Branding your art can be difficult in terms of both creating and marketing. However, the idea of “the brand” has several functions for yourself and for your potential art career. Part of artistic growth is finding something to make your own, and if you are going to share you work in a professional sense, you should definitely be leaving your mark on your pieces.
Whether you are a painter, sculptor, or artisan, adding a personal touch to your art is always a good idea. From the business standpoint, a brand can also be a great way to promote your work and avoid being copied without your consent. The brand, if properly developed and publicized, will help ensure that your work is recognized as your own and will help with both image and marketing. The signature is one of the most common modern brands as a lot of artists still sign their work. However, there are many other contemporary brands to explore.
Brand Your Frames
Whether you are an artist or a sculptor, if your work has a frame or even a base on which to stand, consider adding your brand here- or even creating a signature frame look. Not all art can be framed before it is sold, but if framing is an option, branding a frame definitely has its benefits. One of the beauties of art is that it can be appreciated in a variety of contexts. By providing the frame for your work, you help direct your audience towards your intended message for the piece. You can custom create each frame to best suit a given piece, or opt for a more standardized branded frame idea and use custom branding irons to recreate the look for each new piece. Keep in mind that with this method of branding, your mark can be easily removed if the artwork is separated from its frame or base.
Make Your Brand Part of Your Art
Your brand is likely a work of art in and of itself. As such, there is no reason that the brand should have to constantly sit on the sidelines. Let your signature take center stage by dedicating creative adaptations to your symbol of artistry. If you paint, create ornate sculpture or metal work, you can place your brand within your designs as a sort of Easter egg. While this may not make your brand immediately obvious, it will give your art more dimension and mystery. Hiding your symbol in your art is the perfect way to get started if you are a bit shy about branding. This way you will get a bit of anonymity and your work will still be protected. When you are ready, you can start publicizing your brand, which will allow audiences to look at your work with renewed interest.
Add a Panel
If you your brand symbol is complex and space consuming, you may consider adding a panel into your piece to help ensure that both works of art can be appreciated. This idea, like most others, will vary depending on your specific type of craft. If you are creating on paper or canvas, consider an extra wooden panel. If added properly, the wood can help strengthen the painting physically, making it less susceptible to damage, and you can overlay your brand onto the wood rather than the painting itself.
For certain craft works, a leather, cloth, or metal panel may be added with your brand design to mark the work as your creative property. Keep in mind that a panel may not immediately catch the attention of the casual observer, and may be entirely missed until you become really-well known. On the other hand, if you are shy about showing off your brand, the panel is a method of branding to consider.
Publicize a Storyline
While not altogether original, creating a story for your brand has proven effective from a marketing standpoint. For instance, Apple Inc is known for its association with Steve Jobs, its creator, who was brilliant and innovative. Apple was an early entrepreneur success story, and because of its good publicity and branding, the company continues to capitalize on its keen strategy.
While you may not be a technological genius, having your own unique story will help your audience relate to you as a human being and to your brand. The story doesn’t need to be spectacular, but it should be well told in a way that relates to your symbol and describes your passion. For instance, if you choose a unicorn as part of your signature icon, you want to describe how that unicorn relates to you and to your art. Galleries and other promotional events often feature creator biographies and piece descriptions- which is often seen before your actual artwork.
Creating a signature brand, and then going through the process of branding your work, is not easy. There is nothing wrong with enlisting help- especially when that help comes from trusted professionals. However, the potential success is definitely worth the effort