Artistic Brand

When marketing art, there are various motivators such as recognition, financial sustainability, exposure, etc.

The starting point of the marketing endeavor is who you are referred to as the brand.

"Know thyself" (Greek: Γνῶθι σαυτόν) is a philosophical maxim which was inscribed upon the Temple of Apollo in the ancient Greek precinct of Delphi.

So, knowing thyself leads to the question: are you a stranger to yourself?

“Know thyself” means recognizing and embracing your individuality, your own unique perspectives, philosophically, morally, culturally, aesthetically, politically...

Without considering the plethora of philosophical interpretations such as Socratic, Platonic, Empiricist, Existentialist or Postmodern, below is a high level view of what an artistic brand could be.

The post is a reflection of Immanuel Kant's belief, namely to become aware of the ways in which you are constructing your own reality, hence your artistic brand.

Starting with, try to answer the following:

Content

What are the central themes, subjects, and messages you explore in your work? 

Does your art focus on nature, human emotions, social issues, abstract ideas, cultural narratives, or something entirely different?


Style

How would you describe your artistic style? 

What techniques and mediums do you employ? 

Are you a painter, sculptor, digital artist, photographer, or do you work with mixed media? 

Is your style representational, abstract, surreal, minimalist, expressive, or something else? 

What are the defining aesthetic qualities of your work?


Emotional Impact

What emotional response do you hope to elicit from your audience? 

Do you aim to inspire joy, sadness, wonder, contemplation, excitement, peace, or a different range of feelings?

Uniqueness

As an artist or gallery you are unique. 

What distinguishes the art you intend to sell from others? 

What makes the artistic voice distinct? 

Is it your unique perspective, your innovative techniques, your distinctive use of color, your choice of subject matter, or a combination of these and other elements?

Developing an Artistic Brand

Art is sold in two ways: online and offline.
It follows that when creating a brand, both approaches must be considered, hence the message passed to a buyer is always the same.

Below we highlight some of the important aspects of brand marketing.

Create Your Visual Identity

Logo: A simple, memorable logo is essential. It could be an abstract symbol, a stylized version of your name, or a representation of your art.

Color Palette: Choose colors that reflect your brand's personality and the mood of your art.

Typography: Select fonts that complement your logo and overall aesthetic. 

Consider both display fonts (for headings, etc.) and body text fonts (for longer descriptions).

Website/Portfolio: Your website should be a showcase for your art and a reflection of your brand. 

Keep the design clean, user-friendly, and visually appealing.

Social Media: Maintain a consistent visual identity across all your social media platforms. Use high-quality images and videos, and tailor your content to each platform.


Craft Your Brand Message

Tagline/Slogan: A short, catchy phrase that encapsulates your brand's essence. (e.g., "Art that inspires," "Sculpting the extraordinary," "Capturing the unseen")

Artist Statement: A more detailed description of your art, your inspiration, and your artistic process. This should be clear, concise, and engaging.

Bio/About Me: A short and compelling introduction to you as an artist. Share your background, your influences, and your artistic journey.

Build Your Online/Offline Presence

Your options? Online Marketing & Offline Marketing 

At a minimum:

Website/Portfolio: This is your central hub.

Social Media: Choose the platforms that are most relevant to your target audience (e.g., Instagram, Pinterest, Behance, etc.).

Online Marketplaces (if applicable): Saatchi, Society6, etc.

Blog (optional): Share your thoughts on art, your creative process, and your inspirations.

Email List: Collect email addresses from visitors to stay in touch and announce new work, exhibitions, etc.

An Example

• Artistic Identity: Abstract painter, vibrant colors, evokes joy and energy.
• Brand Personality: Playful, optimistic, bold.
• Visual Identity: Logo: A stylized brushstroke. Color palette: Bright blues, yellows, oranges. Typography: Modern sans-serif fonts.
• Brand Message: Tagline: "Color Your World." 
• Artist Statement: "I believe that art has the power to uplift and transform. My abstract paintings are a celebration of color, energy, and the joy of creation.

Remember to be authentic and let your personality shine through!

Artistic Brand - Statistics

 

In today's saturated art market, a strong artistic brand is no longer a luxury—it's a necessity. 

It's the unique identity that sets you apart, attracts your ideal audience, and ultimately drives your success. 

