As I mentioned in a previous post, if you’ve Branded yourself well, then Marketing (to raise awareness about your music) and Selling (to get gigs) should be much easier to do. Branding is the totality of your public image and having a good Brand is tantamount to making all other aspects of your business move more smoothly. As Peter Montoya stated (I quoted him in the post above):
Branding happens before marketing or selling; it’s their source. Without a strong brand, marketing is generally ineffective and selling is like beating your head against a wall of sales resistance. A strong brand is the rock-solid foundation for all marketing, because every other aspect of a product’s identity–its logo, how its ads are written, who its spokesperson is–is based on that brand. Branding is the reason customers consider a product in the first place.
When you have a strong Personal Brand out in the world working for you, you’ll attract new business without even trying. Prospects will come to you after multiple exposures to your brand, and they’ll come 90 percent sold on you already. All you’ll need to do is close the sale. We’ve seen it time and time again. New business with no work. If that’s not cool, nothing is.
Social Media Marketing seems to be all the rage these days with folks touting online engagement and the growing number of folks using sites like twitter, facebook, and other more specialized networking sites.
Using The Hunger Games and its Marketing Campaign as a starting point, Greg Sandow talks about ways that The Met could utilize a similar approach in marketing, say, The Ring cycle. Of course, he missed the point of my comment, which is perfectly understandable as it questioned the relevance of the overall marketing strategy used by Lionsgate for its blockbuster which wasn’t used in a similar fashion for the other nearly dozen films it’s released or distributed this year.
Instead of studying how to brand oneself, why not take the time to find an original voice? Branding will happen all by itself.
As I replied:
thank you so much for saying that Frances-Marie Uitti –coming from one of the most unique voices in new music and the cello world, it means much more! <—so says the cellist dressed as a Klingon, and knows a bit about unique ways of branding… 😉
Worrying about your Brand before you have a unique voice is putting the cart before the horse. And if a cellist ever had a unique voice, then Frances-Marie Uitti certainly fits the bill. Ever since I discovered her work back in the mid 90s I frequently did presentations about her and other cellists that are doing interesting work2 at the Chello Shed3.