6 Definitions You MUST have for your Brand


We’ve all heard about the five W’s of research. These are the MUST have’s for any information gathering or discovery process. Great storytellers use them, scientists use them, and even police departments use them.

In order to truly define your brand, you should approach the process the same way a scientist would answer a question or a police office would conduct an investigation. This process should be time consuming. It shouldn’t be a feat accomplished in one session.

The time you spend on brand discovery is an investment in you and your art’s future.

So what are the five W’s?

  1. Who
  2. What
  3. Why
  4. Where
  5. When
  6. How

When defining these for your Art focus on who your audience is, what they like, why they would follow you, where they are, when you will interact with them, and how this interaction takes place.

Who is demographics; are they male or female (a mix of both?), what age group are they in? Do they speak other languages? If it is a demographic, chart it. Compare your current audience to your desired audience.

What should include what you are offering; what need are you fulfilling for your audience? Are you creating a painting that adds beauty to their life, or a song that makes them smile and turn a bad day around? What about a book that inspires and takes them away to a fantasy world for a few hours?

Where should encompass their physical location, where they vacation, where they hang out online, wherever you will find your customers. Include all physical and virtual locations.

When is a little harder to define. Will you interact with them at an in-person event, or will they discover you through a friend. Where can they reach you? Where can you reach them?

Why should contain all the reasons your audience wants to follow you. What benefit does your brand give them?

How is what sets you apart from others in your trade. How often do you interact with your audience, how is it going to be different from other artists?

Remember: Your brand is a perception or a feeling that speaks to your audience’s emotions. It’s what you stand for and what your art represents. Your brand is the foundation of any relationship with your current or future audience.

For more information check out my guest blog on Symphonic Distribution for the whole process I take when working with artists to define their brand. 

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