Artist Branding Playbook - Part 2 - Create With Purpose

The branding process doesn’t start by picking out colors that you like or creating some eye catching logo.

The branding process starts by discovering who you are at the deepest level.

YOU are the foundation of your business, and the best art is created with authenticity. It may be tempting to mimic other artists or copy other businesses, but that won’t get you far. The music industry has been known to chase trends and invest in copycat artists, but the ones who have the biggest and longest lasting careers are always original.

Nobody else is exactly like you. You have a unique perspective. You see the world in a way that only you can, which means that you can create art and business in a completely original way.

That being said, it is natural to be influenced and inspired by others.

So how do you go past the influence and ideas of society, and find a way to express yourself that is truly authentic and original?

Step 1 is to identify your core values.

Why Core Values Matter: Your core values are the compass for your career and brand. They're not just about what you believe in—they're about what drives your music, your interactions, and ultimately, how your fans connect with you. Understanding and articulating these values is the first step towards building a brand that resonates deeply with your audience.

How to Discover Your Core Values:

• Reflect: Start with introspection. What principles guide your life? What do you stand for? A personality test can offer additional insights into how your traits align with your artistic journey. It's a tool that complements the deep dive into your values, providing a broader perspective on your unique identity. Consider taking a personality assessment, like the free one available at 16 Personalities, to further understand your strengths and how they can shape your brand.

• Select: From a comprehensive list of values, choose those that resonate most with you. First, choose ten that really stand out as being important. Then narrow down to your top three. It might be difficult, but narrowing it down is an important part of the exercise! Here’s an example of a core values list:

• Analyze: Once you have your top three core values, use the '5 Whys' technique for each value to uncover the deeper meaning behind them. This process reveals the root of your motivations and connects them to your artistic identity.

Here’s a breakdown on how to use the ‘5 Whys’ to go even deeper into your core values:

For example, if I chose the word ‘recognition’ as being one of my core values, I start by asking myself why I like that word... why is it important?

Remember, you are trying to figure out what the word really means to you.

The internal dialogue using the ‘5 Whys’ to uncover the true subconscious meaning of the word ‘recognition’ may go something like this:

• Recognition is important because I want people to see me as someone who makes great art.

• Then you ask why again... why do you want people to see you as someone who makes great art?

• Well, I believe that art is very important to human culture... why?

• Artists give people the permission to think and act from their feelings and emotions instead of their conditioning... why is it important to act from feelings and emotions?

• By sharing in that way, we give our audience a chance to connect with our art and impact them emotionally.

• Why is that important?

• Because I want them to feel that life is beautiful.

• Why is that important?

• Because I believe that life is beautiful and I can reflect that in my art.

Going through the 5 Whys revealed that, on the surface you may want recognition... but at the core, you really want to communicate the beauty of life and the human experience.

So the real core value that is driving your motivation to become recognized is actually beauty, not recognition.

Sticking with this example, if beauty is motivating you, then you should be constantly focusing your time and attention on finding experiences that activate your sense of beauty... experiences that inspire you to maintain that sense of beauty as you are working to create art.

Unlock Your Motivation: The Power of Understanding Your 'Why'

Understanding your core values does more than define your brand; it unlocks your motivation. When challenges arise, it's the alignment with these values that keeps you grounded and focused. Here's why knowing your 'why' is crucial:

• Persistence: Facing obstacles becomes manageable when your goals align with your core values.

• Authenticity: Your brand becomes a true reflection of who you are, attracting fans who share or are inspired by your values.

• Direction: Every decision, from your music to your marketing, is guided by these foundational beliefs.

There is a saying in the professional development world - “Stay on your why”.

That basically means to constantly remind yourself of why you are doing what you are doing... why you started all of this in the first place.

Unless you have taken a deep dive into your own subconscious and core values, then you don’t actually have a clear ‘why’. If you do not have a clear why, then your motivation will disappear quickly as the pressure builds. If you do have a clear ‘why’ that is based on your core values, then you will be able to find a level of energy, grit, and determination that will pull you through even the most difficult challenges.

