Susan Washington

Branding refers to the process of creating a distinct and recognizable identity for a product, service, or individual. Personal branding means developing an image that represents the values, qualities, and characteristics associated with us as artists. Personal branding isn't just about visuals; it's also about how people feel when they hear our name. It helps differentiate us from others in the market, building trust, loyalty, and recognition.

Many of us artists are hesitant about personal branding when it comes to our art, but with the online art market expanding rapidly, embracing this concept is important if we want to sell our art. Personal branding does not interfere with our art or dictate our creative process. Instead, it helps potential fans and collectors find us and connect with our work.

Branding also isn't about selling out; it's about standing out. It enables us to connect with our art community. Unlike mass-produced aesthetic products by artists like Jeff Koons and Damien Hirst, our art is not just a commodity—it's a personal statement. People are drawn to us, the artists, and the story behind our art. We are storytellers, and our narrative is a vital part of why people connect with us and choose to buy our art.

For instance, I once sold a painting on Instagram after sharing the personal story behind its inspiration, which was related to my brand’s theme of female empowerment. The collector was initially attracted by the visual appeal but felt a deeper connection after learning the story, which led them to purchase the painting.

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Personal branding isn’t a new concept. Consider artists like Jackson Pollock, Basquiat, or Tracey Emin. When you hear their names, their brands come to mind. Even classical painters built their brands as their fame spread across Europe, with their reputations becoming their brand in a world without mass media.

If you’re starting to see how personal branding can help you connect with your art community, here are some steps to help you start to develop your personal brand:

#### Catchwords

Catchwords are key terms you want people to associate with your personality and artistic identity. These words help people connect with who you are and what you represent.

**Be Authentic**: Focus on the best aspects of yourself that you want people to know. Authenticity helps tell the story of you and your art.

**Define Your Personality**: Consider words that describe your personality—are you brave, trendy, funny, intense, or countercultural?

**Incorporate Your Values**: Words like “sustainable,” “inclusive,” or “innovative” can communicate what drives your artistic process.

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#### Visual Style

Develop a distinctive visual style that aligns with your catchwords.

**Align with Your Brand**:  Select reference images to guide your brand’s development. Ensure your online posts reflect your established brand. For instance, one of my catchwords is “FIERCE,” which I incorporate into my paintings of powerful women. I aim to find buyers who resonate with me and connect with my story through my brand. I want the women who buy my paintings to feel inspired and empowered by the works and the stories behind them. I often share social media posts about female empowerment, creating a consistent message across my content.

**Create your aesthetic to work into your SM**: Consider the imagery that aligns with your catchwords.  You can even create a mood board to inspire your social media aesthetic and in keeping with your brand to use as a guide. 

**Create Your Aesthetic**: Consider the imagery that aligns with your catchwords and create a mood board to inspire your social media aesthetic. This will help maintain a consistent visual identity.

**Cohesive Social Media Presence**: Use your visual style and mood board to guide your social media content. Plan a grid for Instagram using tools like Later or Planoly to ensure your feed is visually appealing and aligns with your brand.

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##### Action Steps
- Create video content that reflects your visual brand.
- Highlight your brand values with stories that connect to your brand and visual style.
- Use your visual style and mood board to guide your social media content moving forward to help you grow your art community.

#### Positioning Statement
A positioning statement is a concise declaration of how your art meets your audience’s needs better than others. It communicates your unique value proposition, which is crucial for building a strong personal brand.

**Find Your Target Audience**: Determine the specific demographic or group your art resonates with most.

**Identify Your Unique Selling Proposition**: Define what sets you apart—whether it’s your style, techniques, themes, or concepts.

Align with Your Brand Personality: Ensure your positioning statement reflects your brand’s personality and values.

**Highlight Benefits for Collectors**: Explain how your art enriches their lives or enhances their personal aesthetic.

**Craft a Clear Message**: Focus on expressing your unique artistic identity and the value your art brings to collectors.

A powerful positioning statement can help you carve out your niche in the art market and attract the right audience for your work.

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##### Action Steps:

- Plan and create social media content that reflects your keywords and positioning statement.
- Update your social media bio on Cohart to include your keywords to ensure your brand message is clear and consistent and incorporate these words into your product descriptions when uploading art.  

By developing a memorable and authentic personal brand, you can create deeper connections with your audience, stand out in a crowded market, and ultimately inspire and attract collectors who resonate with your story and artistic vision.  


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Personal branding does not interfere with our art or dictate our creative process.

Building a Memorable and Authentic Personal Artist Brand

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