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Tag: Branding Workshops

Reduce Bounce Rate Increase Online Sales

Are you a Website Browser?

Most of us browse websites, probably more than we are willing to admit. But what makes us stay there?

If someone clicked on your website will it stick? Will they stay to browse? And will that ultimately lead to a sale? Knowing the answers to these questions requires you to look over some of the (easier) analytics behind your website in order to work on optimizing your digital assets.

The bounce rate is the percentage of users who land on your website and decide to leave after visiting only one page. Ultimately, a higher bounce rate, as a percentage, indicates you neither converted nor convinced the user to stay. The purpose of selling your work online is to ensure a seamless customer journey from start to finish, here’s how.

  1. Quality – this can mean different things to different prospects. What does your ideal client need in terms of quality? High-resolution images? A quick purchase in two clicks? The right words, or easy user experience? Clutter-free navigation and usability? As well as, the right content. Ensure all or some of these as you roll out your business.
  2. Optimize page load time – if your page takes too long to load, or looks unusable in mobile, this increases frustration and decreases engagement. More importantly, load rates affect shopping cart abandonment.
  3. Call to action – what single and specific action do you want users to take when they’ve consumed whatever content you’re offering? One suggestion: subscribe to an email list, or get access to a freebie that requires their email. After this, you can send them great content to build a relationship.
  4. Smart Formatting – don’t include so much text that leaves readers lost and uninterested. Use headings, subheadings and of course the right colour contrast and size for visibility. Hire a copy editor for readability, if you’re unsure of how to convey a strong and simple sales message (or read over the successful websites that do it right for an idea).
  5. Attract the right visitors – this could be the meta descriptions for users’ searches. Achieve this through blogging, content marketing. Create great content and improve engagement; social media and video marketing, and here are 42 more ways to do this.

Bounce Rate

Many sites have a high bounce rate. As a result, this can mean people are just visiting, but it also means the remaining users are serious buyers and remain longer - but you must ensure they lean towards yes and not the middle. The bounce rate numbers range from 31%-50% (an excellent rate) for some art marketplaces like Etsy and Artnet. You can find out your website's analytics from tools such as Google Analytics, which has to be connected to your website.

Similarly, ‘Time on Page’ is another approximate metric. That and bounce rates are based on whether or not two clicks are made in order to accurately calculate, otherwise, it’s just an average. Ultimately, consider these metrics holistically and not in isolation.

Likewise, there's data for industry-specific conversion rates. Conversion rates are the percentage of website visitors who convert - either buy or convert into action. According to WordStream, across industries, the average landing page conversion rate was 2.35-2.8%, (arts and crafts are at 3.84-4%) yet the top 25% are converting at 5.31% or higher. Ideally, you want to break into the top 10%. As well, these numbers change according to the device (remember to optimize your web content for mobile!). In the end, focus on your art, the content and tackle each of these areas one-by-one so people remain, and not bounce.

5 Websites to Sell Art Online in 2020

Websites to Sell Art Online

Online art sellers have a goal in common with you, which is to find qualified buyers to view and purchase your art. They're your business partners. Here are a few sites to start and what they have to offer.

Saatchiart –  boasts over 12 million monthly page views and an extensive marketing plan that includes mailing printed catalogues. Additionally, they have editorial features and art advisory services. Their commission is 35% on every artwork sold. If you price your pieces slightly over your general asking price to offset this, you might get great exposure. Otherwise, you can create your own website and for the cost of the domain, host and marketing budget you might lean on your networks and marketing. You can sell anything from paintings, installations, sculptures to prints. Founded in 2010.

Your cut: 65%

Etsysupport independent creators’ is the go-to marketplace for vintage, art, and handcrafted items. While it has gone through a lot of changes, including the questionable nature of 'hand-made,' Etsy still boasts total visits of 208 million in September (similarweb.com). The majority are from the US at 60%, and 10% of their traffic is from social with Pinterest at number one. Founded in 2006.

Your cut: all of it, except the 0.26 CAD cents fee per items posted, and a 5% commission.

Society6selling your art reproductions on a variety of products such as prints, mugs and shower curtains – this is the site. You retain the rights to your work, and they manage order fulfillment including packaging and shipping. Just upload, select products and dimensions. They had 3.97 million visitors in September. Founded in 2009.

Your cut: you set up a markup price only for three products in their catalogue: art prints, framed prints, and canvas. And each other item has a flat rate, and then you decide what your profit is on top of that.

Artfinder - with over 10,000 artists from all mediums (digital and sculpture), this site has work ranging from $26 to $65,000. The website is simple and easy to navigate. As well, they had 348 million visitors in September, with high traffic in the UK recently (similarweb.com). Founded in 2011 and based in London and Miami. 

