Art Licensing: Building a Brand

In the past, a tag line and / or logo was what identified a brand. But, in recent years many brands also use a person or character to build a relationship with their target audience. And, many brand building experts state that it is easier to build a brand around a person than an inanimate object such as a logo. People naturally respond to a person they like and tend to build a relationship with them while it takes a long time to market a logo to get the same consumer reaction. That is why a person (s) or character is often associated with the brand such as Ronald McDonald for MacDonalds fast food chain, Flo* for Progressive auto insurance, Dave Thomas (before his death) for Wendy's fast food chain, and the Maytag repairman** for Maytag washing and drying machines.

* "The Popularity of Progressive's perky insurance clerk shines again"
** "The Maytag Repairman"

The same technique can be used by artists to build their brands. Artist Thomas Kinkade knew how important it was to market himself to extend his art brand. He did a copious amount of personal appearances, youtube.com videos, and made sure that pictures of himself were placed in advertisements, press releases, and on products. Thus, even though his tag line "painter of light" is the most recognized method in identifying the Thomas Kinkade brand, a picture of Thom on product hang-tags is also a very important identifier. Note: Even though personal marketing is important to extend a brand, all the other methods used in branding is also valid.

Below is a list of excellent resources about what is branding, various ways to brand, and interesting articles about several "super" licensed brands. Not all the articles are aimed at the art licensing industry but they do contain valuable information and can be applied to branding art.

• Art Licensing Branding
– "Brand Yourself for Success in Art Licensing Teleseminar with Paul Brent"

– "Licensing: Brand Building with Marketing that Really Counts!" article by Linda Mariano art licensing and branding consultant

• Articles in License Global magazine issues about super brands  - these take a while to start.
– "Swimming with a Savvy Shark" (p. 30-31) Discussion on branding and tips from Daymond John of reality TV show "Shark Tank."

– "Brand Stars" (p. 22-24) Discussion on brands, marketing and products that are on television including the reality TV show Fashion Star.

– "Kathy Ireland Super Brand" (p. 60-62) Discussion on how kathy Ireland became a super lifestyle brand with $2 billion in retail sales of licensed products in 2011.

• Articles on branding by marketing and branding expert Susan Gunellus
– "What is a Brand? Part 1: 5 Factors that Define a Brand"

– "How to Brand - Part 1: Research the Market and Consumers"

– "How to Brand - Part 2: Identify Brand Values"

– "How to Brand - Part 3: Create Brand Messages and Brand Images"

– "How to Brand - Part 4: Educate People about Your Brand"

– "How to Brand - Part 5: Devlop Emotional Involvement and Branded Experiences"

– "How to Brand - Part 6: Monitor Brand Perception"

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