Three Branding Mistakes to Avoid as an Artist

Since we've officially started refining and revamping our signature branding course for artists – the Branding Blueprint – to reopen enrollment this September 2022, we plan on chatting a lot about branding on our blog and YouTube channel this month!!


In this post and video, we're sharing three easy branding pitfalls that artists should avoid as they grow their businesses.

In addition to these simple mistakes, we'll also discuss how and why to steer clear of them. You got this!

To kick things off and ensure we're all on the same page, here's a quick definition of what a brand IS and why artists need to approach theirs with intention.

A brand is the perception (or reputation) of a business in the minds and hearts of a customer.

When you brand yourself as an artist, you're giving your business and work a distinct look and feel so that you can elevate your art and make sure that it's connecting with the right customers!

Intentional branding supports your work's value and helps you reach dream collectors, which leads to more sales.

So as you strive to harness the beautiful potential of your brand, here are some easy mistakes you'll want to be sure and avoid!

Mistake #1:

Not doing anything (aka ignoring the potential of your brand).

No matter what, every business has a brand (because every business has a reputation). It would be a mistake to ignore the reality of your brand by not doing anything with it!

A brand doesn't just involve a logo or a website – you can brand your business with the photography you share, the tone of voice in your writing, the paint on your shop's walls, or anything else that influences the experience you give your clients.

Take a moment to consider all the ways your brand is showing up in the world right now (how your business looks and feels).

What do you think those things are communicating (consciously and subconsciously) about your artwork?

How can your brand help your business put its best step forward in the world?

Once you go through that quick thought exercise, you'll already be in the clear on this first mistake! Easy win!

Mistake #2:

Not focusing enough attention on your customer.

As an artist, you're uniquely positioned to offer something to the world that is very personal. Artwork usually originates from such a beautiful and sincere place of self-expression, and often a collector will feel a connection to both the art AND the artist when they make a purchase.

So while it's important to share about yourself and your inspiration in the process of presenting your work and your brand, your customer has to be a primary focus if you want to make more sales, earn a living, and watch your business grow.

In the words of Donald Miller, you have to make your customer the hero of the story.

As much as your buyers care about you, they care way more about how your art will make their life better or solve a problem (and the problem could be as simple as an empty wall ;)).

Easily avoid Mistake #2 by clarifying WHO your ideal customer is and then focusing a lot of attention on understanding them as you shape your brand and present your work.

Mistake #3

Waiting until your brand is PERFECT before sharing it.

If you're a bit of a perfectionist and you've been waiting to share about your new business because your branding isn't ready or perfect yet… we see you, we get you, we want to help you overcome the mistake of letting perfectionism hinder your progress!

Jesús and I like to joke that we're "recovering perfectionists." With the lessons we've learned about analysis paralysis over the years, we're eager to share the truth that your brand is meant to evolve.

I repeat. Your brand WILL experience evolution. Gradual change and updating are normal parts of the branding process. So if you wait until your brand is "perfect," you'll make the biggest mistake of all!

To avoid Mistake #3, the task is easy: you've got to begin.

As you refine your style and your artwork changes through time, your brand will evolve to reflect and support it. You have permission to change your mind. Just nail down a version of your brand you feel pretty good about, and then go for it. Launch it. Share it. And update as you go along.

Make your future self proud!

We hope you enjoyed this video and post!

If you’re looking for an easy roadmap to follow that leads you through all the right steps in building your brand, be sure to check this out! Our signature branding course for creatives is ready to help you.

Cheers!