Your cut: 67%

 

Art and Prints

Some POD sites (print on demand) might be free (ArtPal has no commission, some are curated such as French-based Singulart that has a global list of artists; and there’s even a space for digital art to buy, Daata Editions that posts original, digital artworks by established and emerging artists, allowing you to stream or download high-quality digital artworks on any device” among many others, Tappan Collective, Artfinder, Zatista, or Azucar), but don’t expect to sell out of your work. There isn’t a lot of data that guarantees success. Use these tools as a platform and aim to bring visitors to your website or mailing list. Review the social media accounts, reviews, and if the site is marketing through ads and other means to keep their website traffic going. Check to see if your aesthetic or medium fits, review the costs, and other perks offered by each.

Ultimately, if you place yourself on an existing platform that has an audience in the millions – you might get the exposure you will not through your website traffic alone. As a result, you might benefit from having both a personal website and another account, as well as social media, where buyers might find you. Be strategic with your time. As well, you can always add more accounts later. 

Bounce Rate

Know your bounce rate - the percentage of visitors who enter a site and then leave after visiting one page is the bounce rate. This could mean people are just visiting, but it also means the remaining users are serious buyers and remain longer. The numbers range from a 31%-50% bounce rate for Etsy and other similar arts markets, which is an excellent rating. I previously discussed how to improve your bounce rate here

Selling your art online today is a bit of trial and error. There aren’t enough reliable reviews to know which site will work best for you. Often, they’re user-generated and buyers searched (be sure to use your tags and key search terms). Browse the website, and review the quality and shopping experience.

Firstly, ensure you have one popular social media account such as Instagram or a Facebook group, for instance. Secondly, join other sites that work best for you. Ultimately, if most of these sites can charge the customer for the shipping fees, I think it pays to remove the guesswork out of marketing to a wider and more global audience.

Value Proposition for Creative Entrepreneurs

 

Value Proposition for Creative Entrepreneurs

Creativity is a unique skill. Artists have the advantage to create and demonstrate the value they provide simply because they’re creative. This is not a skill available to everyone. Creativity is a currency. Overall, your value just needs to be rendered in the right way, to the right audience at the right time. You know that not all art sells. So what do you promise to deliver to customers should they choose to buy your product or service? That is the definition of a value proposition (VP).

Trending

Sometimes a VP sticks because it's trendy. It pops up at the right time to the right audience. Today, right now, I see popularity sits with graphics and stories about self-care, mental health, and work-life balance – all flourishing on Instagram. We see these in the form of quotes, comics, posters, and strong illustrations with a cohesive colour pallet and brand story. This lands with people because it is human nature to go through emotional peaks and valleys and to try to self-actualize and evolve. We want to relate, we don't want to feel alone, and we want to feel better.

The fact that artists and writers are tapping into a trend, or zeitgeist of the moment (however you see it), is a win-win situation. It is what the audience is craving and the story that artists share. Talking about self-care and mental health also helps to remove the stigma around mental and psychological growth. Health and wellness are universal. In many ways, we know art is also universal.

Do you need a Value Proposition (VP)?

Just because you’re an artist, and "the medium speaks for itself," it’s understandable you don’t desire or want a VP to convey to a potential buyer, manager, producer or client. However, if they don’t have access to your work, how will you hook them and get their immediate attention through a conversation? What will you place in your social media bios and artist statement? Apart from that, how can we know with certainty that your art will land, on its own, into the minds of audiences? Sometimes the art becomes even more memorable due to the story behind it. You write this as an artist statement. But the artist statement is meant for those who more often understand art, which is not always the general public or potential customers, and plus it's quite lengthy. That's where you want to introduce the VP.

Exercise

Check out three artists you admire, review their website, the about, artist statements if they have, and bios.

How would you describe them in one sentence to someone? What stands out to you? Why do you like them? What's cohesive about the value they provide? How would you describe them in three words?

Lost in Translation

Art doesn’t translate to every audience. Similarly, listen to conversations in a museum where everyday people try to interpret the art. However, that is not to say that you can’t get people’s attention. If you’re clear on what you want to convey, chances are it sticks and is something they want to return to (and maybe even purchase).

While the artist statement depicts the deeper purpose and ethos of your work, you need a much shorter 1-2 sentence statement about your work that sounds good when you speak it. For example, Beyoncé’s VP is tapping into the ethos of the feminist women's empowerment movement. Thinking of Beyoncé, you might consider the words strong, beautiful, independent, to ‘run the world’ and ‘get in formation.’ We won’t argue the merits of ‘feminism’ through Beyoncé here, but the point is to the suggestion that her ethos and unique value and message is clear – for independent women to be themselves, and to remember how strong they are. Arguably this is an underlying theme throughout her career, but now more explicitly so.

