June 12, 2012
Rebranding Input: I Need Your Comments!
So I am in the process of rebranding Gingiber.
At 1st, I thought this would be easy. I sell nursery decor, right? But, as it turns out, lots of adults like my cushions and prints too! And sometimes, calling yourself “Nursery Decor” can isolate a potential audience.
What to do? Gingiber is a strange sounding word. I’ve been using it for years. Now I am wondering if I should go for a total change and not only refocus my brand, but change the name of my company too? Like to a word that you can pronounce without being confused?
Sigh. What to do. I am working with a fantastic graphic designer for a new logo. But, as it turns out, having a brand without a compelling backstory can be difficult to design for. I have always just drawn what I want to draw. Now as I try to expand, I am trying to be more strategic.
Do I want to be the brand that makes trendy animals? The “fox, owl, and whatever the next trendy animal is” shop? Not sure.
And this is where I could really use your help, friends. If you would be so kind as to leave in the comments section words and thoughts about your impression of Gingiber. Like, what words would you use to describe my products? How do they make you feel?
Thanks in advance. I would really appreciate your input. For reals.
Stacie
Pen and Animal
You do a lot of art that is very pen and ink and they are usually animals. I know it is a bit plain, but it was the first thing that came to mind when I saw you were considering a new name.
I am currently going through the same thing in rebranding my small design business. You create sweet illustrations of wild animals, so the name Sweet Wilds comes to mind.
I like your name… it’s unique! And you’re right about “nursery decor” being somewhat alienating. I bought your turquoise owls alphabet a couple of years ago, and I have no children. It hung in my dining room for a long time, and now hangs in the entry way to my home. Your designs are very animal-focused, fun, and whimsical!
Having just gone through a rebrand I totally understand the struggle. Although I have a fairly clear cut target market so that makes life a lot easier. It strikes me that you make charming art for kids and grown up kids alike and that’s cool. Sometimes grown ups want a reassuring reminder of a less complicated time. Personally that’s the angle I would take.
Re name I’m always in two minds about this, my though is I have a shop name and my actual name which art is done under. I think as an artist using just your own name is a powerful marketing tool as it has such a long history with in art.
Hi! I like your prints, as an adult. I won’t be having kids anytime soon but I always stop by to look for gifts for myself and others (also adults). But the name works. It’s unique and I wouldn’t change it. And, it’s memorable. I would just include everyone in your audience, not just the kids. Because we think it’s great too!
I like your name ‘Gingerber’ – it’s cute and quirky and warm. It makes me think of gingerbread men but bear shaped ones. I am also an adult that purchased some of your stuff. And have no kids. ! Go figure.
Hi! I’ve been following you for a while and I’m not a mother or a kid 🙂
While searching some goodies for my home decoration, see the word “nursery decor” makes me think twice before buying. I suddenly start to think “will my livingroom look like a nursery room?” I think this description is not appropriate, and also not for your brand. Your illustrations are “timeless”, not “trendy” so you should keep drawing what you want to draw.
And the name Gingiber is, i think quite different and memorable.I like it but if you want to change it, you should change it to your name. But i must add that i can write my favourite 10 shops but I can’t give the name of the desiger…
Good luck with the rebranding!
Hi Stacie,
I really love your work and think the name “Gingiber” is unique and catchy. I have no idea what it means but it IS memorable, so wouldn’t change it if people already know you by this. If you were to change it, I’d concur with using your own name (that’s what I do) as it doesn’t really limit you in what you create.
As for brand refocusing, I understand about feeling like you have to, but if both adults and children love your work, then I’d say keep doing what you’ve been doing. Your work is lovely!
You could try something that is similar to the current name, but a little easier to say/understand. Like “Ginger Bear” instead of Gingiber.
Oh I really like Ginger Bear and Sweet Wilds! You could even do just Gingersnap if you want it to be easier to say. Or maybe if you just take away the “snap,” call it Gingiber all the time, and refocus not to say nursery decor but home decor and original art, it’s an easy switch. Good luck – I love your work!!
I have always liked the name Gingiber, I don’t think it matters that it doesn’t neccesarily mean anything. It’s cute, fun and quirky just like your designs so it matches your brand. I agree with kristin above, an easy switch is just to describe your work as home decor/original art for kids and big kids alike!
I love you work just the way it is and I think as long as your happy with what you are designing I wouldn’t worry about the future. Your designs and stlye will evolve in time with you…
Good luck with everything x
Oh, I’ve always loved Gingiber! I think it fits your art well — quirky, joyful, whimsical. i do think it would be beneficial to broaden your “Nursery Decor” label to in turn broaden your audience. But i love your shop the way it is. it has a unique flavor and it’s genuine.
I love Gingiber! It’s unique and memorable. Once you learn it, you really don’t forget it.
I have a fledgling etsy shop and have a similar issue. At first I did not label myself as nursery decor, but it seems many of customers buy my stuff for children.
I think your items appeal to children, but of course to adults as well. I would do what others have said, broaden it to home decor / art.
hope that helps! again, love the name gingiber!