Guest Blog

Aug 5

Written by: Guest Author
8/5/2013 7:28 AM  RssIcon

Having both graduated from the University of Kansas with degrees in graphic design, we are clearly biased in believing that having a strong brand and visual identity can truly benefit your business.

First, let’s clarify what we are referring to as “brand”. Our favorite definition is by author, Seth Godin, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another”.

As licensing artists, your brand should infuse everything from your website, blog, business cards and most definitely brought to life in three dimensional form in your SURTEX booth. Your brand should encompass you as an artist! Possible licensors are choosing artists just as much as the art. Don’t be afraid to be yourself. The fact is: not everyone is going to like it, but you will have an audience that truly aligns with you and is loyal to you. By finding a special niche and establishing yourself as an expert within it, you won’t get lost among the other artists.

One thing that has helped us beyond having a consistent logo, color palette and website is to distill our brand down to a concise brand statement. This can be a few words or a few sentences. Our brand statement is: “Ampersand is where inspiration meets happy. Where color and pattern come to play”. This one statement is something that we can always refer back to and keeps us true to our vision. We also hope that it is what comes to mind for potential clients when they think about our brand.

So whether you are just starting out or already have a well-established brand, it’s important to stay consistent with your message in every platform possible. Above all, this will ensure that you attract clients that are a perfect fit for you.

–    Morgan Georgie & Carrie Kiefer