How do artists craft messaging that have consistent appeal? What comes to mind when you think of your favourite artists? What is it about them that you like in the first place? While the most obvious answer might be the music, there’s always a ton of other stuff you (consciously or not) associate with them: Their life story, how they talk, their weird hairdo, whatever. All of these aspects put together into a brand identity, help fans recognize and remember artists among the thousands out there. Do you want to attract the right type of audiences and get them to be loyal to you? Then you need to think of yourself as a brand. A brand? But I’m an artist, not a ruthless car seller!Yeah, we get it, referring to music as a “product” might feel strange at first. But think of branding as the process of understanding what you stand for and then making it clear to your audience. Doesn’t it feel important now? If you’re still not convinced, here are some other reasons to have a clear identity as an artist:
- Just like with clothes and hair, humans use music to tell something about themselves to others. You can’t get people to relate to you and use your music as an expression of identity if you haven’t even figured out what you stand for!
- Being easier to locate: How are people supposed to find your music if they don’t have a solid reason to look for it?
- More specific goals: When you figure out what your values and principles are, you stop wasting time and resources on stuff that is not aligned with them.
So now you might be curious about how successful artists have built their own brand. There are dozens of strategies out there, but we’ll focus on the two we have tested with our own artists: The Artist Identity Prism and Brand Archetypes.