The Best (Short) List for Building a Long-Lasting Art Brand

The Best (Short) List for Building a Long-Lasting Art Brand

It's 2019 and we're updated. That's the word. From our technology to our decor to our clothes, we're constantly updating. So, how about your brand? Is it updated or are you running an outdated version?

"Brand is just a perception and perception will match reality over time." - Elon Musk

If you need an upgrade, this list of 6 actionable steps are doable starting today. Even committing to one or two can boost your brand in a small amount of time. 

1. You

Be the real you. That means the good, the bad and the ugly. 

Most of us censor what we let the public see. We think it's bad manners not to and honestly, we don't want to be judged.

That’s not the new best practice in 2019. Some of the most successful people in the world are gaining traction, full speed ahead of everyone else, by showing us the real version of themselves and they're doing it often.

I understand you don't want to share everything (and that's still good advice), but it’s 100% acceptable and profitable to show the slightly shocking, the messy, the real.

The original image below got nearly 20K pins on Pinterest. Why? Most likely because it was not the norm. With more than 700 billion images posted to the internet each year, we're inundated. So, we often scroll right past the average. 

This image doesn't show the artist doing his craft, but you know he paints. Part of you probably wants to see his work more now that you've caught a glimpse of the intimate side of him. And he doesn't care about your opinion on the dangers of smoking or that you see him caked with paint either. He's messy and raw and we love his authenticity.

(A Kind of Blue by *VladimirBorowicz)

The message is, the more real you are, the more memorable and relatable you become and that's one way to gain big with your art brand.

The benefit to getting attention with an image like this is that it increases the chance that people will take time to go check you out and as a result, see your work.

2. Communication

Grabbing attention with your images is one way to stand out, but what about how you sound? Obviously, it's not a surprise if I say you need to be communicating with fans and patrons on a regular basis. However, it is probably a surprise if I tell you that you’ve been doing it wrong (sort of).

The truth is, if you're like everyone else, you're a tad boring when you communicate and I mean that in the nicest way possible. It's not your fault.

Communicating has two faces. One is functional and the other is an art form. We use the first to deliver a command, a request or information. We want a response, an action or to relay a message. The second is used to evoke a feeling, to inspire, to entertain or to move. It's for telling jokes and stories, arguing, expressing love, persuading. See where I'm going?

So, if you're only using functional communication with fans and patrons, you're missing a big piece of branding. You're missing your flair.

So, consider creating a signature word or phrase with flair. Communication flair, spoken or written, can include a creative hello, a phrase for signing off or a donut emoji for your middle initial (cheeky, but if it fits you, hey).

Here's a quick list of some famous forms of flair to get you thinking about how to create your own:

  • Sign Off - Paul Harvey's famous, signature sign off, "and that's the rest of the story", added an iconic layer of personality to his brand.
  • Interjection - J.J., on the 1970's show "Good Times" is best known for his enunciation of the 3 syllable word "dyn-o-mite".
  • Attention Grabber - "Bam!" was Emeril Lagasse's way of keeping you entertained and tuned in during his cooking show, "Emeril Live".
  • Saying - "Two thumbs up" (Siskel & Ebert, "Siskel & Ebert")
  • Hello - Fonzie, from "Happy Days" was the epitome of cool with his signature "Aaayyyyy".

My former business partner and good friend, John Anthony (yes, he uses both names - another way to stand out) ends his phone messages and emails with the phrase, "No bad days." It totally fits who he is. I've come to expect it. And, not surprisingly, I associate him with good days.

So, lasso some flair of your own. Narrow it down to one or two things that fit who you are. It can become a unique and defining piece of your brand.

3. The 3 R's

Another necessity to growing your image and brand is to make it easy for fans to reach you, hear from you, and interact with you.

The quickest way to do that is social media. That's not a shock, but, believe it or not, there are still a lot of you not tapping into the power of your social crowd. If you're not doing your best on social, start now. There are a lot more people waiting for you to show up. 

However, likes and emojis are not the real key to utilizing social. For social media to work best for you, you have to do the 3 R’s which require language.

  • Respond - Answer when others initiate first. Confirm that you're listening and you care. A simple "thank you" or "much appreciated" works great.
  • Reach Out - Be the first one to initiate conversation. Write a short phrase or sentence. Don't ask a question here. Just give a statement. Something like "love this" or "well done" is perfect.
  • Revolve - Once in a while have a revolving, two-way conversation. Ask a question to engage in a longer, open-ended exchange. For example, if it's another artist, it could be, "What kind of paints are you using?" or "Where did you get your inspiration for this one?". 

