How to create an artist brand

Digital Marketing

Whether you’re ready to embrace a commercialized market or content to approach one consumer at a time, there are many reasons to create an artist brand. In the truest sense, your artist brand can make the very statement that you portray through your art. This can be visual art or sculpture, or it could be music, writing, poetry, etc. The point is that branding is not limited to a logo and a marketing campaign.

Creating a brand for your art is important. A brand can not only define property rights by associating you with your work, but also validate your endorsement of a work of art. This has been the approach of many art galleries to attract consumers by knowing what type and style of art they promote. By understanding the “brand” of a gallery, the consumer understands what kind of art they will find when they visit.

But in addition to an endorsement, your brand allows you to be uniquely you. If you simply promote a common brand without much thought, you will be subject to “brand dilution.” Both consumers and patrons need individuality to associate with you. They need to relate to and understand what their art represents from their inner selves to the gallery or event where they display their work.

As an example, let’s say an artist’s brand is in a genre of nude art but there is little expansion on that theme. His work will be lost in a sea of ‚Äč‚Äčother brands of “nude art” that suffer from the same lack of uniqueness. There is nothing special that allows an art enthusiast to relate to that artist other than the work itself. On the other hand, let us suppose an artist who habitually portrays nude figures questioning the limits between religious and cultural visions of the nude. This brand would appeal to a specific consumer who was intrigued by the art and the underlying issues that this particular artist raised.

In essence, the brand is important because it allows your art, your lifestyle and your passions to be displayed as a uniform strategy. It is a “holistic” approach to your art that allows a symbiosis between your personality and your artistic expression. The paradox lies in the fact that a narrow focus on your brand creates a smaller pool of interested sponsors, but at the same time, your consistency allows for a greater reach, thus expanding your audience. In the end, you’ve stayed true to your passion and have touched a greater number of people who share those passions with you.

The brand includes symbols, logos, images, emotions and beliefs. All of these must be synchronous. Choose each one carefully to show an honest representation of who you are and what your art reflects. These brand features can be displayed in different cultural media, including videos, web-based forums, press releases, gallery exhibits, art event displays, and many others. Be creative, but be consistent. Mixed messages in your representations will cause confusion at worst, and disinterest at best.

As you contemplate your artist brand, write a list of passions that drive your art, person, and soul. Combine them with your beliefs and opinions. Then, create the brand that you want to represent you and your art. In fact, they are one and the same.

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