This thesis presents an authentic personal brand, a frame for the future brand communication and a realistic business model for a visual artist of the case. The purpose of this study was to find ways to grow artistic work to a successful business and entrepreneurship in a small town outside the metropolitan area of Finland. There were two main questions to be answered: "How to brand a visual artist's business to successful entrepreneurship” and “How to change passive visibility to an active conversation between an artist and her audience using different marketing tools and channels”. A personal branding process is an interdisciplinary process and it is challenging to combine art and marketing: this study took a business economics approach to both.

This study was a practical development work that had three primary objectives. The first objective was to create a holistic and genuine personal brand for a visual artist. The second objective was to develop a brand communication strategy and the third was to sketch a blueprint for visual artist`s business model. The study aimed to develop the artist`s business idea, find suitable operation models for marketing and to create a new phenomenon of the case artist. The set goals of this study were achieved.

The research for the theoretical background was conducted by studying the literature and academic studies on personal branding, branding and marketing strategies as well as communication. Expert articles, different internet sources and YouTube videos were also used as sources of this study. This study aimed to turn theories to practice and practices to theory. In an empirical part of the work, the author acted as a coach and implemented a consulting working method with the mandator of this thesis.

The identity of the visual artist, a personal brand and brand building tools were discovered in workshops using different self-assessment analysis and exercises; theme interviews brought understanding about an art business and helped to find competitive advantages; and action research and desk study delivered customer segments, defined customer relationships and brand communication channels. The research also included a survey to ensure discovered research results and it gave valuable information for a brand building.

The research process of this thesis required an unconventional approach to the subject, broadminded thinking and continuous communication between the mandator and the author of this thesis, and the project itself was a great learning experience for both parties.