Chapter 2: Building Your Online Presence
IN THIS LESSON
What “brand” means in the arts (identity, not logos).
Key elements: values, vision, voice, visuals.
How to define your artistic identity in plain language.
Writing your “brand statement” (1–2 sentences that capture what you represent).
Basics of brand consistency: colors, fonts, tone of voice, imagery.
Why Identity Comes First
Before you launch a website or set up social accounts, you need clarity about what you stand for. Without this, your online presence becomes inconsistent — scattered logos, random colors, and posts that don’t add up to a clear impression. Audiences, presenters, and collaborators need to instantly understand who you are and what you represent.
What “Brand” Really Means
A brand isn’t a logo. It’s the total perception people have of you:
Values — what you stand for.
Vision — the bigger picture of your career.
Voice — your tone, how you communicate.
Visuals — the colors, fonts, photos that reinforce your identity.
Brand Statement
Your artistic identity can often be summed up in a brand statement — one or two sentences that define who you are, what you do, and why it matters.
Example:
“I am a violinist committed to making classical music accessible through storytelling and collaborations with contemporary artists.”
Activity
Write your own brand positioning statement:
Who am I?
What do I offer?
What makes me distinct?
Key Takeaway
Your brand is not about “selling yourself.” It’s about clarity. The clearer your identity, the easier it is for others to remember, describe, and support you.
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