What is Your Brand?July 19, 2017 In: Sound Bits
Well, maybe the first question we should ask is, “what is a brand?” It is essentially how people view you and your work, how they feel about you, how you are perceived by others. Think about Starbucks – what comes to mind? How does it make you feel? What about BMW? Apple, Inc.? They all have brands that have evolved somewhat organically, and somewhat strategically. Musicians and ensembles have brands too – think of Wynton Marsalis, the Cleveland Orchestra, Renee Fleming, Alarm Will Sound. They each have a unique brand.
So what makes up your brand? Well, everything. It’s the quality of your work, the way you present yourself, your reliability, the way you interact in person and on social media, the colors on your website – all of these things coalesce into your brand and communicate how people should think and feel about you. There are two key pieces to this equation. First, your brand identity – this is what YOU think your brand is, or what you want it to be. Second, there is your brand image – this is what OTHERS think your brand is. So ideally, you want these two to match. You want to communicate a brand to your audience, your followers, your fans, your customers, and you want them to understand that brand. So – what is your brand? And is everything you are doing supporting that brand?