Thoughts on “Branding”

When Mark Palma, an AAW member and writer, first wrote to me that he was writing an article on “branding,” my first thoughts—humorously—were about old Western movies showing cattle being “stamped” with a red-hot “branding” iron of symbols denoting “ownership.”  Filtering the idea of “branding” through artistic venues such as music and theatre, it then seemed to be a marketing ploy to establish familiarity, fame and recognition of individuals, talented or not, and especially to create sales.  However, within our woodturning field, none of these (especially the red-hot branding iron!) seemed to me, at the time, to be relevant as a topic worth writing about….

…until I gave it some additional thought.  What eventually evolved on my part are descriptive “R” words that I believe summarize Mark’s goal of defining an individual artist’s “brand.”  In my case none of these “R” descriptors describes any intent by me—that is, I did not purposely set out to “brand” myself—possibly with one exception: like the former use of a red-hot branding iron establishing ownership (now a metaphor), I replaced it with a small marking device to graphically sign my work, only not so much for “ownership” but rather as “maker.” 

The “R” summaries are:

Recognition:  To others, one’s oeuvre, style, narrative expressiveness, form, use of certain design elements, plus evolution within a body of work, define you.

Reputation:  As a maker, teacher, mentor, inspirer, and writer you garner the attention of others within and outside the field, hopefully earning the attribute as a notable in advancing the field of woodturning, or at a minimum, promoting it successfully to others.  It is hard work, and is based upon the passion within you of what you do consistently and persistently throughout your lifetime.

Rapport: Achieving a harmonious relationship with others at all levels within the field—from offering beginning woodturners assistance in developing skills, to mentoring the paths of creativity for those wanting more than just skills—to developing a special bond existing between the inspired collector and an inspired artist; in that there is an immense satisfaction which the artist feels when his/her work is worthy enough to be appreciated by others, to the extent that it becomes part of their lives as well.

Respectfulness:  (A) Of others who view your work differently than your perceived intent, and may offer critical remarks of it in a legitimate review.  Considering and responding to opposing opinions respectfully is a worthy attribute.  (B) By others in the manner by which you are inspired by the world around you, your non-verbal “voice” of the elements of your life that are important to you, the “narratives” that evolve during the years creating bodies of work.

Responsibility:  Your actions and commitments regarding the environment in which you live, and how others perceive your sensitivity towards it.  Use of materials such as wood salvaged from your particular urban forest, materials that are repurposed from their intended (and often one-time) use.