Going From Zero To Branded
Life is different than it was yesterday, right? A huge change is technology and running a business, even a tiny one, has mega changed too.
After all, we’re the science fiction humans of yesterday. More productive, empowered, entertained and connected than ever, from our watches to our computers. And our super tech-saviness is growing fast (In fact, I'm pretty sure our Atari playing, 8-track listening selves from the not-so-distant past would be in awe).
But all this technology impacts your micro business (made up of probably just you). You compete daily with an amount of content that’s hard to fathom. And it’s grabbing the attention of your fans and customers away from you at light-speed. Here’s a crazy stat for perspective.
“…five exabytes of content were created between the birth of the world and 2003. In 2013, 5 exabytes of content were created each day.” - Susan Gunelius, ACI
So, GEEZO! What can one person do? Well, part of the answer is you've got to get noticed (I know, rocket science, right?). But you can do it and it might be easier than you think. I have 7 ways for you to up the ante by creating an epic art brand. Plus, an added bonus as a vita boost.
Let’s start with the bonus tip. I call it the ultra memorable formula. Use it when you can with any of your marketing.
Here it is...
The Ultra Memorable Formula is...
the unexpected + a relatable event + an emotional connection
To back this up, the super smarty scientists over at Sciencedaily.com and human-memory.net shared their studies on the way neurons in our brains react to help us remember. Basically, it comes down to this. We remember best when something is unexpected, relatable and emotional.
Here’s how it works with your art brand. Let’s say you’re a ballet dancer and you’re posting on Instagram. Instead of posting the usual pic of your gorgeous self on pointe (which I lovvve, by the way), try this. Post one of you kicking back in a lawn chair, feet up on a fence, pointe shoes on, laughing while reading the newspaper comics.
Putting these together (ballet, the outdoors, relaxation, and laughter) creates a perfectly blended 'memory' smoothie, good for all the muscles and joints in the brain. Your image is now 'ultra memorable'. And the best part is you can do this with text, images, or video.
Takeaway - To be more memorable, catch people a little off guard while hooking them with an emotion and a relatable event. If people remember you, they’ll remember to talk about you.
Soooo, back to this branding thing.
Branding is simply how you bundle up your brand in a handsome package and take it to market. In other words, it's how you present it with color, tone, and spoken or unspoken messages. And all you need is a little effort to come out looking spiffy and sharp. If you haven't branded your art yet, you've really got to try these...
1. Write Your Unique Value Proposition & Share It
There’s no one like you in 7 billion and it’s important to tell people so. Your unique value is that ‘special gravy’ that makes you different from everyone else (ok, ‘special sauce’ to you, but I'm craving biscuits and gravy, so…). Here’s what a UVP is specifically:
“A unique value proposition is what differentiates your promise of value from every other similar promise in the same industry. It’s the thing that makes you stand out and earn a special place in your audience’s hearts and minds. It’s what keeps people coming back to YOU in particular…” – Tony Khuon
Pssst... and don't let people try to figure it out on their own for goodness sakes. A UVP is a direct message to fans and customers that aims to get them to see you in a certain way. Create it by writing a short, straightforward paragraph or two, but no more. Then deliver it in print and post it online.
Here’s one I wrote for you as an example:
“As a sculptor, I’ve set myself a bit apart from others by creating one-of-a-kind pieces that are unique in my field. Take a look at this traditional sculpture next to one of my own and you’ll see the difference. You might notice how my sculptures look cartoon-like. It’s true my early love of cartoons is infused into my work.”
You get the point, right? Just give people the words they need to talk about you and you’ll have a commercial that fans can replay to others over and over again on your behalf.
P.S. If you don’t know what makes you special, don’t feel bad. Sometimes we haven’t put words to it yet (although if you ask your mom, she’ll know). To figure it out, compare/contrast yourself to others in your field and jot down synonyms that express your work or the thing that sets you apart. The words you come up with will be a starting point for crafting your UVP.
Takeaway - Your UVP helps people decide why you're the best to follow, support or buy from. Clearly spell out the thing that makes you special. Post it wherever you market to fans to create buzz words and phrases they can use to talk about your brand.
2. Write a Mission Statement
Your mission statement declares your business strategy. It tells what you do, the value you bring, how you do it and for whom. It's different from your UVP which tells people mainly of only your mystical powers (aka 'special gravy'). And it's often more for your personal use to keep you clearly focussed as you navigate your business.
“As an entrepreneur, your company’s mission statement should be concise and specific so your customers understand your purpose and how you provide value to them.” Patrick Hull, Forbes
For example, the ArtsRow.com mission tells how "...we support artists by helping them market to the people around them for free. We provide a place online for them to showcase their artwork or talent locally and we offer great tools that help people filter their search with ease."
Takeaway – Your mission statement helps you stay focussed on why you do the awesome thing you do. It guides your decision making and leads to better success as you follow it.
3. Tell Your Story
Your story like your value is unique. Tell your truth. Be authentic. And keep it short so it can be retold. It doesn’t have to be sensational. Open, honest and personable is the home run. For inspiration on crafting yours, take a look at these super cool brand stories:
Takeaway – Your brand is your story. Tell it straight up and remember the KISS principle - Keep It Simple Sexy (truth be told, I always thought you were sorta sexy).
4. Create an Intro Video
The Huffington Post shared this:
“Nielsen and the IAB report, that video is also known to make a marketing campaign more effective through generating an increase in brand recall (+33%) and message recall (+45%).”
That really just means using video makes you a whole lot more memorable than without it. So, I say use it. Even a short one can bring your content to life and give it personality, tone and voice (yours, good-lookin’, to be exact).
Here’s a sample 60 second script I created to give you an idea. You can use the prompts to make one of your own:
Sample Video Script:
>> A Greeting
“Hi. It’s Beth. I’m here today to tell you a bit about me and my talent.”
>> About Your Art or Talent
“I’m a theatre actress. It all started 4 months after I lost my job. I decided to start acting as a way to work on my confidence. That was 13 years ago and I’ve grown to love creating through acting.”
>> The Inspiration Behind It
“When I enrolled in drama classes at my local college, I discovered I could use my frustration to fuel my creativity. I guess it was like, ‘Well, you’ve got nothing else to do right now. So show ‘em what you’ve got.’ I remember feeling kinda like I had something to prove, at least to myself. Now I’m here years later making this video for you.”
>> A Closer
“I hope you enjoy the pictures I post. I love your mail and comments. Remember a new opportunity is just around the corner if you’re willing to take it. You can find me on my blog, Arts Row, Twitter, Facebook, and Tumblr. Bye for now and God Bless!”
Takeaway – Create a short video to share with fans (1 – 3 minutes). Post it on your website and social media accounts and apply the ultra memorable formula if you can.
5. Choose a Theme
Writers often use a theme to relay an unspoken message. In the same way, you can use a theme to breathe life and meaning into your brand. Unlike your UVP, your theme attaches an overall feeling to your brand through your choice of words, font, colors, and images.
Sofia Amoruso (founder of NastyGal.com and author of #GirlBoss) nailed it by mixing girly innocence with womanly sensuality. From her choice of brand colors (pink and black) to her logo (graffiti-ish), she's proven she's a top-shelf brand mixologist.
Here are some other themes to get you thinking: