I once worked with a German Gallerist: I had met her at a lecture she gave about the local art scene. She had a noticable regional accent, spoke very personally and was so enthusiastic and cheerful, that she infected the whole audience with her good mood. Pretty uncommon behavior one can say, knowing that the art scene thrives on coolness and restraint. Nevertheless, this woman holds a doctorate in art history and has invaluable experience in the market. And I adored her for he behavior from the first moment.
What I’m trying to tell you with that story?
It can be the little things that make you stick out from the crowd. And that will make your personal brand.
Why is personal branding important at all?
Personal branding has become an increasingly important aspect of success in the art market. With so many talented artists vying for attention, it’s essential to have a strong and distinctive personal brand that sets you apart from the competition. And this does not only apply to artists, but to art dealers and art gallerists, too.
What is personal branding?
Personal branding is the practice of creating a unique image and reputation for yourself that sets you apart from others. It’s a way of defining who you are, what you stand for, and what you offer to the world. In the context of the art market, personal branding can set a more personal tone to your social media and other channels you communicate through with your customers. And help build a more personal and binding relationship with your customers.
Additionally: in context of artists is essential because it helps yo to build a loyal following of collectors and fans who are interested in their work.
Do I need to be big on Instagram or Social Media to be a personal brand?
Well, that is a tough question to answer and I struggle with it everyday. Why? Because even though I love Social Media and follow numbers of people whose feeds I can relate with… I myself am not an outgoing person. And prefer to portray other people instead of seeing me on a photo. But, because I am new to the art world and not yet connected as well as I wish I would be, I know I have to make an effort in connecting and building trust.
And there’s no better way than doing through Social Media.
The good news is: Building up a Social Media account is no rocket science. It’s persistency, patience and staying on the ball.
In the beginning, no one will see what you do – hence, it doesn’t matter if your posts are perfect. The key is to do at least one little story or one post everyday, or at least 5 days a week. Then you will get more and more attention and you will get used to using the network, too. It will become a habit. And that’s the key to success.
I will talk about social media in another post more detailed.
If you are well connected in the art world and have other channels where you can underline your personal brand, that’s just fine. You will not necessarily need to build up an Instagram account. It is always better to do both because you will definitely get more attention, but if you lack time or staff, better focus on building up the marketing channel that already works well. A newsletter for example can be a very powerful tool for that. And cooperations or PR.
What are the benefits of personal branding?
There are many benefits to developing a strong personal brand Here are just a few:
1 Increased visibility
By developing a strong personal brand, you’ll increase your visibility in the art market. This will help you to attract new collectors and fans, and to build a reputation as a successful and influential artist.
Personal branding allows you to differentiate yourself from other artists in the market. By defining your unique value proposition and creating a distinctive visual identity, you’ll stand out in a crowded market and attract collectors who are interested in what you have to offer.
3 Increased credibility
A strong personal brand can also increase your credibility as an artist. By communicating your values and expertise consistently, you’ll build a reputation as an authority in your field.
4 Increased sales
Ultimately, personal branding can lead to increased sales for your artwork. By building a loyal following of collectors and fans, you’ll have a ready market for your work and be able to command higher prices.
How to develop a personal brand?
Here are some steps you can take to develop your personal brand in the art market:
1 Define your unique value proposition
Your unique value proposition is what sets you apart from others. It could be the artists you represent, the form of art you represent, the way you curate exhibitions, the way you host events. Whatever it is, you need to define it clearly and communicate it consistently to your audience. This will help you to stand out in a crowded market and attract collectors who are interested in what you have to offer.
2 Create a distinctive visual identity
Your visual identity is an essential part of your personal brand. It includes everything from your logo to your website design to the way you present your products, hence the artworks. Your visual identity should be consistent across all of your online and offline platforms, so that people can recognize your work and associate it with your brand.
3 Build a strong online presence
In today’s digital age, having a strong online presence is essential. As mentioned above, this includes having a website, social media profiles, and an email list. Your online presence should be consistent with your visual identity and unique value proposition, and should be regularly updated with new content.
4 Engage with your audience
Engaging with your audience is key to building a strong personal brand. This means responding to comments on social media, attending events where you can meet collectors and art people in person. By building relationships with your audience, you’ll create a loyal following that will help you to achieve success in the art market.
5 Be consistent
Consistency is crucial when it comes to personal branding. You need to be consistent in everything you do, from your visual identity to your messaging to your online presence. This will help to establish your brand and make it memorable for your audience.
Social media has become an increasingly important tool for galleries and businesses in the art market over the years. It allows them to reach their customers, create relationships, and increase their exposure. With the right social media marketing strategy, art galleries have the potential to reach new audiences, promote their brand, and drive sales.
When engaging in social media marketing, galleries should focus on creating compelling content that captivates their audience. This can be done by providing helpful advice and valuable information related to the art market, as well as visually stimulating images or videos. It’s also important to blog regularly and share this content across all the main social.
1 – Determine Your Goals
The first step in creating an effective social media marketing strategy is to determine what you want to achieve. What are your goals – do you want to increase brand awareness, drive more traffic to your website, or increase engagement with your existing customers? This will help you focus and tailor your content.
2 – Know your target audience
The second step in creating an effective social media strategy is to identify your target audience. Who are your customers and what type of content will they engage with? Knowing your target audience will help you create content that resonates with them and also determine which platforms and channels will be most effective for you to use.
3 – Choose the right channel(s)
Choosing the right channels for your social media strategy is essential for maximizing your online presence and reaching your target audience effectively. You habe now identified your business goals and the demographics of your ideal audience. Different social media channels have unique strengths and are preferred by different demographics. For example, TikTok is popular among younger audiences: Do you reach the customers you need that have interest in your art and the money to purchase it?
Be bold and leave out social media channels. Instead, focus on a channel that precisely matches your goals and target audience, and play it professionally. By strategically selecting, you can optimize your reach and engage your target audience more effectively.
4 – Create a content strategy
The next step is to create an engaging content strategy. This includes brainstorming ideas for content that will be interesting and engaging to your target audience. Also take into account the type of content that works best for each platform. Planning out in advance what kind of content you will be sharing on each platform can help make sure that you are staying consistent.
Showcase your art: Share high-quality photos and videos of the artworks in your gallery. Provide background information, such as the artist’s name, medium, and inspiration behind the artwork. This helps to educate and engage your audience.
Share behind-the-scenes glimpses: Offer a sneak peek into the artist’s creative process or show what goes on behind the scenes of your gallery, such as preparations for an exhibition.
Highlight events and exhibitions: Use social media to promote upcoming exhibitions, art fairs, or other events related to your gallery.
Use a consistent style and voice: Use a consistent visual style and tone of voice across all social media channels to build a strong brand identity for your gallery.
5 – Engage with your customers
The fifth step for a good social media strategy is to actively engage with your customers. This can include responding to comments, answering queries, and providing helpful advice related to the art market. Additionally, you can also use social media as a platform to promote specific events or new artworks, or simply as a way to stay connected with your community. Engaging with your audience is key in order to build relationships and keep them coming back for more.
6 – Measure and analyze
The fifth and final step is to measure and analyze your results. This is where you can determine whether or not your social media marketing strategy is successful. By analyzing and measuring your social media channels, you can gain valuable insights into your audience and their behaviors, and optimize your social media strategy for the best results. There is no need to pay for expensive third party tools in the beginning. Use analytics tools provided by the social media platforms, such as Facebook Insights or Instagram Insights. These tools provide detailed data on your audience demographics, reach, engagement, and content performance.