CREATING A BRAND FOR YOUR BANDBand Business Crash CourseNovember 3, 2012

Dana Myers, Esq.

BRANDING: WHAT IS IT GENERALLY? www.entrepreneur.com: The marketing

practice of creating a name, symbol, or design that identifies and differentiates a product from other products.

Identification Tells the world that the product/service belongs to

you Reputation

Differentiation There are other bands/musicians/poets/artists

that are all providing similar products/services. What makes yours different from the others?

Your “personality”

BRANDING LINGO Brand Equity: the added value to your product/

service due to your reputation Coke vs. Generic Cola; Apple vs. Dell

Recall: a consumer’s ability to remember your brand, either when prompted or not Have you heard of Honda? What are some car brands that you know of?

Reputation: What the public/your consumers think of your brand Kardashians

Brand loyalty: Consumers believe in your brand and will continue to repeat-purchase Creates word-of-mouth marketing Apple; Starbucks; Gibson

CREATING YOUR BRAND Who are you as an artist? Band? Poet?...

What is your message? Consistency

Your brand should be apparent at every exposure your consumer has to your product/service

Your brand should be the same quality/message/logo etc. throughout all products/services

Manner of Branding Band name Logo Fan outreach

Social media? Live shows Website/videos Fashion Blog Merchandise….

BRANDING IN THE ENTERTAINMENT INDUSTRY

EXERCISE Choose one of the following brands. What is their

message/identity? How have they differentiated their brand? Do they have brand equity/brand loyalty? How does the brand maintain its identity? Discuss at your table, then share with the group.