What can art teach us about branding?
Sema Martin @artistsemamartin
Having recently read Julia Cameron’s seminal book on creativity, The Artist’s Way, I keep seeing just how connected creativity and branding are. In fact, there is so much we can learn from the artistic process. Here are my thoughts on branding the artist’s way.
You walk away with a powerful, lasting visual imprint when you see a memorable painting, play, or movie. A vivid image is conjured in your mind if the experience is in the format of audio or writing. These visuals are spurred by witnessing transformational art ladened with emotion. This emotion builds a link that transcends the human experience across cultures, physical barriers, and dialects. Inspiring art speaks to an issue, providing a new viewpoint or framework in which to understand or find meaning. Just like art, customers should feel your brand in a way that allows audiences to connect with you through meaningful and memorable interactions that leave a lasting impression.
Branding is a storytelling practice; however, unlike a painting, it is dynamic and immersive. Brands are multifaceted and complex. Also, brands have no structured beginning, middle, or end, unlike a play. Branding is more like improv, where you are authoring the story live in the moment, responding to your surroundings, your level of self-awareness, and your customers' needs. Step by step, action by action, behavior by behavior, your brand takes shape through a process of refinement and engagement.
An added challenge of branding is the relationship between perfection and consistency. Artists can refine and reimagine with sketches and drafts without much consequence for their experimentation. A brand, however, is only understood if performed with singular precision. This precision is a central focus to channel all messaging so that others can clearly understand. Although a slip-up in this consistent messaging will not cost a life, repeat injuries could kill a brand's reputation.
Yet brands are living, breathing creatures; they keep evolving with you! This evolution is where integrity comes into focus in the practice of branding. As you grow and develop, your brand messaging will likely change, but the core values and beliefs supporting this messaging will provide a support system like the backing of a quilt. This backing is the framework that secures all the patches together. Up close, these quilt squares seem chaotic with robust patterns and shapes. Yet, these squares become a much larger, crisper visual story when viewed from a further vantage point. This larger visual story is your brand identity.
Like art, your brand is not for everyone and must take a stance. Take Pablo Picasso, for example. He is known worldwide for his creative genius. Still, much of his greatness comes from breaking the rules, testing boundaries, and embracing his artistic voice. You can see this evolution in his shifting artistic style across decades. Those reading this article will probably either love Picasso's work or not understand it. Some may even have a substantial adverse reaction to seeing his iconic paintings. Picasso, like your brand, is not for everyone, but those who get him sing its praise. Your brand should be the same way. Break the rules, test boundaries, and don't get caught up in worrying about fitting a mold, checking off a branding checklist, or being perfect from the start. Art is subjective; subjectiveness in branding is a strategy to help you stand apart.
