Branding for Artists: How to Create a Strong Brand for Yourself & Your Art

 

An artist’s “brand” is not just a label, a logo, or a signature—instead, it is one of the most powerful marketing tools you can have.

What is Branding, Exactly? Your brand 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. 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! Putting Yourself In Your Brand Is there something unique or otherwise notable about your artwork that’s worth mentioning to someone? Then don’t just mention it—shout it from the rooftops! What do you think of when you hear, “Have it your way”? How about, “The real thing”? If you said Burger King and Coke, you’ve already been swayed by the lure of branding. Effective companies constantly reinforce public awareness of their brands to achieve long-lasting recognition. Your own brand should encompass something unique about your art, or about you, so that potential customers learn to recognize your style. How to Create a Strong Brand 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. Third, you have to promote your brand constantly and consistently. 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. 1) Define what sets you apart or the best thing you have to offer 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 all, it’s what you’re good 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. 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 concise. 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. If you feel the need for a logo to reinforce your key statement, then create one, or 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. Effectively Promoting Your Brand Large companies with deep-pockets can launch massive campaigns utilizing every form of media. Most of us will not have the resources for that, so each piece of information we produce must be effective. Consistently using your brand statement and/or brand symbol will help you get the most bang for your buck. This means putting your brand on everything you create. If you send e-mails, use your brand phrase or statement below your signature line. If you produce postcards or flyers, place the statement prominently. Also, don’t forget to put your brand on your web site and business cards. Ideally, you’ll have a well-balanced mix of online and offline promotion, and through repeated use, you will begin to forge an identity based upon your defining statement. You may even become “one” with the brand, like Nike has with “Just Do It.” You know when this “oneness” is achieved by the fact that people know instantly who you are when your symbol is displayed or your phrase is written or spoken. Brought to you by our friends at Art Business Advice Reposted By: Adam Brown Osio-Brown Editions Website

What Is a Limited Edition Print?

The term “limited edition print,” is often confusing and misunderstood. So, to begin with, let’s take a look at the terms “limited” and “edition” in hopes that we can gain some insight. 

The word LIMITED indicates something that is small in range or scope. This one is pretty straight forward, meaning that there is a finite number of things in question. EDITION refers to a collection of prints from the same original, printed at a specific size and on a specific substrate.

So when we combine “Limited” and “Edition” it implies a set number of prints produced from an original work of art printed at the same size on a specific substrate, such as fine art paper of canvas.

The concept of “limited editions” is a byproduct of historic printmaking techniques. Prior to modern photography, artists were limited to a range of printmaking techniques to create multiple reproductions of an art piece. These techniques typically included a plate of some sort that was used to create impressions on the final print medium. These plates were physically incapable of lasting indefinitely and many were only capable of producing a small number of prints before deteriorating past a usable state. The prints derived from these plates were also usually created at the same time because of the process involved to do so — it was cost prohibitive to produce prints one at a time, on demand.

In today’s digital age, things are not so cut and dry as they once were. In order to avoid confusion or disputes with potential buyers, it is important to be careful about the terminology you use to describe your work and your limited edition prints. Always be forthright and honest as to the edition size and if there are any current of future editions of this original work planned. Finally, choose wisely in your relationship with your digital atelier or printmaker. Their knowledge, expertise and reputation can go a long way is assisting you and pointing you in the right direction.

 

Adam Brown

Osio-BrownEditions Website

Creating Positive Work Habits

Habit (Wikipedia): “an acquired pattern of behavior that often occurs automatically.”

Typically, many artists think of habits as being negative. We like to be free thinkers and often fight against structure and rules. But, just like any winning entrepreneur, we must have good working habits in order to be effective and successful artists.

John Di Lemme, a motivational speaker and business coach, explains a habit:

“I am your constant companion. I am your greatest helper or your heaviest burden. I will push you onward or drag you down to failure. I am completely at your command. Half the things you do, you might just as well turn over to me, and I will be able to do them quickly and correctly. I am easily managed; you must merely be firm with me. Show me exactly how you want something done, and after a few lessons I will do it automatically. I am the servant of all great men. And, alas, of all failures as well. Those who are great, I have made great. Those who are failures, I have made failures. I am not a machine, though I work with all the precision of a machine. Plus, the intelligence of a man. You may run me for profit, or run me for ruin; it makes no difference to me. Take me, train me, be firm with me and I will put the world at your feet. Be easy with me, and I will destroy you. Who am I? I am a HABIT!”

John Di Lemme dreamed of becoming a world famous motivational speaker, even though he stuttered from a very early age through his twenties. For seven years, John remained focused on his dream. He now runs a marketing team of over 25,000 representatives in over ten countries!!! He knew that by creating the right habits one could see progression to a higher state.

We all have different ways of doing things—there is no right or wrong way, but there can be better ways. Artists are self-starters, yet without good habits we can float off and lose our focus.

Here are some broad ideas for good habits:

1) Focus on top priorities FIRST (get bills, etc. out of the way)

2) Eliminate the unimportant (anything that doesn’t help you achieve your goals)

3) Plan weekly goals each weekend (write a “to do” list and get the big picture)

4) Plan daily goals each morning (outline the day)

5) Always begin with the end in mind

And here are a few more, specifically for artists:

1) Get into the studio early, with your morning cup of coffee

2) Train yourself to be regular and workmanlike in your creative pursuits

3) Slow down & focus (Don’t take on too much at once)

4) Balance work, rest and exercise into your day  

Adam Brown

Osio-Brown Editions Website

Edition Sizes for Giclee Prints

 

Producing a limited edition giclee print is a great way for artists to make their art more widely available by offering affordable alternatives to more expensively priced originals. At Osio-Brown Editions, we are often asked by our clients what number they should limit their edition sizes to. Edition sizes are completely subjective. One number is no more “right” than another. The most important thing in determining your edition size, is that you—the artist—need to feel comfortable and confident with whatever number you choose.

There are, however, several guidelines you should follow with every limited edition you release.

1) Set the edition size in advance. Once you have determined the edition size, make it public and NEVER change it. There is no need to print the entire edition at once. One of the greatest advantages of giclee printing is the ability to print on demand. As clients purchase prints, you can have your prints produced, signed and delivered—often times in less than one week.

One thing to keep in mind with your edition size is that people who buy limited edition prints often buy based—at least in part—on the size of the edition. Always be true to your client base. Never say one thing and then do something else. As the great sage Ron Popiel once said, "Set it, and forget it."

2) With signed limited edition prints, document every print you sell. This is a great way to make your clients feel confident about what they are buying. Include a detailed original invoice and Certificate of Authenticity (COA) with each image. Then sign and date it. Not only do buyers appreciate the documentation, but good documentation tends to increase value as well.

 

 

Adam Brown

Osio-BrownEditions Website