Branding i.e. building and maintaining a public image

Everyone leaves an impression on others – through personal interactions or through material we publish on social media, for example. What kind of professional do you want others to see you as? What kind of image do you want to project?

Your public image is based on your skills, knowledge, values and goals. Related concepts include personal branding, brand, reputation, image and the impression you give as an artist. “Personal branding is not about creating an artificial image, but about highlighting and strengthening your real, authentic strengths” (Kurvinen, Laine & Tolvanen, 2017). Think about what you want others to remember about you or notice about you. Then, consider how you can communicate so that these aspects become visible to others.

Your audience, clients, fans, colleagues and employers all form an image of you based on their interactions with you and the public materials they find – online, on social media, or from what they hear from others.

Building a public image may not feel natural to everyone, and it is important to do it in a way that is in line with your own goals and needs. Some may create a public image that serves as encouragement to others on a similar path. Others may want to promote their art and increase sales through their public image. Again others might use their visibility to comment on social issues, while others still seek to be recognised as unique contemporary artists.

However, in principle, the purpose of public image is to support your ability to find work opportunities or share your artistic work by raising awareness of either yourself or your creations. The key idea is to create a personal brand that makes you stand out among other artists with similar styles or skill levels. As background work, you might analyse how other artists present themselves, study their portfolios or benchmark your work against similar products. Why would someone choose you – or your work – over others? What sets you or your art apart? What makes your expertise special or unique? What would be good places for your art? In what areas do you have particular expertise or insight?

Building a public image is communication. You have the power to influence how others see you as a professional. You can read more about communication in other articles on this site. And remember: if you do not share what you are doing, no one will know about your great work, whether it is your artistic creations, new skills you have acquired, or your views on societal issues. Also consider whether you want to keep your personal life separate from your public artist image. This decision may affect issues such as which social media platforms you choose to use. Read more about this in the article “Social media”.

Steps to building your public image:

1. Write down your skills, expertise, values and goals.
2. Based on these, think about how you want others to perceive you as a professional.
3. Consider how to communicate that desired image through, for example:
   • your bios and photos
   • social media posts
   • your website
   • you public appearances
   • job interviews.

Sources:

Tolvanen, Ville & Laine, Tom & Kurvinen Jarkko (2017). Henkilöbrändi : Asiantuntijasta vaikuttajaksi. Helsinki : Alma Talent.