Why do artists need branding?

Why do artists need branding?

Branding is a term which generally irritates artists due to the wording and general use of “branding” today. This term has been related to a creative way of marketing a product or a brand for years because of the advertisement agencies’ approach and way of working. Even the famous singer Adele has declared that she hates the branding term and prefers package instead. But, in reality, branding isn’t dedicated to a limited type of organisations like companies, brands or products. That’s why the branding term is diversified into different forms for different objectives. And Personal Branding is the one serving for individuals, even for women creating and selling their handmade products at home.

How is someone ready to pay $57.3 million for a black and white bottle painting?

Actually, it is so easy to understand when you learn who made the painting. The 6-foot black-and-white painting of the beverage giant’s iconic contour bottle was painted by the equally iconic Warhol in 1962. The piece, which has been in private hands for years, was priced between $40 million and $60 million by Christie’s, the auction house that sold the painting. So, did the anonymous buyer pay that amount of money for the painting, Andy Warhol or both? What differs that painting from other bottle paintings that many students make during their boring math lesson?

Coke Bottle, Andy Warhol / Getty Images

Coke Bottle, Andy Warhol / Getty Images

Regardless from artist’s talent, or painting’s quality, the most important reason behind this whooping price is exactly Andy Warhol brand.

There are some parameters which drive people to buy an art piece. It may be a song, a painting, a sculpture or even a book. But when it comes to the parameters driving people not to buy an art piece, it is limited.

Why don’t they buy your work?

There may be three simple reasons of why you can’t sell your works in any platforms:

  • They don’t like your works.
  • They don’t have enough money to buy your work.
  • They don’t even know you exist.

Today’s art market structure and tradition don't let artists and galleries to collect relevant data that might help them address the reason of their success or failure. This is another story and I will write on it, soon. But, for now, let’s have a look from a Warhol’s perspective. What Andy Warhol made was so simple at all. In his time, he was very distinct with his one of a kind style. Okay, definitely, he wasn’t alone in pop art but he was No:1 and remain at first for years. You can be pretty sure that if you go out and ask Andy Warhol someone on the street, they will have some words to say. Even if they haven’t bought or been able to afford any of his works, at least, they know him. But no one can say another one coming second behind Warhol in pop art. That’s branding. That’s strong part of Andy Warhol and his works. Regardless from their creative values or success, they were all different in their time and became more valuable in years thanks to the new art market and auction companies.

So artists need branding because they have to say that “I am here and this is my talent.” to their audience in the most convenient way consistently. Branding helps artists introduce themselves and talents to concerning audience. It also makes them grab the attention in the new digital age which makes people consume more and faster. Artist branding also helps them decide how to differ among other artists and get more appreciation from art enthusiasts.

Finally, one of the most important things that art branding provides is to get in connection with even the people who aren’t aware how art’s inspiration can make the difference in their lives. And I do believe that it is beyond financial benefits from an artist’s point of view.