Before I start writing this article, I would like to say that most artists and musicians are sometimes intimidated by the word MARK. Many, or even most, have no idea what it means or what it is, and the most important thing is how crucial it can be to differentiate itself from all the thousands of other acts out there; and be the band that finally achieves success.
First, let me point out that building your digital brand is not as complicated as you might think. In fact, it’s probably one of the easiest and least expensive ways to market your music and band. As I indicated, I am going to expose this, step by step, so that it is very easy to follow and implement. So, let’s get into this a bit:
YOUR LOGO:
This is probably the simplest way to brand your mark. Each act must have a logo that in one way or another represents who you are. It should be simple and easy to understand. But you must have one. Don’t rush – come up with lots of different ideas and samples until you choose the final version. Collaborate with band members, fans, and friends to get different ideas. Six heads are better than one.
YOUR HISTORY:
Remember, you essentially want your digital brand to tell the story of who you are. Focus on the details that describe your image and likeness, your consistent appearance on stage, and a consistent appearance for your websites and social media. Once you give your brand image the tagline, exploit it everywhere. When fans move from one website to another, or see your performance, your branding must be consistent. Wherever people look for you, they must be able to absolutely tell that it is you, simply by seeing your consistent logo, branding, and image. It must be memorable!
BUILD A COMMUNITY OF FOLLOWERS:
Personalize your fan engagement experiences. Build trust and affection in your close personal community. Get involved as often as possible. Possibly use brand-infused giveaways as a way to increase the cooperation of your followers.
Use Instagram, Twitter, and Facebook to constantly spread your brand and expose it to as many followers as possible. Of course, shoot professional videos. The video will enhance your brand and give your fans a closer look at what you are and get closer to you.
BEAT YOUR COMPETITION:
Dominate your particular music market by being distinctive in all aspects of your traditional and digital marketing efforts. Some examples are your official website, your social media sites and posts, new CD releases, and especially on your merchandise. Your merchandising must be distinctive and express your image and brand in its designs. Along with your logo, merchandise designs should also reflect your band’s character and overall history. Designs must be original and modern. If they are really cool designs, people will buy them even if it has nothing to do with your band; therefore, more collateral exposure for your brand.
ADVERTISING AND RELATIONSHIPS WITH THE MUSIC MEDIA:
Explode your brand in the media, interviews, radio, and music review blogs. Getting coverage in any of the media will create a lot of attention and awareness of your brand, and enhance it even more. This type of disclosure is best handled by an experienced music publicist. It takes a great deal of time, experience, and an accumulation of high-profile media contacts. It is extremely difficult for the average artist to be taken seriously by the media. A professional music publicist, who is trusted by the media, may cost you a few dollars, but is worth every penny.
IN SUMMARY:
Remember, don’t get too intense or complicated. And most importantly, don’t get frustrated. Take your time, get it right, and keep it simple. Don’t forget to work with all of your band members, fans, friends, and followers when it comes to establishing your logo, story, image, and designs. Six heads are better than one. Take a look at the extremely popular acts you admire – see how they approach the brand. You may want to consider emulating some of their ideas.
Branding is serious business. It is not something to be ignored. It is the visual representation of you as an artist. Have fun and do it!