Branding Your Art
How can artists create a personal connection with everyone who views their work? How can artists draw a distinction between their art and other art that's similar in style or concept? The answer to these questions is branding. It is an effective marketing tool that will help artists establish individuality while building a strong connection between the art and the audience.
What is branding?
Branding is more than just a logo or fancy signature. It is what you are known for, what separates you from other artists. Also, it generates a following and keeps viewers aware of your art.
Why do artists need a brand?
Don’t think branding is a concept only for big corporations with deep pockets. Branding is necessary for any seller who wants to build a connection with a buyer, which can result in to sales. In the case of artists, the artist is the seller, and the buyer is the art collector.
To further explain this concept, let's look at a common scenario within the art world. There are numerous portraitists for hire out there. So how would a young, emerging portraitist gain recognition? The answer is distinguishing is portrait painting style through branding. He must point out what makes his portraits different from all the rest. Then continuously and consistently express this difference through his artist statement and any other time he is presenting his art such as Facebook, websites, etc. Through this messaging he creates his brand that will attract audiences and raise awareness of his art.
How can an artist create their own brand?
Start by answering these questions:
What makes my art different?
What life experiences shape my art?
What words or phrases audiences use to describe my art?
What technique do I use that separates my art from the rest?
What is the passion behind my art?
Your answers to these questions will help you identify what distinguishes your art from the rest, and in turn you have defined your brand.
How to use branding?
An artist should use their brand every chance they get. State in artist statements and bios during exhibits and online. Add it to social media profiles. Communicate it to potential buyers, gallerists, and anyone else who asks about your art. And, make sure to incorporate it in exhibition proposals.
If you are not convinced branding is right for your art, here are five key points you must know:
- Branding is an effective marketing tool.
- Branding expresses individuality, it sets your art apart from the rest.
- Branding makes a connection between the art and the audience.
- Branding should be used consistently to build recognition.
- Branding generates sales.