7 Ways to Creating a Memorable Brand For Creative Entrepreneurs
7 Ways to Creating a Memorable Brand For Creative Entrepreneurs -
Even though we know a Picasso and a Basquiat doesn't mean we can afford one. But they are memorable. A brand is not born overnight. Yes, you will give birth to it, but a brand requires raising, nurturing, clothing and feeding. Only after it has been nurtured for some time, can the brand truly resonate to do good (or make money) in the world. The personality and originality of a brand is not just one decision, but also a series of decisions that build on one another over time. This takes consistent work, and re-work and a desire to find out what you’re great at, why you do it and what influences you – your story.
What is your brand?
Your brand is the following
- Who are you?
- Who are you helping?
- What problem are you solving?
Let's take Picasso, he was a Spanish artist who did things differently (cubism among other forms) than many artists during his time (his uniqueness). His story was folded in with his personal and political philosophies (what he was trying to solve), and he was attempting to open the world to new ways of seeing, art admirers and collectors (the problem of we need new forms of art).
Now your turn. When you have solid answers, you can then consider how other elements of your brand fit in, such as copy, or logo. Remember, people who have thousands of followers on social media do not translate into paid clients.
You need to prioritize who you are and why you exist first – not do 35 edits of your logo. Perfectionism is overrated – choose progress over perfection.
Service is at the heart of all successful businesses. That includes timely communication, clarity, value and the why, how and what of your work, and not just the optics. Another thing more important than a logo is your website or another platform to help resonate what you do, how you do it and your credibility. This might mean do a few free or low-paid projects to build a portfolio.
The more intuitive you get with your brand and your message, not just what you know, but what you can do, the more windows of opportunities and insights will open for you to see through. Find what makes you different. What can you do in a way that others cannot – this way you cannot be replaceable.
7 Ways to Creating a Memorable Brand
- Engage: actively engage with leads, potential clients and clients. Be prompt and professional to establish credibility and trust. What is your brand promise?
- Invest: take the time and inspiration to invest in your branding, or your online image because that is what everyone sees first, and they will form an opinion within the first 7-11 seconds. What do you provide and is it clear?
- Educate or inspire: there are a lot of things companies do, but first they need to capture attention. In a sea of distractions – you have to work hard at this. You need to educate, entertain or inspire your target market – you must attract them somehow, kind of like going on a first date. What is that customer connection you’re willing to make?
- Brand story: what is your brand story, what, why and how did you start? Share this story in your campaigns.
- Simplify: make your tools and approaches are user-friendly and easy to access, including emails, processes, scheduling and finding you. (Do ALL of your links work?)
- W.I.I.F.M.: What’s in it for me? There are so many illustrators out there, painters, and music producers. What are you offering that is unique and personal? This doesn’t have to be grand; it just has to be obvious and consistent, so if others were to refer you, they get you and what you do easily. How would someone speak about you when you're not there? "They’re great… but their turnover is slow." Think about it.
- Hearts and Minds: a brand lives in the hearts and minds of people. Use your story effectively to touch on emotions, thoughts, and frustrations.
Choose your favourite brand and dissect it. What makes it memorable for you? When did you first see it, and purchase that product or service? Why? Now choose a product that is similar to yours – or your industry and reflect on the same questions. Do you see some common themes? What is their social media like, or their website, engagement or collaborations like – what story or themes do they draw on? They should fall under the list above.
You Will Evolve
Firstly, nurture your own voice and story. Through the brand tips here. You don’t have to be static – you will evolve your colours, logo and brand over time, but you need a firm and simple place to start, so do it right.
Secondly, nurture the community close to you – your family, friends, teachers, network, and any immediate potential clients and referrals. Then build-out.
After all that you do a re-assessment, every quarter. You need to answer the questions, do they not like you and why? They cannot find you and why? Or they do not feel compelled to interact, follow, subscribe, or buy, and why? The answers to these could be something as simple as your shopping cart process doesn't work well or you don't post consistently, you don't have a website, or your buyers aren't on Instagram, or you don't have a marketing budget (or a marketing plan for that matter). Break down parts of your business and tackle the most pressing first. Here is some marketing advice from artists. Or you can try a new marketing tactic.
Remember, creating art is only part of the career, the other is making a living off of it. Not every artist is lucky enough to achieve overnight success. That means you need a balance between art and the business of art. There won’t be a Drake co-sign, or viral content, but there will always be the opportunity to tell your story the way you want and to transform in the process. Starting from the bottom.
Community Economic Development, retired analogue photographer, and other fun social justice chit-chat. Toronto. MBA ’19. Twitter @SalomehA