Outline of page contents

Jargon Busters: Branding

Jargon Busters: A brief introduction to the key words used in brandinng

This is a brief ArtMakers Introduction to Jargon Busters Branding

For more Jargon Busters and detailed information please register to see ArtMakers Branding Strategy – Some Detail

Outline of page contents

Key Jargon Busters Branding words

Jargon Busters

What is a Branding Persona?

A Branding Persona is the persona of your dream customer. A Branding Persona worksheet can help identify the persona of your dream customer, what their needs/desires, fears/Frustrations, concerns and situation may be. Link to ArtMakers: Persona Mapping.

What is a Branding Strategy?

A Branding Strategy is a long-term plan to achieve a series of long-term goals that ultimately results in engaging and selling work or services to your dream customer.

Discover Your Identity

These are the key words you would use to describe your work and your approach to art

Your Logo?

Choose an image or word block which expresses your identity.

What do you mean by Dream Customer?

A dream customer is who you identify as your perfect customer. You may identify that you have several dream customers, and you may need to create separate branding strategies for each.

What do you mean by needs/desires, fear/frustrations, concerns and situation of a customer?

Here is an example of the how this list may be applied to your dream customer.

Needs – The customer needs something, e.g they need to buy a birthday present.

Desires – They desire to buy a birthday present from a local independent business.

Fears – They find shopping online overwhelming.

Frustrations – Because they find online shopping overwhelming, they get frustrated if a sales site is complicated.

Concerns – The gift not arriving in time for the birthday

Situation – They are in their late 60’s, they care about supporting local, they may be retired so they only have a pension for income.

How would you make it easy for this type of customer to buy from you? Some possible answers.

Needs –You make a range of work that is accessible via an online shop, you also perhaps advertise in the local newspaper, radio, or via groups that your dream customer may connect with and you also sell in a shop or gallery.

Desires – You fit their desire of being an independent local business and your make sure this message is consistent throughout your business activities and advertising.

Fears – You have an online shop, as well as a way of taking sales via telephone and you have work for sale in a shop and or gallery.

Frustrations – Your website is easy to use and supportive of someone who is not confident with technology. You advertise where else they can purchase your work and also have clear contact information which you respond to quickly.

Concerns – You have a next day delivery option or you advise them on where else to go to buy your work.

Situation – You have done all the above so that the situation of your customer is not a barrier to them buying your work.

I hope you found this Jargon Busters overview useful. For more information on Branding Strategy and much more REGISTER with ArtMakers.





Includes :
ArtMakers Newsletter
Peer-to-Peer chatroom
Competition and events listings
Basic Information and Jargon explainers
Detailed Information pdf’s – download up to 3 per year
Articles – read 3 a month
Reduced cost half day Marketing Health Check with Dirty Martini (Northern Devon only)
Sign up to subscribe


£7.00 / £73.50

per month

Includes :
30 Day auto reminder of upcoming deadlines
Membership of The Maker Series
Podcasts and Masterclasses
Networking Events
Detailed information pdf’s – download all
Articles – read all
2x Short Training Courses* per year included
Sign up to subscribe

Standard Plus

£9.00 / £97.20

per month / year

Includes :
45 Day auto reminder of upcoming deadlines
Membership of a-n – inc. insurance benefits
Includes up to 4 Short Training Courses per year §
Further £50 reduction on Half day Marketing Health Check with Dirty Martini**
Sign up to subscribe

Do you find this advice helpful?