The Artistry of Personal Branding

DEFINING YOUR BRAND AS A SMALL BUSINESS ARTIST

Personal branding & individual success often go hand-in-hand. It doesn't matter what industry you're in; a strong brand identity is the first step towards reaching your personal goals in a professional landscape.

"Your brand is the single-most important investment you can make in your business."

- STEVE JOBS, APPLE FOUNDER

💭 A PERSONAL BRAND IS LIKE YOUR FAVORITE SHIRT 👕:

🔖 One size does not always 'fit all'. Your personal brand should be tailored to you at your most confident. Elevating your personal brand means emphasizing your unique strengths. A generic approach to branding won't be as effective in practice.

👔 Dress for the occasion - or in this case, success! Though a tank top and a button-up serve the same basic apparel function, they aren't usually worn in the same setting. Likewise, a startup tech CEO wouldn't utilize the same branding strategy as a makeup guru. That probably wouldn't pass the vibe check.

🤲 Handling instructions differ! Different personal brands will have different branding strategies.

I know, I know... Definitions. Ugh.

Ready to figure out your branding strategy?

Brand

A brand is the public perception of your business, and how people distinguish your business & products from others'. It's an abstract business concept that we often talk about like it's a tangible noun, but a brand is really just a mental frame of reference that's commonly shared amongst people involving your business.

Personal Brand

A personal brand is the public perception of an individual based on their skills, experience, values and actions in the public sphere. For a creative entrepreneur, brand and personal brand often go hand-in-hand, particularly if their name or imagery is associated with their business.You are the hot commodity that sells your business's products or services; without you, your business wouldn't exist.

Branding

Branding is the action steps you take to craft your brand, or "image." It's the work you put in with your audience to get your desired reputation.

Visual Branding

Visual branding is the use of visual elements - a.k.a. "assets" - that uniquely identify your brand to communicate with the public.

Brand Identity

A brand identity is all the assets of a brand, including visual, verbal, musical and other experiential elements that a business consistently expresses to the public to influence perception.

Visual Brand Identity

Visual brand identity is the collection of visual design elements, including logos, colors, typography, mascots and other imagery that a business uses to communicate their personality and values to the public. This is often what people think of when they think of a "brand" due to strong visual impression.

BRANDS ARE PERCEPTION. BRANDING IS PERSUASION.

remember that 🫵

Your brand starts with you!

"If you want to [sell your work], you don't need to be an influencer, but you do need to have some sort of influence in some way... because a personal brand is, simply: what are people saying about you when you're not in the room?"

- Lennon, host & creator of 'Stop The Starving Artist" podcast

FINDING YOUR INFLUENCE THROUGH ARTISTIC IDENTITY

1. WHAT SETS YOU

APART FROM OTHER

ARTISTS?

In business, we call this distinction your 'unique selling proposition (USP)'. It's the reason why a customer would feel compelled to buy from you instead of your competitor. 🤔💭🛒💸 Your USP highlights your strength to alleviate a targeted 'pain point' for your customers. Think of it like your fingerprint in the market.

So then, how do you identify your USP, if not for your art style? Here's three famous real-world examples (that you might even recognize)!

Venn diagram image from powr,"Unique Selling Proposition (USP): Definition and Examples"by Burkhard Berger

Additional resources from "Unique Selling Proposition (USP): Win Sales With 12+ Examples"by Gaurav Nagani

Yellow grid pattern on a white background

🍕 Domino's Pizza: "Fresh, hot pizza delivered in 30 minutes, or it's free!"

🍫 M&M's: "Melts in your mouth, not in your hand."

👟 TOMS: "Wear TOMS, wear good."

Venn diagram image from powr, "Unique Selling Proposition (USP): Definition and Examples" by Burkhard Berger

Let's talk about these for a second. What are the 'pain points' these companies are targeting with their slogans?

