Monday, 3 September 2012
On Studying Crafting
Am am in the process of completing my Honours Degree in Brand Leadership at the Vega School of Brand Leadership in Durban. The year has not been without its challenges, but I have loved how through them I have grown and learnt so much, about branding and myself!
When I was told at the beginning of the year that I could choose any topic for my thesis, as long as I related it to branding, it didn't take long for me to settle on the topic of crafting. I wanted to look deeper into the reasons behind craft's comeback. Why are people choosing to buy handcrafted products over mass-produced goods? And what does this mean for craft business owners? Craft business are unique from other business in so many ways, surely this impacts on the ways they should be branded? So I decided to do an in-depth study of one crafter's business in order to discover what the best ways to brand craft businesses are.
My research project is titled "Handmade Branding: exploring how the nature of creating craft products informs the branding craft businesses" and the journey that it has taken me on has been one of revelation, contemplation and delight.
Over the next few weeks I will be sharing with you the tastiest treats from my findings, from theories of craft, to why craft is making a comeback, to tips on how to effectively brand your craft business. Feel free to comment on these posts, I would love to hear what you have to say:)