The Branding session talking points from the Band Business Crash Course held at the Plea for Peace Center, Nov. 3, 2012. Presented by the Pacific Music Management Club, faculty and alumni.

1. CREATING A BRAND
FOR YOUR BAND
Band Business Crash Course
November 3, 2012
Dana Myers, Esq.

2. BRANDING: WHAT IS IT GENERALLY?
 www.entrepreneur.com: The marketing practice
of creating a name, symbol, or design that identifies
and differentiates a product from other products.
 Identification
 Tells the world that the product/service belongs to you
 Reputation
 Differentiation
 There are other bands/musicians/poets/artists that are
all providing similar products/services.
What makes yours different from the others?
 Your “personality”

3. BRANDING LINGO
 Brand Equity: the added value to your product/ service
due to your reputation
 Coke vs. Generic Cola; Apple vs. Dell
 Recall: a consumer’s ability to remember your
brand, either when prompted or not
 Have you heard of Honda?
 What are some car brands that you know of?
 Reputation: What the public/your consumers think of
your brand
 Kardashians
 Brand loyalty: Consumers believe in your brand and will
continue to repeat-purchase
 Creates word-of-mouth marketing
 Apple; Starbucks; Gibson

4. CREATING YOUR BRAND
 Who are you as an artist? Band? Poet?...
 What is your message?
 Consistency
 Your brand should be apparent at every exposure your consumer
has to your product/service
 Your brand should be the same quality/message/logo etc.
throughout all products/services
 Manner of Branding
 Band name
 Logo
 Fan outreach
 Social media?
 Live shows
 Website/videos
 Fashion
 Blog
 Merchandise….

5. BRANDING IN THE ENTERTAINMENT INDUSTRY

6. EXERCISE
 Choose one of the following brands. What is their
message/identity? How have they differentiated their brand?
Do they have brand equity/brand loyalty? How does the brand
maintain its identity? Discuss at your table, then share with the
group.