What's in a Name? Is Your Artist Identity LOST or FOUND in a sea of names?

[Harriete E Berman]

Harriete,

Should I have a business name?  I’m stumbling and struggling on how to come up with a name.

Signed,
A reader in search for a name!

While this question is a condensed version of questions from readers, it represents a fairly frequent issue. It also highlights concerns that are relevant to the Niche Marketing theme for the upcoming Professional Development Seminar  at the Seattle SNAG Conference.

PDS speakers include:

Hilary Pfeiffer who uses her own name for her serious work, but calls her wedding toppers business "Bunny with a Tool Belt".

emiko oye refers to her jewelry line as Reware (though I noticed that the web site name is actually "reware style.")

Deb Stoner has always chosen to do her work under her own name as her artist identity.

My primary concern with a business name is the difficulty that most people have developing even one artistic identity, let alone two. In most cases I believe it splits awareness you have built and confuses potential customers or your online network.

 

ASK Harriete offers further insight into marketing strategies and p... that may enhance the effectiveness of an identity....

 

It would seem to be a lot more focused to keep one name for your web site, email, Facebook, LinkedIN, Flickr, all 2.0 social networking and on-line marketing . One name, or a variant of your name, constantly reinforces one singular identity.

[Harriete E Berman]

John,

Can you offer everyone an example of  a mistake? Maybe I am confused. This is your realm of expertise.

 

 For example, we (the PDS) did invite Hilary Pfeifer to speak about her "wedding topper" business....but we invited Hilary Pfeifer, not "Bunny with a Tool Belt."  In fact, we could not have even promoted the program inviting "Bunny with a Tool Belt." Its a really cute name, but I am inclined to think people would be really confused and think a stuffed animal was a Niche speaker.

Hilary said that she didn't want to put her name on the "Bunny with a Tool Belt" card  as she is trying to separate her markets....

 

but I don't think Hilary's "wedding toppers" are so different from her gallery work. It is the different niche market that is important, but not the name of the artist that makes the difference.  

 Am I wrong....

I will let you clarify, you are the expert.

Harriete

[2Roses]

"My primary concern with a business name is the difficulty that most people have developing even one artistic identity, let alone two. In most cases I believe it splits awareness you have built and confuses potential customers or your online network."

Harriete, your comment above presupposes that the artist would create two brand identities for the same product. This would, of course, be a classic mistake. Hilary Pfeiffer takes the correct approach and creates a separate brands for two product lines. When done properly there is no issue at all with splitting awareness. The reason is tied to another of your topics: niche marketing.

Developing an effective brand strategy across multiple market niches is probably a somewhat unfamiliar concept to artists. It is not something that is taught in art school. However, we see the backlash everyday as artists miss opportunities and income due to brand conflict.