Profit By Investing in Your Brand Account
Windowofworld.com – What are the benefits of investing in your own brand account? Branding involves creating symbols that will be associated with potential fans or “targets” with you or your product.
These symbols, when combined and associated with your brand, are then known as your brand identity.
Branding is reflected in everything you do or say as an artist or musician.
The pictures you take, your signature, name, logo, interview, front cover, and anything that sounds or visuals, all must be considered when developing your brand identity.
If your music brand is young (under five years), be careful of everything you do or say in public.
Remember the Dixie Chicks? Dixie Chicks was at the top of the world until the day when Dixie Chicks frontman Natalie Mains made disparaging remarks about George W. Bush while abroad. With comments about George W. Bush, Dixie Chicks labeled themselves as “unpatriotic”. Hundreds of radio stations immediately pulled Dixie Chicks music from the air. Be warned, watch what you do or say very carefully.
Back in the day, artists had journalists who would train them as what had to be said or done. Of course this often makes the artist feel like a doll, but this practice usually keeps the artist’s brand integrity intact. If you are an artist or musician, count everything you say or do. If someone hits you with a question you don’t want to answer, say something like “no comments” or “I’m talking about music now”.
Another thing to consider is your target market.
Find no more than two markets or genres to be marketed. I have worked with aspiring artists who say “I can sing all kinds of music”. Being a versatile singer or performer is a great thing, but not when building your brand identity. The majority of humans must be able to categorize things in their minds to find a place for them in our minds. Imagine the human brain as a fleshy computer. It has many folders with many files. If your target cannot archive your product into one or two categories (genre) instantly, you will be deleted.
It’s best to choose one or two genres – max, to market. For example. jazz and blues, hip hop and r & b, folk and country etc.
Build your own brand identity – don’t let the public do it for you.
Recently, Arctic Monkeys sold more than 300,000 using only the internet to market their music. Arctic Monkeys appear out of nowhere with their CD “What They Say Me, That’s Not Me”. Arctic monkeys get a lot of press freedom but not the kind they want. News articles and radio features about Arctic Monkeys all say the same thing – “we don’t know who they are or what they stand for”. Yes, that is not the way to build a brand.
With all the free press, the Arctic Monkey has received those who expect them to be on the lips of every American teenager. Not like that. Most American teens don’t even know that there are Arctic monkeys. Arctic Monkeys allow the press to limit access to their brands and the press does its best when the details are lost – they fill the void with speculation.
If you are a young brand, don’t let this happen to you. Tell the public what to think and say about you through press releases and brand building activities.
Let your brand account grow before you take a deposit from it.
With branding, consistency is building equity. After you build your brand identity and start getting good attention, let it go and let it create value for you. Consider your branding efforts as putting money into an interest-producing account like 401K. The more you put in the same account, the more interest you will get. The more interest you get, the more money you will get. Understand?
Artists and musicians who change their brand identity often fail to build a solid brand identity and are more difficult to make people remember who they are or why they should buy the brand.
What you aim at is the existence of a brand.
To have a brand presence, you have to choose your target market, you have to build associative symbols that represent your brand, you have to handle your young brand carefully, you have to limit where and how you market your brand, you have to tell people what people symbolize by your brand, you have to invest in your brand and let it grow for you without changing it.
As you follow the steps above see you brand grow and give you a return on your investment.