As branding is a business endeavor, below are statistic highlighting its importance.

Let's look at some compelling statistics that highlight the importance of building a powerful artistic brand.

As far as Social Media is concerned (Moorman research, 2019):

Marketing Priorities	% Companies using it
Brand awareness and Brand Building	88.2
New Artwork	64.7
New Customer Acquisition	60.1
Brand Promotion (sales, contests, etc.)	59.2
Buyer Retention	55.5
Market Research	33.6
Targeting New Buyers	25.6

The outcome? 

Increased Recognition

Consistent branding can increase brand recognition by up to 80%. This means your name, style, and artistic message become instantly recognizable to potential collectors and collaborators.

Stronger Emotional Connection

82% of customers (and 88% of Gen Z) agree that a brand's social media presence has a larger impact on whether or not they trust a brand compared to a year ago. 

A well-crafted brand allows you to connect with your audience on an emotional level, fostering trust and loyalty.

Higher Conversion Rates

Brands can see a 96% increase in conversion rate with emotional brand storytelling efforts. When you effectively communicate your story and the passion behind your art, you're more likely to convert interest into sales.

Greater Revenue

Brand consistency can increase revenue by 10-20%. A cohesive brand identity across all platforms signals professionalism and builds confidence in your work, leading to increased sales and commissions.

Competitive Edge

In a crowded marketplace, a strong brand provides a competitive advantage. It helps you stand out from the crowd and attract the attention of galleries, collectors, and art enthusiasts.

Art Marketing Online

In today's digital age, a strong online presence is crucial for artists seeking to connect with collectors and build a thriving career.

While offline marketing is essential, the power of online art marketing cannot be overstated.




Social Media Platforms: Your Digital Gallery

Social media isn't just for sharing cat videos; it's your online gallery!

Platforms like Facebook, Instagram, Pinterest, etc. (more on this later) offer visual-centric spaces to showcase your work. High-quality images and videos are essential.

Engage with your audience, share your creative process, and build a community around your art.

Don't just post; interact! 

Respond to comments, participate in relevant conversations/groups, and use relevant hashtags to reach a wider audience.

Personal Website: Your Online Hub
Your website is your digital home base.

It's where potential buyers go to learn more about you and your art. 

Invest in a professional-looking website that showcases your work in a clear and organized way. 

Include an artist biography, contact information, and an online shop if possible. 

A blog can also be a valuable addition, allowing you to share insights into your creative process and connect with your audience on a deeper level.


Email Marketing: Nurturing Connections
Email marketing allows you to directly connect with interested potential buyers. 

Build an email list by offering incentives like free downloads or exclusive content. 

Use your emails to announce new artwork, upcoming exhibitions, and special promotions. 

Personalize your messages and segment your audience for more targeted communication. Don't spam; provide valuable content that keeps your subscribers engaged.

Paid Advertisements: Amplifying Your Reach
While organic reach is important, paid advertising can significantly boost your visibility. 

Social Media Platforms and Google Ads allow you to target specific demographics and interests, ensuring your art reaches the right people. 

Start with a small budget and experiment with different ad formats to see what works best for you.

Podcasts: Sharing Your Story
Podcasts offer a unique opportunity to connect with a wider audience. 

Consider starting your own podcast where you discuss art, creativity, and the artist's journey.

Alternatively, seek out opportunities to be a guest on other art-related podcasts. This can expose your work to a new audience and establish you as an expert in your field.


Online Marketplaces: Expanding Your Sales Channels
Online marketplaces like Saatchi Art, Artsy, etc. provide platforms to sell your art directly to collectors. 

These marketplaces often have built-in audiences, giving you access to potential buyers you might not otherwise reach. However, be sure to research the fees and commission structures before listing your work.


Building a Consistent Online Presence
Consistency is key. 

Regularly update your website, post on social media, and engage with your audience. 

A consistent online presence builds trust and credibility, making it more likely that people will invest in your art.


Conclusion
Mastering online art marketing is an ongoing process. 

Stay up-to-date with the latest trends and experiment with different strategies to find what works best for you. 

By embracing these online tools and building a strong online presence, you can expand your reach, connect with collectors, and ultimately, achieve greater success in your art career.