The Artist’s Challenge

Marketing & Branding for the Arts

DON’T DULL YOUR SHINE.

If you’ve ever experienced an aversion to Marketing & Branding, you’re not alone.

The most creatively-gifted, passionate people are often the ones with who face the greatest challenges when it comes to strategic marketing. Why is that?

You’re the first to create something innovative & stunning, but when marketing, branding and promotion enter the arena, something stops you in your tracks. What is it?

In a world of corporate brands and industry, artists often fear that their passion doesn’t hold the same value as other goods & services. They fear that art it isn’t equipped to thrive a corporate envrionment. To break down misconceptions and blast those obtsacles to success, it’s time to Call. Them. Out.

LET’S START HERE.

The word ‘Brand.’

When we hear “brand,” people often think of a corporatized profit-hungry marketing robot… or a hot iron. Both blatantly unpalatable. Both at odds with organic creativity.

So, artists are often reluctant to corrupt their passion into  something forced or manufactured. Plus, the corporate branding world can seem complex and unapproachable.

The Good News:

(SUCCESSFUL) BRANDS ARE ALIVE.

A brand is a living embodiment of your voice & vision. Successful brands ARE inherently works of art that live, breath, interact with the world, and grow.

YOU ALREADY KNOW YOUR BRAND.

An authentic brand focuses the spectrum of your art’s personality. Simply put: you already know the biology of your living brand. You have everything you need.

“DON’T FENCE ME IN.” – COLE PORTER

Structure.

Artists are experts at unbounded creation.  But subconsciously, many artists percieve the world of business and marketing to be restrictive. They fear that they would have to relinquish creative freedom to achieve success. They fear that their art would be in someone else’s agenda-clad cage.

The Good News:

STRUCTURE ≠ RESTRICTION.

Successful brands thrive when focused, structured, and comitted. These motivators are not imposed from the outside; they are self-generated and inherently aligned with a brand’s success.

REBELLION IS KEY TO SUCCESS.

Market disruption. It’s what innovators aim for. Market-disrupting brands are anything but restricted rule-followers.  They are professional and cohesive, but challenge the status quo from their core.

“I’M JUST NOT CUT OUT FOR BUSINESS.”

Foreign Territory.

Where did we get the idea that art & business are like oil and water?  Where did we get the idea that artists don’t have a natural aptitude for it? 

Another common roadblock is the subconscious belief that artists don’t possess, or won’t be able to aquire, the skills for successful marketing.  This is often tied to ‘not having a business personality’ or feeling excluded from the business community and its lexicon.

The Good News:

“He who knows nothing is closer to the truth than he whose mind is filled with falsehoods and errors.” – Thomas Jefferson

YOU ALREADY HAVE THE INGREDIENTS.

The way that you grow as an artist is the same way you grow as a brand. When this ‘ah-ha’ moment hits you, it will be obvious. And funny.

ALL YOU NEED ARE THE RECIPE & TOOLS.

It’s just like picking up a new art medium or instrument: there are techniques & tools. These tools are easy to use. And of course, this is why I’m here.

‘MONEY.’  THAT’S RIGHT, I SAID IT.

Self-Valuation.

Assigning tanigble financial value to your work. Committing to uphold that value and earning for your passion.  Achieving not only financial stability, but financial success.

“How DARE you ask for money for a contribution to the world that you enjoy?” 
Ah yes, a familiar sound.

The most pervasive, powerful, and pesky of the Artist’s Challenge roadblocks is the false belief that art is simply not worth the same as other goods & services in our economy.  Creatives face imposter syndrome, and worry that what they bring to the world is not as valuable as an Accountant or an Engineer. The Result: they hold themselves back. 

The Good News:

EVERY HUMAN LOVES AND NEEDS ART. 

FACT: every person loves art. Audible, visual, wearable, edible, and beyond. It is a staple of humanity’s history and development. There is no home without art in it. We wear it and carry it in our pockets every day. We already pay for art on a consistent basis.

OWN YOUR VALUE, AND THE WORLD REFLECTS IT.

We teach the world how to value us by claiming it for ourselves first.  Incorporating a market analysis is essential, but it all comes down to confidence in the quality of your work. Creation takes a great deal of skill, diligence, practice and energy, equal to all other professions.