Over the last few months, I have been talking with a number of artists regarding branding and what it means to them. Some of the artists have a clear understanding of their brand…but many I spoke with did not. Many of these artists didn’t view themselves as a brand, or felt they needed to get to a certain level before they considered themselves a brand.
Every artist, and band, is a brand! Each unique as to who they are as an artist. And it starts right from the beginning.
The modern definition of a “brand” is often attributed to David A. Aaker, Professor of Marketing at the Haas School of Business. He defines a brand as: “a set of assets which are linked to a brand name and symbol, which contribute to the value of a product or service.”
Let’s put this into the perspective of an artist, and look at it from that point of view.
For the artist, you create your name, logo, music, website, social platforms, merchandise, videos, your communications…all which contribute to your brand. And once you have created your brand, you now have to build your brand.
Brand Building, according to Aaker is “a unique position a company creates in people’s minds, and eventually the market, by communicating and fulfilling the brands promise made to its customers.”
This is no different for the artist. Your music, your live shows, videos, merchandise, the way you communicate with your fans…all build a unique and emotional bond in your fans minds, and the community.
And with this you are formulating your Brand Identity, which is how the artist is perceived, and the values that are associated with the artist. These associations are sort of an implied contract between the artist and their fans, and the terms are simple.
If an artist does what is expected (create great music, exciting videos, genuine and consistent communication with their fans, amazing live shows, awesome merchandise) and sticks to their principles of who they are as an artist, fans will agree to stay loyal and purchase the artists products whenever possible.
Once you have Brand Identity, you now start to create Brand Equity, which are the benefits and obligations linked mentally and emotionally to the artist. This is the perceived value of the artist to the fans.
Brand Equity is about creating strong, unique and favorable artist associations with the fan. You want to create that bond with your fans. Central to a strong artist brand is communicating your identity that connects potential fans, and your community, with the desired artist associations – the right people think about the artist the right way.
And what are the results of all this? Having a strong artist brand – all else equal – allows an artist to charge a higher price for all your products. Why? The thinking is that fans don’t mind paying a certain premium in exchange for the positive association they have with the artist.
Knowing and understanding the artist brand is essential to growing a career. Be authentic, transparent, genuine, and true to who you are as an artist, and you will build an amazing brand and loyal fanbase.
Stay Creative!
Kevin
