Is Your Brand a Gimmick?

This question came to mind as we were in Quebec City for an event. My wife and I were sitting at a restaurant enjoying some sunshine and a cool beverage when we were approached by a caricature artist to have a drawing done. Now being a fellow caricature artist and trying to help our industry I got him to draw one of my wife. Why him? Well I have to say he had a great gimmick with his blue hair, fancy suit, and the ambition to walk table to table asking people if they wanted a caricature. While drawing he was conversing and very pleasant. And then he finished, my wife was not impressed. On top of that he charged us $30 for a black and white drawing. We could have asked for our money back or for him to do another drawing but we didn’t. We understand artist style.

Gimmicks are great for gaining attention

Where did I feel this artist went wrong. He said he had been drawing for 40 years, yet his drawing looked as though he was a beginner. For $30 the art warrants more than a rubber band, a bag, business card, etcetera would have been more professional. In the end his gimmick of the dress got him the job, but the outcome didn’t support it.

As my friend Paul Copcutt a branding coach says, “ You brand is what people say when you’re not in the room.” As a caricature artist our business has been built mostly by word of mouth and that comes from satisfied clients that tell their friends.

So while a gimmick can be helpful in gaining attention as a creative of any genre you need to be able to deliver on your craft. Always be trying improve your art form and over deliver to your clients. Don’t let your brand be your gimmick.

About the Author

Bruce Outridge is an artist and media entrepreneur from Southern Ontario Canada. Bruce Outridge Productions offers custom illustration and design services specializing in caricatures and cartoons while Outridge Consulting Services offers media and marketing services. Learn more at www.bruceoutridgeproductions.com or www.bruceoutridgeproductions.com