No matter the industry, competition between businesses is highly competitive and standing out is more important than ever. And while the personalisation industry is no different, it does seem set apart by its close-knit community of like-minded, creative entrepreneurs and their loyal, passionate customers. Exciting things are happening in a market that is only growing stronger and more supportive every day.
At our latest Level-up Lab, small business owner, influencer and TrueVIS ambassador Catherine Kay shared the secrets behind Katnipp Studios’ success to help those in the same situation she found herself in not too long ago.
We've compiled their top tips to help you thrive in this competitive market and, because they come directly from a successful small business owner and creator, you know they are tried, tested, and tailored to you.
Katnipp’s Tips
Hey guys, Catherine Kay here, owner of Katnipp Studios, influencer and Roland DG’s first TrueVIS ambassador. I’m excited to share some of my biggest tips for building a successful print business. It doesn't have to be hard I promise! I know when I started, it seemed so overwhelming, and I genuinely thought I had to have everything all figured out. But that couldn't be any further from the truth.
So, grab a cuppa and sit down with me as I share how I quit my day job (fun fact, I used to work for a window company selling and promoting windows!) and things I’ve learnt in my nine years of business.
Let’s get into it, shall we?
1. Experiment, Learn, Experiment – Repeat
First up - never stop experimenting, and you’ll never stop learning. Experiment with new designs, techniques, and products regularly. This keeps your products fresh and helps you stay ahead of trends, making sure you understand what your customers want. Pay attention to what’s selling and what’s trending and adapt accordingly. Shopping behaviours change and with it, bring new commercial opportunities for your business.
2. Build Your Brand to Build Brand Love
Creating a strong brand identity is essential. Your brand name, personality, and visual themes should reflect your unique character and stand out from competitors. My brand is all about cute kawaii-inspired designs and pastel colours, with pink being my neutral, to bring warmth to everything I create – even down to my postage packaging – making it a memorable unboxing experience for my customers.
A memorable brand develops customer loyalty and encourages repeat business. Invest time in developing your brand voice and personality, making sure every aspect of your branding resonates with your target audience. This could be a botanical theme or a specific colourway - but choose something that you love and feels like you!
3. Social Media Isn’t a Nice to Have – It’s Essential
Social media is a powerful tool for diversifying your income and promoting your products. It’s not just about communication; it’s about engagement and visibility.
Use social media to showcase your products, share behind-the-scenes content, and connect with your customers. If creating social content isn’t your strength, consider hiring someone who can help. Consistency is key, so use scheduling tools to maintain a regular posting schedule.
4. Make Time for Content Creation
Content creation is vital for maintaining an engaged audience. Dedicate specific days each week to create and edit content. This routine can help manage the workload and ensure a steady stream of fresh content for your social media channels. Engaging content attracts more followers and keeps your existing customers interested.
I’m so lucky to have been able to build a following and incredible community of over 400k followers across Instagram, YouTube and TikTok – including many other small business owners like you. If you’re not already following me, come join the fun to learn more about small business ownership life.
5. Authenticity Over Perfection – Always
Perfection can be exhausting and often unattainable. Trying to achieve this used to hold me back and slow me down – and that’s not what you want as a busy small business owner. Instead, focus on authenticity. This is especially true when building your online and social presence. Customers appreciate realness and relatability, especially in short-form video content on platforms like Instagram Reels and TikTok. It doesn’t need to be perfect!
Don’t be afraid to show the human side of your business – people want to know about you too. Authentic content helps build a genuine connection with your audience, making them more likely to support your business.
6. ‘Going Viral’ Doesn’t Always Equal Sales
While going viral on platforms like TikTok can boost your exposure, it doesn’t necessarily translate to sustained sales. Focus on building a strong presence across all platforms and cultivating a loyal customer base. Consistency and quality in your content and customer interactions are more valuable for long-term success than fleeting viral moments.
7. Overcome Creative Blocks by ‘Saving for Later’
Creative blocks are inevitable. Prepare for them by saving inspiring content that you come across on social platforms or other websites. Pinterest boards, Instagram saves, and a folder of ideas on your phone can be valuable resources. Regularly revisiting these saved inspirations can spark new ideas and keep your creativity flowing.
8. Follow Your Passion to Build an Audience
Passion is contagious. When you are genuinely passionate about your products, it shows, and your customers and audience will take notice.
Explore what you love about other brands and incorporate those elements into your own business. Stay updated with the latest trends online and in retail to understand what excites your customers. Personally, I love going into my favourite shops and seeing what customers are picking up, what excites them, and what they are buying. This always brings me so much inspiration.
9. Social Proof Supports Sales
When buying from smaller businesses, potential customers often look for proof that they’re active on review sites and social media and have an up-to-date website.
Social proof, such as testimonials and positive reviews, can significantly influence purchasing decisions. Don’t be afraid to share your creative process and behind-the-scenes moments. Transparency can build trust and credibility. Customers genuinely love to see the craft and passion that goes into your products and business.
Conclusion
If you are interested in taking part in taking part in future Level-up Labs and if you’d like any more information on anything you’ve read in this article, our experts would be happy to help.