Written by Art Licensing Coach J’net Smith
Brand development is more than a logo.
Developing your brand is up to you and it’s more than just your logo. Your name, or your company name, and the ‘look’ you create for your logo is a great place to start. But you also want to be consistent with all your branding elements, such as your website, press releases, email campaigns and any marketing pieces you do. You also want your art style, your product designs, and even how you do business to be in-line with how you want consumers and manufacturers to perceive your developing brand. Every tiny element of your business contributes to building your brand image over time.
Pay attention to the details and how they all fit together. Make sure that brand elements are visually cohesive on products, throughout your website and all your marketing endeavors. And aim to place these elements everywhere they possibly can be, as you build your business.
As your business grows, you can start negotiating brand exposure and that’s where things get exciting. At first you may just get your copyright on your products, then your brand name with a small logo in addition to your copyright. Later, you may request a picture and bio included in the manufacturer’s catalog or on their web site. From there, you may ask your agent or manufacturer to dedicate a special area at a trade show booth for your brand, or an autograph signing at an industry event to create publicity and increase sales. As your reputation and demand builds, so does your ability to leverage your success to create more branding exposure. Next thing you know, your logo may move from being a tiny spec on the bottom of the product to a more prominent position on the front of the product or label. Branding involves creating the visual esthetic as well as creating a personal experience, feelings about a person or entity, and it’s never immediate—it’s a long-term process.
About Jeanette Smith
Jeanette Smith is the consummate art licensing coach. In just six short years, J’net turned Dilbert™ from a relatively unknown syndication-based comic strip into a 200 million dollar a year global brand. Then in 2000, J’net translated and expanded on her extensive experience to train, advise and license all types of creators. She has helped hundreds of artists, graphic designers, painters, photographers, authors, illustrators, design firms, fine artists, creative companies, non-profits and agents to maximize the power of their brands and talents. From her early days in New York building new divisions for such corporate giants as Official Airline Guides, MacMillan Publishing, Paramount Communications, and VIACOM International, to her six years of work at United Media spearheading the astronomical growth of Dilbert, Jeanette has compiled a long list of satisfied clients and has gained an enormous amount of respect and experience in marketing, licensing, advertising, PR, agenting, negotiating, and much more.