Melissa McKinnon: Artist

Melissa McKinnon is a Contemporary Canadian Landscape Artist living and painting in Calgary, AB.

Art Marketing: Crafting A Brand You Believe In With Melissa McKinnon (As Featured on Heather Allen Online)

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Earlier this year I was interviewed by author and art marketing guru Heather Allen for her new book “Let Your Creativity Work For You”. Chapter 8 is all about me and how I approach art marketing and branding for my creative business.

In preparation for her book launch in November, I have been featured on her WEBSITE & BLOG:

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Interview with Melissa McKinnon: Crafting A Brand You Believe In

“Melissa McKinnon is a Canadian artist with a recognizable style. Using a palette knife, she shapes acrylic paint on canvas to create almost magical scenes. She describes herself as a “Mother of two spirited girls,” who loves to paint in vibrant colors and thick textures.

Melissa is featured in my book in Chapter 8, “Crafting a Brand You Believe In.” Having yet to meet her in person, let me tell you how her brand introduced us online…

If you’ve ever used a Google keyword search to find images, you’ll be able to visualize this scenario. While browsing the Google image search results for “handmade cards” and “artist thank you cards,” one picture managed to stop me in my scrolling tracks.

A crisp, clean image of four vertical greeting cards standing boldly against a clean white background looked like something out of a magazine. Just a few images to the right, the same style and vivid colors with white borders against a black background connected the dots and created a lingering impression.

The colors and contrast caught my eye. But the professionally executed photography is what drew me in and elicited a “click.” The image led to a webpage that was equally crisp, clean, and bold. Bright blotches of pure hue saturated the site of independent artist, Melissa McKinnon, who paints and sells out of her home studio in Alberta, Canada.

Interview-with-MELISSA-MCKINNON

Melissa’s images, paired with my Google search terms, introduced us in the right place at the right time. Someone like me—not necessarily searching for artwork at the time—happened upon her website as a result of what I like to call, “Search Serendipity.”

The connection to Melissa’s artwork could have ended right there in the search browser. Instead, the images opened the door for Melissa to gain a new admirer and for me to have another chapter case study.

Here’s what every artist needs to know about branding:

A brand is more than a logo design. In fact, a brand is created from many cohesive elements, much like your artwork. And, if we want to dip into a little analysis, we can divide branding into two categories: (1) explicit and visible branding, and (2)  implied and invisible branding. Both categories work together to open doors and represent you exceptionally well.

And here’s the good news: As an artist, you already have a recognizable and consistent style in your art. So, rather than spinning wheels to come up with a brand style, use your artwork as the baseline for your branding. Here’s where your brand can come to life:

VISIBLE BRANDING

  • your marketing materials and collateral
  • any digital marketing (including your website and social media accounts)
  • your photographs and images of your artwork
  • the fonts and graphics you use in your communications
  • the packaging and/or framing that puts your work on a pedestal
  • your materials, style and craftsmanship
INVISIBLE BRANDING

  • the vision you have for your art business
  • your driving mission that fuels you in creating your work and sharing it with the world
  • the way you interact with people and the business principles that keep you grounded
  • the type of news and press you receive; your overall public relations strategy
  • your pricing strategy and place of sale (which form an impression on buyers)
  • Branding elevates your artwork and opens doors!

    The professional approachability communicated by Melissa’s website, paired with the branding consistency across all of her social media platforms (FacebookTwitter, and Pinterest) quickly converted me from being a mere website viewer just moments earlier to being a fan.

    Melissa’s brand is explicitly stated through her stylized graphics, fonts, and online presence; it is a reflection of her artistic style. Her brand is implicitly shared through her communications, customer relationships, and the thoughtfulness that goes into every detail making her brand a reflection of her personality too.

    So valued reader, use branding to create an irresistible first impression. Creating a well-packaged brand that gives attention to both your artwork and to you as the artist makes a world of difference to prospective buyers, especially those who find your artwork online. Use your artwork and style to inform your brand thoughtfully, and you’ll stand out from the crowd!” ~ Heather Allen

     

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    Interview with Melissa McKinnon Contemporary Canadian Landscape Artist

    The book, “Let Your Creativity Work For You” is available for pre-sale now and will be available in November 2015. (Please note that I do not receive any monetary compensation from the sale or promotion of the book.)

    ***

    To see more of my paintings available for purchase, please visit my PAINTING GALLERY.

