This post is by Clint Watson, former art gallery proprietor and founder of BoldBrush, recognised for FASO Artist Internet websites, the foremost provider of skilled artist internet sites, the $38,000+ BoldBrush Painting Competition and the no cost everyday artwork advertising and marketing publication, FineArtViews. As a self-proclaimed “artwork fanatic”, Clint delights that BoldBrush’s San Antonio, Texas place of work is complete of unique art, as is his dwelling office. You can connect with Clint on TwitterFacebook or his private web site at




Branding is the only electric power artists have.


I’m working with the phrase “electrical power” narrowly here as defined in the book 7 Powers: The Foundations of Business Method by Hamilton Helmer.




In business strategy, “electrical power” is defined as this:  the established of problems building the probable for persistent differential returns.


In simple English that signifies:  You can demand much more income than your rivals due to the fact you have a electricity that they do not.


The e-book defines many powers such as economies of scale, counter-positioning, switching prices, and system power.


But as I browse the guide, I realized that the only a single of the 7 powers available to artists is branding.





Branding, in the feeling of becoming a power, is described substantially extra narrowly than the way most marketing people use the phrase.  


Branding as a power exists because you’ve got created 3 ailments all over your manufacturer:


1.  The created-up associations with the brand name elicit very good inner thoughts about the giving, unique from the objective price of the good. 

2.  Uncertainty reduction. A purchaser attains “peace of mind” knowing that the branded solution will be as just as anticipated.

3.  Situations 1 and 2 permit you to demand a massive value quality over competition.  (Without this you have no electrical power)


Helmer promises that these 3 conditions can only be produced by giving a reliable and very large-good quality item around a prolonged period of time.  Ordinarily a interval of time spanning yrs or, extra very likely, decades.


At the time a enterprise has invested many years building their manufacturer, the energy will come especially from affliction #3:  the the means of a branded product or service to demand a massive top quality selling price over what competitors are capable to charge.


Furthermore, only sure varieties of items can gain from the power of branding.  Branded electricity tends to accrue only to luxurious goods and even further, only to products that are hugely affiliated with one’s identity.  Products like superior conclusion clothing, watches, wines.


The instance cited in the ebook is Tiffany.  Tiffany can cost approximately double the value for the identical diamond ring you can acquire at Costco.  This premium rate can be billed because of to the assure behind the potent Tiffany manufacturer.  And it really is taken decades for Tiffany to establish that brand name (they started out in the 1800s).


To illustrate the change in between advertising and marketing “branding” and “Electric power Branding” take into consideration this:  Coca-Cola’s ability isn’t going to come from “branding” due to the fact, whilst Coca-Cola could be the world’s most very well-recognized “brand name”, you will never spend a big premium for Coca-Cola above Pepsi or other colas.  In quick, you wouldn’t pay $50 for a can of coke.  (Coke’s electric power stems more from its powerful distribution community).



Developing Model Electrical power as an Artist


Here’s wherever issues get exciting for us:  Although the author will not mention it in the guide,  his description of the kind of merchandise that can be powerfully branded reads like a checklist of  characteristics associated with initial artwork.


Let’s go back again by means of the characteristics of a product or service that can produce brand name ability:


1.  Higher close excellent

Authentic artwork, primarily by very well-regarded, “powerfully branded” artists is pricey.


2.  Associated closely with id

Artwork purchasers associate intently with the artwork they invest in and the artists whom they obtain from.  In their social circles, artwork purchasers are typically known as “the art person.”  Artwork associates with id probably even a lot more than watches, wine or Louis-Vuitton luggage.


3.  Top quality Warranty/Uncertainty reduction

If I acquire a David Leffel portray, I have no query about the excellent I’ll be acquiring.  Newer artists haven’t created that name however.


4.  Decades to many years create the model

Yet again, I have great thoughts affiliated with the “David Leffel” model.  It’s taken him practically a life span to build that.  It can take a long time – even decades.



I remember functioning with a young artist, whom I contact Sarah (fictitious name).  Sarah experienced examined with David Leffel.  Sarah’s paintings were fantastic.  In several techniques, I appreciated some facets of her perform even greater than Leffel’s.  However, Sarah’s perform sold in the array of $3,000 – $7,000 every single.  Leffel’s works sold in the selection of $30,000 – $90,000 just about every.


That’s practically a 10X selling price top quality for a Leffel.  That’s electrical power.


That’s the ability of branding.  And that’s  the only power  you, as an artist, have offered.


The good information is that it is not complicated:  Hold portray regularly, only offer paintings of the extremely best quality, guarantee that all interactions with customers are positive and elicit “good feelings about the providing.” (prevent posting politics on Fb!)   Do this continuously in excess of a period of a long time and years and the electric power will slowly but surely accrue.


Right until future time, please recall that Fortune Favors the Daring Brush.




Clint Watson

BoldBrush/FASO Founder & Artwork Fanatic




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