Basics of Creative Branding
As an artist, do you feel funny and grossed out and possibly break out in hives when we start using industry words like “branding” and “marketing”? You are not alone! Branding, marketing and (gasp!) sales can make the boldest artist quaver. Artists are trying to develop their art to most TRUE version of themselves. Somehow, concepts like brand and sales can feel like a layer of artifice that is the opposite of authenticity.
But I have exciting news. When done right, “branding” for artists is just communicating your heart. And your art. In the most direct and memorable way possible.
In fact, branding for an artist boils down to this: be memorable.
You are telling a story, and the story takes time to develop. This is a beautiful facet of social media these days. It’s not enough simply to create one perfect piece of art that will immediately grab attention. You need also to tell a story of yourself as an artist, and the story of your art exactly as it is, which is a shifting, growing, luminous practice with continual revelations.
The artistic journey is, well, a journey. Developing your voice and emerging with a unique individualized expression takes time and devotion. When you start, your work will probably look like other people’s work. That’s just how it goes. Check out this great video about the Helsinki Bus Station Theory to understand more about this (go to about 5 minutes, but it’s all excellent). Though you will likely be derivative in early stages of your journey, the goal ALWAYS is to develop your own voice. It’s not necessarily to do something that’s never been done before (that will drive you crazy)—it’s to make something you love with your particular personality stamped on it. You want your best friend’s mom to be able identify YOUR art in a packed gallery group show.
When you communicate this journey to your social media audience or on your website, it creates a full picture of who you are and what your art represents for your potential collector.
Meanwhile, DO MORE WHAT MAKES YOU WEIRD.
The goal is to be remarkable. Remarkable means causing people to make remarks about us (thanks to Seth Godin for writing a book on this topic: watch this youtube for more). In the immortal words of Bonnie Raitt: let’s give ‘em something to talk about.
I have a friend who is a musician. She ran into someone who had seen her perform years before and he said, “I remember seeing your show! You were wearing a cape!”. My friend was kind of sad that the guy remembered her costume but didn’t necessarily remember her MUSIC—but I call it a HUGE win.
I saw Florence and The Machine live, and I DID think it was an incredible performance, but what I really remember was that midway through the show Florence got off the stage and RAN all the way around the inside of the stadium. It took her a few minutes; it was a big stadium. While singing. She must have been in insane shape. I do in fact remember her amazing performance, song writing and epic voice, but I TALKED about her running around the stadium.
The things that make you unusual, or the combinations of elements that make up YOU, your art, your personality, and your mission: Publish more of that stuff. That is what makes you remarkable and memorable.
If you want more helpful tips to sell your art, check out my download: Pricing Your Art Made Easy
Cheers to making things!
– Josie
