A brand is an identity. When I say “Nike,” you think shoes. When I say, “Yamaha,” you’d probably think of guitars. Both those are brands: strong identities associated with a name.
Musicians, especially those trying to make a living in music, should have brands as well. A brand is easy to think up, just ask yourself, “what do I want to be when I ‘grow up’?”
More than Business
A strong brand can give a business direction to an entrepreneurial musician, but everyone should have a brand because goals are important.
Having a brand is the same as have a long-term goal. Do you want to perform concerts? How many? What sort of practicing does that require? How about being a studio guitarist? You better be good at sight reading and an incredibly consistent player.
Those are two more business-like examples, but the possibilities are endless. Do you want to perform for family and friends? How do you practice for that? (by performing for them a lot!) Do you want to be able to play restaurant gigs? Or do weddings? Having that sort of brand, being a wedding musician, can provide a direction to your practice time and repertoire on which to work.
Brands are not just for businesses and professional musicians. What’s your brand?