How Artists Find Their Brand

“It’s really easy to work as an artist!” said no one, ever.

Quick Answer

According to The Working Artist, an artist's brand is the "golden thread" that unifies all their creations, representing the authentic "why" behind their art and stemming from their heart and vision. Artists find their brand by deeply examining their entire body of work to identify this connecting purpose. This process involves living their truth and expressing it through their creativity, which then attracts an audience and informs their marketing efforts.

Most artists are really challenged when it comes to marketing their own work.

Are you?

Maybe you can’t place your finger on what your style is? Maybe you play in more than one medium?

It’s difficult to package something that feels so elusive – yet so close to you.

I tell artists to look at all of their work, really spend time with it, and find that golden thread that ties it all together.

It’s in your heart. It’s the “why” of why you make art.

And I’ll let you in on a big secret. This is how you find your “brand”. You live it.

And from here, from this place of authenticity driven by your creativity, you do the work and you attract an audience.

This is where the best art marketing comes from too.

It’s from your heart, from offering the gift you have to the world. But doing it strategically and with passion.

It’s about sharing your vision and not apologizing or playing small.

So when you use social media, when you build your website, when you send out your newsletters, when you promote an exhibition, everything you do says to the world, “This is who I am.”

Does that sound scary? It should. Because vulnerability is scary. Really scary!

But it’s also what makes people connect with your brand.

The way to success is to master your craft, to do good work, but even then, talent isn’t enough.

I know that’s difficult to hear, but it’s true.

You also need to understand the business of art. You need to know how to market and promote your work. You need to know how to get your message across to an audience.

Your art is your responsibility but if you want to make it your profession, you’re responsible for that as well.

It doesn’t matter where you are in your career right now, if you aren’t getting the results that you want, it’s because this is where you have decided to stop.

So don’t stop.

Keep doing.

Written by Crista Cloutier, artist mentor + founder of The Working Artist. (learn more about Crista here)

Frequently Asked Questions

1 What does the article mean by an artist's 'brand'?

The article defines an artist's brand not as a logo or style guide, but as the "golden thread" running through everything they create. It represents the authentic "why" behind their art, stemming from their heart and vision.

2 How can an artist find their unique brand?

Artists can find their brand by deeply examining all their work to identify the golden thread that connects it, focusing on the authentic "why" they make art. This process involves living their truth and expressing it through their creativity.

3 Why is authenticity important for an artist's marketing?

Authenticity is crucial because it fosters connection with an audience, even though it requires vulnerability. Marketing that comes from an artist's heart and is driven by their genuine creativity is presented as the most effective way to attract an audience.

4 Besides talent, what else do artists need to succeed professionally?

Beyond talent, artists need to understand the business of art, including how to market and promote their work. They must also learn how to effectively communicate their message to an audience and strategically share their vision.