Wednesday morning I was a part of the Brand Yourself For Success in Art Licensing panel, moderated by Paul Brent.  Kate McRostie and Jay Burch – CEO of the Laurel Burch art line – also participated.  It was really interesting to get a variety of perspectives on the topic of branding and the feedback was that artists in attendance learned a lot.

If you couldn’t be with us, don’t forget that Paul did a teleseminar by the same name is available as a replay and transcript.  Learn all about it at www.ArtLicensingInfo.com/branding.html.

I had about 2 hours to walk the show – which obviously meant I only saw a fraction of it!  There were 73 exhibitors in the Art & Design section.  The word on the floor was that attendance was up and people were making good connections – which is fabulous!  Two cab drivers told me they heard 20,000 people were expected for the show but that seemed really high to me – will be interesting to see what the final numbers were.

I walked the show 2 years ago and was pleasantly surprised by the change in booth design from the tv and film people.  They were definitely more elaborate this year which to mean – is a sign that things are turning around.  We have to assume that we are part of the turn.

I had an interesting talk with a friend who was telling me to “check your ROI on each show before you sign up for the next one”. (ROI being Return On Investment)  I said these shows build on each other and it’s hard to make a decision on one year’s show before the next.  Just last week I closed a nice deal with someone I met at SURTEX in 2010.  This is a relationship business and it sounds like some good ones were started at the Licensing Expo.

If you exhibited, we’d love to hear your thoughts.  If you blog about it – please let me know and I’ll share the link.

Wishing you much success!

– Tara Reed

If you don’t happen to be in the audience, you can still learn about branding for success in art licensing from Paul Brent.

Paul did a teleseminar which is available as an audio replay, transcript and action guide.  We even rounded up some great branding freebies as an added bonus.  You can learn all about it at www.artlicensinginfo.com/branding.html

Artist Elizabeth Glz, a recent purchaser of the teleseminar had this to say…

After attending SURTEX, I began a planned “retreat” away from my home, my everyday ceramic work and home households to take the time to analyze my career as artist.  The perfect time to hear Paul Brent Teleseminar on Branding!!!. I have no words to describe all I learned.

I have been planning this branding issue for a long time and I have some steps taken, already.  I am a ceramist since 1996 and I believe I have a well known and recognizable style even in my new mixed media work but I was not sure at all about that.

Now I know I have to focus on what I am going to present for licensing and how I will use this branding knowledge to make this licensing dream happen.  I will be working on all the steps Paul Brent talked about. I started today with the tag line. I have a few of them in my profile, but now is what I can understand what is this about!

I can tell you, I am Enjoying this Ride….I use this tag line a lot in my blog and in my collage paintings but it is the time to analyze it in terms of my licensing career I want to star NOW. Well I did some licensing 8 year ago but the payment was just “pennies” although the company sold millions.  Now is the time to make this happen, with better deals.  Your books are helping me a lot….all of them.  Thanks for all your hard work and your creativity to show us the right path!!

– Elizabeth
http://elizabethglz.com

Maybe it will help you too…

Here’s to your creative success!

– Tara Reed

In this task, the two teams were asked to create a 4 page promotional brochure for the Donald J Trump line of clothing at  Macy’s.  They would be graded on presentation, creativity, brand integration and more.

This is the perfect example of promoting a licensed brand.

Donald J Trump is the brand – why would someone buy his brand dress shirt, tie or cuff-link over another?  Because of what he represents and what the buyer – be it a wife or girlfriend or the man who will wear the clothing – will feel about them.  It’s the emotion and perhaps confidence a person feels when they put on a Donald J Trump shirt, tie or cuff-link that makes Macy’s pay the royalties.  My guess is there are other products that are of equal quality – it’s the NAME and the BRAND that will help sell-through.

During the task, the teams had to create a strategy based on the Trump brand. So the first thing they had to do was define the brand. Things that come to mind are wealth, power, entrepreneur, risk taker, business savvy. According to one group, and Donald Trump, sexual prowess is also part of his brand.

They then had to decide on visuals and copy that would show the products and represent the brand, creating a 4 page promotional piece for Macy’s executives to review.

I highly recommend you watch this episode – if you have on demand on your tv it’s episode 1008 or you can watch full episodes online(this one is available through 12/30/10) at http://www.nbc.com/the-apprentice/

Watch how the teams strategize and make decisions on everything from overall concepts to presentation.

Some food for thought …

• How do you define your brand?

• What lessons can you take from the show and use in creating your own promotional pieces?

• Are you consistent with your message in all areas – from web to print to in person?

Here’s to your creative success!

– Tara Reed

P.S.  Need more food for thought? Click on over and get the teleseminar replay by Paul Brent – How to Brand Yourself for Success in Art Licensing.

