Creating a Cohesive Online Brand: Tips for Artists and Entrepreneurs
Liz McDonald . Career Coach for Creatives
Educator | Artist | Creative Mentor | Fascinated with AI (artificial intelligence) for the benefit of HI (Human Intelligence) | Launching Online Courses for Creatives | Always thinking about art and business.
By Liz McDonald
In today’s digital landscape, a strong online presence is crucial. Like many artists, I faced a significant problem: my online presence was passive and lacked branding, leaving me with a digital footprint that didn’t support my business goals of launching my course and creating a platform for my work.?
Cove Coast's Journey of Brand Transformation
A year ago, I realized my online brand was failing. My social media posts could have been more varied and aimed at potential clients rather than friends and family. My website also needed updates and to have a more aesthetic appeal. Without a consistent brand message, it didn’t leave a lasting impression even when people found my content.
Determined to change, I conducted a comprehensive audit of my online presence to identify where I was going wrong and what I needed to improve upon.
Identifying the Issues and Finding Solutions
Product Needs and Solutions: I needed to develop course content, social media content, and templates for tutorials, blog posts, and videos. A new website template from SquareSpace provided a cohesive and professional online presence, allowing me to organize my business content effectively.
Target Audience Misalignment and Solutions: My content was aimed at friends and family rather than potential clients. By hiring a marketing manager, I streamlined my efforts and developed a brand message that resonated with my target audience, aligning my content with my business vision.
No Direction to Website and Solutions: I needed more calls to action directing people to my website. Setting up a Thinkific page to promote and manage my online courses provided a professional platform where potential clients could easily find and enroll in my offerings. Most importantly, it was a website that felt like me.
Lack of Branding Consistency and Solutions: My online platforms needed a cohesive look and message. Establishing business accounts on all relevant social media platforms forced me to unify my brand across all channels, reinforcing the cohesive brand voice we worked hard to find.
Clarifying the Brand
I needed to define what Cove Coast Studio represented. Initially, it was a place for my jewelry portfolio and class locations. I also managed a separate website, Liz McDonald Consulting, for career advising. Both relied on people finding me online passively.
Defining the Logo and Visual Identity
Next, I needed a logo that fit the vision of my values. I drew inspiration from the natural beauty of my surroundings. The fern in my logo represents the lush, green environment of the Pacific Northwest. The three dots at the bottom symbolize my three sons and the inspiration they provide for my creative journey. The circle around the fern signifies the completion of the full circle in my career.
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Choosing Brand Colors
For the brand colours, I felt strongly about reflecting the grunginess of my art and the muted hues that connect with my location. The blues of the rainy days, the greens of nature blooming, and the purples of the lavender on the path to the beach by my home were all incorporated. Originally, we started in a different direction, but as we dug into the story of why I do what I do, we found a brand that had clean lines like the fine line mark-making art I create but the muted tones of the floral prints and watercolour that I use so often in my work.
Font Selection
Choosing the right fonts was essential to complement the framework of my SquareSpace site. I selected Montserrat and Julius Sans One for their clean and concise look, which allowed my creativity to shine while maintaining a professional appearance. Nunito Sans was chosen for the body copy, providing clear and readable text that enhanced the overall flow of the site. These fonts created clear boxes to organize my business content effectively and aesthetically. I remember being very specific that I wanted San Serif, no feet on the text.?
Embracing Continuous Brand Evolution
Over the past year, I took 24 courses to learn about refreshing my apps, updating my websites, learn about AI, and understand online course creation. Embracing a mindset shift was essential. Letting go of old logos, brands, and websites that no longer served me was challenging but necessary.
Tools and Tech
Conclusion
Rebranding Cove Coast Studio into a cohesive online brand has been challenging and rewarding. Key steps included embracing critiques and being honest about what worked. Just like in my course Self-Employment for Creatives, Module 3 takes a deeper dive into what brand means for your business, how to develop your brand for consistency, and how to find your true standard.?
“Your digital footprint matters. Take charge of it today to build a future filled with opportunities.” I have often told others just like me.
Question: What was the hardest part for you if you’ve had to pivot your branding? Share your experiences and insights!
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