| One of the most important tools for advancing a | | | | Another musician I know shares his music through |
| career in the creative world is the use of a | | | | private home concerts where he both plays his |
| personal brand. Once the domain strictly of | | | | favorite repertoire and shares his insights about |
| commercial enterprises, the principles of branding | | | | the music so that his listeners feel an emotional |
| are now used successfully by individuals who want | | | | connection to the music. His unique contribution is |
| to clearly communicate why they are the best | | | | to give his audience exclusive access to an |
| person to provide a service to the audiences they | | | | updated "salon" experience that few that music |
| want to reach. The same principles that have | | | | lovers today ever get to experience. |
| made Steinway "the finest pianos in the world" | | | | How can having a brand help boost your |
| and Nike products for athletes who "just do it" | | | | professional artistic career? |
| can be applied to musicians and artists who want | | | | On a practical level, having a brand helps you |
| to distinguish themselves from their peers. | | | | define your career objectives. Our first musician |
| Branding is an especially powerful marketing tool | | | | had a goal of creating one-of-a-kind music |
| for creative artists because having a brand is | | | | festivals that emphasize audience interaction with |
| about knowing your authentic unique gift and | | | | the performers. Our second musician's goal was |
| communicating that gift to the people you want | | | | to create a network of home concerts. Once |
| to attract. | | | | their desired results were clear, they were able to |
| In short, a brand is your vision of who you are | | | | map out the actions they needed to take to |
| and what you do for your audiences. It | | | | achieve those meaningful objectives. |
| encompasses: | | | | Having a brand also helps you work smarter, not |
| a message | | | | harder, because your efforts are focused on the |
| that expresses what makes you unique and | | | | specific audiences you want to attract. Our first |
| memorable | | | | musician will pursue audiences who enjoy a |
| and distinguishes you from your competition | | | | festival atmosphere, where the second musician |
| so that your target audience connects with | | | | will direct his efforts to finding people who are |
| you emotionally and wants to work with you. | | | | eager to host home concerts. They save time |
| How does branding apply to professional musicians | | | | because they know whom to pursue and what |
| and artists? | | | | they are going after. |
| Think of all the wonderfully talented musicians and | | | | Interestingly, having a brand also has a spiritual |
| artists out there. If you perceive yourself as just | | | | component. Once you see yourself as unique in |
| one of hundreds of talented musicians, it is easy | | | | this world, you no longer have the pressure of |
| to feel discouraged from pursuing the career of | | | | weighing yourself against the competition because |
| your dreams. This is where having a brand can | | | | there simply is no one else who has exactly the |
| help turn your career around. Once you see | | | | same offering you do. This is particularly |
| yourself as unique, it reduces the pressures of | | | | important in the creative world. Instead of seeing |
| competition because you know that you have | | | | yourself as one of many talented artists, you |
| something special to offer. It is the start of | | | | become aware of the abundance of the universe |
| trusting your gift. The same holds true when you | | | | and perceive the world as a generous place with |
| know why are you are the ideal person to satisfy | | | | enough success for all individuals with their own |
| the needs of your target audience. If you truly | | | | special gifts. This helps reinforce your belief in |
| believe that you are the best person for that | | | | yourself, which in turn helps you attract the right |
| audience, it reinforces your uniqueness. | | | | public and flourish in your chosen career. |
| For example, many musicians I know are eager | | | | If you value spirituality, connectedness, abundance |
| to shake up the world of classical music and do | | | | and authenticity, your brand is a powerful |
| something out of the box in their career. How | | | | manifestation of those values. And the more you |
| they succeed depends on their knowing what | | | | are aligned with your values, the more motivated |
| specifically makes them great and then identifying | | | | and inspired you will be to pursue your goals. Both |
| the audiences that will appreciate their unique | | | | of the musicians in our example had this |
| offering. Here are two examples. | | | | experience once they created their brands and |
| One musician I know wants to create intimate | | | | began to align their actions in accordance with |
| music festivals where audiences and performers | | | | their brand identity statements. |
| actively interact through pre-performance | | | | As an artist, having a brand is a profound way to |
| discussions and post-performance receptions. He | | | | connect with your music and your audience, and a |
| brings his excitement, focus and leadership to | | | | major step in taking your career to a new level. |
| open-minded, engaged and curious audiences in | | | | In our next article, we will learn how to create |
| order to create a memorable experience for | | | | your brand! |
| them. | | | | |