    To learn more about the process of commissioning a painting with me, CLICK HERE or send me an EMAIL.

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    Art marketing, branding, build your brand, promote your art, creative branding, how to market your art, how to build your art brand, marketing for artists, branding for artists, Calgary artist, Canadian artist, Alberta Landscape Painter, Contemporary Alberta Artist, Alberta Landscape Painting, Calgary paintings, Birch Tree Painting, Birch Tree Paintings, Aspen Tree Painting, Aspen Tree Paintings, abstract painting, Calgary Fine Art, Calgary, Alberta, Canada, Canadian Rocky Mountains, Banff, Canmore, Lake Louise, sky, prairies, mountain, mountains, lake, river, water, ocean, beach, playa, clouds, leaves, flowers, floral, abstract, Canada, Rockies, Art collector, artist to collect, original paintings, landscape paintings, oil paintings, acrylic paintings,tree paintings,paintings of trees, abstract paintings, abstract art, fine art, art gallery,contemporary landscape painting, Aspen artist, Melissa Mckinnon, Aspen paintings, Aspen tree art, Aspen tree artist, Autumn Aspens, Autumn birches, Aspens, Autumn leaves, Birches, Big paintings, large paintings, impasto, thick paint, paintings with texture, palette knife, birch art, birch paintings, landscape painting commission, Painting Commission, Commission artist, Custom painting, Aspen fine art, aqua art painting, teal art painting, turquoise art painting, yellow art painting, green art painting, purple art painting, black and white art painting, blue art painting, bright colors, bright painting, colourful painting, colourful art, paintings for sale, Decor, decor, interior design, interiors, interior design inspiration, autumn decor, fall decor, autumn decorations, fall decoration, autumn leaves, Ontario artist, Ontario art, paintings of Ontario, Paintings of Eastern Canada, Ontario art, Ontario in the fall, autumn in Ontario, Toronto, Ontario art gallery, Toronto art gallery, New colourful tree paintings, nature art, tree art, artwork, wall art, decor, wall decor, interior design inspiration.

    Contemporary Canadian Landscape Artist Melissa McKinnon

    Art marketing, branding, build your brand, promote your art, creative branding, how to market your art, how to build your art brand, marketing for artists, branding for artists, Calgary artist, Canadian artist, Alberta Landscape Painter, Contemporary Alberta Artist. Alberta Landscape Painting, Calgary paintings, Birch Tree Painting, Birch Tree Paintings, Aspen Tree Painting. Aspen Tree Paintings, abstract painting, Calgary Fine Art, Calgary artist, Alberta art, Canada art, Canadian Rocky Mountains art, Banff art, paintings of Lake Louise, sky painting, prairie art, mountain art, paintings of mountains, lake, river, water, ocean art, paintings of beaches, clouds, leaves, flowers, floral art, abstract art, Canada, Rockies. Art collector, artist to collect, original paintings, landscape paintings, oil paintings, acrylic paintings,tree paintings,paintings of trees, abstract paintings, abstract art, fine art, art gallery,contemporary landscape painting, Aspen artist, Melissa Mckinnon, Aspen paintings, Aspen tree art, Aspen tree artist, Autumn Aspens, Autumn birches, Aspens, Autumn leaves, Birches, Big paintings, large paintings, impasto, thick paint, paintings with texture, palette knife, birch art, birch paintings, landscape painting commission, Painting Commission, Commission artist, Custom painting, Aspen fine art. Aqua art painting, teal art painting, turquoise art painting, yellow art painting, green art painting, purple art painting, black and white art painting, blue art painting, bright colors, bright painting, colourful painting, colourful art, paintings for sale. Decor, decor, interior design, interiors, interior design inspiration, autumn decor, fall decor, autumn decorations, fall decoration. Autumn leaves, Ontario artist, Ontario art, paintings of Ontario, Paintings of Eastern Canada, Ontario art, Ontario in the fall, autumn in Ontario, Toronto, Ontario art gallery, Toronto art gallery. New colourful tree paintings, nature art, tree art, artwork, wall art, decor, wall decor, interior design inspiration.
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    Author: Melissa Mckinnon Artist

    I am a Canadian artist and mother of two beautiful, spirited and loving girls, living and working in Calgary, Alberta. I love to paint large scale acrylic paintings with vibrant color and thick texture. To see my work, visit my website and blog at: www.melissamckinnon.wordpress.com

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