Profit By Investing In Your Brand Account

Profit By Investing In Your Brand Account



Profit By Investing in​ Your Brand Account
Branding involves creating symbols that potential fans or​ targets will associate with you or​ your product .​
Those symbols, when combined and attributed to​ your brand, are then known as​ your brands identity .​
Branding is​ reflected in​ everything you do or​ say as​ an​ artist or​ musician .​
The pictures you take, Your autograph signatures, your name, logo, interviews, cover art and anything audible or​ visual should all be taken into consideration when developing your brand identity .​
If your music brand is​ still young (under five years), be careful of​ everything you do or​ say in​ public .​
Remember the Dixie Chicks? The Dixie Chicks were on top of​ the world until the day Dixie Chicks lead singer Natalie Mains made disparaging remarks about George W .​
Bush while overseas .​
With those remarks about George W .​
Bush, the Dixie Chicks branded themselves as​ unpatriotic .​
Hundreds of​ radio stations immediately yanked the Dixie Chicks music off the air .​
Be warned, watch what you do or​ say very carefully .​
Back in​ the day, artists had publicists who would coach them as​ to​ what to​ say or​ do .​
Of course this often made the artist's feel like puppets, but this practice usually kept the artists brand integrity intact .​
If you are a​ artist or​ musician be calculated about every thing you say or​ do .​
If someone hits you with a​ question you don't want to​ answer, say something like no comment or​ I'm all about music right now .​
Another thing to​ consider is​ your target market .​
Find no more than two markets or​ genre's to​ market to .​
I've worked with aspiring artist 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 need to​ be able to​ categorize things in​ their minds in​ order to​ find a​ spot for them in​ our minds .​
Picture the human brain as​ a​ fleshy computer .​
It has many folders with many files .​
If your target can't file your product into one or​ two categories (genres) instantly, you will be deleted .​
It's best to​ pick one or​ two genres -max, to​ market to .​
E.g .​
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 over 300,000 using only the internet to​ market their music .​
Arctic Monkeys came out of​ nowhere with their CD Whatever They Say I​ Am, That's What I'm Not .​
Arctic Monkeys got lots of​ free press but not the kind they would have liked .​
News articles and radio features about Arctic Monkeys all said the same thing -we don't know who they are or​ what they stand for .​
Well that's no way to​ build a​ brand .​
With all of​ the free press Arctic Monkeys have received you'd expect them to​ be on every American teens lip's .​
Not so .​
Most American Teens don't even know Arctic Monkeys exist .​
Arctic Monkeys allowed the press limited access to​ their brand and the press did what they do best when the details are missing - they fill in​ the blanks 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 deposits out of​ it .​
With branding, consistency is​ builds equity .​
Once you have built your brand identity and start to​ get some good attention, leave it​ alone and let it​ create value for you .​
Consider your branding efforts as​ putting money into an​ interest generating account like a​ 401K .​
The more you put into the same account the more interest you'll get .​
The more interest you get the more money you'll get .​
Get it?
Artists and musicians who change their brand identity often don't have much success establishing a​ solid brand identity and have a​ much more difficult time getting people to​ remember who they are or​ why they should buy that brand .​
What you are shooting for is​ brand presence .​
To have brand presence, you'll need to​ pick a​ target market, you'll need to​ build the associative symbols that represent your brand, you'll need to​ handle your young brand with care, you'll need to​ limit where and how you market your brand, you'll have to​ tell people what your brand symbolizes, you'll have to​ invest in​ your brand and let it​ grow for you without changing it .​
As you follow the steps above you'll see your brand grow and give you a​ return on your investment.




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