by Carolyn Edlund
What makes one artist recognizable to their audience, while another equally talented artist remains invisible?
A professional brand is not built on trends or social media hype. It is a strong reputation developed through clarity, consistency, credibility, and excellent presentation. These don’t happen by accident. They are intentional steps.
Many artists don’t bother to take the steps necessary to become known, recognized, and remembered. But failing to do so can mean that you don’t gain traction, develop an audience or a reputation, and your work is more likely forgotten than celebrated.
Below is a practical guide to those steps needed to build a recognizable and professional brand as a visual artist. Use the built-in checklist to evaluate where you stand right now.
Step 1: Get crystal clear on who you are as an artist
Before anyone can recognize your brand, you must be able to define it. This isn’t about limiting yourself creatively, but instead owning your visual identity and direction. Ask yourself:
What subjects or themes show up consistently in my work?
What materials or processes define me?
What emotions or ideas am I trying to communicate?
This step, of creating your brand, can take a while to explore throughly and complete. But when you can express it confidently, it becomes the foundation for your identify. That identity is the source from which you will tell your story through messages to buyers, on social media, your website, and elsewhere. Are you there yet? Use the checklist below to identify what you have and what you still need.
Brand clarity checklist
- I can clearly describe my subject matter and themes
- I work primarily in one main medium or cohesive group of materials
- My work has a recognizable style or visual language
- My artist statement reflects what I currently create
Step 2: Create visual consistency
Collectors respond to a cohesive visual identity that makes your work memorable and easy to recognize. This consistency should appear in:
- Your portfolio
- Your website
- Your printed materials
- Your packaging and presentation
Visual consistency checklist
- My portfolio includes a mature and cohesive body of work
- My body of work is identifiable and has a distinct, signature style
- All platforms that I use to promote my art share a unified look and feel
Step 3: Perfect your presentation
In the art world, the way you present your work can increase or decrease perceived value. Poor photography or uneven groupings can quietly damage your brand. This can be true even if your work is strong. Ensure that you have:
- Professional-quality photographs
- Clean, neutral or gradient backgrounds
- Accurate color representation
- Well-considered cropping and composition
Presentation checklist
Is the following true for you in your portfolio and marketing collateral?
- My images are sharp, well-lit, and color accurate
- There are no distracting backgrounds in photos
- Images of my artwork are properly cropped and sized for viewing
- I have room-view images available
Step 4: Tell your story authentically
People don’t connect simply to visual objects. They connect to meaning, and especially what they personally value. This is why your story is so important and why it creates emotional investment. Authenticity requires honesty and intention. Are you sharing information about:
- What inspires you
- Why your subject matters
- How this work connects to your life and values
Storytelling checklist
Is the following checklist true for you?
- My “About” page clearly shares my journey and purpose
- I regularly include context or meaning with my work
- My writing sounds like a real person, not a sales pitch
- I feel confident talking about my art and its message
Step 5: Use traditional methods to build credibility
Recognition is earned gradually and solidified over time. The following methods of getting your work known and praised are time-proven. Notice that many of them occur in person. There is no better way to become recognized and memorable than to meet potential collectors face-to-face. Focus on:
- Exhibitions and local shows
- Juried opportunities
- Testimonials from collectors or clients
- Media mentions and published features
Credibility checklist
What is true for you now?
- I have gathered at least one written testimonial
- I am applying to relevant opportunities regularly
- I track and document my accomplishments
- My website includes evidence of credibility
When you take the time and effort to achieve the steps in this list, you will have a distinct advantage when relating to potential collectors. You will offer them clarity, consistency and professional presentation. Your story, portfolio and professional presentation will give you a recognition factor that is key to a successful art business.