Crafting Your Brand: How to Stand Out as an Artist or Maker

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Have you ever wondered what makes some artists and makers unforgettable, while others blend into the crowd? It often comes down to branding. If you’ve ever wondered how to stand out in a crowded market in a way that feels authentic, this episode is for you!

Today we’ll cover three things:

1. What a brand really is (and isn’t).
2. Why branding matters for artists and makers.
3. The 5 key elements you can use to create a brand that feels authentic and consistent.

What is a brand?
A lot of people think a brand is your logo and business name, but it’s so much more than that. Part of it is the visuals, yes, but the bigger picture is that your brand is the way people feel when they interact with your work and your business. It’s like that saying about how people won’t remember what you said or did, but they will remember how you made them feel. That’s your brand.

Think about this: Tiffany & Co. isn’t just selling jewelry. That iconic blue box gives you an instant sense of luxury, romance, and timelessness. Or Primally Pure—they’re not just selling skincare. Their whole brand feels natural, spa-like, and rooted in wellness.

That’s the power of a brand. It’s the experience people have with you, not just the product they buy.

And before you panic and think, “Uh oh, that sounds complicated,” here’s the truth: your brand is just how you show up consistently. You’re probably already doing it in little ways—you just might not realize it yet.

Think about some of your favorite brands. What is it about those brands that you’re drawn to? Why do you buy from them? What is it that you love about them? When you can recognize what it is about other brands that draws you in, that will help you break down the branding process for yourself.

I think what really makes a brand stand out and have staying power is visual consistency and connection with your customers. 

Why does it matter to have a strong brand as a maker or creative?
Strong branding helps you stand out, build trust and attract the right customers. Remember, that we are tailoring our branding based on the likes and desires of our ideal customers, so we are getting specific and intentional. The goal is not to appeal to everyone, it’s to appeal to the right people. If you missed last week’s episode about finding your ideal customer, I highly recommend going back and checking that out!

Let me give you an example of branding: Imagine two candle makers. Maker A creates eco-friendly soy candles. Their packaging is earthy and minimal, their Instagram shows cozy homes and slow-living vibes, and their captions talk about mindfulness.

Maker B makes luxury candles in sleek black glass jars. Their branding is bold, modern, and dramatic. Their Instagram feed feels high-end and polished.

Both make candles, the product is essentially the same. But their brands attract totally different audiences.

See what I mean? Branding is what makes you memorable—it’s what helps your dream customers recognize you and say, “Yes, this is for me.”

And I promise, this doesn’t have to be complicated. Good branding isn’t about being fancy—it’s about being intentional and consistent.

I’ve kept my jewelry business branding the same for years because I primarily sell locally in my town and I want that brand recognition. I want people to see my hang tags and go, “Oh, I bought something from you before!”

Having a strong brand builds consistency across platforms, from social media to markets to your website. Your customers can recognize that it’s the same brand they are seeing in these different places. They know it’s you. That consistency and clarity build trust. 

Here are 5 Key Elements of a Strong Artist or Maker Brand:
Let’s get in the practical bits to get you on your way to having a killer brand.

1. Your story (also called your brand story or your origin story) - Why do you make what you make? People love knowing your story. Maybe you paint floral watercolor art because as a kid you followed your grandma all around her garden and she taught you the names of all the plants. Maybe you have a line of jewelry inspired by your travels. Those little details make you memorable and allow your customers to connect with you. Your story doesn’t need to be complicated or dramatic - even the smallest, simplest details can create connection.

2. Your visual style - How your work and your business look both online and in person. This includes your logo, brand colors, fonts, product and lifestyle photography, packaging, displays. You want all of those things to work together to tell a cohesive visual story. And you want your visual style to be the same across all of your platforms (website, social media) and in person if you sell at markets.

Going back to Candle Maker A, who has earthy, minimal, eco-friendly soy candles, they might have an Instagram grid with warm tones and natural backdrops. Their market booth might have linen tablecloths and neutral colored displays. If you order from them online all of their packaging would be recyclable and made from already recycled products. It all fits together and looks cohesive.

3. Your values - What do you stand for? What causes are important to you? Maybe it’s sustainability, slow living, queerness, activism, charity, etc.
If you clearly communicate these values, you will attract other people who share them. Candle Maker A is going to attract customers who care about eco-friendly low waste products.

4. Your voice - the voice of your brand. How do you write, how do you talk, what language do you use, in your emails, Instagram captions, etc?  Are you professional and educational? Playful and fun? Young and hip?…Remember to center your ideal customer here and speak in a way that they speak.
The key is to be consistent in your voice, so that people feel like they know you.

5. Your Customer Experience
This one is often overlooked, but it’s so powerful. How do people feel when they buy from you? Is it exciting? Personal? Special?

Think about getting a handwritten thank-you note in your package versus a plain padded envelope. Same product, totally different experience. 

👉 And here’s the best part: you don’t have to perfect all five of these at once. Start small. Focus on one area—maybe your story, or maybe improving your packaging—and then add to it over time.

You want all of these elements to work harmoniously together, and when they do, and when your ideal customer is at the center of it, your brand will be uniquely recognizable and authentic to you.

Look at what other people are doing and see what is working for them, but really take that and make it your own. Your brand won’t stand out if its just a copy of someone else’s. And this is the fun, creative part of having a business. (Much more fun than bookkeeping and taxes!) You get to create an identity for your business!

Bonus: Brand Kit

Here’s a quick bonus tip. Once you know your fonts, colors, and logo, create a simple brand kit. Even if it’s just one page in Canva or a google doc, it will save you so much time and keep everything consistent.

If you’re like me and change your mind a lot about how you want things to look, having a brand kit can help keep you focused and on track.

Don’t overthink it—a brand kit is just a cheat sheet for your brand.

So, to recap:

• Your brand is the feeling people get when they interact with your work.

• Branding matters because it helps you stand out, build trust, and connect with your ideal audience.

• And the five key elements to focus on are your story, visual style, values, voice, and customer experience.

Here’s my challenge for you: pick just one of those areas and spend some time this week working on it. Small, consistent steps will build a brand that feels authentic and unforgettable.

And if you want some extra help figuring out who your brand is actually speaking to, don’t forget to grab the Find Your Ideal Customer worksheet!