Brand Identity for Creatives

What is Brand?

A lot of people think “brand” means logo, but your brand is way bigger than that. For creatives, it’s your Artist Identity: how you show up in the world, how people experience you, and what they remember.

Values, Voice, and Visuals = your Brand (or Artist) Identity

To be authentic, your brand must have YOU at the centre. However, it shouldn’t be ALL of you. Your brand is an elevated, polished, intentional version of yourself. Think of it like a performer putting on a costume before stepping on stage. Your brand is the costume, and social media is your stage.

Even if you think your art should speak for itself, your audience still wants to connect to a person. One of your songs or paintings might grab someone’s soul (and that’s the beauty of art), but to build a consistent fanbase, people also need a recognizable identity to follow, trust, and engage with. Your public persona doesn’t replace your art; it amplifies it.

That consistency builds loyalty, helps your work stand out, and ensures your audience knows who you are amidst a sea of creatives. A strong brand is instantly recognizable, communicates your values, and sets you apart.

VALUES: Your Why

Your values are the foundation. They shape everything: your message, who you work with, your audience, and even your reputation.

Ask yourself:

• Why do I create?

• What do I stand for?

• Who do I want to attract?
  

• What do I want to be known for?
  
  

Defining your values helps you stay grounded and intentional. It also helps you attract your fanbase! Fans and buyers connect when your values are easily understood. When your values line up with theirs, you’re not just “a band they kinda like” or “an artist with pretty paintings.”

Everything you create comes from inside you. Because of this, your art will likely already reflect your values, whether loudly or more subtly. So, your branding should also reflect your values.

VOICE: Your Personality

When I say 'voice', musicians probably think of singing… obviously. But when we're marketing a business, voice means something a little different. In branding, voice is the expression of your business’s personality. It’s how your brand communicates. And since we’re building an artist brand around YOU, it’s about turning your personality into a consistent, recognizable public persona. Voice is your personality, expressed in words. It’s how you sound in captions, bios, Instagram reels, interviews, or even stage banter.

Consider:

• Are you casual or formal?
  
  

• Funny or serious?
  
  

• Short and punchy or lyrical and reflective?
  
  

Your values shape what you say.
Your voice shapes how you say it.

Consistency builds trust. If people recognize your voice across everything you do, they’ll feel like they know you (even if they’ve never met you). And they will likely be more loyal to you!

VISUALS: Your First Impression

If you’re a visual artist, you already have a leg up with this one. However, it’s important to understand that visuals are about more than the art you make. They’re the way your brand is seen: your logo, fonts, colours, photography, stage look, social media aesthetic, your merch table's setup... everything!

You need to create an experience beyond just your music as a band or your pottery as a ceramics artist. Think of your visuals as a vibe you get to establish for yourself. Are you down-to-earth Cottagecore? Urban and edgy? Witchy and magical? Kawaii, pink, and fun? To keep your brand recognizable, the core of these visuals needs to be consistent.

Pro tip: Build a mood board on Pinterest or Canva with colours, fonts, images, and styles that feel like you. It’ll help keep your brand cohesive across all touchpoints.

Final Thoughts

When your values, voice, and visuals all align (and when you treat your audience with respect), you build a reputation people trust. And trust is what turns casual listeners into lifelong fans or lookie-loos into loyal long-time collectors.

Your brand is the bridge between your art and your audience. To effectively market yourself, you must show up with clarity, consistency, and intention. Some people might feel like it is “fake” to have a public persona. The cool thing is, as an indie creative, you get to design and develop the Values, Voice, and Visuals that represent you… And that’s not fake at all!

So, know who you are. Show up consistently. Let your brand grow with you. And remember, everything you do communicates your brand… so, make it intentional.