As a visual artist, you might hear the word “branding” and immediately think of mass-produced commodities or “selling out.” But let me share a perspective that could change your mind in the next few minutes.
Branding begins with strategy, not design. If you’re a career artist with a website and social media presence, guess what? You already have a personal brand. Why? Because branding is simply how others perceive you.
As a former Creative Director, I’ve seen firsthand how crucial branding is for professional artists who want to make a full-time living from their art work. It’s a well-known fact that people make purchases when they know, like, and trust a (personal) brand. This applies to art as well.
For career artists, personal branding isn’t about creating the same art for the rest of your career. It’s about developing a distinct and recognizable identity that represents your values, qualities, and characteristics. It’s not just about a logo or your website; it’s about how people feel when they hear your name. Effective branding helps differentiate you from other artists of your generation, both online and in your region, building trust, loyalty, and recognition.
I presume you, like me, are not a mass-producing artist. Our artworks are personal journeys, statements, and expressions of our creative world. Art lovers are drawn to us because of our unique artistic journey, the story of our life and work, and the connections they make to it. By defining our personal brand, we intentionally use a consistent set of words, visuals, and themes to talk about our work.
Here’s an example of an artist persona that I will call Olivia. Olivia, 38, is an award-winning painter and full time Artist. She enjoys nature experiences. Her style is vibrant, elegant and modern. When not working in the studio, she enjoys time with friends, community hotspots and hiking with the family. She’s been DIY’ing her studio practice and is ready to take the business side more seriously to earn a consistent income from her work.
Defining Your (Artist) Brand Values
As an artist, your brand values are the heartbeat of your creative practice. They’re not just words on a page; they’re the principles that guide your artistic decisions and resonate with your ideal collectors. For me, authenticity and artistic integrity are paramount. Your brand values might include a commitment to sustainable materials, a dedication to pushing the boundaries of your medium, or a passion for capturing the essence of nature in your work. By clearly defining and communicating these values, you create a deeper connection with your audience, attracting collectors who share your vision and appreciate the thought behind each brushstroke.
Listen to Barb Stuhlemmer talk about the brand values exercise on Art Biz Talk
Positioning Your Artist Brand
Positioning your brand isn’t about being commercial—it’s about standing out in a crowded art market while staying true to yourself. It’s how you want to be perceived in the minds of your collectors, gallery owners and curators, and fellow artists. For a vibrant, elegant, and modern painter like Olivia, her positioning might emphasize her unique color palette, innovative techniques, or her ability to bring a fresh perspective to traditional subjects. This doesn’t mean compromising your artistic integrity; rather, it’s about highlighting what makes your work uniquely valuable and ensuring the right people can find you online and purchase it.
Develop a style that others recognize
A few months ago, I was walking the Dallas Art Fair and spotted a sculpture, immediately recognizing it as Kennedy Yanko’s work. I even uttered ‘Oh Kennedy!’ out loud without really noticing, and at that moment, I heard another visitor say her name, too. We both smiled and appreciated her works on view.
Connections like this are an important part of building trust with your audience. Your visual style goes beyond your body of work—it’s the cohesive look and feel of your entire brand presence. This includes your website, social media, printed materials, and even how you represent yourself at gallery openings. For Olivia, whose work is vibrant and modern, the visual style could incorporate bold colors, clean lines, and plenty of white space to let the artwork shine. Consider how you can translate the story of your artworks into every visual aspect of your brand. This consistency helps create a memorable impression and makes your work instantly recognizable, whether someone’s scrolling through Instagram or walking through an art fair.
Developing a strong personal brand as an artist isn’t about “selling out” or compromising your artistic vision. It’s about amplifying your unique voice and ensuring your work reaches the people who will truly appreciate it. By thoughtfully crafting your brand values, positioning, and visual style, you’re not just marketing yourself—you’re creating a platform that allows your artistic brilliance to shine even brighter.
Want to get started on defining your brand and reaching your ideal collectors? Our Artist Starter Kit and Ideal Collector Workbook are designed to guide you through this process, helping you align your artistic integrity with smart (art) business practices. These tools can help you navigate the art world with confidence, without losing sight of what matters most—your creative vision.
