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Clint,

Coke got their smashing start with real coke. They built an empire using drugs. That is the reason the company grew so rapid. So did Dr. Pepper, the friendly pepper upper. People were getting a booster shot at 10-2 and 4.
i
Back then cocaine was legal.

jack

Come to think of it, Jack. The drug angle makes me think more about this subject. I don't think drug dealers sell today due to the fact that their website matches their business cards. It's really the same thing: product distribution.

I agree with everything you said. There is, in my opinion, no need for me to add a thing. You said it all.

Hmmmm.... Why is it that you are ALWAYS trying to make us THINK???
(and create the best art we can???)

;o)

Martha - I removed your first comment - do you want me to remove the second one too?

On the other hand, some forms of branding can be helpful. Look at artists like Banksy and Shepard Fairey. Both of them have made rebellion a part of their brand. It is part of their image. Fairey wants to be viewed as an artist who risks everything on the streets -- a rebel... he doesn't want to be viewed as a stuffy businessman who has made millions. For the most part he has pulled it.

Banksy and Fairey both target younger viewers with their work -- specifically those interested in counterculture elements. It is crucial for them to have an 'image' that those young people can embrace. That image is part of their brand. They still have to make great art images... but the image -- the image of what they stand for as individuals -- is just as important.

Because of the art and the image... a skater punk from Cali will gladly pay $30 for one of Fairey's OBEY shirts -- while at the same time calling people who pay $30 for a GAP shirt a 'prep'. He or she does not make the connection -- the fact that he or she is paying just as much for a popular shirt -- because Fairey's image is the focus.

Obey = Rebellion / underground. GAP = Preppy / conformist.

Clint -- You said, "But those artists have created something based on the ART and the STORY which is REAL branding and still based on the product." and "My point, which maybe could have even clearer is that what most people call "branding" isn't really branding. It's "making your website look pretty". I fully agree with both statements.

For example, people don't care what the OBEY Giant blog looks like. They just want it to be simple, easy to navigate and all that Jazz. It is not like they go, "Wow, look at this website... I LOVE that font -- I think I'll buy a print!". Ha, ha.

As for real branding... 'image', whatever you wish to call it. I always think of Jack... and how he will often say variants of how he is an 'old, broken down cowboy'. That image sticks -- it is part of his brand... supporting his story and product. After reading statements like that dozens of times... the association sticks. It is part of his 'image'.

oops meant "room FULL of paintings" not "room fool"

Clint -- As for business cards... when I did work in NY and Miami glass business cards were the 'big thing'. People felt they established a sense of class. They felt the cards 'stood out'. The artist or gallery must be doing well, right? Ha. But you know -- as you've made clear... it all boils down to the actual work.

Once people view your website or exhibit they won't care about your nifty business card design (chances are they will toss the card down soon after receiving it anyway). The art will resonate with them. Or not. The pricey card design simply does not factor in.

So yes... I agree with that as well. :)

Clint -- You said, "I think of "real" branding MOSTLY as the style of painting, perhaps combined with the story/personality of the artist"

That is how I define it for the most part. I know a Chet Zar painting when I see one. I know a Mark Ryden painting when I see one. I know a Picasso painting when I see one. I know a Warhol painting when I see one... and so on. Additionally, they each have a story or personality that supports the work in some way -- and a lot of their fans can connect to that story / personality in some way. Note: Those factors may not matter to some viewers. If they really love the piece... they won't necessarily care about life details.

I suppose there are some exceptions... I'll use Fairey again -- his logo is well known. BUT he uses that logo in a lot of his images. That is probably why it has 'clicked' so much with his fans. They see it and instantly think of him and his art. It is part of the art itself. If he did not use it in his work so much... people would probably not think much about it when seeing it.

Just thinking. :)

Lori - you are right: the buying of art is more about the buyer than the artist. I think of the personality of the artist as "seasoning" to the "brand".

So the "brand" is MOSTLY the unique style/voice/subject of the paintings themselves [analogous to the secret formula in the coke story]. And if that style/voice/subject resonates with someone - they buy. So, in Kevin's case, I would buy his work even if I didn't know him. The fact that he, personally, is fun/funny/personable just adds "seasoning" to the whole thing. Like buying a great steak and adding a dash of pepper.

Even big brands like Apple are this way. I would buy an iPad anyway, it's just a great device that works. The "coolness" factor that the Apple brand adds to it is just seasoning.

