WHY AN ARTIST NEEDS BRANDING TOO.
You're an artist and so you make art.
It's easy to define what you do, with brush to canvas, or clay to wheel, or chisel to grains of wood. But you aren't selling anything and you're left wondering why.
Might I make a suggestion?
You may think me bias, but trust me when I say, you need to be branded.
And no, I don't mean you need to have a logo or a color scheme or create yourself a mood board.
Those things are the OUTCOME of a well-defined brand.
But a brand itself is much more than that.
It's the intentional way that you aid people in understanding what you offer.
it's like the handshake, the eye-contact, the stand up social media feed, the very, very first impressions.
You cannot (hear me when I say) cannot stand out as a potter without building a brand around WHO'S making the pottery.
You just can't. Not with the incredibly conscience consumer these days.
I can go buy a pot at Target without a thought because I trust Targets brand. But if you've presented yourself to me in a way that makes me feel a part of something bigger, or connects me with another human, or encourages me in my home life, then not only am I willing to pay more money for my pot, but I begin to understand the unique things that you bring to the world as my potter.
Hear that? My potter. There is something significant in connecting with our clients and customers in a way that they join us in the journey and we go from "That girl who made that pot" to "My potter."
"That girl who did my branding" to "My brand designer."
"That guy who took those pictures" to "My photographer."
"That lady who made my weaving" to "My weaver.
There's ownership there, loyalty. But people can't own something that they don't know or understand. We, as artists and business owners have to make ourselves known to our clients in tangible, relational ways.
There's a connection there that cannot be discovered without an intentional brand.
So, as an artist and maker, you need a brand. It's not something that you can haphazardly throw together because this is a part of who you are and how you're wanting to present yourself to your potential customers.
So yes, develop the visuals of your brand. Base it off your art or your lifestyle or the town you live in or the person you are. Hire me or another awesome designer to work with you to build your brand online or in person!
But first, know who you are and what you want to bring to the world and how you're going to connect with your people.
Here are some questions to get you thinking about how you can brand yourself as an artist:
What does your heart beat for?
What gets you up in the morning? Why are you so passionate about your art? Share those moments with your clients and customers. They will love seeing the process and knowing your methods for creating.
Where do you come from?
Let yourself be inspired by your past. Some of the greatest artists take their past, as broken as it may be, and turn it into something purposeful. Use your experiences, your childhood, your mistakes to break down the walls that keep you from connecting with your clients and customers.
What can you offer the world?
We, at The Higgins Creative, believe that we are all called to create and that we all have a special purpose in this world. A purpose for good and life and light for the poeple we come into contact and for ourselves. What are you great at? How can you create a space of value for people and what can your art do for the world?
These things are just the tipping point for you in discovering what branding your art needs to start reaching the right people.
And we want to help. So, we've got some resources for you below that will aid you on your journey to branding your art business.
First of all, we offer 15 Minute BrandStorming calls completely free. We'd love to connect with you, hera your story, and give you some good next steps with your art and your business. Click here to schedule a call.
Secondly, we're just opened pre-sale for our new course that helps artists launch their very first collection online. It's going to not only help you develop the mindset of an art business owner, but we'll walk you through the practical steps to accomplishing your first profitable art collection launch. Click here for more info.
Thirdly, get our free Starter Guide to Branding, newly updated with artists in mind. This will walk you through all the visuals you need to turn your voice and brand into a visual masterpiece. Download the guide here.