Scientific Journal of Pazhuhesh-e Honar

In today’s era when art and economy are increasingly intertwined, the issue of personal branding for artists, especially in traditional fields such as calligraphy, has become increasingly important. The art of calligraphy, as a valuable treasure trove of Iranian culture and art, has always had a special place. However, artists in this field face difficulties due to economic challenges, including the lack of sufficient return on investment. In the digital age and the expansion of social networks, personal branding has emerged as a powerful tool for introducing and promoting the status of artists. Despite their high artistic skills, prominent calligraphers face numerous obstacles in exploiting their economic potential and promoting their social status. The main question of the research is what strategies can help calligraphers become successful personal brands in the art market. The approach of this research is mixed (qualitative-quantitative). In the qualitative part, semi-structured interviews with 20 calligraphy professors and branding experts were used, and in the quantitative part, data were collected through the distribution of questionnaires among 40 activists in this field. The findings showed that three major categories of strategies, including entrepreneurial, marketing, and strategic strategies, play the most important role in the personal branding process of artists. These strategies, when interacting with each other, can help to promote the professional status, increase income, and increase the visibility of the artist in today's competitive environment. The results of the study not only provide a scientific model for the personal branding of artists, but also, by providing practical solutions, can help to sustainably promote the art of calligraphy and improve the livelihood of artists in this field.