You may have heard Paul Brent offer his advice and experience on one of his many “Ask Calls” – his next call is Wednesday, May 26th – go to www.AskPaulBrent.com to submit your question.

Or maybe you took part in or got the replay of his amazing teleseminar – Brand Yourself For Success in Art Licensing. (If you haven’t – consider it. It is great information and I’m still reviewing and implementing a lot of what he said.  Every brand can use fine-tuning, it isn’t a “once and done” sort of thing!)

Perhaps you have met Paul in person at SURTEX or even attended a class as he’s taught many over the years.

Now you can watch and listen to Paul Brent give you an overview of his art licensing journey.

He has built a strong brand and business – regularly listed in the top licensor businesses by License! Magazine. He does admit that video is harder than you would expect… but I told him “Done is better than perfect” – it isn’t Hollywood, people just want to hear your story!

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Here’s a  little “link love” for Paul – learn more about Paul Brent at www.PaulBrent.com

Want to know what “link love” and other ways of getting quality traffic to your art website? Go to  www.AskAboutSEOforArtists.com .

Even though the first push for videos is over, we still want to see and hear your story! Anyone who submits a video will receive a $20 coupon good towards eBooks, teleseminars (live or replays) or Ask Call Replays from ArtLicensingInfo.com as a way of saying “Thank you for sharing!”

When can I expect to see your story?

– Tara Reed

For all the details or to see all the stories submitted to date, click the “Stories” tab at the top of the blog or go to http://artlicensingblog.com/stories/

Let’s just say I was pleased as punch!

So just WHY had I created a costume and flipped my hair out (burning my finger on the rarely used curling iron!) and dressed up like a cartoon?

Simple… Paul Brent told me to.

(Or, as I say in the video, he ‘double-dog-dared me’)

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I’ve been doing my homework he gave during the Branding teleseminar and know that others are as well.  As I prepare for SURTEX I figure it is a great time to step back and look at the big picture: my art, how I present it, what I will be saying and showing at the show… the timing couldn’t be more perfect!

If you, too, want to do a brand analysis, the “Brand Yourself for Success in Art Licensing” teleseminar replay is ready for anyone wanting to to spend the time and money to get big results!

Go to www.ArtLicensingInfo.com/branding.html … I double dog dare you!

Here’s to your creative, and well-branded success!

– Tara Reed a.k.a. “Art Licensing Girl”

Taglines were just a part of it but boy have we been having fun with it in the past two days!

On Facebook, Paul wrote:
I have been talking about tag lines recently. Currently mine is “America’s best known coastal artist” but I have been thinking about updating it. It could be aggressive “Art going coastal” or Biblical “Let there beach art” maybe short and straight forward “Bathroom art” . Requirements are it must be under six words and must have some mention of art, artist, painter, etc. included. Any ideas?

Some responses from the “peanut gallery” for him included:

• “Get Brent Out of Shape”
• “Brent’s Beautiful Beaches”
• “Brent’s Gone Coastal”
• “Paul Brent: Arts a Beach!”

• Skip the bathroom art — you are so much more than that! The original is still the best.

“I woke up at 4 a.m. this morning with tag line ideas running through my head and thinking about all I need to do to work on my brand. When I went to my computer to jot down my ideas, I saw your email–thanks so much for the lists to help focus on exactly what to do. I am so glad I took this seminar!”

Betty Laur

www.BettyLaur.com

“I’m amazed by not just the quality and quantity of the information; but also the genuine and friendly personality of Paul Brent. I’m fortunate to receive all this information in the early stages of my development; because I know it will give me the most solid launch possible!”

Brenda D. Baker

www.ArtAndIllumination.com

“Tara, it was powerful and I have been so busy. All my answers came like a tidal wave that night. All my answers were in pieces here and there. Right in front of my nose and did not see it. After that call in two hours of brain storming, I saw my style, subject, and created a logo and tag line. It just all fell into place. Great class and I’m looking forward to hearing the replay for things I might I missed. ”

Bruce Michael

www.SeasonalArtForLicensing.com

What I had to do was explain why I thought I should win “Top Vote Getter” for the Veteran Category – meaning I had made more than $1 with Teleseminars. It was supposed to inspire others, show my passion and what I felt teleseminars had done for my business. Would I be a good spokesperson for teleseminars? Did I make sense? Those were the parameters on which we were judged. (No results in just yet…)

When I sat down to write my speech, I thought about how much teleseminars had changed my business – how they have helped me connect with artists and other industry experts who have come on board to share. Most of all, I wanted to show how I felt it has helped all of us – now you can learn in the most remote region in your fuzzy slippers and you don’t have to travel to New York, Atlanta or Las Vegas. (and neither do I! I’m in fuzzy socks – every time!)

