Editor’s note: This is the first column of a new series of weekly Q&As in which entrepreneurs featured in the answer questions submitted by readers. You can submit a question for consideration here by writing to nick_leiber@businessweek.com.

Many artisans like me are trying to sell their works from home using Internet marketplaces such as eBay (http://www.businessweek.com/ticker/) and Etsy. Could you give some advice on how to get products the most exposure on the Internet? I’m sure many artists would appreciate the business help.

There are two important concepts to consider: brand value and integrated marketing.

Keep in mind that every time someone sees your work, reads about it, touches it, or hears about it, your brand is reinforced. Your brand defines how your art is different, and how that difference matters to someone who might buy it. Ultimately, brand value is how someone feels (not thinks) about your art and what they feel it says about them that makes them buy your art.

Integrated marketing comprises all the tactics that ultimately gets someone to buy your product at a price they consider appropriate for the perceived value. Integrated marketing is everything that affects your potential customer—from articles, direct mail, flyers, brochures, ads, blogs, newsletters, Etsy features, eBay descriptions and pages, to the art itself.

Some rules to remember:

1. One image, one message. Develop and use one name and logo for all of your marketing materials: Web site, blog, seller ID, etc. Be sure the name is easy to remember and communicates what makes your art special. Consider something beginning with the letter “a,” because many lists are ordered alphabetically. The name and logo should communicate the exact same message.

2. Repetition. This is really important in a brand. There are countless studies on how many times a person has to hear, see, or read something before it sticks. You might be inclined to want to vary your logo, colors, etc. Resist the temptation.

3. Promotion. Launch a Web site, get art and design bloggers to write about you, and find out how artists get featured on Etsy and the top sites your buyers visit. Purchase word clicks on sites such as Google (http://www.businessweek.com/ticker/) to direct customers to your Web site. Get as many pages on your Web site as you can “tagged” on social-networking sites such as StumbleUpon and Reddit, which direct users who have already expressed interest in a similar topic or product to your art. Also, be sure to update your eBay and Etsy listings frequently, as they’re listed chronologically, and feature a consistent variety of art products.

Make printed flyers available wherever and whenever your art is sold (co-ops, art shows, shipments, bills) that show how your art can be purchased. All these elements should have your name and logo. All of your integrated marketing communication vehicles should easily explain where prospects can buy your art.

4. Pricing. Going too low will devalue your art. Going too high might limit sales. On the Internet, you can experiment. And consider the “spouse” limit: what your typical customer can buy without their spouse getting upset. Have fun!