Guide, resources, and moodboards for your Brandcation. Travel friend, retreat photographer, and brand filmmaker with a funky twist. Escape Artists! Let's gather, frolic, and film on our own damn catwalk - it's the cat's meowza!
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In the realm of aerial arts, where performers defy gravity and captivate audiences with their prowess, branding often gravitates toward showcasing technical skills and physical feats. However, as the landscape of branding imagery evolves, there’s a compelling case for moving beyond performance-centric narratives to embrace storytelling that fosters genuine human connections. This shift not only enriches the art form but also resonates deeply with audiences, creating lasting impressions.
The Limitations of Performance-Based Storytelling
Traditionally, branding in the aerial arts has emphasized the performer’s abilities—highlighting strength, flexibility, and the sheer spectacle of high flying maneuvers. While these elements are undeniably impressive, an exclusive focus on performance can inadvertently create a barrier between the artist and the audience. Spectators may marvel at the display yet feel disconnected from the person behind the performance.
For decades, outdoor branding and marketing has been obsessed with summits, endurance, and pushing limits. The dominant narrative leans into masculine energy. Achievement, resilience, and the need to conquer nature, framing the outdoors as a proving ground rather than a space for connection. But nature isn’t something to be dominated; it’s something to be immersed in, balanced with, and experienced through both masculine and feminine energy.
R. Douglas
Rebecca Douglas, in her beautiful article on outdoor branding, argues that the industry is “stuck in a loop” of performance-based storytelling and advocates for narratives that delve into real human connections with nature. This perspective is equally applicable to aerial arts, where integrating personal stories can transform a performance from a mere display of skill to a shared human experience.
Embracing Authentic Narratives
To transcend the confines of performance-based storytelling, aerialists can weave authentic narratives into their branding. Here are strategies to achieve this transformation:
Share Personal Journeys: Audiences are drawn to stories of growth, struggle, and triumph. By sharing your journey—be it overcoming fears, mastering a challenging move, or finding solace in aerial arts—you invite the audience into your world, fostering empathy and connection.
Highlight Emotional Connections: Discuss what aerial arts mean to you personally. Whether it’s a form of expression, a source of empowerment, or a pathway to healing, articulating these emotional ties adds depth to your brand.
Engage with the Community: Showcase collaborations, workshops, and interactions with fellow artists and students. This not only demonstrates your commitment to the community but also humanizes your brand, making it more relatable.
Incorporate Visual Storytelling: Use behind-the-scenes footage, candid photos, and narrative-driven videos to provide a glimpse into your life beyond the stage. This approach demystifies the art form and makes it accessible to a broader audience.
Case Study: Ancient City Aerial’s Approach to Branding
An illustrative example of this shift is seen in the branding strategy of Ancient City Aerial Arts, the beloved aerial studio where Lexis teaches in St. Augustine, Florida. Instead of focusing primarily on the competitive , more masculine leaning aspects of the industry, Ancient City emphasizes the joy of casual community support and the camaraderie of training with friends. Their visual identity is bold yet grounding and approachable, resonating with a broader audience beyond hardcore performers.
Aerialists and studio owners alike can draw inspiration from Michelle’s (the owner + operator of ACAA) approach by highlighting the joy, community, and personal growth associated with their art form, rather than solely focusing on the complexity of their performances.
A ‘subtle show-off; rather than an in-your-face competition. That’s more our personal style.
Implementing Authentic Storytelling in Your Brand
To effectively integrate authentic storytelling into your aerial arts brand, consider the following actionable steps:
Develop a Signature Act with Personal Significance: Create performances that reflect your personal experiences or convey a meaningful message. This not only differentiates your act but also allows the audience to connect with you on a deeper level.
Leverage Socials: Utilize platforms like IG and TikTok to share snippets of your daily life, training sessions, and personal reflections. Engaging content that showcases your personality can build a loyal following.
Collaborate with Other Artists: Partnering with artists from different disciplines can lead to innovative performances and broaden your reach. Such collaborations can also introduce your audience to new art forms, enriching their experience.
Engage in Community Outreach: Conduct workshops, participate in local events, and engage with community projects. These activities not only give back to the community but also enhance your brand’s narrative by showcasing your values and commitment to the art form.
Authentic Aerial Branding-The Impact
I know *authenticity* is overused like a MFer but embracing authentic storytelling in your branding efforts is your unfair advantage. It can lead to several positive outcomes:
Enhanced Audience Engagement: Audiences are more likely to engage with and support artists whose stories resonate with them on a personal level.
Increased Brand Loyalty: Sharing your authentic self fosters trust and loyalty among your audience, leading to sustained support over time.
Differentiation in a Competitive Market: A unique and genuine narrative sets you apart from other performers, making your brand more memorable.
Conclusion
Moving beyond performance-based storytelling to embrace authentic narratives allows aerialists to connect more deeply with their audiences. By sharing personal journeys, emotions, and community engagements, you transform your brand into a relatable and inspiring entity. This approach not only enriches the audience’s experience but also fosters a loyal and supportive community around your art.
As the personal and professional branding landscape continue to evolve, integrating authentic storytelling into your aerial branding strategy will be key to resonating with audiences and sustaining a meaningful and impactful career.
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