FACILITATOR PRESENTATION INTRO TO BRANDING | 15 MIN The intro to - PDF document

SESSION 2 - YOUR STORY FACILITATOR PRESENTATION INTRO TO BRANDING | 15 MIN The intro to branding is a presentation intended to help participants understand the concept of branding for their art practice/business. GOALS – Reframe the concept of “branding” from the idea – Introduce the brand template tool of a well known logo to the broader meaning about the emotional connection you make with your intended audience. 1 FACILITATOR The facilitator should make available their own examples of branding (e.g., brand language, visuals, look and feel) and how they developed their “brand.” The facilitator should anticipate some resistance to the idea of artists “branding” themselves. Reinforce that branding is the development of a consistent voice, look, and feel to an artist’s public communications that creates an emotional connection with people and is recognizable over time across multiple communication platforms (voice, website, social media, business cards, artist statement, etc.). GET STARTED We provide an example of an artist who has created a strong brand statement and visual brand across communication platforms. You are welcome to share other artists’ branding that you know and like, as well as your own. pg. 48 TWO — YOUR STORY FACILITATOR WORKBOOK

SESSION 2 - YOUR STORY MARKETING VS. BRANDING Artists do all kinds of things to market themselves and their work – to tell their story, and it involves a lot of tools (website, social media accounts, artist statements, etc.), but artists do not pay enough attention to their “brand”. An artist’s BRAND is what makes their story memorable and recognizable. Ask people to think about really successful branding (Nike, Coke, Apple, etc.) Those brands are successful not because of a great logo (although the visual branding is part of it), but because of the emotional connection people make to their products. ARTIST STATEMENT VS. BRAND STATEMENTS One of the common tools we think about for telling your story is an artist statement. And they can be a very effective way to communicate about you and your work. Artist statements, however, are different than brand statements. As an example, we are using Phil Shafer, a Kansas City-based muralist who goes by the name “Sike”. Phil has a mural business and a fine art practice. FACILITATOR WORKBOOK TWO — YOUR STORY pg. 49

SESSION 2 - YOUR STORY BRAND STATEMENTS We adapted Phil’s artist statement into a brand statement. Phil also created an image he calls the “angry zebra” that is a visualization of his brand statement. BRAND STATEMENTS INCLUDE THE VIEWER/THE AUDIENCE With the two statements side by side, ask what the difference is between the two statements. The most important difference is that the consumer of the work (viewer/audience) is emphasized in the brand statement. The artist is saying who the work is for (people in public spaces) and what they wants their experience to be (complete a dialogue). Review the features of an effective brand statement. Then flip back to Phil’s statement and see if it shares those characteristics. pg. 50 TWO — YOUR STORY FACILITATOR WORKBOOK

SESSION 2 - YOUR STORY BRANDING EXAMPLES At this point, it might be good at this point to talk for a minute about how an artist might use a brand statement. BRAND STATEMENTS MIGHT BE USED: – On websites – On social media profiles – In press kits for people promoting your work – In press releases BRANDING EXAMPLE: VISUAL ARTIST Henri Matisse was writing a brand statement when he wrote this. He has a very clear idea of not only who he is making his work for (mental workers, business people), but he has a very clear intention of what he wants their experience to be. He wants it to feel like “a good armchair”. BRANDING EXAMPLE: LITERARY ARTIST Sarah McKinstry-Brown is an Omaha-based poet who includes part of a brand statement on her website. “I want my reader to feel as if we’re sharing the same space and it’s late at night (because that’s when we’re all more honest with each other)”. Does this statement make you want to engage with her work? FACILITATOR WORKBOOK TWO — YOUR STORY pg. 51

SESSION 2 - YOUR STORY BRAND CONSISTENCY The number one rule about branding is CONSISTENCY . WHO you are trying to reach? The EXPERIENCE you want them to have should be reinforced. You can click through the examples of Phil “Sike” Shafer. BRANDING CONSISTENCY EXAMPLES Phil “Sike” Shafer’s website. Phil “Sike” Shafer’s Twitter and Instagram profiles. pg. 52 TWO — YOUR STORY FACILITATOR WORKBOOK

SESSION 2 - YOUR STORY Phil “Sike” Shafer even branded his truck. This is important as a muralist when the street, curb, or parking lot is part of your studio. BRAND STATEMENT TEMPLATE REVIEW THE COMPONENTS OF THE BRAND STATEMENT TEMPLATE. (YOU CAN CLICK THROUGH THEM ONE BY ONE). Participants will have 3 minutes to complete them using the form in their workbook. Ask for volunteers to read their statements to the group (2 minutes). CONNECTION IS KEY Remember that for branding to be effective, it must be an authentic and sincere expression of the artist. It should be a tool for artists to reach the viewers/ audiences most interested in their work and to make a meaningful connection to those people. FACILITATOR WORKBOOK TWO — YOUR STORY pg. 53