Brand identity and brand management is a strategic process. Selecting a firm should be just as strategic.
What is Branding?
You are a brand! Branding is all about creating an emotional connection that will develop recognition.
Branding is the same process a musician uses to create the distinct sound that identifies them to their listeners after the first few notes of a song are played. Consider the way you dress, the locations you play, the musicians you perform with; all of this establishes and builds your brand.
How does it work?
Let’s take it step by step. You get dressed, grab your beloved instrument and head to your performance. The lineup is incredible; you have been anxiously waiting to play alongside your fellow musicians. You have practiced and are ready to give the next best performances of your career. The place is packed, they are screaming your name and feeling your music. All of your hard work has paid off and now your fans want to follow you and support your career.
What do you have to offer?
Your fans want to relive the same ambiance you created for them at your performance. If your look and sound is soulful and contemporary, then your brand identity (logo), web presence, and print collateral should portray the same.
A soulful and contemporary vibe can be communicated visually through your color scheme, font choice and graphic design, thus creating a polished and professional brand presence.
Of course, there is a price to develop your brand professionally, but the payoff is much greater.
You wouldn’t buy an instrument that was flawed and had poor tonal quality – this would affect your performance. The same is true with marketing and branding; don’t go for the cheapest when you are looking to partner with a firm to establish your brand, think of quality! Why spend countless amounts of money on top name equipment and clothing, only to go flat with the follow-up of your web presence and print collateral.
Brand identity and brand management is a strategic process. Selecting a firm should be just as strategic. Partner yourself with a firm that has a proven record of developing and managing brands.
Featured in THE JAZZ IN M.E.E. MAGAZINE Issue 2 April 2013