Should Your Brand and Your Fine Art Be Marketed Separately?
An artist's "make" is not just a label, a logo, or a signature—instead, it is one of the almost powerful marketing tools y'all can have. What do I mean? Read on.
What is branding, exactly?
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Your make is what you're known for. Good branding is the act of becoming known for something that you lot practise, above any other competitor. As an individual artist it is very likely that y'all don't have an established brand like big companies do—which means if yous want to proceeds customers, y'all must create a brand of your own.
Your make, however, should not exist focused on you. Information technology should exist focused on attracting customers. My make is "Artwork that Begs to Be Touched" which immediately says something unique, and connects with potential buyers more than merely a logo.
Some brand phrases are as well generic, too vague to set you autonomously. Y'all can telephone call yourself the "All-time western artist in America" merely so what? Who compared you to whom? Does that even connect with potential buyers?
On the other hand, if you guarantee your western art by saying, "My brand is burned onto every painting," so that's something tangible for people to call up. You're the artist who uses a branding iron to sign your work. Now that would certainly set you autonomously from the herd!
Here's some other stand-out brand: "The artist who provides a lifetime guarantee." Also, "Art made from 100% recycled materials." Both of these brands speak direct to the customers' interests while setting you up as different from the norm.
Putting yourself in your brand
Is at that place something unique or otherwise notable about your artwork that's worth mentioning to someone? Then don't just mention information technology—shout information technology from the rooftops!
What exercise yous think of when you hear, "Accept it your fashion"? How most, "The real affair"? If yous said Burger King and Coke, you lot've already been swayed past the lure of branding.
Effective companies constantly reinforce public sensation of their brands to reach long-lasting recognition. Your own brand should encompass something unique about your art, or about you, so that potential customers learn to recognize your style.
In the art globe Thomas Kinkade uses the brand "Painter of Lite" as his defining statement. His brand explains him and his fine art in a short, powerful sentence—and considering of he's so well branded, everyone knows who he is!
When we think of brands, we often recollect of but an image but that's really not the case. While most of united states are familiar with the Taco "Bell" or the Nike Swoosh, skillful branding is ordinarily more of a catch phrase that states a purpose or reason for being (like Kinkade's brand) rather than a logo.
How to create a stiff brand
To create an constructive brand you lot must showtime ascertain the type of customer yous accept. 2nd, you should create and refine your make to as simple an item or phrase every bit possible, and third, you have to promote your make constantly.
Bold you already know your customers, or who you're trying to appeal to, let's talk about the 2d phase: creating and refining your brand.
i. Define your key core competency or all-time matter you offer
Take some time, sit down and actually utilize yourself to defining the single all-time affair that you lot practice. Often this will exist what people already mention when they discuss yous or your art—after all, it'due south what you're good at.
Other times, what makes you unique is the reason y'all create your art, or the life experiences y'all've had which have shaped you as an artist. There is no incorrect answer. Simply find that unique element that is y'all and movement on to stride two.
2. Create a key phrase built effectually your cadre competency
There volition probably be many means to describe yourself and your unique abilities, but call up that a key phrase should be short and very concise. Piece of work towards that.
Don't always use ambiguous statements like "The depression priced leader." Of what exactly? For whom? Compared to whom? Practice you see the problem?
Look around and run into what statements are being used by other artists and acquire from them. Learn from their mistakes or successes, and then when you create your own key phrase, exist different!
3. Draft a symbol or logo to reinforce the bulletin visually
Sometimes having a symbol or visual identity to continue with your branding statement tin be very effective. . . merely it isn't e'er necessary. Nonetheless, if you lot experience the demand for a logo to reinforce your key argument, so create 1, or peradventure arrange 1.
What I mean by "adapt one" is that logos are ofttimes created simply by consistently using a unique font. Stick with ane blazon-face every time you use your statement, and that will become the symbol you are known for.
For instance, the old UPS label wasn't fancy at all, but through simplicity and repeated use, information technology became widely recognizable.
Possibly your mitt-written signature is the symbology y'all're looking for. Is it a stiff, recognizable mark? Does it reflect the residuum of your art? Norman Rockwell used his signature as a logo. . . could you do the same?
Effectively promoting your brand
Large companies with deep-pockets can launch massive campaigns utilizing every class of media. Most of us will non have the resource for that, so each slice of information we produce must exist effective. Consistently using your make argument and/or brand symbol wll help yous go the most blindside for your buck.
This means putting your brand on everything you create. If you send e-mails, utilise your brand phrase or statement beneath your signature line. If you produce postcards or flyers, place the argument prominently. Also, don't forget to put your make on your website and business organisation cards.
Ideally you'll accept a well-counterbalanced mix of online and offline promotion, and through repeated use you volition begin to forge an identity based upon your defining statement. You may even become "one" with the make, similar Nike has with "Just Do It." You know when this "oneness" is accomplished past the fact that people know instantly who you are when your symbol is displayed or your phrase is written or spoken.
Fifty-fifty if you'll never attain the same level of identity as Nike has, there's always room to improve. So go brand yourself, and start working now to become "1" with your brand. You have everything to proceeds!
Special cheers to Gregory Peters for sharing this fantastic article!
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Source: https://emptyeasel.com/2009/03/02/branding-101-for-artists-how-to-create-a-strong-brand-for-yourself-and-your-art/
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