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was, “It just makes you want to go in”. Another client who paints landscape with acrylics on canvas was told, “It makes me want to just stop and stare.”


These powerful comments demonstrate the emotions evoked in the viewer making you memorable. Craft these comments into your personal message. e.g.


“artwork


that makes you just stop and stare.” These statements immediately say something unique, and connect the viewer with your work. Remember, viewers turn into buyers.


Step 3: Decide on your signature to capture attention.


Now consider your brand name, signature piece or logo, it conveys the personality and an expectation in the viewer’s mind. On my website Artisans


in the Hills, the most


searched words are the name of the makers e.g. Emily Jones or Emily Jones China. This demonstrates the power of a brand name, people want to buy Emily Jones China not just


46 | ukhandmade | Summer 2011


chinaware.


Imaginative professional


images to showcase your work and demonstrate your belief in your own work are essential in capturing attention.


Step 4: Bring it all together.


Your brand reputation depends on how you engage in conversation with your viewer, how you involve them in your creative process. Firstly, just get to know them. Seek information. Do you own any original art or crafted work? What do you like about it? Is there something that has attracted you to my work? Beth demonstrated an open and friendly approach develops rapport; you then focus on the relationship not just the


purchase transaction. Secondly, gather contact details for their invites to exhibitions, a newsletter, notifications of new work and other communications.


The great thing about a personal brand it is impossible to copy because it is embedded in your passion, tonality and words. It’s about being in rapport with yourself; therefore expressing your message is just being you.


For further information visit: http://www.juliapitkin.co.uk/ http://www.artisansinthehills.co.uk/


Images courtesy of Julia Pitkin


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