Note: This is a guest post by Debbie van de Ven from Work Your Art.
When you think of the word ‘branding’, the first thing that comes to mind isn’t immediately the branding of yourself as an artist. Although the word ‘branding’ seems to be linked to big corporations and commercial products, branding is also a big part of the life of a professional artist. In this post, I’ll share some of the secrets of creating a personal branding for yourself.
What is your style?
First and foremost, as an artist you should be able to know what your style is and have a good understanding of your own character and way of doing things. If you haven’t already, make sure to dig deep into your personal passions and interests and find out what your style actually is. Finding your style can also be about exploring the materials you’re working with and finding out how the aesthetics of your work are being influenced by this. What does your work look like? Is this what you want to go out to the world?
A cohesive style
Creating a cohesive style for yourself is the most powerful way of branding and keeping users coming back for more. People liking your style can become fans of your work, and will be able to share your portfolio with people they know would appreciate the same. It also encourages following your trail wherever you go, since they are confident that when they liked one particular piece – they will like anything you do in the future as well.
The way you present your work is also part of your branding. When you want to promote your sculptures, how do you photograph them? What is in the background? Is it your workspace, with you proudly holding the piece after finishing it, your beautiful backyard, a brick wall, a table? Make a conscious decision in how you present your work as a whole and make it part of your presentation. When teamed up, your items will also be cohesive and will instantly look good together when presented in the same setting.
Your mood – their mood
What mood were you in when you created your pieces? Make sure to transfer this state to your visitors and buyers as well. As with the background in your pictures, think of the energy around your piece as well. Were you happy? Mysterious? Depressed? Confused? Don’t put a piece you made in darker days in a setting of utter joy – it won’t make sense to the viewer and will confuse them in the end. Confusion is never a good state to be in when you’re about to make a buying decision, so always be on the lookout for taking away any mixed messages in your work.
Be consistent in the colors you use on your website, your logo and your marketing materials. Stick to a color scheme that suits your personality and your style as described above, and stick to it whenever you reach out to your audience. This will also make creating marketing materials and presentations far more easy, since you’re limiting your options to only the colors you picked out and made a commitment to earlier.