The top 3 elements that define your personal brand.
Updated: Feb 7, 2019
Being a musician these days is so different than it was even just 10 years ago. With the importance of online presence becoming more and more important for anyone providing any kind of service, and this includes performance, changing your mindset to think of yourself as a brand makes marketing yourself much more manageable. What does that mean, exactly? In this post I share the top three branding elements you need to be aware of to start thinking about yourself as a marketable brand.
1. Your Target Market and Your Niche. You need to get really clear on who your audience is, where they are, what they are interested in and how to reach them. This is your target market. Next, start thinking about what makes you different and use that to begin to brainstorm about how to serve your own unique audience. Who do you serve, and what do you help them do or provide them with? This is the essence of your niche. Knowing who you are and what you alone can uniquely offer is what makes your brand stand out--especially if you have it defined and can clearly state exactly what that is. This is extremely important because a lot of people confuse Target Market and Niche. Michael Port, who wrote the book Book Yourself Solid defines your target market as 'the demographics of the group of people you're most passionate about serving' and your niche as the 'service you specialize in offering your target market.' If you can clearly define this, you will already be way ahead of most people out there trying to make a mark. Because you will know exactly who you are are why you are doing it. A clear message goes much further than a vague answer to these questions.
2. Your Platform. A platform consists of all the tools you may use online to support marketing your brand. You will definitely need a website, a strong social media presence and a mailing list to start, with plans for working each tool to your advantage. Many years ago I started out with a website. I really had no idea how I wanted to brand myself, what sorts of functions the website would serve, I had no clue about what having a website would be for, other than to serve as a kind of online business card of some sort, where you put up a performance calendar, posted a bio, and a way to get in touch. Now I try to answer the question, 'What do I want visitors to my site to DO when they are there?' Maybe they sign up for my mailing list. Maybe they get on a wait list for my next online course launch. Maybe I send them to watch a video or direct them to a blog post. The key is to get them to do something, not just visit. Your entire platform needs to be crafted in a way to ideally communicate with the audience of your niche, and direct them toward action, so that you can keep in touch with them and turn them into paying audience members or students or clients, etc.
3. Your Plan. Social Media or the internet for that matter, will do nothing for you unless you are consistently involved with it. This doesn't mean you need to spend half the day crafting email campaigns, social media posts, videos or blog posts, but you do need a plan of action that consistently voices your message, your art, your services, or your project, and that engages your audience to act. Having a plan consists of having goals and a purpose behind your marketing outreach. You can easily accomplish this through a simple, 20 minute a day list of tasks that will build your brand consistency and get you in front of more eyes as time progresses. There are even tools available online that will help you automate all of this too. It doesn't take long, but it does take a commitment to being consistent.
The next step I have for YOU is to take ACTION!
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