Banksy, as we all know, is the anti-art graffiti artist whose message can be summed up as social justice and politically driven, with a lot of nuance to each piece. The point is you want to be recognizable without feeling compartmentalized – you are not your VP. It is just part of the story you share today. That VP will change with the seasons if you want it to.

Top Tips for your VP

  1. Don’t bury your VP in meaningless slogans, buzzwords or a story that doesn’t move cohesively throughout your brand and products.
  2. Make it strong because people generally have about 7-11 seconds to latch onto your message and get it. From your website to your in-person ‘elevator’ pitch.
  3. Keep it simple. Be quick and explicit about pointing out how your product or service is unique and powerful. Why do you do it – make sure your passion and truth speak.
  4. Make it even simpler. Test it out on people. Is what they interpret, what you think you are?
  5. Frame it as a relationship. You are creating a relationship with your thoughts and experiences to produce art; likewise, through art, you create a new relationship between the observer (or listener) and the art. What relationship are you creating? What are you building – trust, honesty, integrity, curiosity, inspiration, or a feeling?

So which comes first, the art or the VP? There’s no correct answer to this. With Banksy, he was driven by his artistic vision and the value he expressed to the world and people took note. With Beyonce, she evolved over time into the women’s empowerment movement more explicitly as a society did too during a pivotal time. Finally, in an economically driven society and in the attempt to destroy the ‘starving artist’ trope – your VP is the reason why people will buy from you.

MoMA writes in there about,

“We’re committed to sharing the most thought-provoking modern and contemporary art”

This is simple and different. Ultimately, not all spaces focus on ‘thought-provoking’ art, and this VP will be reflected in the decisions MoMA makes in curation. Likewise, you as an artist are curating not just your work for the sake of creation, but for an audience. Your work deserves to move and stir in people whatever it is that you want to propose to them, just make it clear.

 

3 Ways to Communicate Effectively with a Client

Communicating with a Potential Client

The other day, a new client wanted to have our first phone conversation, which I incorrectly assumed would include a bit of discovery (a process where you define, map and analyze an organization's existing processes or current state). Rather, it was just a formality to chat for about 10 minutes as an introduction to a future discovery meeting in the subsequent week. I assumed a few things when we booked the phone chat in under three days, which were they were in a rush and either the situation was urgent or they wanted to get this prospective consultant off their to-do list. I did my best to listen, ask good questions, focus on their interests and their needs and not mine.

Communication is the foundation of every relationship. It begins before you even realize it. We don't just have in-person conversations, but text, email or phone. Our assumptions can also cloud our perceptions (do they like me?). From what people want, what people speak, and how people earn trust. These all stem from relating to someone through verbal and non-verbal cues.

Did you know, there are four people present in a conversation between two people.

1) What I communicate;

2) How the other person perceives it;

3) What they communicate back, and

4) How I perceive that.

With four people in every conversation, there's a likely chance of misunderstanding. If the gap between perception and speech is big, then the greater the chances of miscommunication and conflict, regardless of intention. The role of consciousness is as gatekeeper and sense maker after the fact, research shares,  so this means that our unconsciousness is doing most of the driving (some research says as much as 95%, you know this when you don't have to think to eat or move your hand off something hot, or can't control your facial expression to something that was said). 

Generous listening, a term I coined as a facilitator, is a step better than traditional ‘active listening’ found in communication books. This is much harder than speaking. Generous listening requires intentional silence, or pauses, creating space for disagreement, and the fine dance in the art of conversation. You're not listening to speak; rather you are listening to understand. Generous listening includes empathy. See from their eyes and walk in their shoes. Opening the floor with strong open-ended questions and getting curious about what a person has to say and what is on their mind is at the heart of generous listening. As expected, this takes a certain level of confidence, practice and relational acumen.

You are not listening to speak; rather you are listening to understand.

If you focus on being curious, then your communication skills will be open and flexible. If you focus only on getting the last word in and getting your point across, chances are your communication style is more rigid and stubborn. In the latter, ask yourself, do you feel heard when you speak? Sometimes being assertive is necessary. If tension and stubbornness exist in the conversation - such as the client not relying on your expertise, or micro-managing, or overstepping your work schedule by demanding a quick turnaround, then first trying to understand where they're coming from so they're heard, which then flows into being listened to. Then you assert your business boundaries.

When building a clientele you have to start off on a date. You do that by showing respect, being timely and communicating accurate plans. These are essential, both to a first date and to a partnership. Here is how you listen to and communicate in a way that is trustworthy and credible.

