Not too long ago, artists didn’t have to worry about things like their brands. But in an increasingly competitive market, and the noisy online space, we will do better when we know where we fit.
A brand is not a logo.
Let’s be clear. A brand is not a logo. A logo is only the visual expression of a brand.
Branding expert Re Perez says, “A brand is a desired perception.”
Your art is created in the studio. Your brand is created in the mind. Not your mind, but in the minds of others. Your brand exists in the minds of viewers, buyers, collectors, and gallerists.
Above all, knowing your brand (how you want to be perceived in the eyes of others), helps you make decisions. If opportunities aren’t aligned with your brand, you say No.
Branding makes you memorable, which therefore leads to more fans. Branding might also lead to higher prices and more consistent sales.
It also helps you make decisions because your selections should align with your brand.
Your art is the basis for your brand.
The first step to becoming a branded artist is always the work. That means it looks like you did it and not like a variety of styles by your various mentors or teachers.
This is why studio practice must come before anything else. You have to make lots and lots of art!
Once you have that art, you can think about how it should be presented in the form of marketing materials: your website, blog, business cards, letterhead, brochures, and so forth.
My guest for this episode of The Art Biz, to talk about her intentional artist brand, is Alexandra Squire.
Alexandra was clear from the get-go about what she wanted her business and career to look like. She hired professionals to help her pull together a branded identity to present her work to the world. And it was always based on the work. Her strong work backed up the beautiful packaging.
Alexandra and I talk about her decisions, marketing, and how she finds time for her painting and business while raising three young girls.