A Band As A Brand
Jan0512:50 PM
Filed in: Indie Advice
"A brand is a collection of perceptions in the mind of the consumer".
A brand isn't a logo, a slogan, or even the product (music, t-shirts) you're selling. In essence, a brand is your reputation. The impression you leave on people and what public opinion is of you. For an artist, your brand is what your fans think and expect from you. It's the emotional association people attribute to you when they hear your name and listen to your music. It's your group's personality and an ongoing message to your fans of what they can always expect from you. It's a feeling, a lifestyle. Your brand is the personal relationship you have with your fans, the emotional connection you have with those who follow you.
"Branding" is the action of trying to create the desired image and public perception you're looking for. One of the most important aspects of branding is consistency. So in the world of Web 2.0 that means having a singular approach across all the social media platforms you're signed up to. Does the look of all your websites reflect the same feeling as your album graphics? Does your album graphics reflect the lyrical nature and music style of your music?
Your logo is a good place to start since it is a reflection of the brand (although a logo by itself is not a brand). Does your logo effectively communicate the personality of your band? Does your merchandise? How about the style of your YouTube videos
So what's the benefits of developing your music into a brand? To put it simply with one short word, Loyalty. A successful brand creates a fan for life and enjoys the rewards of repeat business. It's a lot easier to retain a current fan (customer) than to develop a new one. It's a common fact in business that existing customers are more profitable than new ones. Think of successful brands like Apple, Nike, Coke, Pepsi. Once you have a customer with a strong faith in your brand, repeat business is a given, whereas acquiring new customers has a cost.
Despite what naysayers say, developing a brand for your art isn't an evil thing that weakens or commercializes your creative output. Every musician wants their music to be heard. By branding yourself in a way your fans can relate to, your music has a better chance of spreading virally and exposing you to many new people who are looking for the kind of thing you're already doing. Existing fans who believe in your brand become your biggest supporters, enlisting new fans by word of mouth and by singing your praises. It works for Apple. It works for AC/DC, Metallica, Radiohead, Coldplay, Arcade Fire and countless others.
Hmm...now that doesn't sound so bad after all does it? So do you view your band as a brand? Do you want it to be?
posted by Brian Thompson.
