As a creative, you know the power of art. Art is emotion. Art is an experience. Art tells a story. When used correctly, art can be the differentiating factor in your marketing strategy that takes it from good to great. But what does it mean to “use art in marketing,” and how can you do it without coming off as pretentious or sales-y?
Most people not in the art world see it as inaccessible, expensive, and elitist. As a result, they don’t consider using art as part of their marketing strategy. But art doesn’t have to be any of those things. It can be an integral and affordable part of your marketing, making your brand more relatable, human, and memorable.
Here are three ways to implement art into your creative marketing strategy.
1. Use art to tell your brand’s story.
Your brand has a story, and that story should be woven into every piece of content you create—from your website copy to your social media posts to your email newsletters. Think about how you can use art (photography, illustrations, videos, etc.) to tell that story in a way that is true to your brand’s voice and values. You want to be consistent in the message you’re trying to send across all channels.
One excellent way to do this is by working with an influencer that creates art that aligns with your brand. For example, if you’re a sustainable fashion brand, you might work with an artist who creates illustrations with eco-friendly materials. This is a great way to get your story in front of a new audience and build relationships with people who care about the environment. An influencer marketing agency can help you identify and partner with the right influencers for your brand.
You may also want to consider creating your own art. This could be anything from a time-lapse video of your product being made to an illustrated step-by-step guide of how to use your app. The important thing is that the art you create reflects your brand’s story and values. If you don’t have the resources to create art yourself, there are plenty of free or low-cost stock photos and videos you can use.
2. Use art to create an emotional connection with your audience.
People buy from brands they feel connected to on an emotional level. As a creative, you have the unique ability to communicate with people on that level through the use of art. Whether it’s making them laugh or cry or think deeply about something, if you can make your audience feel something, they will remember your brand long after they’ve forgotten about the product or service you sell.
Some businesses are afraid to get too “ personal” or “political,” but if done tastefully, marketing that speaks to current events or hot-button issues can be extremely effective. It shows that you’re a brand that cares about more than just selling a product—you care about the world around you and the people in it.
For example, Nike’s “Equality” campaign was widely praised for using art to make a powerful statement about social injustice. The campaign featured a short film, commercials, and print ads with the slogan “Equality has no boundaries.” Nike took a risk with this campaign, but it paid off. The company saw a 10% increase in online sales in the weeks following the launch of the campaign.
3. Use art to make a statement.
In a world with so much noise, it can be hard to make your brand stand out. But you have the advantage of using art to make a statement that speaks volumes about what your brand believes in—without saying a word. With so many brands vying for attention, now more than ever, it’s important to use everything in your arsenal to make sure yours is the one that people remember.
Consider using art to make a bold statement about your brand. This could be anything from an eye-catching mural to a political graphic design. The important thing is that it’s true to your brand and reflects what you believe in. Avoid being controversial for the sake of being controversial—you want to make sure that whatever statement you’re making is one that your audience can get behind. You want them to see your brand as a force for good in the world.
When used correctly, art can be a powerful tool in your marketing arsenal that can help you connect with your audience on a deeper level and make your brand unforgettable. Always keep your brand’s story and values in mind when incorporating art into your marketing strategy to ensure that everything you do is aligned with your overarching goals. And, most importantly, have fun with it! Art should be enjoyable, so let your creativity flow.