Branding For Artists, Crafters & Small Business Owners

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These slides were used to supplement my presentation on branding for artists, crafters and small and independent business owners.

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Branding For Artists, Crafters & Small Business Owners

  1. 1. Branding: It’s Not Just For Cows! Training Module 5: Developing a Brand art Where business meet. &
  2. 2. Why Do Artists Care About Branding? <ul><li>Your brand is one of the foundations of your business. </li></ul><ul><li>Your brand will either enhance your bottom line or detract from it. </li></ul><ul><li>Your brand will cause people to buy your products or cause them not to buy your products (and tell others not to buy them!) </li></ul><ul><li>No matter how good your products are, your brand must be even better! </li></ul>
  3. 3. The Beginning: Questions To Ask <ul><li>What lasting impressions do you want to be created in the minds of other people? </li></ul><ul><li>How do you want people to remember you and what you have to offer, and how do you want them to describe those things to others? </li></ul><ul><li>What do you want people to think of first when they encounter you and your products or services? </li></ul><ul><li>Start with your brand name(s) </li></ul>
  4. 4. Thomas Kinkade: Painter One person can have multiple brand identities.
  5. 5. Garth Brooks: Entertainer Some brands are actually fictional people.
  6. 6. Oprah Winfrey: Media Personality One person can have multiple brands to sell different types of things.
  7. 7. Step One: Define The Brand Image <ul><li>Sexy: Victoria’s Secret </li></ul><ul><li>Conservative: Burberry </li></ul><ul><li>Dependable: Bank of America </li></ul><ul><li>Wholesome: Jon & Kate (??) </li></ul><ul><li>Modern: Mark by Avon </li></ul><ul><li>Tough: Ford Trucks </li></ul><ul><li>Shocking: Marilyn Manson </li></ul>
  8. 8. Step Two: Transfer The Brand Image <ul><li>Put your brand image into tangible, fixed format </li></ul><ul><ul><li>Brand Name </li></ul></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Color options </li></ul></ul><ul><ul><li>Shapes </li></ul></ul><ul><ul><li>Textures </li></ul></ul>
  9. 9. Red Alert: Own Your Brand!! <ul><li>Be Original, Avoid Legal Trouble Down the Road </li></ul><ul><li>United States Patent & Trademark Office </li></ul><ul><ul><li>http://www.uspto.gov </li></ul></ul><ul><ul><li>Check to ensure that your new brand name does not infringe on someone else’s </li></ul></ul><ul><ul><li>Be original </li></ul></ul><ul><li>Domain Names and Search Engines </li></ul><ul><ul><li>Check to see if the brand name is already in use anywhere else </li></ul></ul>
  10. 10. Step Three: Convey The Brand Image <ul><li>Personally </li></ul><ul><li>Professionally </li></ul><ul><li>Socially </li></ul><ul><li>Website </li></ul><ul><li>FaceBook </li></ul><ul><li>Twitter </li></ul><ul><li>Galleries and Public Appearances </li></ul><ul><li>Publications (books, brochures, features) </li></ul><ul><li>Your Blog (this is critical) </li></ul>
  11. 11. Step 4: Live The Image <ul><li>Become the brand you have defined. </li></ul><ul><li>Live it, breathe it, convey it everywhere you go. </li></ul><ul><ul><li>Business cards </li></ul></ul><ul><ul><li>Quotes used in the media </li></ul></ul><ul><ul><li>People you interact with </li></ul></ul><ul><ul><li>The things you say and do </li></ul></ul><ul><ul><li>What you say and write and where you say and write it </li></ul></ul><ul><ul><li>Pictures </li></ul></ul>
  12. 12. <ul><li>Donna Maria Coles Johnson </li></ul><ul><li>Enjoy your life! </li></ul><ul><li>Build your business! </li></ul><ul><li>Have your way! </li></ul><ul><li>http://www.IndieBusinessBlog.com </li></ul><ul><li>(704) 291 7280 </li></ul><ul><li>[email_address] </li></ul>

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