The importance of an artist brand is essential to the development of your business. You must build an artist brand that distinguishes yourself and your work from others.
Build An Artist Brand
Some artists are confused on what a brand is. They think all they need is a particular font style and color for their business name. There is much more to it than that.
Unlike a corporate business, an artist’s brand is about an artist as an individual. The artist brand becomes personal and includes the individual’s ethics, philosophy, and beliefs.
Many layers will create an artist brand, and each layer should be well thought out.
Each layer will be a reflection of your business and, in turn, a reflection of you.
Traditional ways of marketing such as business cards, flyers, postcards, fairs, and craft shows are just a small part of your branding strategy. You will now need to take into consideration that your art will be seen around the world with the help of the internet.
Your policies, communication in person and online, social media presence, shipping policies, artwork, packaging, return policies, blogging, and websites will all be a big part of your brand. Be consistent with your plan and pay attention to all of the small details.
Learn from the greats. Study each person’s brand and decipher how their brand tells who they are and how it determines the worth of their artwork.
What is Branding
According to Business Queensland:
“Branding is a way of identifying your business. It is how your customers recognize and experience your business. A strong brand is more than just a logo; it’s reflected in everything from your customer service style, staff uniforms, business cards and premises to your marketing materials and advertising.”
Your brand is what you are known for and what your customers will remember about you. As an artist, you are not only branding your art business (policies, quality of your art, pricing, customer service, etc) but you are also branding yourself as an artist.
The brand that you create should focus on you personally but instead focus on you as an artist. My brand for this site is “Learn How to Start, Build and Monetize Your Online Art Business.” I have also branded myself as a graphite artist. This allows me to connect with artists as well as graphite art collectors.
How to Personalize Your Brand
One of your goals is to personalize your brand. You want to separate yourself from all of the other artists online.
The first step is to look deep into your artistic style.
- What is unique about your artwork?
- What makes your art striking and worth mentioning?
- What are you most proud of?
- What is your message?
Succesful artists and businesses have a clear picture of what separates their company from their competitions and they promote their message on a regular basis.
A good example is Nike. When you hear the phrase, “Just do it” you think of Nike.
Nike has taken that phrase and consistently shared it on multiple mediums to people around the world for years. The outcome is, people, will think of Nike when they hear or see the words, “Just do it.”
Another example is Bob Ross.
What do you think of when you hear the name, Bob Ross?
You think of, “The Joy of Painting.”
Did you ever watch his videos on PBS? You could easily see how he branded himself throughout the entire tutorial.
He made everyone believe that painting was fun, relaxing and anyone could do it.
From the “happy trees”, to “it’s ok, we will just turn this mistake into a happy bird”, Bob consistently marketed his brand.
What words or phrase will you use to represent what you have to offer as an artist?
Take some time and really think about this.
What you come up with will become a large part of your marketing strategy.
Building a Strong Brand
Before you can start to build your brand you will want to be able to identify who your target audience is. Having an understanding of who will be purchasing your artwork, will help you to develop your brand. This information will tell you how to best communicate with your audience as well as what will visually attract them.
Take some time to identify who your target audience is.
Now that you know who your audience is, you will want to know more about you.
- What are your strengths?
- What separates yourself from other artists?
- What does your artwork offer that no one else can duplicate?
Take some time to identify your best quality.
- Bob Ross makes painting fun.
- Nevue Fine Art Marketing helps artists live their dreams.
- Nike encourages athletes to do whatever it takes to win.
The next step is to take your strengths and create a key phrase that describes you.
The best way to do this is to write a bunch of different ideas on a piece of paper or your computer.
Do this for this for the next few days.
After you have a good list, start going through your ideas again.
Keep revising your ideas until you can say, “This is perfect”.
The slogan for Nevue Fine Art Marketing is “Helping Artists Live Their Dreams”.
The slogan explains to artists what type of content they can expect to find they visit the site.
You want to do the same. You want your visitors to know exactly what they can expect when they visit your site.
Your next step is to create a logo to reinforce your message visually.
This is the part when you can have some fun. Use your creative side to design a perfect logo.
It can be anything that you want and there are no rules because you will start promoting your logo and everyone will start to recognize it.
Here is an example of my logo. The colors match my site, the text is clean and to the point.
Take some time to create a perfect logo for your site.
Promote Your Brand
The next step is to start promoting your brand.
The key is to be consistent with your efforts. Everything you do should incorporate your logo and brand.
Be consistent on all of your social media networks.
You want people to know it is you when they see your posts on any social media platform you are on.
Be consistent on your art blog. Your artist blog, online art gallery, and social media sites should all look the same.
Most important be proud and tell everyone.
Your brand is what will separate yourself as an artist from all of the other thousands of artists online. Take some time to create the perfect brand and slogan for your art business.
You might also be interested in:
- 4 Amazing Artist Websites You Should See
- How to Write an Artist Marketing Plan That Works
- How to Become an Expert Marketing Your Art
- How to be More Productive Marketing on Social Media
- New Course Available – WordPress Basics Course
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