I will say, while I wouldn't buy a piece of because of the good personality of an artist, there HAVE been a couple of very rare cases where the BAD personality of an artist ruined the work for me. There was an artist in the 90's who's work I LOVED, LOVED, LOVED. Then I met the guy. He was the most arrogant a-hole I've ever met in the art business. I just can't get past it, and would never buy one of his works because they remind me too much of him. Maybe that's a failing of mine. But like I said, it's extremely rare and this guy was particularly bad. I could get past "slightly rude", this was beyond that.

Jack - yes, you are right, I do recognize Senkariks from across the room as well :-)

I can think of lots of artists who have this "voice" as I think about people I've seen recently. "Voice" being a unique combination of style/subject/etc that creates the "brand." A few artists off the top of my head I would recognize across a room: Nagy Tibor, David Leffel, Frank Ordaz, Calvin Liang, Mian Situ, Brian Blood, Jim Wodark, Marina Dieul, Keiko Tanabe, Eric Bowman, Morgan Weistling, Jeremy Lipking, Robert Lemler.

Those are just a few off the top of my head.

Yep Clint, we've got lots of tech T-shirts, and tech coffee mugs too!

Yeah, I know an artist who is his own worst enemy.... Way too arrogant. He's better off just letting a gallery sell his stuff. Magazine editors... It was suggested from American Artist editors not to write about anyone who is difficult to work with... No matter how great of an artist.

Speaking of branding.... I'm sort of in a dilemma because at a recent Putney Painter gathering, Richard said he was looking at my website a lot lately, and while he looked my landscapes, he said it looked as though I'm falling onto a formula of subject matter. I replied that my paintings are of real places... They look alike because that's what I love to paint. However, I did take his comment into consideration and promised I'd experiment a little in the near future.

Richard Schmid's style is his brand, and many try to imitate it. He paints whatever subject matter he wants and rarely uses the same approach when starting... Which keeps us Putneys guessing. I think when an artist can paint any subject matter and have their work recognized from across the room, that is a great accomplishment and gives that artist some freedom of expression.

When I worked with 3 galleries, one wanted my still life's, another wanted my landscapes... Yet I hadn't developed a style that spanned all my subjects (I probably still haven't), and I stopped working with galleries at that time because each wanted to direct my work according to what they wanted to sell, and it got too confusing for me as an artist.

Right now, the antique shop where I sell from my booth... The owner suggested I do some still life in addition to landscape. Will this hurt my brand? My still life's are good, but don't look much like the same style as my landscapes.

I don't know about other artists in my price range and career path, but I get a lot of voices telling me to do this or that, and it's all different.

Clint, what advice, if any do you have for me? I'm sure there are other artists in the same situation. Some days I just shut all those voices out of my head and paint only what I love, but I do need the sales and can paint several subjects.

Maybe this is off topic a bit... But do gallery dealers and collectors have the right to direct an artist's work? What do other professions do or say when a gallery dealer says something like.. " I know you could sell your work better if you'd out some flowers in your desert landscapes like this other artist does."

Schmid hired Krisren Thies when he got tired of being told what to paint and how to paint it. He pulled out of a major gallery and decided to hire his own agent. One of the best decisions he ever made. Also, when he got turned down by several art publishing companies to publish his book, Alla Prima, he decided to invest in himself and self published. That way, he wouldn't be 'edited' for their audience. Richard wanted to write an advanced book on principles, not just a "how to" guide for beginners.

Today, we have so much freedom, not needing gatekeepers anymore. We can create our own brand/style.

So do gatekeepers have the right to determine our artistic direction? They spcertainly still try to. I guess I'm answering my own question Clint.

Clint,

Excellent post! The artwork is the brand. Not the logo, etc. And it's the "thread" that moves from one piece to the next that helps create that brand. What I find interesting to look at as a painter and a viewer of art is what connects one piece to the next over a period of time. Is it the way it's painted, the themes, the subject matter, the message, color, etc.. It can be subtle.

Lori - I've never believed that dealers should have any say in what an artist paints. Maybe in the case where the artist ASKS for advice, but that always sent up a red flag to me. When an artist wanted advice on what to paint I would think "well, if YOU don't know what to paint, we're in trouble."

just a very clear article with excellent points - excellent visual examples and right to the point -

my thinking is to put the access to see my art into the hands of as many people as possible -

very helpful indeed!!!

