Street art can be mesmerizing. The mesmerizing aspect of it has only recently gone mainstream, hence the idea of some graffiti now being considered true art. Graffiti has been legitimized into street art and if you walk around high-end art galleries in places like New York’s SoHo, you’ll see it for sale (at very high prices!). The transition of some graffiti from nuisance to legitimate art offers some great insights for us to think about how a company can hone in on its marketing efforts.
In this post, we are going to examine what street artists have done to so well and what marketing professionals can discover from them. We’re going to consider a few marketing lessons from street artists that can help you grow a brand.
1. Good street artists are consistent.
The best street artists became big by having consistent looks, messaging, and more in their art. For example, Shepard Fairey spent years posting his Obey stickers everywhere and eventually the image became iconic because people saw it all over the place. His other art was somewhat similar and always gave the onlooker a sense of familiarity.
When you are consistent with your brand messaging and visuals, people will start to notice you and become more familiar with your brand. When people are familiar with your brand, they’ll trust it more and be more receptive to the idea of using it at one point.
2. Let people be responsible for spreading the word.
Artists such as Banksy have been phenomenal at this. This is most likely because his most popular pieces all make powerful political and cultural statements that make people want to share the message. Banksy is always trying to prove a point or make viewers think about the world around them differently. Banksy’s art is the opposite of a paradox—it takes the most senseless of things and turns them into logical thoughts. This magical act, which he accomplishes in his art, makes people want to take the time to snap photos and share his work.
3. You should make great content.
Be a master of your craft and use your mastery to create great content. You, like a successful street artist, have most likely spent an immeasurable amount of time refining your skills. Sharing your mastery will improve your brand by helping your confident and authoritative voice be heard. The more people that hear your knowledge, the more opportunities you’ll have to introduce people to your brand.
Great content will make people want to share your expertise and continuously come back to you.
Thanks to Lyle McKeany for inspiring me to write this.