By: Chris Williams

For artists, crafting a memorable and influential public image is not just a matter of chance—it’s a deliberate process that requires careful attention and strategy. Tim Laanstra, CEO of Resulty, has guided numerous artists through the process of shaping their personal brands, helping them align their public image with their true artistic identity. In this five-step approach, Laanstra outlines how artists may build a powerful public image that resonates with audiences and supports long-term career growth.

1. Define Your Authentic Self

The cornerstone of a successful public image is authenticity. In a world saturated with content and constant online interaction, audiences crave real, unfiltered connections. Tim Laanstra emphasizes that the first step for any artist is to clearly define their authentic self. “An artist’s brand should reflect who they genuinely are—both as a person and as a creative,” Laanstra explains.

This involves introspection. Ask yourself what drives your art. What are the themes and values that define you as an artist? Are there personal stories or experiences that fuel your creativity? By identifying these elements, you’ll develop a brand that is not only genuine but also compelling. Authenticity doesn’t mean sharing every aspect of your personal life, but it does mean being true to your creative vision and your story. Once you’ve established that, you can ensure your public image reflects your identity in every aspect—from your interviews to social media posts.

2. Create Content and Have Material to Be Seen

Once you’ve defined your authentic self, the next step is ensuring you’re visible. In the digital age, content is currency. Creating and sharing consistent, engaging content is key to building a public image that sticks. “If people can’t find you, they can’t connect with you,” Laanstra notes. To establish a strong presence, you need to have enough material out there to make an impression, whether through social media, YouTube, interviews, or performances.

Going viral isn’t just about luck—it’s often the result of smart, targeted content. Laanstra advises artists to create material that resonates deeply with their target audience. It could be behind-the-scenes videos of your creative process, personal reflections, or even visually striking pieces that highlight your work. “The more content you create, the greater the chances of something gaining traction,” Laanstra explains. But it’s not just about quantity; quality matters too. Every piece of content you produce should align with your authentic brand, helping to build your image over time.

3. Engage with Your Audience

Public relations isn’t just about broadcasting your message—it’s about building a relationship with your audience. Once you’ve created content, it’s crucial to engage with the people who interact with it. “Artists who take the time to engage directly with their fans create more than just followers; they create a community,” says Laanstra. This engagement can take many forms, from responding to comments on social media to participating in live Q&A sessions or posting stories about your creative process.

Engagement fosters a sense of loyalty. When your audience feels like they’re part of your journey, they’re more likely to support you, share your work, and become long-term fans. Laanstra encourages artists to be responsive and approachable. It doesn’t require being online all the time, but it does mean being present, showing appreciation for your audience, and building real connections with them. A simple like or thoughtful response can go a long way in nurturing fan loyalty.

4. Manage Your Digital Reputation and Branding

Managing your digital reputation is essential to keeping your public image intact. Laanstra believes that artists must be vigilant about what’s being said about them online. “Your public image is influenced by what you say—and by what others say about you,” he notes. This includes monitoring social media platforms, responding to press coverage, and keeping an eye on reviews or comments that could potentially harm your reputation.

Working with a PR firm like Resulty helps artists manage their public image across multiple channels—whether through social media branding, thought leadership articles, or online reputation management. If a negative comment or news story arises, it’s important to address it promptly and appropriately. Laanstra stresses that managing a public image is an ongoing process, and being proactive about your reputation can prevent issues from spiraling out of control.

“Having a strong PR strategy allows you to be prepared for unexpected situations, ensuring that your brand remains positive and credible,” Laanstra adds. In addition to handling crises, managing your brand also involves actively promoting positive press. This might mean placing thought leadership articles, securing interviews, or organizing media opportunities to share your work with a broader audience.

5. Consistency is Key

Perhaps one of the most important aspects of maintaining a strong public image is consistency. “Consistency is what separates successful artists from those who fade into the background,” Laanstra explains. This consistency should be reflected in your tone, visual branding, and messaging across all platforms. Whether on social media, in interviews, or on stage, your public persona should align with the brand identity you’ve built.

Consistency doesn’t mean being predictable or repetitive—it means ensuring that your audience experiences the same core identity whenever they encounter your brand. From the themes in your art to the way you communicate online, every interaction should reinforce the image you want to project. Laanstra advises artists to regularly review their public content to help ensure it stays aligned with their overall branding goals. This attention to detail helps to build trust and familiarity with your audience, ensuring they know what to expect from you.

Shaping a public image as an artist is a dynamic process that requires thought, strategy, and regular engagement. By considering Tim Laanstra’s five-step approach—defining your authentic self, creating content, engaging with your audience, managing your digital reputation, and maintaining consistency—artists may take control of their narrative and build a brand that resonates, endures, and grows.

Published by: Khy Talara