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, 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.
1. Define your key core competency or best thing you 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 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 recognizable.
Perhaps your hand-written signature is the symbology you’re looking for. Is it a strong, recognizable mark? Does it reflect the rest of your art? Norman Rockwell used his signature as a logo. . . could you do the same?
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 wll 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 website 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.
(source: emptyeasel.com)
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