3 Ways to Communicate Effectively

  1. Generous listening: only listen, don't speak and don't multitask. And don't think about dinner plans. Focus only on what the other person is saying, explicit words and implicit body language. In fact, empty your mind completely. This level of attention and empathy demonstrates you care, i.e. you're not a pushy salesperson.
  2. Paraphrase: repeat back exactly what you hear, this is not an easy task. Think about the last conversation you had and did you repeat back everything they said to truly understand what was said? What if the conversation was a disagreement? Chances are you didn't, and that’s because we have mental heuristics, or shortcuts that our brain takes under stress and we fall into habit. So if we are in disagreement with someone, we don't listen to understand, we listen to disagree and push our own interests. That's why this tip is very important, always repeat back what that person is saying. This works in many ways, not just with a prospect, but also in your market research, or emails. If you're not providing a service or product that clients are really voicing a need for, then you're not listening. Repeat back what you've heard to confirm and validate what they shared.
  3. Ask good questions: to understand someone's perceptions more clearly and deeply. Ask open-ended questions (and not 'yes' or 'no' ones). In the art of business, you're not debating your prospects or clients and you certainly don't want to disagree with them because that will push them away. You're trying to build trust and a mutual understanding of the benefits each party will receive. You're trying to better understand what their needs are, what the parameters or scope of the project is so you can have a good working relationship.

Build Trust through Practice

Similarly, apply these tips in the digital world. If a client is not listening to you – can you trust they will deliver their part? If a client takes weeks to respond, how will you ensure your payment is on time? The art of communication is like a first date. You're trying to woo and impress one another in genuine ways. Can you feel trust and respect?

In the future, practicing your communication skills and giving up some of your old habits can feel uncomfortable and risky. It might even feel like giving up some of your power at first. Every good salesperson (or negotiator) knows giving up power is the key to establishing trust and mutual respect.

Similarly, listening doesn't necessarily mean you agree with everything, or that you must take a specific set of actions. On the contrary, listening actually helps to clarify any incorrect actions or taking actions too soon. You don't want to act on little information only to find out that it is not what the client wanted to begin with. Or, if you're trying to identify what a client needs with their branding, or with their art commission. They're going to be looking for evidence that you generously listened to them and what they want before the project unfolds. Essentially, should they pay or hire you, or not? Notice your resistance to what a client or prospect is saying and how they're saying it and always put listening first.

In the end, take the time to generously listen before speaking. Always take the time to ask good questions, then follow up with your expertise. This will help build your social and emotional courage so you can build trust and in turn, secure a prospective customer or even a long-lasting relationship.

How to Use Instagram Effectively in 2020

Instagram is a Free Platform to Grow

This is not an article about how to pose in photos. This is about how to create a professional and branded Instagram (IG) profile. There are 1 billion Instagram users as of 2018 and over 700 million monthly active users. Not everyone had the chance to get famous off of Vine and translate that into an IG fanbase. However, there is plenty of room for everyone to grow.

You want to translate your IG into meaningful exposure, partnerships or customers. They say a potential customer has to see your branded content at least 7 times before they buy into it. Others say, you don’t need to attract all your potential customers, but just 1000 true die-hard fans. Either way, know that people will fall in love with your art, or they will have to warm up to it before they even decide to make a purchase. Most people will not make a purchase on the first click alone (that’s where your target market comes in, but that’s another topic entirely).

Take your profile seriously as a whole, the bio, wall, stories, highlights, posting, hashtags and interaction. Focus on a good mix of all that IG has to offer, without overspending your time – your business solution is not just Instagram.

