Why Your Band Needs a Brand
Jahari Stampley performs at the 2022 PDX Jazz Festival © Brooksbank Photo
What is a band brand?
So just what is a brand when it comes to performers and musicians? It's much more than just your logo and band name, or even your catchy single. It's the overall aesthetic and vibe of your band, as well as the values and messages that you represent. It's the way you're known, what you're known for, and the way you interact with your fans and the music industry as a whole.
Why is branding important for bands?
Maybe the question ought to be why branding your band is essential. Perhaps it's helpful to think of it like this: Your audience will make certain assumptions about your band. They'll make these assumptions in seconds based on how they first learn about your music. An Instagram post, a flyer or an ad from the club you're playing at. A review someone wrote and a picture they found somewhere online. As an inspiring band you want your potential fans to think of your band the way you want to be seen. Think of a strong brand as a way to control that narrative, to help people think about your band in a way that authentically represents who you are and what you're all about.
No mistaking this logo. Easily recognizable logomark that has served the band for decades.
A strong brand for your band will work for you in a number of ways. Here’s just a few.
It defines who and what to your band is all about. Think of it as taking the guesswork out of the equation for prospective fans. They'll get an idea of who you are, what you're all about, and what they can expect. It's about authenticity. In a world where there are millions of bands competing for attention, your brand messaging and brand story is what will distinguish you and set you apart.
It attracts fans who connect with your message. When you have a clear and consistent brand, it's easier to attract fans who resonate with your music and values. Oftentimes we see this in reverse - an appeal that your music is accessible to lovers of all types of music. The generic catch-all descriptions like a ‘high-energy slam grass band with elements of jazz, folk and heavy metal…’ don’t do much to establish your niche in the market. Chances are your music can be described more explicitly, therefore connecting you to fans who are there for you, who know why they're there, and what to expect. If you bill yourself as a ‘premiere dance band playing R&B and disco from the the 60s, 70s and 80s’ chances are fans are turning up expecting to shake their stuff all night. They're probably not expecting a cover band playing bluegrass versions of AC/DC.
It makes you more marketable to record labels, promoters, and other music professionals. When you have a strong brand, it shows that you're serious about your music and that you're ready to take your career to the next level. Telegraphing your aspirations in a professional manner is reinforced with every piece of branding collateral you create. Phone snaps and shaky handheld videos won't cut it. You'll come across as unprofessional and not seriously engaged in taking your band to the next level. Professionally produced videos and performance stills taken by a professional performance photographer reinforce the professionalism of your brand.
It helps you build a loyal following. When fans connect with your brand, they're more likely to become loyal supporters and follow you throughout your career. This is a time-tested and proven reality. It's why businesses spend billions of dollars a year in establishing, promoting and protecting their brand image. It works no matter how big or small you are.
