FACILITATOR PRESENTATION INTRO TO BRANDING | 15 MIN The intro to - - PDF document

TWO — YOUR STORY

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FACILITATOR PRESENTATION

INTRO TO BRANDING | 15 MIN

The intro to branding is a presentation intended to help participants understand the concept of branding for their art practice/business.

GET STARTED

We provide an example of an artist who has created a strong brand statement and visual brand across communication platforms. You are welcome to share other artists’ branding that you know and like, as well as your own.

GOALS

–

Reframe the concept of “branding” from the idea

• f a well known logo to the broader meaning

about the emotional connection you make with your intended audience. – Introduce the brand template tool

1 FACILITATOR

The facilitator should make available their own examples of branding (e.g., brand language, visuals, look and feel) and how they developed their “brand.” The facilitator should anticipate some resistance to the idea of artists “branding” themselves. Reinforce that branding is the development of a consistent voice, look, and feel to an artist’s public communications that creates an emotional connection with people and is recognizable over time across multiple communication platforms (voice, website, social media, business cards, artist statement, etc.).

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MARKETING VS. BRANDING

Artists do all kinds of things to market themselves and their work – to tell their story, and it involves a lot of tools (website, social media accounts, artist statements, etc.), but artists do not pay enough attention to their “brand”. An artist’s BRAND is what makes their story memorable and recognizable.

ARTIST STATEMENT

• VS. BRAND STATEMENTS

One of the common tools we think about for telling your story is an artist

• statement. And they can be a very effective way to communicate about

you and your work. Artist statements, however, are different than brand statements.

Ask people to think about really successful branding (Nike, Coke, Apple, etc.) Those brands are successful not because of a great logo (although the visual branding is part of it), but because of the emotional connection people make to their products. As an example, we are using Phil Shafer, a Kansas City-based muralist who goes by the name “Sike”. Phil has a mural business and a fine art practice.

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BRAND STATEMENTS

We adapted Phil’s artist statement into a brand statement. Phil also created an image he calls the “angry zebra” that is a visualization of his brand statement.

BRAND STATEMENTS INCLUDE THE VIEWER/THE AUDIENCE

With the two statements side by side, ask what the difference is between the two statements. The most important difference is that the consumer

• f the work (viewer/audience) is emphasized in the brand statement. The

artist is saying who the work is for (people in public spaces) and what they wants their experience to be (complete a dialogue). Review the features of an effective brand statement. Then flip back to Phil’s statement and see if it shares those characteristics.

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BRANDING EXAMPLES

At this point, it might be good at this point to talk for a minute about how an artist might use a brand statement.

BRAND STATEMENTS MIGHT BE USED:

– On websites – On social media profiles –

In press kits for people promoting your work

– In press releases

BRANDING EXAMPLE: VISUAL ARTIST

Henri Matisse was writing a brand statement when he wrote this. He has a very clear idea of not only who he is making his work for (mental workers, business people), but he has a very clear intention of what he wants their experience to be. He wants it to feel like “a good armchair”.

BRANDING EXAMPLE: LITERARY ARTIST

Sarah McKinstry-Brown is an Omaha-based poet who includes part of a brand statement on her website. “I want my reader to feel as if we’re sharing the same space and it’s late at night (because that’s when we’re all more honest with each other)”. Does this statement make you want to engage with her work?

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BRAND CONSISTENCY

The number one rule about branding is CONSISTENCY. WHO you are trying to reach? The EXPERIENCE you want them to have should be

• reinforced. You can click through the examples of Phil “Sike” Shafer.

BRANDING CONSISTENCY EXAMPLES

Phil “Sike” Shafer’s website. Phil “Sike” Shafer’s Twitter and Instagram profiles.

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Phil “Sike” Shafer even branded his truck. This is important as a muralist when the street, curb, or parking lot is part of your studio.

BRAND STATEMENT TEMPLATE

REVIEW THE COMPONENTS OF THE BRAND STATEMENT

• TEMPLATE. (YOU CAN CLICK THROUGH THEM ONE BY ONE).

Participants will have 3 minutes to complete them using the form in their

• workbook. Ask for volunteers to read their statements to the group

(2 minutes).

CONNECTION IS KEY

Remember that for branding to be effective, it must be an authentic and sincere expression of the artist. It should be a tool for artists to reach the viewers/ audiences most interested in their work and to make a meaningful connection to those people.