There are generally accepted principles for creating a memorable brand in the marketing world. We’ll explore how you can apply some of these principles to your brand as a DJ/producer. The ones that we’re going to focus on are:
- Unique artwork
The first thing you need to do when creating your artist brand is think of a name. The name needs to be unique, but it also needs to be easy to pronounce and remember.
You should know what kind of music you’re going to make before you pick your name, so the name fits the genre. If you make Tropical House, but choose a name better fitted for Industrial, people may have a hard time identifying with your brand.
Another big mistake is to use a generic name, or one that is specific to a certain genre. If you choose the name “West Coast Dubsteppers” and you move to Atlanta and start producing Trance, then your brand doesn’t make any sense.
It’s best to come up with a long list of potential names, rather than going with the first name that you can think of. It’s not hard to change the other items on this list, but the name can be very hard to change and still retain your old fans, because your old fans may not recognize your new brand.
The biggest identifier for your brand is going to be your logo. While a logo alone doesn’t define your brand, it’s probably the first thing that people will think of when they think of you.
The best logos are readable and fairly simple. If the design is too complex, people won’t be able to identify or read it. Simple designs are also much easier to print for merch.
It can take many design iterations to finally get your logo right, so be patient. Even with a professional designer, I’ll usually get between 5 and 20 versions made before I’m happy with the final design.
Using the same color scheme can create a very strong connection within your brand. Using the same color scheme also makes your design choices easier, because you’ll already have the main color of your artwork chosen for you.
There’s no set rule or guidelines for choosing the color that represents your brand. The only rule is that it needs to “feel” right. If your music is super heavy and high energy, then baby blue probably isn’t a good match for your brand.
The best example in electronic music that I can think of the signature orange that’s used by Q-Dance. As soon as a fans see the orange color, they immediately think of the Q logo and company.
A unique artwork format will take your brand to the next level. This means that you will be using an artwork style for all your images and videos.
Your artwork style should remain consistent. For instance, if you use pop art for your brand style, almost all your social media images should use that pop art style, along with your brand color(s).
Having a unique artwork style can get expensive. Unless you’re a professional graphic designer, you’re probably going to have to pay someone to create your artwork. One way to save on your artwork costs is to have a graphic designer create a template for a piece of artwork that you use all the time, like a tour schedule, youtube template, or album art.
Connecting with your fans on an emotional level is one of the hardest to do, because it has to be authentic. Everything else on this post can be done in conjunction with a graphic designer, but connecting to your audience needs to come from the heart.
When writing your social media posts, talking to fans in person, or appearing in videos, your personality needs to shine through and make people want to follow you.
Authenticity is key to making a personal connection with your audience. If your personality is inconsistent between your online and offline appearances, it won’t feel right for your audience.
Here’s an easy example. If you’re constantly crusading against ghost producing online, but then people find out that you yourself are ghost produced, your values aren’t lining up. When your principles and values appear to align, people will connect to your brand better.
After your brand has been created, you need to remain consistent. Consistency builds brand equity and reduces any confusion when identifying your brand.
If you use your same logo on all of your artwork, and then a different logo appears on an event flyer, people would either be very confused, or think someone else is playing under the same name. The point of a logo is to make your brand easily recognizable, so using a different logo all of a sudden completely goes against the entire purpose of creating a brand in the first place.
When all of the items on this list are done consistently and properly, people will automatically recognize your brand and think of you when they see an image done in your artwork style or see your color, without even seeing your name. This brand recognition will keep your brand strong and timeless.