Domino's Pizza: speed and guarantee - for people who need delivery assurance after one-too-many cold pizzas 🔥🚗💨

M&M's: unique product feature - they even make their candy coating part of their branding and marketing (the colors, people!) 😘👌🌈

TOMS: philanthropic social mission - for customers who care about their footprint 👣🌎🫶

And finally, here's a couple of my slogans! I have multiple because, although I am one artist and only have one business, my recent rebrand is actually a multi-brand strategy.

PenguChan Studios: "Where shopping is a delight & everything feels just right!" (customer service, product quality, storytelling whimsy)

PenguMart: "Guaranteed creatively fresh" (originality, with a grocery spin)

SLOGANS: WHEN & WHERE TO USE THEM

Businesses use their slogans to varying degrees, but it's always customer facing.

Sometimes, a slogan is only used in marketing (when a business is trying to attract the attention of a new customer). Other times, a slogan will be incorporated into a business's core packaging, signage or even in their products.

However, use of a slogan needs to make sense for when and where you're using it. Misusing it can do just as much harm as it does good for a brand - a.k.a. it can get obnoxious. That's why slogans are usually "catchy" jingles that are short and to the point.

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Here's an example of a branded product I made for PenguMart with my slogan.

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ART ISN'T
a competition, but business is. That's not to say there's not room for all of us on the internet, but it'd be a lie to say we're all doing equally as well sales-wise.
ART IS
a form of expression. So then, what are you trying to express with your art, and why would people be interested? This is the key to kickstarting sales.

CLARIFY YOUR MISSION

In the case of a small business artist, outlining your mission statement is more for you than for your customers. It establishes the foundation on which you can build business rapport, and it serves as a guideline for meaningful interactions with customers.

Why do you create what you do?

Artists care about the technical 'how'
Customers care about the 'why' (since they already know the 'what')

Simply posting your art and only using industry jargon won't endear you to an audience that isn't primarily other artists. Even in a retail space, if the product isn't fulfilling a specific & universal purpose/need (stuff like apparel or home goods where aesthetics are enough), art has to have meaning to catch someone's eye. With fanart, that meaning is ingrained in the subject, but if you're branching into original work, you have to make people care.

Why do people love what they love?

& what's more, how do they support what they care about?

Support isn't always shown through direct sales.
Though a prospective customer might not purchase your art right now, that doesn't mean they won't be interested in following you, which may *lead to a sale at a later date. (*hot leads are better than cold leads!)

How to get people on board:

"I'm on this [mission]. Do you want to come with me on this journey?"

Your target market - the people you actually want buying your products - will follow you.

For instance, I have some followers that may not have purchased from me - ever - but they've stayed with me for years, actively taking part in my discord and sharing my work for others to see; over time, I've learned to recognize their names, and I make sure to tell them my appreciation. All of your followers should matter to you, not as numbers, but as people to grow a positive relationship with. Even if it's not possible to respond to everyone (don't spread yourself too thin by trying), posting live updates that show your genuineness goes a long way in maintaining your rapport.

At the end of the day, they're your community.

What commonality do you want to build your community's foundations on?

I like to orient the view of my audience the same way I view my friends.

What do I like talking about with my friends? What gets me riled up or excited? What draws you to your friends, and what draws them to you?

As an artist running a business, chances are they there will be some overlap between the two.

Here's a few personal examples:

I like learning, and so I find myself here, writing informational blog posts that will hopefully help others learn something about our industry. You must like learning too, or you wouldn't be reading this - a commonality!
I am very much about positivity. Even though I have a tendency to focus internally on the negative, my outward efforts always trying to flip that on its head and follow the famous Cinderella quote, "Have courage and be kind." In my discord, I have very strict rules about only spreading positivity so that it is an inclusive, safe space for everyone of all ages. My audience tends to fall in line with that same energy, so I've rarely needed to intervene as the admin of a 1k+ server, and I don't have any moderators, either.

