It is next to impossible to live in NY and not become conscious of labels. Labels denoting brand are everywhere; they parade in front of you in window displays, signage on subways ads and of course all along the Avenue numbered Fifth. Women constantly check out other women to see the bag and the shoes she is wearing and I’ve never had so many (straight) men inquire who made the dress, shoes, etc. “Target” I proudly replied which was the truth but not sure if they were as impressed with my ability to make a bargain look good.
Like it or not, labels can act as a reflection of how you are perceived based on what you have chosen. The same is often true of art and artists and it is important for you to understand how this affects you as artist, dealer and/or collector.
ARTIST/DEALER
Ask yourself what you think of when you hear the word “Gap”, “Gucci” or “Van Gogh”. What each of these have in common is instant brand recognition. As an artist or dealer your goal is to create that same connection between yourself and/or your work and your intended audience.
Intention is key here and I ask you to first consider how you want people to relate to you. Start with a statement of intention or if this seems daunting at first start by writing words or phrases free-flow that is your desired descriptive. Consider not only your aestetic and medium such as “bold”, “encaustic”, “haunting” but also your personal attributes “easy to deal with”, “honest”, “warm”, etc. As these words flow together remind yourself of your target market and how these attributes relate to them. As an example, consider once again The Gap best known for jeans and basics with an expected level of quality and value. Over time their target became so broad other subsets such as Old Navy, Banana Republic, etc. were created in order to best concentrate their audience. The same may be true for you if you are for example working in multiple mediums such as photography, painting and sculpture. If they all relate to one another then great but if each has a varied target then a variance of brand may also be suggested.
I also suggest you consider personal attributes that affect the overall experience of the viewer for example I take great pride in being approachable, goofy and slightly irreverent. It’s who I am and clients who prefer a more formal interaction will probably not choose me any more than I would them. It’s all part of the package and all worthy of your consideration.
COLLECTOR
As a consumer, it is critical you understand the value of what you are getting with your purchase. For names like ”Monet” or “Basquiat” you instantly visualize the story of the artist, the importance of his contribution as well as a visual appeal. If you are buying emerging art however this may not seem as obvious. What I encourage you to do in this scenario is to think about the following:
1) Valuation: Consider the artist’s education, years of experience and types of venues where they have shown.
2) Medium: Painting, photography and printmaking. Is this an original or part of a numbered series?
2) Does their visual and verbal messaging align? Consider recent press, bio, statement and series information. Avoid smoke and mirrors, you want to make sure what they are doing and what they say they are doing adds up.
3) Gallery or dealer reputation. You don’t have to love the gallery or dealer representative but you do have to trust them. A well-respected gallerist or dealer has the ability and dare I say power to make an artist’s reputation. They not only have the depth of knowledge as to overall art-market but much of the time “insider” information as to the direction of the artist’s career, where they may be showing next, who collects the work, auction data, and pending press.
Lastly it is important to note that not all brands are for all people so it is critical to do your homework and make sure how you present yourself aligns with your goals. Art (and fashion) are very personal decisions and it’s important to trust more than the packaging, trust yourself.
