Market Personas are now the top of the game. The point being, how can you market - let alone sell - when you don’t know what that person looks like? Let’s clarify the basics.
Are you marketing to a business (B2B) or a person and it’s not for business purposes (B2C)?
If you’re marketing to a business, ask the following questions:
What kind of business am I marketing to? How big is it? What do they market/sell? How much do they make annually? The answers to these will give you your Ideal Customer Profile. Now ask yourself, Who within the company can I talk to about what I’m offering? This will give you your Buyer Persona. You can have more than one Buyer Persona - aka connection within the company - to talk to.
If you’re marketing to a person without a business, ask yourself:
What kind of person would buy my product? Is it a need or a want (an impulse buy)? How many competitors are selling the same or similar item(s)? Why would they choose mine? What can I offer to them that makes it unique (= what’s my USP - unique selling point)?
These questions are just a launching point for you to head in that direction with your brand mindset. They might even shed a light on how you’ve been working up till now if you’re already running a business around your craft.
In our quantum world of mirrors, your Ideal Customer Profile and Buyer Persona(s) are most likely relatable to you. As the centre point of your brand, you’ve probably come up with products and/or services (or even a profession) that you yourself have thought of and understand thoroughly. Making the leap from what you’re doing to who you’re doing it for and - more importantly - WHY may be a challenge from your natural way of Knowing/thinking, but not impossible. In fact, if you’ve worked with people or shared your goods or talents (even if you haven’t sold or traded any), you’ll have an idea of who you’re wanting to reach and sell to.
Be aware, not weary.
Your non-ideal client does exist. It’s a human thing to do to attract your non-ideal client as a way of waking your Self up to your own shadow - aspects of yourself that you perceive as negative, unwanted, and projected out onto “other”. While shadow work is great to do, it’s not so great in and for your brand, personally or professionally. How do you know if you’re doing shadow work on the job? You’ll continue to see repeated patterns in yourself and others, almost like the movie Groundhog Day.
“How can I stop it,” you ask?
Check out the Why Shadow Work? blog post here. A weirdly fantastic thing happens when people “out there” stop bugging you…*Poof* They and the experiences that come with them disappear. Don’t believe me? Try disciplining yourself to stop talking about what you hate and focus 95% of your energy on what you love and do want. When something that comes up that bothers you - and for good reason, no doubt - say, “I dislike this experience of which I’m capable myself as a fellow human being and I no longer repeat it.” If you See and discern familiar signs or patterns happening in a new experience, stop immediately and say, “I See what’s happening and I’m going to choose another path.” There are always more paths.
4. Test Your Market
Testing, testing. Is this thing on? Initially, you can research your market before you “put yourself out there” by observing what similar creatives are doing. This will give you an idea of what’s working for them and what isn’t. Yes, social media algorithms are in a different dimension, maybe even multiverse. Nonetheless, if you can quiet your magnificently limitless Self enough, you can hear those algorithms and be ahead of the curve.
Once your website is up and you start marketing your brand - remember, you can be your brand and, in fact, you are! - you can test your market. Testing your market is seeing how your ideal client responds (not your non-ideal). You have the permission of all creation to block anything negative, despite what business trends may say. You’re not a big box store or commercial brand. You’re pure, authentic expression in the highest regard. If you were installing cable dishes for a national commercial brand, maybe you’d get some negative feedback. But just use your discernment and delete trolling comments as necessary. Social media has gotten better on this front, for which I’m personally grateful.
What if it’s not working? If you’re advertising on social media and you’re only using organic reach, consider creating Paid Ads. If it’s against your belief system (ha!), try local events—faire’s, farmer’s markets, art exhibitions, craft shows, and networking events in your niche. Doesn’t exist? Start it. In my experience, I’ve done all of the above and then some. It’s considered Experiential Marketing and (most) people love it. I’ve also had two successful book launches, one of which included a Psychic Faire of numerous intuitive creatives, by partnering with local businesses.
Want to join the Witches in Business network on Facebook? We welcome all paths. Unabashed self-promotion and advertising are encouraged.
5. Allow for Expansion
Give yourself space to grow and allow yourself to think BIG. Within your business plan, you should have a Vision and a Mission. A Vision is a lofty goal that’s so aspirational it may even take decades or generations to fulfill. Having a Vision like this will fuel you to keep going when the day-to-day mundane activities get tough. You’d be surprised how encouraging it is to remember in these dull moments. When you’re hiring employees, your Vision will be part of the reason they want to join you. It’ll help them to feel as passionate about what they’re doing as you are and help to communicate the brand’s values with a Big Picture idea. Your Mission or Mission Statement is a one or two-line purpose that drives your brand’s daily productivity. It can be as simple as Empowering people to feel magick within themselves or be a mission directly related to the product(s) you’re offering.
With your Vision and Mission up on your wall for all who enter your workshop or studio to see, you’ve got a sure way to keep moving forward. The Vision will allow you to detail out ways that you can expand by taking actions that support your overarching goal. A Vision may also help you to shift gears away from certain products and/or services and focus on those that are supporting your brand. Don’t be afraid to make changes, as evolution is common in business, especially those that succeed by staying ahead of the curve and meeting customer needs in real-time.
And there you have it. I hope you’re feeling inspired to think of your craft as a brand because it is! The energy that you put into each piece or service rendered is a meta-reflection of your quantum magick. It’s not easy sharing your inner beauty in such an unabashed way. In reality, it’s quite a big deal to open up to others in your community that they may embark on your journey of expansion with you. You can follow mine on Facebook and @deiadoracreates @quantummagick on Instagram. I also have a Pinterest if that’s your jam - I sure do love the beautiful photos.
TTYS 🖤 XO
Deiadora Blanche + Deiadorebel
Copyright © 2019 Deiadora Blanche. All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including printing, recording, or other electronic or mechanical methods, without the prior written permission of the author, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.