What Is a Brand and Is Yours a Good One – It's All about Connection

Here is the third installment in this series of blogs that discuss the musician as a brand.  If you are new you can catch up quickly by reading the two previous posts.
You’ve probably heard the cliché, “To get ahead it’s not how you play, but who you know.”  Certainly having connections or a network of friends and acquaintances can help your career, but that’s for another blog.  What we will discuss here, for a moment, is the manner in which you connect, or bond, with your audience—the public, other musicians, contractors, conductors, producers, agents, etc., etc.  In the end your success will depend upon how well you and your brand bond with your audience, which can be on different levels.[i] It could be that you connect:
Cognitively—They are aware of you and are familiar with your abilities.  Do they consider you all the time?  Are you the only one they consider? Are you one of many, one of a few or not on their radar screen at all?
Behaviorally—They may consider many, but they always come back to you.
Emotionally—They like you.  They’ve hired you for years.  You are friends.  Or, they don’t like you.  They had a run-in with you years ago and have never forgotten it.
Fit—Do your abilities and personality fit the need of the occasion perfectly, somewhat, or not at all?   Are you well versed in the style of music required?  Do you have a good attitude about playing it?
In the next post we’ll discuss image.