7 Ways to Boost your IG Effectively in 2020

  1. Bio – explain what you do in a creative way. Don’t over-explain or laundry list all your traits, make it short, sweet, relevant, and memorable. I’ve noticed a lot of people have a link tree in their profiles with over 5 links to choose from. You only want to initiate one call-to-action. Options can decrease follow-through. Have all the other links on your website, until you amass a following. Make sure your thumbnail photo is memorable so it stands out. Every detail is important – look at how artists you admire do it.
  2. Stories – show what you do, why you do it and how you do it in a creative way. Visual storytelling can be images, videos and the branding or feel and look. What are you trying to evoke or capture and why? A sense of identity, nostalgia, or a look of analog, or minimalism? Make sure to use a hashtag and location, especially at events, as this will boost attention. Here are some IG story hacks.
  3. Highlights – save pertinent business info here, such as an FAQ, about, processes, inspiration, freebies, or other behind the scenes looks. Your videos and exclusives of your work process can be housed here so people get hooked right away, as these highlights sit right at the top of your profile.
  4. Posting – provide a consistent mix of content, photo and video. You don’t have to post every day, but be consistent. Don’t post once this month, then every week, then ghost. The trends on IG change with the seasons, there is no right way. Choose what feels best to you based on your industry and your goals. If you want to sell items, you must photograph your products well (look at how the big names do it). More often than not, images with human faces get more likes and interaction - use what works. Post at peak times depending on where you located geographically and your audience - you will figure this out through trial and error. Typically it's the first thing in the morning. Also, include post comments that focus on education or inspiration, more hacks here.
  5. Hashtags – always try to use a saved set of 30 hashtags (the max) on each post immediately after posting as a separate comment. This can increase engagement from people outside of your followers and attract attention. Don’t get stuck up on this, do it and move along. Change it up every now and then. Target your industry or what you think a buyer might search if they’re on IG. Hashtags do not translate into buyers. This is for impressions and brand awareness, and other growth secrets.
  6. Interaction – most artists don’t have the time to run a business let along run a social marketing platform while creating the art they’re talented at. However, the interaction does lead to engagement, trust and relationship building. Interact with immediate comments right away, and schedule time weekly to just review your account (don’t get sidetracked), to better understand who follows you, who do they follow, what are the like?
  7. Collaborate – one of the best ways to boost brand awareness is to make engaging and authentic work with others who also have a following. You can cross-pollinate and share your marketing reach this way by tagging one another. Whether with pop-up markets, such as Etsy, friends or magazines, try to tag, DM or get noticed by engaging with companies and people you like every so often. This beats paying for ads. If someone significant shares one of your posts, their followers can see it and might get curious.

Be Consistent, Build Momentum

There are many more ways to build momentum and excitement, from shout outs to launches and building anticipation, to giveaways (be sure to like, share and follow!). Ensure you mix it up and stick with what works. Set quarterly marketing reviews to see what has been successful and build on that. Always review your competition to get curious and learn - not put yourself down.

Ultimately, IG is a platform to build awareness. Be consistent with your story and aesthetic. Don’t post your everyday life adventures, your siblings and what you eat, when your aim is to sell your art. You can introduce more about yourself as you grow and develop. As long as you keep your IG focused with a clear purpose, you will gradually build a strong following and soon-to-be clients or referrals. A tree doesn’t finish growing in one season.

How to Use Your Energy Wisely Running a Business

Tick-Tock

Spending time on social media is enjoyable until you realize time doesn't stand still, and you didn’t finish what you originally set out to do. What did you achieve?

What about all the times you avoided planning and organizing your business? Instead, there’s Netflix, reading, friends, the mall, online shopping, to name a few. You don't have to spend every waking hour operating your business. Rather, you want to spend the limited day-to-day energy you have, apart from art-making, on business priorities. What is the most pressing issue in your business? Selling art is not the answer by the way, because before that you need a marketing strategy, awareness and engagement. Here we tackle the question, how can you open up space so you don't spend your energy carelessly and indiscriminately. Where are your energy leaks?

Your energy is your currency - when time passes you don't get that back. If you overexert your energy and place it anywhere and everywhere this will impact your ability to tackle what really needs to get done this week. This can then affect your confidence, your decisions, and your future goals - these are all interrelated. Where do you even start, you might be wondering.

Your energy is your currency - when time passes

you don't get that back.

 

Do you want to make sure you understand exactly what needs to get done? Or, are you asking how to do something better? We all want to work smarter, and not harder, but in a hyper-capitalistic and productivity-driven world, this hamster race can be difficult to hop off of. Before diving into the deep end of the business, the biggest issue I see owners struggle with is time management, which is also another way of saying energy management, or self-steering. If you're the captain, first mate, gunner, sailing master, and all the other roles of a ship (aka your business), then you're responsible for self-steering your energy and talent towards reaching your destination.

Where is your Energy Going Exactly?

How does your energy flow with your day-to-day life? When is it low, or high? What are you doing? Which foods are you eating? Who are you hanging out with? This isn't a question of just productivity, but it's about your lifestyle, and living in a way that nourishes who you are, and the art you want to create. In other words, you want to invest your energy in ways that bring you joy and success, however, you define them.

