When I was growing up, on every movie character’s nightstand was a Cheetos bag or Coke can. Those logos always faced the camera. It’s a different world now, and branding is no longer a dirty word. Nowadays, with social media, our personal and artistic lives bleed into each other. So, what does this mean to a musician ambivalent about branding? Or a hopeful one wondering how to start?
From Gen-X to 2020 Branding
By the time Coca-Cola launched its Gen X-targeted OK Cola, with its too-cool-to-care affected apathy, pop culture had left me jaded. I felt like the Boomers had played me, and I felt starved for authenticity.
Back in the day, my friends and I strummed guitars and made sculptures out of trash. Most definitely, we did not want to get squeezed into a can, slapped with a logo, and sold on a shelf. We were not unconcerned about our so-called image, especially when we got on stage. However, we turned our backs on pandering to “the man.” Those who did were “sellouts.”
In 2020, books, travel images, and even a choice of beverage help us understand the lives of others. Everyone from my aunt to Perry Farrell seems more human as a result of this lifestyle branding.
"In 2020, books, travel images, even a choice of beverage helps us understand the lives of others."
Social Media Housekeeping
Think of your website and social media profiles as your house. Each is a home to which you invite guests. Strive for consistency and simplicity. Use the same name, colors (keep track of the hex codes), and fonts (pick two). This way, it’s clear when your guests arrive that they are in your domain. Like housekeeping, give your website and social profiles—including Instagram and TikTok —a once-over every so often. It’s always good to tidy up before company comes over.
Show Us Your Lifestyle
Social media helped shift branding away from awkward into something organic. Movies now integrate branding into the storyline. Similarly, celebrity brand endorsements appear as seamless, natural lifestyle elements.
For musicians, it’s about who you are when you put down your guitar and about what inspires you to pick it up. While it’s cool to see your music pics, we want to know about your life. What are your hobbies and interests outside of music? Jot them down. They become part of your brand.
"While branding was once about selling, now it’s about relating."
Relating to Your Audience
While branding was once about selling, now it’s about relating. The question is who you are trying to relate to. (Hint: It’s not everyone.) What do they like to do? Jot down where you and they might bump into each other outside of your shows. Bookstore? Hot Rod show? That intersection between you and them is where you relate, and that becomes part of “your brand.”
Define Your Values
Beyond politics and religion, your brand should reflect your values. Here are a few questions to ask yourself.
- What do you want people to feel when they hear you?
- How do you want to feel when you perform?
- Are there certain values you represent?
- Is there a mission underlying your music?
- Which communities do you want to serve?
- Who are you?
"Beyond the music—who are you? Your fans want to know."
Like the music you play, your brand is an extension of who you are.
These are ideas to get you thinking. Overall, your “brand” is not about fitting into a box. In essence, it’s about dressing yourself in the clothes that make you feel good and authentic. Beyond the music—who are you? Your fans want to know.