Branding is conceptual. It is NOT a logo. It is NOT the product or your art. Branding is a set of uncontrollable variables based on a hierarchy of individual emotional responses in the viewer,end user and potential (or NOT) customer's mind.

It doesn't matter that you order "coke" and get a generic cup filled with "cola." That doesn't matter AT ALL in the scope of branding. The fact that you ordered COKE is what is important. That it was the THING at the top of mind when the waiter took your order, is what is important.

Branding is mental theatre. Period. Everything else is a brand asset, or extension, from your personality (or lack thereof), to the actual product.

Branding is built upon the same structure that other belief systems are built.

Suggested reading for those who have a sincere interest in what branding is and how you get hooked: Primal Branding, by Patrick Scanlon.

p.s. YOU are not your brand. What I think about you is... scary thought, eh?

Well said Clint.
Branding of stationary etc for artists has been highly overstated. The only bit of branding worthwhile for artists is their signature.
cheers
Mike Barr

well looking back at different ads and promotional products and coop signage that was placed all over it is hard to imagine how any one artist single handedly could possibly get anywhere near the exposure that a company and product like Coca Cola has gotten over the years - but that does not mean that it is impossible - nothing is impossible and with the right marketing there just may be a way to get the interest - word of mouth and exposure that Coca Cola has achieved as well as the recognition of some of the artists image perhaps utilizing the Mona Lisa as an example in that area - something that makes it stand out - something of a mystery - some incident like a theft or missing from somewhere for a time - there are so many factors that go into making Coke as well as the Mona Lisa stand out in the public's consciousness - but I would think that simply copying any combination of these two - Coke and Mona Lisa - would not be the thing to do - something even more spectacular - something more personal to each and every individual in today's world or at least more personal to a whole lot of individuals in the world today - perhaps this might finally catch on eventually:

http://www.kulesearch.com/kulebuzz972/THE-MOST-POWERFUL-IDEA-ON-THE-PLANET.html

Great post.

Forgive me for not reading everyone's comments yet. Not to be contrary, but the term branding is often misused by graphic designers (I am one) to make clients feel they are on the cutting edge of marketing knowledge.

Corporate identity and graphic brand guidelines only represent a portion of what is known as branding.

Branding is a much larger realm, and encompasses creating and enhancing perceptions, delivering products or services that meet and exceed customer expectations, articulating and reflecting back your product, services and promise and image as customers want and expect. Companies spend millions on branding activities. Corporate Identity is one part of that. Those are tools that are meant to enable far-flung teams and offices, to project consistency and reinforce identity. Think of fast food chains.

Art is a PART of an artist's brand and branding activity. It may be the most important component.

One should imagine different pieces of their art as different packaging and products under their brand umbrella. They don't all have to look the same, but they should be recognizable as the artist's work to reinforce your brand.

Along with your art is a myriad of other brand components. Your appearance, your explanations and language of your art, your attitude, your galleries, your ability to remember people's names, your business practices, your cards, your materials, your signature, your thank you notes and more.

Don't dismiss any of the elements of your branding activities. Do prioritize them.

I fully agree that the art is probably the most important aspect, but not the only aspect.

Will a business card sell a painting? Probably not, but it is part of the perception you create, drive someone to your website, and burn your name into their mind. A lousy card can hurt your brand more than a beautiful card that REINFORCES your image.

tom

Clint,

A cracker is also what natives are called in Florida. They wear the name as a badge of honor. Remember Mikki is a native of the state.

By the way the term has nothing to do with race.

jack

Thank you, Clint... This advise hit me where I needed it... I am one who has wasted much hours of working days which comes out of my time for life,.. just trying to get the right colors, match everything... all because it makes me look good, so goes my delusional thoughts. Looking "professional" argues my artist husband is not selling his paintings. And that's where I struggle... Distributing his work is shadowed in uncertainty and lack of confidence in my abilities to get his paintings in galleries. I think my husband's work is remarkable and recognizable, and he can paint anything. His log is unique. Three galleries closed during these past few years, returning to us a room full of paintings that are now getting older. So frustrating to be out of the flow. I know "Marketing" is a major "waterfall" and I feel I am in a paper canoe struggling against the current of the downfall.
I read articles on Marketing, have gone to a few workshops, bought books, and success alludes us. Where are the open doors? From musical "Oliver" I chant the tune and words, "Who will buy these beautiful paintings...?" One day... perhaps...