A-B-C: Becoming an Artist, Brand & CEO
I'm always looking for simple and memorable ways to explain what we do at Tony Howell & Co. Recently, I had an “ABC” epiphany:
We help Artists become Brands, then CEOs.
Last night, while sharing this framework with non-artists friends, there were three different brands of cookies spread across the table. As I explained the concept, it was helpful to have non-human examples to illustrate the idea.
What makes someone choose our talents — or our cookies?
Below, you’ll find how this “ABC” concept (Artist —> Brand —> CEO) applies to individuals like you and me, but also to companies.
A = Artist
Artist Requirements
While anyone can be creative, becoming an Artist (with a capital A) requires…
Awareness: You feel a calling from high above or deep inside — you're meant to create. You follow that signal with curiosity, listening for additional whispers.
Alignment: You realize your artistry and creativity come from somewhere — perhaps a bit of a spiritual source. You work hard to keep the channel open. You realize many people fall out of alignment with their creative calling, but you follow yours with curiosity, heart, and soul.
Action: Whether you're just getting started or a long-time veteran, you realize there are rituals and practices that help you channel and produce your best work. You make time to take those actions because you recognize that having a practice is essential to your nurturing your gifts and distinctive artistry!
Personal Example:
You’re good (even GREAT!) at what you do, other people tell you that, and you’re ready to make a living from your art.
Without needing to add the “professional” qualification, you’re ready to call yourself an Artist — with emphasis on capital letter.
Business Example:
Your cookies are really good. Everyone compliments you on them and people are also offering you money to bake for them!
You’re ready to enter the market with your cookies.
B = Brand
Brand Requirements
Everyone with a birth certificate has a brand. However, growing your Brand (with a capital B) requires:
Belief: You believe in your value. You know your purpose and have a desire to make a difference. You’re ready to own the fact that you’re a Brand Name — to make a bigger impact and legacy.
Behavior: You realize brands are made of countless little impressions, and developing a personal brand requires consciousness in how you show up and behave. When you’re in public, you’re always on your best behavior, even in your not-so-best moments!
Balance: You know a brand is technically a name and an ID, but ultimately how others respond. You remember to honor both sides as you build your brand: artist and audience, company and clients, you and them.
Personal Example:
You realize you have a very special and unique combination of gifts, and you want to share those with more people.
You’ve made a bit of a name for yourself (or you’re ready to), but you want more recognition, respect, revenue.
Business Example:
People are now buying your cookies, but you realize there are other options on the market.
You begin to package and position your cookies to highlight what makes them the best (or special).
C = CEO
CEO Requirements
While the word "CEO" may bring negative connotations to some, I've learned from my own journey—and from working with coaches and consultants—that the CEO is the visionary leader (mission, vision, and values… but also profitability).
For Artists, like owning their Brands, becoming a CEO (in complete UPPERCASE!) requires:
Choice: The shift from freelancer to CEO is a single mindset shift. You move from being a contractor to the owner of your company, engaging in different collaborations and partnerships. You have to make the first choice to take control.
Choices: Once you decide to be a CEO, be ready to make endless choices. A CEO must successfully steward a company into the future—navigating unexpected events like global pandemics or economic volatility, as well as who to hire.
Consistency: In the same way one doesn't become an actor, singer, or director simply by making choices, you become a better leader of your brand or company with consistency and persistence.
Personal Example:
You’re making a living, but you want to steward your brand (and even your team) into the next year — especially in unprecedented times.
You realize that even though you have a team, it’s your job to create the vision and direct or lead others toward that.
You take control of what you can — exercising your liberties and personal agency to influence change.
Business Example:
You had a pretty good 2024, but you’re meeting with your team to share 2025 goals and small changes based on both the data and intuition.
Artist to brand to Ceo
Putting It Together
Whether you're creating a career or a cookie company, the evolution is the same:
Artist → You master your craft
Brand → You differentiate yourself in the market
CEO → You steward your vision into the future
Our mission at Tony Howell & Co. is to design a brilliant online presence you can manage with joy, flow, and ROI. Ready to shine with some fresh pixel dust? Get in touch.
P.S. I want to thank Tanya Allason for the ABCs of organization that inspired this. Are you a fan of little mnemonic devices like this? Check out the FREE Business Blueprint for Artists.
