If you’re a professional entertainer, you’re a business. And in an increasingly competitive market, you may find yourself struggling to stand out among the competition. The way you brand yourself can have a huge impact on how much work you generate. But first, it’s important that we explain exactly what we mean by branding.
What is “branding”?
If you ask 10 people what they think branding is, you’ll probably get 10 different definitions. Is it a marketing technique? Is it a business’s name and logo? Is it a business’s image? Their voice? The obscurity around the term can have a lot to do with why some businesses and performers lack a strong brand. And if you don’t have a solid brand, you’re not going to have brand advocates.
We view branding as the way a business conveys their mission, their values, and their services. If you’re passionate about what you’re doing, communicating your brand is pretty straightforward.
So, what makes a brand awesome?
To give you a better picture of great branding practices, we looked at a few of our favorite companies to see why it’s so easy to love them.
Slack, a real-time messaging app for businesses, is one of our top picks and a recent addition to our own productivity tools. As a fast-growing team, we recognized a need for improved communication so we went searching for the perfect platform. There were a ton to sift through, but what made Slack stand out was their authenticity. As a company that strives to help people communicate more efficiently, they show their expertise on the subject by regularly engaging with their audience. Their social media platforms are organized for specific purposes—much like Slack’s channels—and their voice is clever and easygoing.
Airbnb is another model business for great branding. This online marketplace connects people worldwide for the purpose of renting unique homes and spaces. Their goal of bringing people together is eloquently expressed in their campaigns to “Belong Anywhere.” But rather than simply promoting their services, they focus on what’s important to their customers: exploration, adventure, and great travel stories.
Dollar Shave Club has been recognized as one of the most innovative companies for changing the way consumers buy personal products. But aside from making life simple with their great business model, DSC puts out awesome content. From cheeky YouTube videos to a monthly magazine called “Bathroom Minutes,” DSC uses a wily sense of humor to appeal to their customers. Great, consistent content has been the generator for DSC’s large, loyal following.
You’re 5 steps away from awesome branding.
1. Do some self-exploration.
Before we dive into the nitty-gritty, we have to get a little personal here. What makes you…you? What experiences led you to becoming an artist? What are the unique traits you possess? As the brilliant modern dancer, Martha Graham, states, “There is a vitality, a life force, an energy, a quickening, that is translated through you into action, and because there is only one of you in all time, this expression is unique.” This is the first and probably most important step. Identifying your exceptional traits will help you develop a strong, influential personal brand.
2. Really get to know your audience.
Whether you’re a performer, vendor, agent, manager, or any other professional, understanding your audience is an essential part of any business. What are the demographics? What kind of culture exists in your fanbase? What websites do they browse? What kind of problems do they face, and how could you help solve them?
You can find answers to these questions using social media, web analytics tools, engaging in community forums, and networking at industry events. It’s wise to make use of web tools to learn about your audience—and many of them are free!—but don’t forget to incorporate the more traditional face-to-face interactions. Real life conversations can quickly help you build a loyal fanbase.
3. Find your natural voice and stick to it.
Now that you’ve analyzed your audience, you can find the language that’s comfortable for you and relatable to them. Remember that your voice is the representation of your brand and should be genuine! Insincerity can be painfully obvious and harmful to your brand.
Some businesses use funny or even provocative language, but it’s certainly not for everyone. Depending on what your profession is, you may see more benefit from using formal verbiage. A formal writing/speaking style is typically used to show professionalism and expertise in your field. However, you don’t want to dress up your language too much. Overly technical or complex terms can alienate some of your followers.
The best way to find the natural language between you and your audience is to speak with your clients directly. Check your email correspondence for frequently used terms. Read through your fans’ social media channels. Or better yet, interview your clients. Real, conversational language will be the most effective way to communicate with your audience.
4. Create a message your audience can relate to.
The next step is to develop an authentic, relatable message that expresses your mission. First, you’ll want to define your value proposition. Think about what would convince you to hire someone for your own event. Would you book a caterer to alleviate some of the pressure of hosting? Would you request a visit from your kid’s favorite super hero? Would you hire a dance troupe for your educational event to show the importance of cultural diversity? There are countless reasons to hire an artist. Find your niche, listen to your audience, and show how your talent is unlike any other.
If you want your talent to speak for itself, request reviews of your performance. In the gig business, reviews have become a powerful promotional tool, so show your audience how happy you’ve made your past clients.
5. Put your brand out there.
Once you’ve created a brand that represents you well, you’ll want to put it in front of more people. Marketing basics for performers include high-quality photos and videos, a well-designed website, a clear and consistent message, and a call-to-action. But keep in mind, the best marketing techniques can only get you so far. Your music and passion are what people remember. Keep spreading the Peace, Love & Gigs.
Have you seen great success with the way you’ve branded yourself? We’d love to hear it! Tell us about your unique style in the comments below.