The importance of building a brand and highlighting your uniqueness as a band or artist is something we have discussed a number of times across our blog series. In this edition, the focus is on how to combine those two aspects effectively in order to create a strong brand that clearly represents you and your unique values, and assist in developing your network.
Establishing Your USP
If you’re unsure of what your USP (unique selling point) is or how best to convey it, it’s best to begin simply. Consider what it is that makes you distinctive, for example, do you implement a particular combination of genres or style influences in your music, do you have a musical, lyrical or aesthetic theme that runs across all of your releases, or is your live performance style your USP? If you’re struggling to get started, take a look at your favourite bands and artists and delve into their branding – find what it is that helps them to stand out.
Once you have established your USP, you can implement it into your branding through your images, band biography, website and social media. Your USP is also something to make use of in your marketing and PR strategies. Drawing attention to your band’s USP through relevant media features and culturally relevant topics, especially with the fast-paced nature of social media trends, is a key means to obtain exposure to potential new audiences.
Finding Your People
Ask yourself, who is your audience? Focusing on marketing too generally may succeed in obtaining new listeners but it is not the most effective means as finding an audience who are actively interested in the musical genres/ scenes/ themes in which your music belongs to.
So, what is the purpose of this? Once you have focused your target audience you can begin authentic networking. Engaging genuinely and building real relationships with fans, other bands, and industry experts within your scene will ensure your efforts are spent increasing your band’s visibility with those who already have similar interests. This applies to scenes into terms of your genre, but also relating to gaming, film & TV, D&D and other RPGs, if those are elements in which your band and brand engages. This naturally takes time, and is an investment that needs to be undertaken with integrality and care. Strong authentic relationships are highly valuable and for the long term.
Part of a Larger Whole
A key reminder here that all aspects of your band and brand need to be cultivated and implemented effectively in order to have the best chance of success. Improving your branding and brand positioning also relies on the following:
- A good quality product e.g., high quality music (including songwriting, performance and production), high quality assets from band photos to merchandise.
- The ability and willingness to invest time, energy and finances into all areas of your music – are your expectations and goals for the band all in alignment with your bandmates?
- Using the best strategies for your band where you are currently in your career. For example, what works for a larger and established band most likely will not work for you.
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