To be passionate enough to pursue art is a great feeling. It gives you a lot of positive vibes, especially when you know that you can create something. Just like the Mother Nature, you can also present the world with gifts in the form of your art. Well, that was a very imaginative comparison but stands true if you think deeply. Now, let’s come to the real discussion! How to go about branding for artists? Especially when you are an Artist yourself, and want to create more visibility for your art on the digital platforms? We answer your questions below!
How to begin your online branding?
You should know the digital mediums depend on three things.
It is important to keep these three in mind before you begin your digital marketing strategy. Before you dig into these three pillars of online growth, let’s also check the channels that can be used for online branding activities.
What are online channels?
These are simply the platforms that you would use for your branding. These are: (i) Website (ii) Social Media (iii) Apps
Websites are simply an identity you create on the World Wide Web (www). Many a times artists begin with website creation, but that involves a certain cost (if you want an advertisement free unique link for yourself on the web). To go free, the artists can use a blogging platform as they begin their online marketing strategies. Some of the blogging platforms are: WordPress, Blogger, Medium, etc. You can create an account on them for free. Whereas if you want to create a unique website for your name or brand, then you need some investment. Buy a Domain & Hosting online from websites such as GoDaddy, Hostgator amongst others.
Social media is the buzz word no wonder. Under social media you need to know which platforms would be suitable for you. Some of the social media platforms are as follows:
- Instagram (This platform can be used by artists who like to write, draw, paint, click pictures, sing, dance and communicate their ideas. Instagram marketing is also popular for short videos and creative story-telling.)
Also Read >> Instagram Marketing Tricks to Increase Followers
- Facebook (It is the most popular social network, given it has passed the test of times. You need to be on Facebook, if you want to utilise Instagram marketing to the utmost. Also, since Facebook owns Instagram. Facebook Creator Studio gives you great opportunities to create videos and market them to a greater audience network.)
- Pinterest (This is a great platform for infographics sharing, photographs and creative ideas. People use this platform for link-building as well, which is a part of Search Engine Optimisation (to rank a given website on Google, Bing, Yahoo, etc.) You can learn about SEO later if you are new to the world of digital media.)
- Youtube (The second biggest search engine after Google is also one of the biggest social media platforms for people to share their expertise with the world. It is a Google product so you should have a gmail account to login to your Youtube channel and further furnish it.)
Also read >> Step by step guide to becoming a Youtube Rockstar!
- Quora (This is a very interactive platform but through words. If you want to rank higher on the search engines then make Quora your go-to platform. Meaning that it is good from the branding point of view for creative writers, thought leaders, or anyone willing to help others find solutions through writing. If you have the Writer in you, then Quora is where you fit in. You have to ANSWER the questions raised by people whom you may or may not know.)
Other than using the above mentioned mobile based applications, some notable artists also launch their personalised apps. This is a big investment to make, and risky as well if you’re a beginner. Because you would have to spend a lot of money to market your app, so it won’t be of much use in the beginner stage until you have a lot of content to offer with personalisation. Some artists cum celebrities who have their own apps are: Adele, The Beatles, Drake, Katy Perry to name a few.
Now, let’s go back to the THREE things we talked about above, that are crucial for success on digital mediums. Just make sure, that you’re clear about which all platforms you are about to utilise for your digital marketing goals. Because your Content, Design & Relationships would vary according to that only. In short they form the crux of your digital marketing strategy. READY?
Content is the King
This is often said in the world of digital media marketing. The more knowledge you have on a certain topic, the more you standout.
If you’re a musician, then you can create song covers, share Behind The Scene (BTS) stories as a form of post across your social media profile, and tell more about your journey through text or video. The more you share your experiences, the more your audience gets to know about you.
Through all the storytelling journey, make sure that you maintain consistency in your posting. Beginners need to listen to this advice carefully. OUT OF SIGHT CAN MEAN, OUT OF MIND. So keep sharing posts on a regularly or weekly basis. Do not go invisible for a long time.
Every time you need not upload only a song if you’re a singer, you can also share some thoughts about your favourite music from other artists, etc. This is where the concept of variety comes into picture. Try different ways of reaching out, that’s where creativity works wonders, and boy – people love that!
At this point, you need to DEFINE a MONTHLY strategy for your GOALS. Remember, only when you follow a goal, can you expect its fruit. So, check how your favourite artists are posting and get the essential inspiration to create something that can resonate with your audience. Entertain your audience, and your content will ROCK.
Design is the Base of your Brand
If content is the king then design is the strong foundation on which your brand is built. This is more about the look and feel of an individual account. Take the example of Instagram as a social media channel. It is a very photo and design friendly platform used by brands excessively to lift their marketing campaigns. Similarly, artists who are painters, writers, graphic designers, dancers or even singers can introduce the element of designing on their respective Instagram profiles. This will help them create an instant brand connect, and help their fans recognise their brand or profiles easily.
You can select some themes or layouts, that cast an impression on the eyes of your audience. The profile theme could also play around your brand logo colours.
Think, what image forms in your mind when you think of Pepsi as a brand? Can you spot their logo colours that you spot on Pepsi bottles? Well, that is the kind of impact a brand can create in the eyes of its users or audience.
Think about McDonalds, Dominos, PizzaHut, Oyo Rooms, Tata, Bisleri, Apple; all of them maintain their designing layouts. They want their customers to recognise their brand values through their design and concept. The same idea you have to apply in your marketing activities on the digital mediums.
Some Instagram accounts you can check for interactive design layouts, are as follows:
Dance page: @teamnaach
These accounts will tell you how branding for artists works when it comes to designing. You can use Canva.com to create some pleasing designs online. Make sure you choose the correct sizes of your designs as per the platform requirements.
Relationships are your Harvest
Finally after a lot of hard work of creating content and design, you need to talk to your audience. Interact with them through comments, liking their posts and following like-minded people. Create professional relationships with co-creators. Go Live on your Facebook, IG or Youtube channels, and interact with your audience. With a passage of time of creating relevant and consistent content you will see your channel or page grow. Check your growth through some online tools and insights provided by the platforms themselves. Like Facebook, Instagram, Youtube and Google provide useful data insights to help you channelize your growth and frame the forward looking strategy (for the upcoming months).
You really need to keep checking your report card every month. Because only when you check insights, do you learn that what is working and what is not. Check these websites to assess your work:
Social Blade – For social media insights (Instagram, Youtube, amongst others)
TubeBuddy (install the plugin on Chrome) – For Youtube insights
We hope that this article has helped you form an understanding over how branding for artists can be done. Do let us know your thoughts in the comments.
Artist Address is a creative marketing agency based in Surya Nagar, Ghaziabad on a mission to help everyone grow on the digital networks.