The premise behind music image branding isn’t new, however the way it’s being done, is. Branding is the process of increasing the perceived value of a musical artist through positive associations to the brand name (the band or artist). The goal is to maximize brand equity – a term used to define what your stake is in the minds of the consumer; which in your case, would be your fans (loyal customers). Your number one objective with brand imaging? To create compelling reasons for people to purchase what you offer. Now, artists understand the value on building their image to connect with their fans(loyal customers). Social networking, music blogs and other DIY resources are equipping the artist to do create their brand, enabling them to DO YOU!
What can I do locally or regionally as a musician?
1) Start thinking in terms of how you can enhance your image and not just specifically the music
This is often the most neglected area of a local/regional band or artist. I’m not advocating to neglect the music. Your music should already be top-notch. But if you think of yourself in terms of being an entertainer and a personality, your marketability expands.
2) What synergistic marketing opportunities can you capitalize on in your area?
Synergy is when you team up with another organization or individual to create a win-win scenario for the end-result. Do you have a certain appeal when you speak to people? Maybe you can MC a local beauty pageant. Don’t think so narrowly and close yourself off to opportunities. The goal is to expand your identity, your perceived value; but your music needs to be associated with it. The ideas are limitless and will take a bit of thinking on your part. Get out of the box, grab a pen and notepad, and go for it.
3) Use FREE to sell
The word FREE is powerful and it can create revenue and enhanced brand equity. I went to see Prince at Phillips Arena (Atlanta, GA) on his Musicology Tour. I paid for the ticket and they handed me a FREE CD at the door. Talk about building the brand! Every concertgoer on that tour got a CD to bring home. It has since become a typical business model for music artists: use the CD as a loss leader.
So is FREE used for selling or branding? They are completely interconnected. Remember, branding is the process of increasing perceived value and building brand equity. Your goal is to create compelling reasons for people to buy.
