LDSPMA

Empowering Latter-day Saints to spread light and truth by connecting them at the intersection of faith, creativity, and professional skill

marketing

Creating Your Music Brand

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You’ve heard the term “branding” thrown around, but let’s talk about what branding really means, how to find yours, and why it is the essential first step to building a sustainable career in the music industry (or any creative industry, really).

“Branding is what people say about you when you’re not in the room,” states Stephen Linn of AmpliFLY Entertainment. Linn also explains that you can’t control it, but only influence it. Your brand secures your identity and makes you unique in a very crowded space.

Steps to Creating Your Brand

  1. List 3 to 4 words that describe your personality. Using these words, create (or hire someone to create) your:
  • Logo
  • Photos
  • Clothing style
  • Fonts
  • Wardrobe including jewelry, makeup, clothes, shoes, etc. (on and off stage, yes they can and should be different)

2. Write down your Mission Statement and Elevator Pitch. Music changes the world one song, one artist at a time. Write down your goal for giving back to the world. Whenever you have options, doubts, or decisions to make, referring back to this mission statement can keep you aligned with your brand and will even strengthen your brand identity.

Your elevator pitch is a thirty-second summary of who you are and what your music is like, as well as who it will appeal to. You should have this concise and clever summary not only figured out, but memorized. Avoid statements like “unlike anything you’ve heard before” or “the best music you’ve ever heard.” I once heard someone’s music described as “It sounds as if Keith Urban and Taylor Swift had a baby and that child was raised in San Diego.” You can envision what that would sound like, right? Be clever!

3. Define your vision. What do you see when you envision success? Will you be performing to a stadium full of fans? Will you be living comfortably as a songwriter? Will you be creating 24/7 in your own massive studio space? What does success look like to you? Spell it out in detail.

4. Make a list of all your favorite products, hobbies, restaurants, social spots, etc. Brand extensions and/or partnerships can become part of your brand identity. Not only this, but brand partnerships can become a source of income for you as well as a way to extend your reach. If you have a hobby of skateboarding or yoga or kickboxing or knitting or have a love of Hallmark movies, include this in your list. You will be able to connect with people with similar interests who may not have otherwise come across you and your music. This approach can also prop you up into the visual space of the brands you use and love.

5. Write your story. The contents of your story can later be shaped into an artist bio for your website, press kit, and other sites. What parts of your story make you special and unique? Why do you feel called to be a public figure? What was the defining moment in your childhood when something spoke to your soul and clearly stated that music is what you are destined to do with your life?

6. Make a Brand Binder. This is for you and your team and not for fans or the public. It should include:

  • Personality traits you narrowed down in the above exercise
  • Phrases, thoughts, statements, and quotes that you find inspiring and represent who you are and what matters to you
  • Mission Statement and Elevator Pitch
  • Vision
  • Brand Elements – Colors, fonts, pictures, Logo (variations, colors), Look and feel (mood/aesthetic) using pictures, off-stage wardrobe using pictures

Remember, you are not obligated to share every detail of your true personality with the world, only those parts you want them to see. Even if you are enhancing some qualities or hiding others, you are in control of what influences your brand. If you don’t want people to know that you personally have an obsession with collecting mini tea sets, then pull all photos of that down from your social media and pray that doesn’t get out. Or, you could embrace it and make that part of what you share. It’s up to you.

I like the idea of having a physical binder for this, but you could also use something like Pinterest or Trello to organize it.

Using Your Brand

Honestly, I think creating and using your brand is really fun. Who doesn’t like talking about all the things they love? Use your binder to guide every decision you make about what photos are best, what album cover looks best, what you should post on social media, etc. Be patient. Building brand awareness is a marathon and not a sprint. Stay on brand. Create consistently. Contribute always.

A headshot of Becky Willard

Becky Willard

Becky Willard’s music career spans nearly three decades working in nearly every corner of the music industry. Her passion is in finding and working with the most determined artists who are ready to take control of their artistic career.

She’s coached, mentored, and developed a number of artists who’ve been featured on The Voice, American Idol, America’s Got Talent, The X-Factor, and more. You can learn about her here.

    Humbly, I Market: 5 Reminders of the Power of Humility in Creating

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    By Emma Heggem  

    When I first started editing, I thought I had all the necessary job requirements because I knew how to identify weaknesses in a book and recommend solutions. Then I realized I had to convince real humans—people who had spent months or years writing their book—that I had useful advice for them. When I first started, all they saw was a stranger telling them what was wrong with the product of their labors. Until I proved my expertise, we didn’t get anywhere. 

    Marketing our expertise is true about any product or service. Whatever role you play in the media industries, you are eventually going to put something out into the world and hope other people find it. However, if you want people to actually discover the existence of your work and pay attention, you will have to get involved in some level of marketing.

    We’re all marketers in the end.

    1. Recognize Humility isn’t About Being Ashamed of Your Talents

    Most of us go into publishing or media creation because we have a talent that we want to share.  There’s nothing wrong with that. After all, God gave us those talents for a reason. Personally, I have felt His guiding hand in my career, helping me find jobs and pushing me towards opportunities to work with some amazing people.

