Do artists have a ‘brand’?
Let’s think about branding more like in the traditional sense than marketing a product: how would a person know if a horse or cow belonged to them? By the mark hot branded onto them showing the owner’s unique symbol. So, how would anyone know if an artwork belongs to you?
The answer might seem obvious, such as having your name on the back, or your signature on the front, or it being offered for sale on your social media or website, but at each of these stages there are little markers that are identifiably you. Your signature is uniquely yours, and your website will look different to anyone else’s, but do these things match your art style? Do they match the wording you choose for your social media posts, or text on your website? Having all of these things (and more) telling the same story about you means you will have a cohesive message about you, and ultimately your art. It is this story, or narrative, that people connect with, whether they are fellow artists, art collectors, gallerists, art writers. You never know who will be with you on your art journey to the places you want to go, so being ready with a cohesive narrative, or ‘branding’, will help you on your path.
If someone wanted to see or purchase her works they would need to do further research, perhaps contact her representing gallery or trawl through Gustafsson’s social media, or perhaps reach out directly to find out more. Her overall brand could be perceived as serious with topical messaging, high end and exclusive.
What style is right for you? Only you can determine that, but it might help to think about how you would want to have your ‘brand’ described. Would you consider your whole art narrative as fun, quirky, clever, topical, shock, tongue in cheek, expressive, relaxing, cheerful, bold… find your style and ensure all messages you send out into the world tell this same story about you.
Article by Vernissage Art
Authors Tamsin and Steve Buic