I think I got the point across and here is why: a fellow student was giving me feedback on my speech on Twitter (www.Twitter.com/LoydLarue)

First he said: you did a gr8 job @ the challenge.

I of course thanked him!

Then he said: You Are My Everything @Michael Bublé ==>http://bit.ly/7f8PsV ==>this could be your biz song mantra…?? just a thought.

I didn’t understand so I asked for an explanation.  (Honestly, I have that song as the ring-tone when Craig calls so to me it was a romantic song)

@LoydLarue replied: I was just thinking of your passion towards your prospect / clients.. “You are my everything” made sense @ the time..lol

So I’d say my love for this side of my business shined through – yippee!  I am also happy the speech is over so I can get back to my art and look forward to our upcoming teleseminars.  You are coming right?

Wed, 2/17:  www.AskAboutSEOforArtists.com

Wed, 2/24: Brand Yourself for Success in Art Licensing with Paul Brent

So… thanks for your support through this challenge, the blog and everything else going on.  You are my online everything…

– Tara Reed

]]> http://artlicensingblog.com/2010/02/11/thanks-for-all-your-good-vibes-they-worked/feed/ 3 http://artlicensingblog.com/2010/02/07/good-vibes-needed-please-the-power-of-asking-and-trying/ http://artlicensingblog.com/2010/02/07/good-vibes-needed-please-the-power-of-asking-and-trying/#comments Sun, 07 Feb 2010 18:53:25 +0000 Tara Reed http://artlicensingblog.com/?p=2334 If you recall, I did a video proclaiming 2010 to be my year of “flow” – that’s the verb I have chosen to guide me this year. I want to stop resisting and worrying and just go with the flow.  The creative flow, the flow of opportunity, the flow of health and happiness… all of it.

And WOW! So far so good!  We have some exciting things coming up – many of which I discovered or got a final “yes”  to this year.

• AskAboutSEOforArtists.com – the Ask Call for February (on Wed. the 17th) came to me via email – “I have this new product and thought it might be of interest to your audience…” Absolutely!  What artist with a website doesn’t want to know how to make it work more efficiently for them?
• Brand Yourself for Success in Art Licensing – teleseminar by Paul Brent (on Wed, Feb 24th) – we’ve been talking about this for months and now it will be happening!
• Ask Mary Engelbreit – 13 months in the ‘wooing’ – Mary will be the Ask Call expert on Wed, March 17th – can’t wait!

And these are just the amazing things going on on the information side of my business – not the art side.  But do you see a trend in these events?  They are all opportunities that came from my taking the Teleseminar Secrets Class and learning to connect, teach and inspire by phone.

We’re getting to the part where I need good vibes now…

The cool thing about the Teleseminar Secrets Class is that once you are a student, you are always a student and you can listen in every year to learn the new content and brush up on some review.  I have 2 really cool things going on during the class again this year.

THE GOOD VIBE REQUEST: I entered the “Teleseminar Secrets Challenge” again this year (this time as a “Veteran” – if you read my blog last year you might recall I was a finalist for the “Newbie” category.)  Well I am a finalist again!  One of 6 Veterans who will give a 4 minute speech on WEDNESDAY, FEBRUARY 10th to the other students (usually about 500 people are on the line) and tell them why I believe I deserve to be the “Highest Vote Getter” among the 6 finalists.

For some reason I was REALLY NERVOUS during my speech last year – like, crazy didn’t-think-I’d-get-each-word-out nervous.  The level of it surprised me!  I fully intend not to repeat that feeling.  (The audio sounded fine but it didn’t feel good while I was talking.)

So I would love to know that I have you on my side and sending calming energy to me, OK? (Very new-age, I know!)  I have so enjoyed every Ask Call I’ve done or facilitated since my first call in December 2008 – and it’s thanks to the artists and support you give.  That was part of the challenge entry that got me into the finals…

I’ll let you know how it goes on Thursday, ok?

Another fun Teleseminar Secrets addition – I have been asked to be on the “Faculty” to teach about using Twitter to grow a business.  I was just tweeting away during class and posting to the Facebook fan page and suddenly heard my name and ended up on the live call… if you want to hear my basic thoughts and how this came about – you hear it all below…

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So remember, none of these amazing things would be happening if I wasn’t ASKING (for experts to become part of the ArtLicensingInfo.com family), TRYING (entering the challenge) or LISTENING (to new ideas like the SEO for Artists.).

You don’t know what is possible for you or your business unless you try.  So I encourage you to take a deep breath and GO FOR IT!  The worst that can happen is nothing… the best?  Who knows!

Here’s to your creative success!