Intentional Energy Use

  1. Reflect - Where are you spending your energy? What are you doing that is not fulfilling your goals or your purpose? Look at your life through what you do, how you think and how you behave. Is there self-sabotage or low confidence at play? Do you feel you don’t deserve success or that you might fail? How can you lean into these emotions and non-identify with them? Have energy check-ins frequently until you establish new habits.
  2. Plan - If you want to invest your money in profitable stocks, you have to plan and research carefully. Think about what matters to your business today. What do you need to know?  This might include better time management, a business plan, a mentor or marketing help. Maybe you need a calendar, or an invoice app, or a better workspace. Research and eliminate things that are not working.
  3. What do you value? - Being able to make good decisions about where to spend your energy requires you to know what actually matters to you. What is your definition of happiness, of work, and success? It shouldn't be your parent’s or society's definition. Knowing how you want to use your energy towards what you want, depends on how that makes you feel. Focusing on other people's perceptions is misspent energy.
  4. Eliminate distractions - What are pointless ways you’re spending and draining your energy? Are you hanging out with unfulfilling friends every day? Do you rely on external validation? Are you expecting your parents to give you confidence and the go-head? Addicted to social media? Is your house a mess? Do you expend a lot of energy getting into arguments and judging people? Where are the energy drains? Write them all down, and start tackling them in the upcoming weeks realistically. Don't take part in what triggers you until you resolve the issue in a way that matters to you. The time you spend bouncing back from energy drains is also a leaky area, and we don't want this ship to sink.
  5. Good enough move forward - The perfectionist in any artist might have them convinced things to need to be 'just right' or even perfect. This can be counterproductive. You need to focus on progress over perfection and good enough, move forward. You can iterate and refine as you go, otherwise, you will stay stuck where you are, an anchor weighing you down.

If you're spending the time reflecting on a consistent basis (mark it in your calendar) and intentionally making a choice to do think, know, feel and act differently, you're holding yourself accountable to change and growth. Welcome that new energy.

Pivot and Adjust

As you pivot in each area you will get better at developing positive habits over time. Genetically you have some power to alter, i.e. turn genetic expressions off and on through concerted effort. Even though traits can be passed down from generation to generation such as stress, you can still adapt and resolve them over time - this requires focused energy and the right environment.

This does not happen in one day, nor is it the same for every person. You will still pick up that phone to play Wordscapes. Social media will distract you. You will still binge-watch entire seasons. You will have emotional peaks and valleys. But you need to be aware in order to change those behaviours over time. You must ask yourself, what will happen 5 years from now if you look back today and did nothing?

If you want to be an intelligent investor of your most valuable currency, you must understand who you are and where you're spending your energy. Don’t lose the opportunities in front of you when you’re creating your own life's purpose this doesn't always happen twice – keep your talent alive.

7 Ways to Creating a Memorable Brand For Creative Entrepreneurs Photo by: Suzy Hazelwood

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

  1. Engage: actively engage with leads, potential clients and clients. Be prompt and professional to establish credibility and trust. What is your brand promise?
  2. 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?
  3. 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?
  4. Brand story: what is your brand story, what, why and how did you start? Share this story in your campaigns.
  5. 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?)
  6. 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.
  7. Hearts and Minds: a brand lives in the hearts and minds of people. Use your story effectively to touch on emotions, thoughts, and frustrations.

Activity

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.

 

9 Books for Creative Entrepreneurs in 2019

You are defined by what you put out in the world. Whether that’s your communication skills, your attitude, or your work. People look and will decide whether to stop, start or continue to interact.

In high school, we read books and wrote essays for grades. Similarly, we read books we didn’t particularly like, or maybe we did enjoy them, but perhaps those books didn’t particularly set us up for a career as a creative entrepreneur. Equally important is to ensure you have a little structure in your life with what and when you read. Undoubtedly, reading is important for everyone whether you’re a CEO or working a 9-5, whether you’re an athlete or you play soccer in the park, whether you're a creative or someone who wants to create. What you don’t know you should be reading.

Define Your Own Success

Countless articles are written about how great Steve Jobs is, or that we should learn from big names like Coca Cola and Nike, or how to be like Mother Theresa (she wasn’t a great person). Clearly, it’s a challenge to relate to these stories when you’re a different person who’s creating a business in 2019. Undoubtedly there are lessons. However, most case studies cannot be a simple copy and paste.

What was the last book you read?

Most of the books below are not on typical ‘must read’ lists. Those you can find through a Google search. These books are ones you might not think to read right away, or they might at first appear unrelatable. Ultimately, these are books with deep universal messages, tips and tricks you can apply right away. Moreover, it's good to read a book you’re not typically drawn to. Since most of us can’t directly relate to Jobs, nor does he have a lived experience anywhere near yours, my list is a bit different but mighty. Books I recommended to friends, who truly liked them, applied the tips, and also got something tangible out of it.

 

Books to buy, or borrow from your library today

1) The Artist's Way: A Spiritual Path To Higher Creativity

This is a self-help book by Julia Cameron (1992). A classic, just read it. It covers the mind, body, and soul and a lot of practical advice.