Put the 3 R's on your brand building “To Do” list. Cut out a couple of hours a week for it. Only talking to fans and patrons when you want them to buy (even if you don't come right out and say it) can make them feel like you love them for their money, not their loyalty. Build trust and true love from your tribe by being verbally social without wanting anything in return. 

4. Content

Improving on your content is like taking an old, dirt road and paving it and adding street lights and signs to it. People may have been able to find you before by word-of-mouth or by accident, but in order to give them clear direction and a reason to want to find you, you have to go to where they are and place your images, videos, and words in front of them in a much better way.

That means, make sure your content is varied, relevant to their interests, entertaining and consistently posted. Here are a couple of ideas for mixing up your content:

  • Mini Blog Post - Write a mini blog post and share the whole thing in the description of your post. Use a topic that interests your audience and tie it back to your own work.
  • Work in Progress - Make up a photo collage of your WIP. Ask for feedback. Fans will be more engaged and have a reason to come back and see what you ended up with.
  • Tutorial - Create a 2 to 3 minute video tutorial. Show your expertise because your fans want to see it.

Be sure not to produce poor quality content. It doesn't have to be perfect, just make it something others will want to see and post it once a day or every other day. Make content a priority and you’ll start to show up in more and more places.

5. Commonalities

Leverage those things you have in common with your tribe. You can grab a big hunk of loyalty from your fanbase by appealing to their interests and affinities. It not only validates who they are, but it makes them feel they belong with you.

To do that, pay attention to the things your audience finds a sense of belonging to and if you share those things with them, let them know. Leverage that connection. You’ll close the gap between them and your art brand. By association, you become part of their world.

6. Profile

I've helped hundreds of artists market their art and often their profiles vary greatly one to the other from business card to website and so on. Most have differing or missing information. In order to get the full picture of who they, a person would have to navigate to several of their profiles and compile the information.

For the biggest brand success, create a well-written, concise and clear representation of yourself and post it across all media and print materials. State who you are, what your craft is, a bio and your contact information including links to wherever you are online.

In order for your profile to work well as a brand tool, you want to form a memorable picture in people's minds. To do that, use the same version of your name (if you use a middle initial, then use it on all profiles), the same profile picture, the same signature photos of your work, the same artist statement or mission and the same contact information (email, phone or link to your contact form). You want your profile to represent the same presence everywhere. The more it's seen, the more you will become unforgettable to your audience.

NOTE: The only time you want your profile to differ across platforms and media is when you represent different facets of your life such as private versus professional or if you have multiple talents or businesses perhaps. Other than that, to grow your brand, maintain the same profile across print and digital.

There are a lot of places to present your profile. Here are a few:

  • Flyers
  • Media Kit 
  • Social: LinkedIn, Instagram, Facebook 
  • Website ‘About’ Page 
  • Business Card 

Profile consistency is not only a good brand move, it's one of the easiest to do.

Now that you have some ideas on how to boost your brand, start with one of these today and put the second one on your calendar for tomorrow. Revisit the list within the next week or so and see if you can implement the rest.

Here’s hoping you have the happiest and most successful year in 2019.

If you're an artist in the United States, artsrow.com is a free marketplace. Visit and join today for more exposure.

ABOUT THE AUTHOR:

Paula Soito is the founder and CEO of Arts Row, the first website of its kind solely dedicated to American artists. In addition, she is a contributing writer at Art Market Magazine, an international publication spotlighting the world's most highly respected, living artists. Her articles and website have helped spur growth in the growing global arts arena which now tops more than $63bn in total volume by sales. Her work has been published in print and digital and has been seen in countries around the world including the US, UK, Canada and China. 

Brenda Salamone

Versatile and creative artist, with experience in digital art, illustration, fine art, and scenic painting

5 年

Great article. I've recently been juried into a summer-long art festival (Laguna Art-A-Fair in Laguna Beach) for this summer and trying to get the word out as much as I can. Sadly, the majority of my followers are friends, and while they may like my art, they aren't buyers.

Terry Farrell

Owner at TBorn Originals

5 年

Struggling life long artist! A body of work that proves it!!! I needed it, a moment of doubt. THANK YOU

Kat Chandler

#KatTheCandler Fern Tree Candle Company. More than your basic wax in a jar candle company.

5 年

Thank you so much for this article. My little company is only a few months old, moving much faster than I had thought. I'm working many hours a day, exploring many angles, research, production... It is a lot of work, as you know, but I enjoy it immensely. It was time to put my name out into the vast cyber world, to meet people, to learn, connect, and grow. With this I say, hello my new LinkedIn friend.

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