Examples

MISSION STATEMENTS FOR 9 FAMOUS BRANDS

"Mission Statements of Top Brands" by Arek Dvornecheck

Diagram of 'The Golden Circle' by Simon Sinek with concentric circles labeled 'WHY', 'HOW', and 'WHAT'.

Template

MISSION STATEMENT

To [contribution] so that [impact]

"To inspire others to do the things that inspire them, so that together we can change the world."

Book cover of 'Start with Why' by Simon Sinek on a blue background

"For values or guiding principles to be truly effective, they have to be verbs. It’s not 'integrity,' it’s 'always do the right thing.' It’s not 'innovation,' it’s 'look at the problem from a different angle.' Articulating our values as verbs gives us a clear idea - we have a clear idea of how to act in any situation."

-Simon Sinek, author of "Start With Why"

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ARTIST STATEMENT VS. MISSION STATEMENT

You're an artist - shouldn't you use an artist statement instead of a mission statement?

Let's see the difference:

Statement: "I make enamel pins."

Artist Statement: "I am a flat vector artist who specializes in enamel pin designs that utilize complex screen print to make a static object POP to life."

Mission Statement: "Capturing the heart of a character with thoughtful designs that speak to the love of a pin collector."

A freelance artist would benefit more from an artist statement, where they are selling their specific services in what they do as an artist. Beyond their own observational skills, regular customers would have no context for 'flat vector art' and its relevancy to (and intricacy in) the pin designing process. They're there for the pins - not to talk about the nuance of flat vectors vs raster imaging in product design. That's a discussion between industry professionals.

An art business, however, which already has products or assets available, benefits more by making an emotional connection with their customers. Think of it this way: why would a customer pick one coffee place over another, if the two coffee services are comparable? It's the same reason people might boycott certain places: values.

Courtesy is one of my core values as a person and as a professional. It's also something I observe most people lack, especially towards service workers. Since PenguMart is grocery store themed, I made a shirt design that highlights the gaps in courtesy I most often see at a grocer, phrased as helpful reminders. (That's why the design is in the back - so when you're waiting in line at checkout, people are more likely to read it!)

Some courtesy examples:

"Put your cart back"
"Put stuff back where you found it" - especially involving frozen or refrigerated items that will spoil
"Pick from the top"

Someone who doesn't share my value on courtesy would be much less likely to purchase this shirt; this goes back to who you want purchasing your work. If their values don't align, they aren't in my ideal target audience, anyways.

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Bob Ross painting a landscape with mountains and trees

WHO ARE YOU AS AN ARTIST?

"You may know exactly who you are, but you still need branding if you're going to market yourself - your product - successfully. Branding is about presenting your unique characteristics as a commodity. [...] Self-awareness is the first step to discovering a strong brand identity."

- Laura Bull, author of "From Individual to Empire"

Woman in a black outfit with text identifying her as Kim Kardashian West on a light gray background

REPUTATION MATTERS

When people think of "personal branding," the first thing that usually comes to mind is the person behind it. Celebrities are personal brands personified, literally. But while we may know details about a celebrity's life - especially those of reality stars - we still don't know them. Not really.

The best personal brander in the business is Kim Kardashion. We know how she got the public's attention, initially, but she's distanced herself so far from that, it's hardly even notable anymore. Not only that, but she's managed to keep public relevancy and grow an empire alongside the rest of her family. Don't we all know more about the Kardashians than we ever wanted (or intended) to?

Two characters from the Netflix show Wednesday with text 'My online personality' and 'My offline personality' against a stained glass window background.

ONLINE PERSONA VS. REALITY: IS THERE A DIFFERENCE?

Yes, there is! But there's a way to balance the two:

Be authentic: People don't want perfection; they want connection!
Find your niche: You aren't for everyone - that's ok!
Show "you": BTS content, passions & hardships
Collab strategically: Only collab with what you actually like & can back your reputation behind!
Engage meaningfully: Take the time to relate to your audience! If you brand yourself right, your audience should be people you would like being around, anyways!
Visual branding (super important!)

