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At its core, branding is the ways in which an artist, business, or entrepreneur can be uniquely identified in the marketplace.

The Branding Journal gives a great summary:

Branding is the process of giving a meaning to specific organization, company, products or services by creating and shaping a brand in consumers’ minds. It is a strategy designed by organizations to help people to quickly identify and experience their brand, and give them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not.

Creating or updating your brand may seem daunting, but the foundation is simpler than you think. As with most things, breaking large tasks down into smaller ones will help you get to the finish line.

DIYMusician’s article on ways to energize your music marketing has some really great tips that translate easily into how to revamp your existing brand:

Create your bio. This is where you tell your story: who you are, how you got here, and where you’re going. You should have a short one (i.e. your elevator pitch), and a longer one that can live on your website.

Take photos. Here is where you put a face to your brand. Humans are visual people, and a picture is worth a thousand words. (The less filters, the better.)

Update your website. Even if it’s just the domain name that forwards to your social page(s), it’s important to own your domain name. If nothing else, it shows professionalism.

Audit your social media. How do you want the public to view you? Will it just host your portfolio, or are you leveraging it to build your fanbase or clientele? It’s important to set firm expectations early and pace yourself before you burn out.

Track your numbers. This should show your growth over time, both in revenue and impact. Using growth tactics like lead magnets to build your email list or using ads to attract clients, then keeping track of your social account numbers and revenue month to month. Feelings are easy to fudge, but numbers aren’t.

Spellbrand has a great post about the basics of branding, and James Martin on Instagram has some really good free branding tips (including this comparison of brand identity vs visual identity).


Orondé Jenkins is a multidisciplinary artist and media consultant based in Nashville. No Average Journey was born out of his desire to help artists grow in their lives and careers.