OK Go, Madonna, Daft Punk, Lady Gaga. These are very famous musicians but there are certainly many artists that sing better than them.
But why are they so famous? The answer is simple: they have created a brand. You might cringe thinking about branding as if it’s a disease, as if it can ruin your soul, but do you know that even when you don’t change a thing, you still have a brand?
Yep, that’s because branding simply means your image on the minds of the general public. Simply put, it’s your band’s personality. So we all have it, you just need to define it or enhance it (or even change it) if you want music career success.
When branding and marketing your band, make sure that you find your own unique image. “Every brand must pursue a life of its own – not affirm the life of a manager.” We couldn’t agree more! The manager is key to the success and trajectory of the band, it’s important for it to remain distinct, not falling victim to compromise and distraction.
Here are some questions that could help you define your brand:
Table of Contents
WHAT IS YOUR BAND’S PURPOSE?
Purpose may seem like a loaded word and it kinda is, but you simply should define what you want to be two, five, or ten years from now.
Do you want to be the best wedding band in LA? Do you want people to be entertained by your funny songs and gimmicks? Do you want to cheer up the oldies with your classic remakes?
Every musician has a purpose other than “self-expression.” What is it?
WHAT IS YOUR STORY?
How did you guys meet? How did you decide to pursue this career?
What is your life story as a musician? What difficulties did you encounter? Your story is important when defining your brand.
When you link it to your purpose, you are already halfway to defining your brand.
WHAT UNIQUE EXPERIENCE DO YOU WANT TO OFFER?
Whether it’s through your gig or CD, what type of experience do you want your listeners to go through? Do you want them to feel blissful, angry, calm, sad?
Sure, it’s important that you create your music first before thinking about these things. Sometimes, they emerge on their own without any effort. But when you’re too random, maybe it’s time to define the type of music you want to be known for.
This also applies to the kinds of merch you offer, your website lay-out, your music videos, CD packaging, and everything else. Everything should be an experience. Be as consistent as possible.
WHAT ARE YOU NOT?
“I may not know what I want, but I know what I don’t want.” This is famous because it’s true. When we still don’t know what we want (or what we are), it’s sometimes useful when we define what we are not.
List down the things you’d never ever want to be or be known for.
AND LASTLY, WHAT MAKES YOU DIFFERENT?
Of course, this is the final question you should answer for you to define your brand. What makes you different?
So you’re a punk band in New Orleans that uses recycled stuff as instruments. Right…what makes you different from all the other punk bands in New Orleans that use recycled instruments?
It’s not very easy, right? Trying to be unique when nothing is unique. Try harder. Be as detailed as possible and you will have an epiphany.
Once your brand is clearer to you, you may now start enhancing it. Make sure your band manager and marketing team understand the values and voice of the band and the interests of the fans.
Keep the team informed and they can help do the band justice.
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James Hill is a veteran of the music industry. He first worked at Warner Reprise Records then later joined Interscope/ Geffen Records where he managed producers and songwriters and got his first platinum record for Keyshia Cole’s The Way It Is. He is now helping indie artists with branding and manufacturing through his company Unified Manufacturing, a CD/DVD, custom vinyl records and merch company in LA.