 

2) You Are a Badass®: How to Stop Doubting Your Greatness and Start Living an Awesome Life (2003)

This helps you get out of a mental funk. Written by Jen Sincero. This very popular book gets you to think differently instantly and it’s a great audiobook too! Quick, light, easy and relatable.

 

3) How to Win Friends and Influence People (1936)

Most people and their mom have heard of this book. By Dale Carnegie, apparently 15 million copies sold. I think this book is on everyone’s top list, need I say more?

 

4) The Road to Recognition. The book created to accelerate your personal branding success. (2017)

By Seth Price and Barry Feldman. One of the best and easy to digest branding and content marketing how-to books out there. All done in alphabetized chapters. The best part is they do a great job of underscoring the importance of staying true to yourself and your story.

 

5) It's About Time!: The Six Styles of Procrastination and How to Overcome Them, (1997)

Written by Linda Sapadin and Jack Maguire. I personally find books from the 90s hugely interesting, effective, and simple. This is one of them. This obviously tackles how to accomplish things you rarely get off the ground. Paralysis, worry, stress, de-motivation – it touches on a lot.

 

6) Daring Greatly, (2015)

By Brene Brown, a Ph.D. in social work, who has grown ever more famous. I thought I would throw in a book about self-development from a psychological perspective. Taking care of yourself will really determine how can you and your well being help you navigate the world in a more balanced way. This book discusses vulnerability and exposing ourselves in genuine ways and that how we feel matters.

 

7) Perfect Phrases for Dealing with Difficult Situations at Work (2018)

By Susan Benjamin. Most people don’t necessarily have the work or volunteer experience to be able to communicate effectively. Sometimes it's even social skills from growing up, no judgment. I like these ‘Perfect Phrases’ volumes for those reasons. They’re simple, to the point and can be applied right away. As with all professions, communicating and working effectively with others is the foundation of all relationships, and in maintaining collaborations and a clientele.

 

8) 3 Things

By Toronto based artist, Bryan Espiritu, which began on Twitter in 2014 as a public version of his, "notes to self" and it touches on business, fun, personal and self-care themes. Bryan is an unwavering creative who’s insisted on integrity by avoiding being chained to mediocrity with his unique and personalized approach to putting his pen to paper. Also, follow him on social media for additional insights. https://shop.thelegendsleague.com/products/3-things-book-1-100

 

9) The Upside of Stress: Why Stress Is Good for You, and How to Get Good at It (2015)

By Kelly McGonigal. Everyone experiences stress, personally or professionally. However, stress doesn’t have to lead larger health complications, and stress doesn’t have to seep into all aspects of your life – there must be a balance. Do you sleep well? Are you mindful and present? This book paints a different picture of stress. Stress isn’t just something to avoid or cure – it’s more than that. You can cultivate it like an emotion or skill to provide focus, energy, growth, and learning.

 

Networking Effectively Online and Offline 101

Your network is your net worth.”

Networking is the art of developing professional and social contacts. Can you list yours?

Valuable and strategic contacts can play a key role in professional growth. However, it seems harder and harder to get someone’s attention, but it doesn’t have to be. 

In just one click, two creatives from two different countries can collaborate. But how can you make networking work for you instead of leaving it to chance?

Don’t be aimless.

 

 

Know Your Why

Firstly, know why you want to network. For example, is it to promote a show; find new leads (potential clients, but unsure) or clients (people who will pay); pitch an idea, service or product; collaborate, or seek mentorship or other advice? Networking does not and should not just be about taking – make sure there is a balance between getting inspired or just appreciating and sharing someone else’s work. Better yet, give them something of value, rather than take (this one’s important).

 

How to Network 101

1. Make a schedule – if you don’t have a plan how will you know where to start? If it’s social media, (we both know you’re on it a lot more than you admit) chances are you should be interacting at least once per week related to your ‘why’ (see above). Schedule yourself: X hrs per week on Sunday, or 1 event per month after work.

 

2. Professionalism – is your portfolio up-to-date and ready to go? There’s nothing worse than letting someone know, ‘it’s not all there, but…’ If you don’t have the time to showcase your own work, what message are you sending? Communicate professionally at all times because your reputation is forever – especially as a digital tattoo. I’ve seen messages that are aggressive, demanding, and don’t include a simple thank you. Make sure to start and end politely. No one has to freely give you their time and knowledge. They might be busy, uninterested, or receive a lot of requests. Don’t take it personally, and don’t give up (you know the story of J.K. Rowling’s rejections or unsuccessful American Idols).

