Developing your Etsy Brand & Finding your Niche

We'll talk about what goes in to branding your shop and finding your Etsy niche, from choosing colors to writing an "About Me" section that draws in your customers.

Etsy shop branding is more than picking out packaging that matches your color theme. Your brand communicates your values to customers and a strong brand can make your items look better to a potential buyer. Choosing your brand's look and feel strategically helps you focus on customers and creates a sense of cohesiveness and professionalism. Your brand helps customers understand who you are and why your items are special.

    The professor is in.

    I have three active Etsy shops and have had my main shop (beckarahn) on Etsy since 2005. That's 16 years of experience as an Etsy Seller! When I started, I didn't have anyone to help me and I had to learn a lot by trial and error. My full time job is now working as a teaching artist; I make and sell my art, but I also teach art and business skills to artists in my community. That's what I love to do and it's why I teach this class series. I want to help you get past the hurdles that are frustrating you about running your Etsy shop.

    In 2019 and 2020 I participated in a program called Etsy University. As an Etsy U instructor, I got special training from Etsy so I can help teach sellers how to better understand how their shop works and how to make the most of it. I don't work for Etsy, but I got to complete extra training and have a team of instructors and Etsy staff to help answer my questions about search, advertising, photography and more. I was also a member of the 2016 Etsy Sellers Advisory Board, a panel of international sellers that worked with Etsy admin to talk about issues important to sellers. This extra training from Etsy, along with my 16 years of experience with my Etsy shops gives me a wealth of knowledge to share with you.

    I live in Minneapolis and work in a micro studio with a yellow lab puppy named Stanley.

    Class is open. Work at your own pace.

    The lessons in this class are set up to work at your own pace and there is no set schedule, so you can take the class anytime you want to. You can complete all of the lessons at once or spread it out. You can also come back any time, even months later, to review a lesson or ask a question. I periodically update class lessons when Etsy updates or changes things so I try to make sure you always have access to information that is helpful and up to date.

    After you register, you'll get an email from CourseCraft with instructions about how to access the class and you can come back to your classes anytime by logging into your account which you set up when you register.

    You are also invited to join me for a live office hours session held via Zoom where you can ask your questions live and in-person. I usually schedule 2 sessions per month and the details are in the last lesson of this class. These live sessions are only open to members of this class or any of the five classes in my Etsy series.

    All of that for just $8.

    Don't miss out on this chance to improve your Etsy shop!

    About this class.

    In this class, we will dig in to the specific ways you can add your branding to your Etsy shop.

    We'll spend time talking about what values your shop has and the values you want to communicate to customers. I'll even give you some one-on-one feedback.

    We'll use this to help choose branding elements, like colors and styles, that can act like a billboard to tell customers "I have what you want!" 

    How do you find your niche? Is that important? We'll talk about what that niche is and how understanding your "ideal customer" can help you find more like them.

    Don't feel like you have color or design skills to use those branding elements? We'll switch over to some hands-on learning and I will show you step-by-step how to design a banner and shop icon, use a simple app to "capture" colors and fonts from the world you can use for your designs. 

    Don't know what to put in that Profile or About Section? Get advice from other sellers and a professional writer about the kinds of things that buyers want to see. 

    Last, we'll look at subtle ways you can incorporate branding into your photos and other parts of your shop to help create a sense of cohesiveness and professionalism.

    I include lots of links so you can see examples of different ways other shops are using their branding to tell a story. Lessons include worksheets that you can download and print to help you brainstorm and refine your message.

    And finally, you are invited to my office hours so you can ask your questions live and virtually-in-person! Sign up anytime to participate in office hours (held monthly) and I would LOVE to talk to you.

    I also think it's important to say, this class isn't like a TV show. It isn't just a series of videos for you to watch. I create classes that are more like in-depth tutorials. There is text to read, links to more information, exercises for you to try, video demos, screenshots, downloadable worksheets or handouts and places in every lesson for you to ask me questions. I am always very impatient learning from videos myself, so I think it's important to mix it up so that it works better for people who learn in lots of different ways.

    Table of Contents

    Intro & Check In
    Branding Basics
    Who are you? What is your brand?
    Who is your customer? What is your niche?
    Choosing your Design elements
    Let's tour your Etsy shop.
    Creating a Shop Icon and Shop Banner
    About Me & Profiles
    Handouts, packaging and photos that reflect your brand
    Wrap Up & Recap

    What are you waiting for?

    Frequently Asked Questions

    How long do I have access to the course?

    Forever! Once you've enrolled and paid, you'll have access to the course material for as long as you need. So devour it all in one weekend or take things slow. It's your choice!

    I still have a question, how can I contact you?

    I'd be happy to answer any questions you might have. Send me an email at

    So, how much does Etsy pay you to do this?

    Etsy and I are good friends, but I don't work for them. I produce, support and teach these classes on my own from my tiny studio in Minneapolis. All instructions and opinions are my own; I don't represent Etsy in any official capacity. I also do not have any affiliate links and I do not receive any kickbacks, commissions, discounts, perks, or other awards for teaching these classes or for any of the links to apps, products or services mentioned in my classes.

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