If Branding Were Just a Pretty Logo, We’d All Be Picasso by Now
If branding really were as simple as picking a clever logo or curating a nice-looking Instagram grid, everyone would be successful overnight. We all know that isn’t true. If it were that easy, every accountant with Canva would be an influencer, and every café with a latte stencil would be a lifestyle brand. The truth is more uncomfortable and far more interesting. Your brand isn’t your logo. Your brand is your reputation.
Brand is Reputation, Not Just a Visual
A brand isn’t something you buy, download, or slap on a website. It’s the reputation you earn through the countless small decisions and behaviours that add up to how people experience you. It’s what they say about you when you’re not in the room, and what they whisper after a gallery opening.
Seth Godin put it plainly: “Every interaction in any form, is branding.” That means your brand isn’t simply a logo or a curated grid. It’s about whether you show up with authenticity and follow through on what you say you’ll do. It shows in the way you respect others, the way you speak about your practice, and the way you handle challenges. Are you looking for solutions, or are you waiting for someone else to do the heavy lifting? Are you standing by the commitments you make, or are you hoping others will smooth things over? I’ve often heard artists express frustration when things don’t go as planned, and sometimes that frustration is directed outward. But reputation grows when we take ownership and consistently demonstrate the values we stand for.
And here’s the bit we don’t say enough: this isn’t about being perfect. (Goodness knows none of us manage that. Life happens. We do our best, and sometimes we fall short. The point isn’t flawlessness, it’s the ongoing effort to keep showing up and keep improving.)
What the Research Shows
There’s no shortage of evidence that reputation drives results. A 2024 study in Sustainability (MDPI) found that brand reputation directly influences loyalty, noting that when people perceive a brand as trustworthy, they stay loyal even when competitors are cheaper or more convenient. The 2025 Edelman Trust Barometer reported that people now look to brands to fill gaps left by traditional institutions. In other words, if they don’t trust you, they won’t buy from you. Meanwhile, Echo Research’s 2025 Reputation Valuation Report went so far as to treat reputation as a tangible financial asset, with measurable impact on performance.
Artists often dismiss this as something for corporations, but the principle is no different. Your reputation can either open doors or close them.
Where Artists Go Wrong
The most common misunderstanding is to confuse branding with visuals. A beautiful logo or cohesive aesthetic is attractive, but it’s only surface level. If the actions underneath don’t match, the effect is hollow.
Another stumbling block is making promises you can’t live up to. For instance, if you say you’re community minded, people will look for how that shows up in your behaviour. Do you collaborate, do you encourage others, do you participate? If you say you’re professional, people will notice whether you follow through, deliver on time, and communicate clearly.
Finally, many artists underestimate the power of the small moments. It’s easy to think of branding as the big launch, the exhibition opening, or the shiny new website. Yet in reality, it’s often the small, consistent gestures that leave the deepest impression. Taking time to respond thoughtfully, showing up as you said you would, or adding a personal touch to your work - these are the things that build trust and credibility over time.
Building a Reputation That Lasts
Start with three values you want to be known for. These should be qualities you can consistently demonstrate, not just words that sound good. Next, track your actions against those values each week. This is where a simple tool like a Brand Sheet comes in handy. It lets you see whether what you say you stand for matches what you actually do.
Identify your micro moments and treat them as brand touchpoints. That could mean setting a personal standard for communication, making sure your artwork is packed carefully and with thought, or arriving on time to every event you commit to.
It also helps to do what I call a reputation audit. Ask trusted peers what comes to mind when they hear your name. Compare that perception with what you want to be known for. Sometimes the gap is uncomfortable, but it always points you to what needs attention.
The Risks and Rewards
The risk is obvious. One careless moment can chip away at trust you’ve spent months or years building. Today, silence or inaction is often judged as strongly as what you say or do. The Edelman report found that people now expect brands to be authentic, transparent, and socially responsible. That expectation doesn’t stop with corporations. It applies to us artists too.
The reward, however, is powerful. When your reputation is strong, you don’t need to push as hard. People believe in you before you even step into the room. They’re willing to pay more, recommend you to others, and come back again and again.
Closing Thoughts
If branding really were as simple as a logo, everyone would be thriving. The reality is both tougher and more hopeful. Your brand isn’t the design on your business card. It’s your reputation in motion. Every choice, every interaction, every small gesture writes your brand story.
Here’s the skinny. None of us get it right all the time, but when we keep showing up and keep improving, that’s when reputations become strong enough to carry us forward.
References
MDPI. (2024). Brand Reputation and Trust: The Impact on Customer Satisfaction and Loyalty.
Edelman. (2025). Trust Barometer Special Report: Brand Trust, From We to Me.
Echo Research. (2025). Reputation Valuation Report.
Godin, S. (n.d.). “Every interaction in any form, is branding.”
Next Step: Build Your Brand Workshop
Want to take this further and put it into practice? Join our four-hour online workshop:
Build Your Brand: Reputation in Motion
Saturday 25 October, 9.00 a.m. - 1.00 p.m. (AEST)
In this workshop you’ll:
Learn why brand = reputation, not logo
Define your three core brand values
Map the daily “micro moments” that shape how others see you
Use a Brand Sheet to align your values with your actions
Walk away with a 30-day action plan to grow your credibility
Spots are limited. Book your place HERE