    But He has never convinced someone else of my skills before. He provides the opportunity for me to prove myself, but He doesn’t send promptings to the client or hiring agent that I am the editor they need. He sends me a picture of a job notice from a friend or puts my website in front of a potential client. The rest is up to me. Sometimes I prove my skills through a résumé or an editing sample. Sometimes I do it through social media or by writing blog posts. Regardless of the method, proving what I can do is a necessary part of using my talent to the fullest.

    2. Know Where Your Talents Lie

    I didn’t just wake up one day and believe I was a good editor. I started out as a student, taking classes and doing industry research. Once I’d learned enough, I began applying those lessons to actual books. Over time, and with feedback from other editors, authors, and readers, I tested those skills. I found some weaknesses that I could work on (some are still works in progress!) and I learned what strengths I have. For example, I have determined that my work is able to help authors write stronger plot lines and engage their audience, but it isn’t great at catching all the typos and grammatical errors. This knowledge gives me the confidence to tell people about my editing skills, but also the humility to know when my services aren’t the right fit. 

    It isn’t pride to tell people what you can honestly do. If you use known facts and unbiased reviews, you can create marketing messages that genuinely reflect the quality of your work and help the right people find out about it.

    You can use beta readers, reviewers, or industry gatekeepers to test your work. You can attend classes and conferences to continually adapt your knowledge to the changing industry and expand your skills. You can even create claims that you know to be true. For example, you may believe that everyone will love your movie. But what a humble creator will tell everyone is that they know the movie is a classic fantasy adventure tale for 12 year olds. You may believe the special effects are unbelievable, but you can know for certain that top industry professionals made them. (Think of all the movie trailers that begin with “From the creators of X.”)

    Making factual claims and using reviews to verify your work may not be as flashy as sweeping messages about being the best and the newest, but it allows you to make public claims about your work that are coming from a place of honesty and not a place of pride. This is a huge step in creating a marketing message and still preserving your humility.

    3. Get the Word Out

    Marketing isn’t just about creating a message. It’s also about spreading it far and wide. In the modern age, there are many ways to do that. Social media ads, TV commercials, pitches to industry professionals, printed advertisements, giveaways, and many more opportunities exist. Because there are so many opportunities, you have to be careful not to over-saturate your audience.

    As far as I know, there is no commandment that says, “Thou shalt not tell everyone thou knowest about thy book release.” But I think we all have been annoyed by a marketing attempt at least once in our lives, and I feel there is a commandment about that. I think it’s safe to assume that “love thy neighbor” includes things like not adding them to your email list without their permission and not messaging them weekly about liking your Facebook page. Still, as long as we are being kind and courteous, it’s okay to ask if friends and family are interested every once in a while. 

    Your current friends and family are not the only people you will likely reach out to. Endorsements from respected industry professionals can be a useful tool. Reviews from popular bloggers can get the word out. People with big email lists or social media followings can help spread the news beyond your own personal connections. Some people may feel that humility prevents them from assuming these big names and large reaches would have any interest in their work. However, asking for help is a principle of the gospel. We are encouraged to allow others to have a chance to serve their fellow man. As long as you are polite and give them a genuine chance to say no, there is no reason to be afraid of reaching out to influencers for help.

    Asking for help is a principle of the gospel.

    4. Do Not Raise Yourself Above Your Fellow Man

    One of my favorite things about the publishing industry is the way it tends to be a supportive community rather than a cutthroat competition. Books and movies are an inclusive interest. It’s not like buying a phone or a house. Just because a customer buys one doesn’t mean they won’t buy another. In fact, in my experience, readers are more likely to buy books later if the first one they bought is good. Good media supports other good media.

    Because of this, being a good marketer doesn’t have to be a competition. A humble person can advertise their own book and still leave positive reviews on books by other authors. A humble person can market their own editing skills and still give contract tips to other editors. To be a good member of the media industries, you need to accept help and offer it.

    You can offer help in many different ways. An aspiring author can share the news that a publisher or agent is accepting submissions. A humble editor can pass on clients whose work falls outside their realm of expertise to other editors. A bestselling author could speak at conferences or recommend their favorite learning materials to those still trying to make a name for themselves.

    Your success does not need to come at the expense of others; an attitude of humility is recognizing that your success puts you in a position to help others instead. Heavenly Father didn’t give us these talents to stop anyone else from creating. If we allow our success to prevent us from caring for our brothers and sisters, we are no longer using our talents to serve the Lord. We are only using them to serve ourselves.

    5. Let Your Light Shine

    I have felt the guiding hand of my Heavenly Father many times in my career and have seen Him do the same for others. The work we do by putting out good books and movies and other media adds brightness to the world. We should not be ashamed of our talents and should not let a false sense of humility stop us from sharing them with the world.

    The world deserves to know what you can create. Whether you provide a service to creators or a final product to consumers, the work you do can be uplifting to those around you as long as you keep in mind that sharing our labors is about spreading joy and goodness into the world.

    By realistically representing our talents, accepting negative feedback, and treating competitors, coworkers, and potential customers with kindness, we can share our talents with the world and still remain faithful, humble servants of our Lord.

    Emma Heggem is the managing editor at Future House Publishing where she specializes in content editing sci-fi and fantasy novels. When she’s not editing, she loves to attend writers conferences to take pitches, give critiques, and demystify the publishing industry. She also runs a writing/editing advice blog (www.editsbyemma.com). Emma graduated from Brigham Young University with a degree in English language and a minor in editing.