– Tara Reed

]]> http://artlicensingblog.com/2010/02/07/good-vibes-needed-please-the-power-of-asking-and-trying/feed/ 11 http://artlicensingblog.com/2010/02/03/brand-yourself-for-success-in-art-licensing-teleseminar-with-paul-brent/ http://artlicensingblog.com/2010/02/03/brand-yourself-for-success-in-art-licensing-teleseminar-with-paul-brent/#comments Wed, 03 Feb 2010 17:09:42 +0000 Tara Reed http://artlicensingblog.com/?p=2322 I’m excited to announce that Paul Brent has put together an information-packed hour to get you thinking, strategizing and building your brand for success in art licensing.

Paul Brent understands branding.

An artist, interior designer and print publisher, he began licensing his art in 1988. Bookmarks, bed linens and insulated barware were among his first licensed products. Since then he has gone on to work with many, many manufacturers and grown his licensing business to be the 94th largest in the world, according to License! Global Magazine’s Top 100 Licensor List for 2008 and 2009.

Paul Brent is the most well known coastal artist in the U.S. He has managed to build and evolve his brand to include so much more than beach and sea life and has done so very successfully. The Paul Brent Designer brand has been in the marketplace for over 20 years and shows no signs of slowing down.

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I will be facilitating the teleseminar on Wednesday, February 24th at 5:30 pm PST / 8:30 pm EST.  At only $57, this could be the best investment of your time and money you will make to help you build your brand in the market place.

This teleseminar is for artists who want to learn to effectively create a brand for their art that will help them grow their business, with emphasis placed on building a brand for the art licensing industry.

• What to expect from a successful branding strategy over the course of the next 30 days to one year.
• What the 9 most common pitfalls are in both a visual brand and a business brand – and how to avoid them.
• Key strategies of branding to help you:
  • create and maintain good artist / agent relationships
  • protect your copyright
  • keep your brand fresh in the market place
  • and use your brand to attract attention in the media.
• How to commit to your brand strategy and take the first step.

Go to www.ArtLicensingInfo.com/branding.html for further details or to see the long list of valuable freebies you will get in addition to the hour long teleseminar.

Or CLICK HERE to get signed up!

Here’s to your well branded creative success!

– Tara

P.S. Combine these branding strategies with the SEO (search engine optimization) skills you will learn on the Monthly Ask Call on Wednesday, February 17th and the impact will be even bigger!

While the golfing industry and several of Tiger’s endorsement partners need a squeaky-clean family-man image, there are plenty of products and entities that would be perfect for Tiger Woods new image.  To begin with, alcoholic beverages and energy drink with caffeine and all of those other activities that promise heightened performance both on and off the golf course. A Tiger posing as the Captain or sipping malt liquor with an attractive blond on his arm would be a winning combination.  The city of Las Vegas should contract with Tiger to be a spokesperson. Who better to say, “What happens in Las Vegas stays in Las Vegas. I should have played in Las Vegas.” What customer of those products wouldn’t believe in his endorsement?

Brand building and brand management is a personal journey that all licensing properties and artists have to deal with, as Tiger does. Well, maybe you do not have to deal with it so dramatically and not in the eyes of the world.  As you develop who you are as an artist, whether a designer of scrapbooking supplies and children’s wear, or t-shirts and surfboards you need to fit the image of someone who relates to their market and consequently the customers who buy your licensed products.

Christian Reese Lassen and Mary Engelbreit are two artists who embody their artwork and who are brands their customers and fans can relate to yet are very different.  Lassen, the surfer who paints the ocean and tropical sunsets has veered from his popular under and over ocean scenes painted in exacting detail to many other subjects and a much looser palette knife style.  His fans have followed along.

Mary Engelbreit has had a magazine devoted to home decorating and home style recipes.  Her loving characterizations of vintage children with charming quips attract a totally different group of fans.  Mary has kept true to her initial image and has not changed her style or outlook.  Will she allow herself room to grow and change?

Personally, I have progressed in licensing from a watercolor style that has been called “breezy” by one reviewer in the Wall Street Journal to oil and more tightly rendered watercolors with digital enhancement, all the while keeping close to my coastal roots. I feel that my changes can be considered evolution rather than radical change.  Many times a new subject matter or new media use was precipitated by a personal experience, sometimes just a wild idea or my take on an incoming trend.  Each time I introduce a new collection I think of the story behind the art and how I can talk to customers about the new work.  This adds to the value of the artwork and makes them understand how I relate to the art I create.

So, who are you as a brand and an artist? Does your image allow you room to grow or are you constricted into a limited market due to how you define yourself?  How you change as an artist and a brand are part of the natural change of life itself.  Let’s hope we all manage our changes better than Tiger.

– Tara

disclosure:  Paul Brent nor I have any vested interest in Tiger Woods, Christian Reese Lassen or Mary Engelbreit – they are simply used as examples in the context of branding.