There is a fundamental concept in business, one that is absolutely critical to success. The marketplace is a crowded and noisy place, and to be successful you need to stand out!
How do you do that? In a word, branding.
Branding is the perception of you and your work that people carry in their hearts and minds.
Your brand is a shorthand way for your fans to spread the word about you, to describe you easily, and for your collectors, gallerists, publishers, collaborators and anyone else who deals with you in any way to get to know, like and trust you. People may buy a single piece of your art, or a single intuitive reading simply because they like it, but your brand will determine if they are repeat customers or recommend you to others. People like to buy from and deal with those they know, like, and trust – or that enhances their (or others’) perception of themselves. So, your brand goes well beyond your ‘art’. It is how you present your work and yourself – in person and in your marketing materials and social media, how you follow-up with people, how you act, how you market, etc, as well as how you do your work: your style, your materials or modalites, your subject matter or area of specialization, etc.
Your brand is also about who your ideal customers are, and how you position your work in the marketplace. Positioning refers to the direction you want your business will take you, and considerations of it being ‘high-art’ (luxury, high-end) or ‘art for the people’?
It’s not something to take lightly. You create your brand purposefully, or it gets created for you by the people who have contact with you. The choice is yours.
In addition, your brand must be coherent across the board in order to be effective, and therefore for your business to be successful. All the marketing in the world won’t help your business if you don’t have the brand strategy behind it. So, please make sure you consider your brand carefully and purposefully design it. It doesn’t have to be difficult. Just contact me and we can set up a free 30 minute business breakthrough session, and we can get started on purposefully creating your brand!
To your joy and success!
PS: Branding is the key to getting your business started right in 2013. The longer you wait to do this, the more time and money it will cost you in your business. And yes, I’ve learned this from personal experience! Click here now to get your free 30 minute business breakthrough session, and let’s get started on purposefully creating your brand!
Like this post? Subscribe to my RSS feed and get loads more!