In the music industry, we often hear about the importance of a "brand." But what does that really mean for an artist? In this video, we argue that a brand is not just a logo or a color palette. A brand is, in fact, your reputation. To understand this, let's look at how we build a reputation in the real world, from a stranger to a close friend.
The Four Zones of Reputation
We can think of reputation as having four main stages, or "zones," that an audience travels through as they learn about an artist.
1. The Gray Zone: The First Impression This is the stage where people do not know you at all. The only information they have comes from a quick glance at your social media, your outfit, or a video thumbnail. In this zone, people make a quick, subconscious decision about you. As an artist, you need to be aware that this first impression is powerful and can either make a person want to learn more or move on [02:04].
2. The Red Zone: They Know Your Name In this zone, people know your name and what you do, but they still do not know who you are. They may have heard one of your songs or seen your name on a poster. This is a crucial stage because you have their attention, but you have not yet made a personal connection [03:14].
3. The Yellow Zone: Acquaintance This is like having a work friend. You have friendly interactions, but there is no deep connection. For an artist, this means your fans listen to your music and maybe like a few posts, but they do not feel like they know you personally. This stage is a good start, but it is not enough to build a loyal fanbase [04:05].
4. The Green Zone: Close Friends This is the most important zone for an artist. The people in the green zone feel like they know you on a deeper level. They know your story, what you believe in, and your personality. They would speak about you positively and are your biggest supporters. This is the place where fans become "superfans" and are willing to support you long-term [05:34].
The Real Problem with Branding
Many artists get branding wrong because they think it is just about a cool logo or a certain look [29:59]. While these things are part of your brand, they are not the main part. The real "meat and potatoes" of your brand is you—your personality, your beliefs, and what you stand for [31:17].
Your reputation is shaped by everything you do. What you wear, how you act, and what you say all work together to create a picture of who you are in people's minds. It is important to know that people will make a judgment about you, even if they do not have all the facts [09:19].
The Path to Connection
To move people from the "gray zone" to the "green zone" of your brand, you have to consistently share who you are.
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Show them how you look: Start by showing people what you look like and who you are around [35:05].
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Share what you do: Tell people what you do and what your name is [35:17].
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Reveal your beliefs: Start to share what you believe in and what your personality is like [35:41].
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Be Consistent: You have to do all of the above over and over again. This is how people start to see the real you.
Summary
Good branding is not about making everyone like you. It is about attracting the right people who will love your brand and pushing away those who will not [36:29]. By being consistent and real, you can take control of your story and build a reputation that helps your career grow.