Multiple Spider-Man characters in a room with police car and door.

"YOU" OR "YOUR BIZ"?

"If you're new to the concept of a personal brand, [...] fun fact, you already have some version of one. It starts with what makes you, you. The impression others have of you stems from how you tell your story and express your unique combination of personality, experience, and skills. It lies in both the spoken and unspoken, and in your mannerisms, energy, and attitude, whether in person, online, in the media, or by word of mouth. It's your visual identity and the things you choose to surround yourself with. It's what people think you do, who you are, and what you stand for. Saying something is on brand for you means that it aligns with you aesthetically or in concept. People's perception of you becomes their reality of you, whether you like it or not."

- Aliza Licht, author of "On Brand: Shape Your Narrative. Share Your Vision. Shift Their Perception."

YOU ARE YOUR OWN COMMODITY

SHIFTING PERCEPTION

SHAPE YOUR NARRATIVE

SHARE YOUR VISION

I'm not going to tell you how to tell your story. That's your story to tell, however you see fit.

The difference between your online personality and the reality of you can be as much or as little as you make it, but I often equate it to having a customer service voice. You tend to put your best foot forward in public; it's only natural. Your online personality is a facet of yourself, but it's the idea of "you" to others. Tailoring that perception is what branding is all about.

HAVING A CONSISTENT PRESENCE

For most artists, social media is typically their first foray into publicly sharing their art. Social media is the most accessible, and usually, it's free (unlike craft shows, festivals, market events, etc).

More often than not, an artist will have their name or something personally connected to them within their social media tag. Once they begin monetizing, typically that tag transitions into their business name. While my business name doesn’t have my name (Anna) in it, it does have my online persona’s nickname: “PenguChan.” Believe it or not, I started using the tag PenguChan as a cosplayer before I switched to being a full-time artist. My social media simply changed from “penguchancos” to “penguchanstudio” overnight nearly 7 years ago. Why is this important?

Consistency.

It’s the one thing that artists strive for: to rise above ‘starving artist’ as a ‘successful artist.’

Consistency is practically carved into that path no matter which way you take it; social media schedules, branding, art style - you name it. Or, more applicably, people need to be able to name you… (that’s what it feels like when you’re starting out, anyway.)

Putting yourself out there can be nerve-wracking, especially for introverts. I, for one, hate being perceived in public, and yet I have a strong social media presence. Not only that, but people can be brutal online; when you put your heart and soul into your art, the numbers and the comments can hurt.

"THEY SAY THERE'S NO SUCH THING AS BAD PUBLICITY"

While you won't be everyone's tea, and not everyone is going to like you, as long as your stay true to yourself - your values - anything negative shouldn't hold weight against yourself, your brand or your business. This is why having a clearly communicated and visible brand is important. No reputation is spotless, but make it something you can be proud of, and others will be, too.

"Platforms are trying to connect the right people with the right things at the right time."

- Lennon, host & creator of 'Stop The Starving Artist' podcast

There's been some debate on the benefits of plugging away on social media of late. I'll get into the details of social media marketing in a different blog post, but for now, know that having a mix of long-form (Youtube videos, blog posts, Substack, email newsletters, etc) and short-form content (IG reels, TikTok, Youtube Shorts, forum presence) will strengthen your brand overall, and they can even lead to leveraged income streams.

Us artists always complain about "feeding the algorithm" and tend to throw stuff at a wall until something sticks, but there is a strategy to it. It's a slow process and requires a lot of work, diligence and consistency. And yes, sometimes things will pay off for some better than others for no apparent reason (which is frustrating), but if you're not willing to invest the effort in your business, your audience will match that energy.

(Sincerely, a former corporate social media manager that, in the past, didn't take her own advice because I was lazy or burnt out.)

NEXT STEP: VISUAL BRANDING

identity

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