Elisa Pritzker Talks Art: Branding

Nowadays, it's very common to hear the word brand. By definition, a brand is a unique name that identifies a product, product line, a business, a company, etc. The fact is that businesses work hard on having a recognizable brand. This marketing endeavor is to make their customers and prospects consume their products. It's a marketing battle that especially big companies go through to attract clients.

Having a brand or name is not enough to make the customers consume a product. The process that takes a brand into the consumers mind and makes them buy/consume is called branding.

Branding affects everything related with a particular product. Everything is considered: shape, form, presentation, packing, graphics, logos, advertisement, for whom the product is geared up to and all sorts of planning to introduce it to the market.

How can artists benefit from this concept of branding? Is there anything that can be of benefit?

In responding to the first question, in my opinion, there are certain things that can be of help from the concept of branding without entering in the ferocious marketing that big companies go into. Having consistency and personal style, for instance in your portfolio presentation, unifying fonts in the resume, bio, statement, cover letters, business cards, etc is a way of presenting yourself professionally and having your own look. It may create an identity.

The second question is about the real benefit of it. It depends on the belief of each artist. I know many artists that are not in favor of any kind of branding, others are totally engage on it. I respect all the opinions.

If you feel that you're not opposed and you can take advantage of the branding concept, research more in depth what branding could benefit you. You can start with simple things:

1- Look for a particular font that represents you. I personally like Arial. It's clean, round and very legible so all my documentation is written with Arial.

2- Consider your materials printed in the same paper quality.

3- Consider if you need a letterhead. If you have one, even a simple one, you can use it in all your documentation.

4- If you have a web site, it can be also coordinated with your art style, favorite fonts and colors.

One of the most important things when you work on any level of branding is to enjoy the process of doing it. Good luck!