In this video:
  • 00:00 Introduction: The Importance of Understanding Your Art
  • 00:50 The Concept of an Art's Brand Message
  • 01:41 The Difference Between Subject, Style, and Brand Message
  • 02:36 The Role of Connection in Selling Art
  • 03:33 Uncovering Your Art's Message: A Practical Exercise
  • 07:22 The Power of a Strong Brand Message
  • 08:12 Conclusion: Further Resources and Next Steps

Discover Your Art's Brand Message

Ever been stumped when someone asks about the meaning behind your art? Don't worry, you're in good company. Let's dive into a methodical approach to uncover and articulate your art's brand message.

In this video, I'll explain the importance of an artist's brand message and how it connects to your personal story. You'll learn an exercise to help you uncover the core message of your art to help you with things like creating social media content, talking about your art with others, and applying for art shows.

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In this video you'll learn:

1. What is my art's brand message for? 

Your art has an umbrella message, where even if you create a lot of different things, it will still apply. This is how people start to understand your story and then subconsciously decide whether they feel connected to you and your art. 

2. Your art is about more than the subject matter or style. 

This is what most artists think about when they're marketing their art and trying to decide who will buy it.

3. An exercise to help you find your own message of your art.

Step 1: The Initial Question

Ask yourself, "why do I make art?" Reflect on this openly and jot down your thoughts. For instance, my made-up client Sara initially thought she created art simply because it was therapeutic. This kind of straightforward, surface-level response is your starting point.

Step 2: Digging Deeper with 'Why'

With your initial response in hand, delve deeper by asking "Why?" again. If your answer was similar to Sara's, for therapeutic reasons, question further: "Why do I find therapy in art?" This step is crucial for peeling back the layers of your motivation. Sara realized her art was a retreat from the stress of her demanding job.

Step 3: Discovering Your Art's Core Theme

Repeat asking "why does [answer to previous question] matter to me" until your gut stops you with a glaring "YES! This is the mark I want to leave on the world."

After asking why enough times, Sara eventually came to her art being about ignoring society's expectations and finding her own path. All of a sudden, an overarching idea like this makes it easier to share opinions, stories, and give your art another layer of value.

Step 4: Communicate Your Art’s Brand Message

Whether it's through social media, your artist statement, or casual conversations, let your art brand message shine through. If you're tired of trying to figure out what "problem your art solves" or what value your content can bring -- worry no more because the connection you'll create solves both of those problems. 

*Sigh of relief,* right?!

homework for an artist's online art business

Grab your favorite journal and complete this exercise to understand your brand message and how to talk about your art using it!

By following these steps, you'll gain clarity not only in your art's purpose but also in how you present it to the world. Remember, your art brand message is a dynamic part of your work that may evolve as you grow personally. That's ok! Embrace the journey of defining your art brand message and learning how to talk about your art. These are pivotal steps towards making your mark in the art world. You got this.

Do the work & create your luck,

About the Author

Jessica Craddock

I mentor intuitive visual artists who are sick of one-size-fits all formulas sell more work, more consistently, at higher prices — with better work/life balance. My clients regularly make 3x more in art sales within a year.

Using my signature Consistent Income method, we’ll push you over the precipice of some really amazing growth so you can become the creator of your next chapter.

My secret sauce is that we focus on not just the "doing", but also the "being". Affirmations, trusting yourself, knowing when to go slow and when to go fast, practicing getting out of your comfort zone and making room for the feelings that go with that... all this is equally as important as the action steps.

For once, you'll be ahead of the game and understand what's right for you.

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