How to create a strong brand

Ybrand is what you’re known for. Good branding is the act of becoming known for something that you do, above any other competitor.

As an individual artist it is very likely that you don’t have an established brand like large companies do—which means if you want to gain customers, you must create a brand of your own.

Your brand, however, should not be focused on you. It should be focused on attracting customers. My brand is ‘Artwork that Begs to Be Touched’ which immediately says something unique, and connects with potential buyers more than just a logo.

Some brand phrases are too generic, too vague to set you apart. You can call yourself the ‘Best western artist in America’ but so what? Who compared you to whom? Does that even connect with potential buyers?

On the other hand, if you guarantee your western art by saying, ‘My brand is burned onto every painting,’ then that’s something tangible for people to remember. You’re the artist who uses a branding iron to sign your work. Now that would certainly set you apart from the herd!

To create an effective brand you must first define the type of customer you have. Second, you should create and refine your brand to as simple an item or phrase as possible, and third, you have to promote your brand constantly.

Assuming you already know your customers, or who you’re trying to appeal to, let’s talk about the second phase: creating and refining your brand.

OUR 1. Define competency you offer your key core or best thing

Take some time, sit down and really apply yourself to defining the single best thing that you do. Often this will be what people already mention when they discuss you or your art— after at.

Other times, what makes you unique is the reason you create your art, or the life experiences you’ve had which have shaped you as an artist. There is no wrong answer. Simply find that unique element that is you and move on to step two. all, it’s what you’re good

2. Create a key phrase built around your core competency

There will probably be many ways to describe yourself and your unique abilities, but remember that a key phrase should be short and very concise. Work towards that.

Don’t ever use ambiguous statements like ‘The low priced leader.’ Of what exactly? For whom? Compared to whom? Do you see the problem?

Look around and see what statements are being used by other artists and learn from them. Learn from their mistakes or successes, and then when you create your own key phrase, be different!

3. Draft a symbol or logo to reinforce the message visually

Sometimes having a symbol or visual identity to go along with your branding statement can be very effective... but it isn’t always necessary. However, if you feel the need for a logo to reinforce your key statement, then create one, or perhaps adapt one.

What I mean by ‘adapt one’ is that logos are often created simply by consistently using a unique font. Stick with one type-face every time you use your statement, and that will become the symbol you are known for.

For example, the old UPS label wasn’t fancy at all, but through simplicity and repeated use, it became widely recognisable.

Perhaps your hand-written signature is the symbology you’re looking for. Is it a strong, recognisable mark?

Does it reflect the rest of your art? Norman Rockwell used his signature as a logo... could you do the same?