 

3. Research – are events agonizing for you? If your aim is to get more clients, you attend more events to increase your chances (if you ace everything on this list). Use Facebook events or groups, Meetup, Eventbrite, or check out art listings in your city, such as galleries, music events, community gatherings connected to the art world. Above all, do not rely only on digital connections, meeting in person can pay off.

4. Research people – this is often overlooked. Know who will be at an event and why, so you can speak accordingly. If you have specific questions about finances or publishing, find the right person to speak with, or ask if anyone knows someone. If you like their work let them know you’re a fan. Don’t be poorly researched. If they have videos or a website go to that first. Tag them in your posts with something personal. Make it memorable.

 

5. Memorize your pitch – how do you want to start a conversation? If you're an introvert, you better be practising in front of a mirror or with a friend. Share what’s unique about you, and get passionate speaking about yourself. Understand how to make a pitch you’re comfortable making based on your ask. There are resources on, how not market yourself, on ‘creating the perfect pitch’ here, here and here. To sum, your ‘pitch’ should really make someone say, ‘tell me more!’ Make yourself positively memorable – vibes are key.

 

6. Psychological preparation – does the thought of networking make your stomach churn? Or does another networking event bore you to death? Finding, preparing, networking and pitching can sound like a lot, even if it’s informal, ‘feel free to check out my work, here’s my Instagram – no pressure if you don’t. Nice meeting you.’ But you do need to be okay with nerves or getting turned down. The solution: remain curious. You're learning and that means knocking on a few wrong doors. If you’re consistent enough, you refine, and keep pushing. The ‘no’ will clear the way for the ‘yes’ meant for you.

 

7. Think outside the box - Perhaps you hate an event, it’s too pink washed, or too happy, or it’s ‘not your style,’ or niche. I’ve had friends decide not to go to such events. While this is true on the surface, but what if somebody at the event wants your hand made designs at their next sponsored event in all of their gift bags? What if you can be the graphic designer for their next conference with over 1000 participants? Or what if that annoying looking person is interested and says the magic words, ‘let me make an introduction…’ – do not limit your networking imagination.

 

8. Follow-upBe sure to follow-up in one week with a kind message. Add each other on LinkedIn or Instagram. Send a note, Thanks for sharing X (something they said), I really appreciate your time. Please stay in touch, sincerely X. Include all of the links to your work. Be diligent, accessible, and open for communication. (Do not respond to their email one month later. Be courteous and respond within 48 hours).

Approach as if you’re Ready

If you think it’s hard to communicate with a stranger, do you think potential clients or collaborators will reach out to you in a sea of other artists? It’s up to you to share your talents and voice with the world – there’s a reason why were given them.

Be self-aware, know why you’re networking and practice the skills – Rome wasn’t built in a day. Most importantly, your personal story is your brand, even if you’re unsure of exactly what that is at first. Start at one point and just go - do it scared.

Workshop – Generate Leads on Social Media for Creative Entreprenuers

Results

You end up with a two-page project outline that clearly defines your idea, the story behind it, why a customer should buy it, and the project's objections. It includes a sales funnel that clearly defines how to receive your customers and how to turn followers into buyers. The outline will also include your social media strategy for the big three: Facebook, Instagram, and Twitter. You’d be able to implement this outline right away.

DNA of a business

If I had to build a business infrastructure--no product, just infrastructure--then the business would have two departments: research and development.

Research gathers and interprets the info and, in my opinion, should be 60% of the business.

Development would be made up of three departments, all working in sync to process the info. Those departments are customer service, sales, and advertising. These can also be represented by people who have all three skills.

This structure can be applied to any project and it would remain a viable construct. Something as simple as starting an online business would require you to research the best way to present it, best places to host, and then you have to advertise that business. It's the same idea with a wedding, or something as simple as cooking new recipes for people. When you advertise, you have to receive the potential client and sell them on your product.

Growth Hack Marketing is the sales algorithm you develop to run your business sales and is the most viable way to know if your business is worth your time.

This workshop is designed to teach you

  • How to sell without burning yourself out 
  • Know Thyself (find your passion)
  • How to setup your value proposition
  • Keywords advertising algorithm system (KAASy)
  • How to sell yourself in 30 seconds + objections
  • Reverse engineering social media algorithms (what feeds them?)
  • How to use Facebook and Instagram to sell (without paying)

Results

  • You end up with a two-page project outline that clearly defines your idea, the story behind it, why a customer should buy it, and the project's objections. It includes a sales funnel that clearly defines how to receive your customers and how to turn followers into buyers. The outline will also include your social media strategy for the big three: Facebook, Instagram, and Twitter. You’d be able to implement this outline right away.

Registration process

Note that all podcast will be taped and may be republished on all CreativeUTO and FMiMBranding.com and affiliate projects