As the old saying goes – first impressions last. When considering the success of my e-portfolio I need to firstly identify what my brand is and who my target audience are (this is where you can help me – see below). This planning and strategising phase is crucial if I want to have a successful online presence that I feel proud to present to the world wide web. I have already invested some serious thinking time into building my future brand as a creative coach and art practitioner, but I also really need to pull back the big picture dream to focus on being an artist first and foremost – for how will I teach others until I have learnt the nuts and bolts myself?
A brand is much more than a logo. Your brand is your overall lifestyle and the overall embodiment of what your business is about. It is really important…that you are telling your story. Your story is your brand. You need to know who your audience is and speak to them about what interests them – Stinchcomb, M (as cited in Chapin, K. 2010, p. 28).
Previously, I have associated branding with a well designed logo and website, or catchy tagline to satisfy curious web surfers out there. Although these components are very important to having a desirable and reputable online presence, branding is more about having an identity! My identity as an individual is one thing, but my brand identity is a separate entity all together. Sure, it is the essence of who I am and the work that I do, but it is prescribed specifically to meet the needs and curiosities of my audience.
By imprinting my brand with a soul and personality of its own, I need to ensure that its in alignment with my lifestyle, values, beliefs and interests. These elements are assets to my brand, and I feel confident about sustaining my brand long-term by driving it with authenticity and passion – allowing it to change and evolve as I do.
Branding expert Paula Scher suggests to view brand identity as a ‘kit of parts’ that is fluid enough to feature across all media and platforms and be adaptable to change. She goes on to say that people need change, so to remain stagnant online is ineffective.
So to research the needs of my audience….please feel free to comment briefly on your interests and topics that you prefer to follow in the blogosphere. I’m curious to know if your interests are in accordance with my own and how that may bring us into connected spaces.
Chapin, K. (2010). The Handmade Marketplace: how to sell you crafts locally, globally and online. MA: USA, Storey Publishing.