Music Branding 101

Branding is the need of the hour today, with the ever-evolving digital world and the advent of artificial intelligence. Branding of a company, an organization, or a corporation is easy - it makes sense, to say the least. But how do you brand your music? Isn’t music something that cannot be branded but just made?

Well, answer this: If you were asked to describe Taylor Swift’s music, what would you say? If you are thinking of words like heartbreak, love, and revenge songs then you probably aren’t the only person thinking that. Now the reality is, these themes aren’t the only ones that Taylor Swift indulges in with her music. But it is the way she has branded her music to the world that helps shape the perception of the audience. 

What is branding?

In the simplest of terms, branding is simply the act of attaching a few unique and distinct characteristics that best describe your product or service with the best music marketing strategies. Think of it as the perfect mix of representation of authenticity and vision as well as a calculated strategy for potential commercial success. 

Pssst…come here: If your personality as a musician and the larger theme of your music usually leans on ambiance, mellow, or blues, then you’d brand your music to be more EMO - something Dean Lewis has done very well. It’s all about marketing the best aspect of your music and while doing that, showcasing your artist persona. 

The Image 

You are basically trying to best sell the image of you and your music in hopes of the highest returns possible. This image that we are referring to, is a combination of your personality, your musical journey, your inspirations and musings, your music - the genre, instrumental melodies in your track, vocal performance, and even your album artwork! 

Consider The Weeknd’s album artwork so far. From Beauty Behind The Madness to After Hours and Dawn FM, there is a sense of somber, robust, and almost infernally compelling persona that alludes to the kind of music he has made. Image building definitely takes a lot of time and more often than not, a lot of effort is put into maintaining or escalating that image for branding purposes. We suggest you identify this side of your artist profile and build your own discography in a coherent yet compelling way. More on this later. 

Music Branding

Marketing and communication techniques that you’d otherwise employ for your music campaign aren’t different components when it comes to music branding. Additionally, these music marketing strategies aspire to produce a dependable experience that leaves a lasting impression and develops a devoted fan base. Brand identity, communication regarding the brand, brand style, brand recognition, brand allegiance, and several other techniques are essential elements of music branding. 

It is about storytelling. And we cannot emphasize this more. Your decisions about a profession in music will also be influenced by your brand. It will direct your advertising and marketing initiatives. Furthermore, it will impact how you are perceived both offline and online, your follower interactions, the metaphors you use, and more. 

Here are some tips we’d recommend for starters: 

Authenticity is everything 

Own your music personality. Do you make emo sad songs? Make ‘em cry! Your music is mainly for party freaks? OWN IT!

While we could say, be yourself, it is important to note that you should know how to channel that originality and in which particular platforms, both online and offline. Do not forget that your music reflects your purpose, unites individuals, and tells your life’s narrative. It is vital that your brand follows suit. Your brand’s distinctive voice and an artistic portrayal of your music are provided through your logo, cover art, advertising, digital presence, and other marketing components. Your voice is unique, so this should apply to your brand as well.

Pssst…come here: If you focus more on selling something, you may come off as fake and the music industry sort of recognizes that pretty instantly. Find something that’s totally unique to you and try to make the best use of that - do not fake it or make your brand about something that is totally not your musical vision. 

Branding Content

We’d be kidding if we said content doesn’t have a long-term impact on your business goals. In this digital world, content is everything, and the more content you generate, the more relevant you will stay on the internet. 

But how is content related to branding your music? This means your messaging. The way in which you have written your artist bio on different streaming platforms like Spotify, and Apple Music, the description of your album/single, your merch, and the designs you select for it - this is all content - it could be written or visual. Let’s not forget to make behind-the-scene reels on Instagram while releasing your music video or doing YouTube premieres while chatting with fans online. This music content is everything you need to focus on while making your music brand. 

Pssst..come here: The way your content helps with your music branding also depends on your audience. Even if you are not exceptionally gifted (like music prodigies), you can still become renowned, early on in your music career. That relies on the type of people you serve as well as the standing and perception of your music brand.

Brand Aesthetic

No, it is not just about Instagram. Your color palette, your logo, your merch designs as well as your music album artwork - should all maintain a specific common element, and this should be the same case throughout different platforms - your website, your Spotify page, Apple Music, Amazon Music, Instagram, YouTube, Twitter, and other online spaces. Make a logo for your band or yourself to represent your brand. This will aid in establishing your true identity. The logo must reflect the musical style you choose as well as the persona you want to project on the big screen.

Color choice is also another crucial element. We are aware that various hues stand for various emotions and characteristics. Now this may seem obvious, but if your music is mostly emo, a lot of grey and blue shades in your color palette will help enhance and provoke the emotions your music aims to bring out in its listeners. Shades of black, red, brown, and the like, often represent power, sin, the duality of human emotions, anger, and mystery. So make an educated and clever choice while building on your logo, your artwork, and the overall theme of your brand. 

Consistency

We mentioned relevancy before. The idea of branding has more to do with the ability to stay consistent across all platforms and always stick to a particular schedule - this means announcing tour dates, posting a reel every Tuesday, fan interactions, press meets, interviews, and so on. Be consistent while posting your content - your true followers wait for it and you do not want to disappoint them. Even if your fan base is little now, never let them down. If you promised to release a new song on a certain day, do so. Your YouTube and other social media audiences will grow if you consistently provide fresh content, through social media marketing. Details regarding other events, merch, and other components of your music brand, can be posted in YouTube Discussions. 

Pssst…come here: Remember that while it is all cool to show up late to a live show, your audience’s anticipation may become agitation in a split second. So we suggest you remember that you need to show your sincerity towards your music and the art of live performances to your audience - it is a part of your branding as well. Keep in mind that if you aren't sincere about the music you create, your listener won't be too. 

Music Branding and Visual Identity

When we talked about images, we were only talking about a particular part of the big component called a visual identity. Visual identities are built over time - with the help of social media and website curation. This can range from your stage style, your cover art, your merch, and the range of products you give. 

Consider the famous K-pop g umbrella called a visual identity. Visual identities are built over time - with the help of social media and website curation. This can range from your stage style, your cover art, your merch, and the range of products you give. 

Consider the famous K-pop band named BTS. Purple heart emoji and using purple hearts on any site just implies the love for the band. It is a visual aid that directly relates to the brand BTS has made over the years. This is just an example of how visual identities can be an absolute game-changer. 

It is always helpful when you have a bunch of professional photos clicked and a working EPK. The quantity doesn’t matter - the right and quality visuals help make a lasting impression. 

Pssst…come here: Always aim for brand recall. Brand recall is a stage in your branding strategy where you have effectively established your brand presence and relevance so that your audience is able to recall your brand through any one component. For example, if animated orchids are something that your cover art or merch has used to brand your music, then any orchid that the audience sees, becomes a reminder of your music brand - that’s how effective your brand building would’ve been. 

That’s pretty much it. You may assume that music branding isn’t that different from music marketing or music promotion, but a brand lasts much longer than any music marketing strategy. Longevity is the purpose of your music brand, so we suggest you carefully curate and make decisions regarding building your music brand.