Crafting Your Purpose Statement

With your core values in hand, the next step is to create your purpose statement. This isn't just a tagline; it's a declaration of what drives you as an artist.

• Concise and Powerful: Keep it short but meaningful. It should encapsulate your mission and how you want to impact the world through your music.

• Visibility: Post it prominently in your workspace. Let it be a constant reminder of why you do what you do.

A really cool way to think about your purpose is through the ‘Ikigai’. Ikigai is a Japanese concept that is about a thousand years old. It gives you a framework for imagining what your purpose truly is by looking at 4 overlapping areas:

Notice that it isn’t all about you. Everyone that I know with a strong sense of purpose ends up tying it back to how they are serving or impacting others.

That might be a bit more challenging if you are making music, so it is important to remember that music really does have a huge impact on people and absolutely makes the world a better place.

Music has the power to bring people together and to carry an important message directly to the heart of the listener.

So even if you are an artist and don’t think of yourself as an entrepreneur, I encourage you to think about your purpose as more than just ‘making music’... think about your music in relation to how it will impact the world.

To take a deeper dive into how your music can add value the world, be sure to read my post, ‘How to Serve Your Audience’ and study the value pyramid diagram on that page.

One simple purpose statement that I helped an artist craft is ‘to create timeless records that resonate with a passionate global fanbase’.

Don’t overcomplicate it. Just write out a short purpose statement, and make sure you look at it often so that you ‘stay on your why’. As you evolve, it is okay to make changes to your purpose statement!

Purpose, mission, vision… what’s the difference?

Think about it like this:

• Purpose = why you do what you do

• Mission = what you are committed to accomplishing

• Vision = how will the world change or what will it look like when you have fulfilled your mission?

The goal here is to create a set of short, memorable statements that get you fired up about building the life of your dreams and that let everyone around you understand in the clearest way possible who you are, what you believe in, and what you are working to achieve.

As they relate to your brand, these statements will be extremely useful in helping you identify the most important parts of your business to focus on.

The purpose, mission, and vision statements will help you to identify people who would be a good fit for your team and also who your ideal audience or customer is. Don’t get discouraged if it is hard to come up with these statements. It can take hours or months or even years to develop these statements, but don’t let that keep you from moving forward.

The important part is to spend some time thinking deeply about these concepts before you develop the other components of your brand.

And remember, the process of branding never ends. A lot of the ‘aha moments’ that you can get from these branding exercises come from learning to ‘think big enough’.

A mission statement often reflects a 5 or 10 year or even longer timeline for what a person or company plans to accomplish. So take some time to envision what your unique version of success looks like for you.

Be very specific.

As ideas and dreams emerge, make sure you can tie them back to your core values and your purpose. If you can NOT see a relation to your core values, then you will likely need to revisit your vision of success to find something more authentic... or perhaps you may even need to revisit your core values exercise to make sure you really uncovered them at the deepest level.

This alignment ensures that your brand resonates with authenticity and attracts a dedicated fan base. Alignment also helps with:

• Goal Setting: Ensure your artistic and business goals are in harmony with your values. This congruence leads to more meaningful and fulfilling achievements.

• Brand Consistency: From your visual identity to your messaging, every aspect of your brand should reflect your core values, enhancing brand recognition and customer loyalty.

The Impact of Brand Clarity

The journey of discovering and embracing your core values is transformative. It's not just about branding; it's about uncovering the essence of who you are as an artist and how you connect with the world. This clarity:

• Drives Career Growth: Clear branding based on authentic values helps you stand out in a crowded market, attracting more fans and opportunities.

• Enhances Fan Connection: Fans are drawn to artists who share their values and beliefs. This deep connection fosters loyalty and long-term support.

• Guides Your Path: With a solid understanding of your 'why,' every decision you make—from the music you create to the partnerships you form—is infused with purpose.

Next Steps

As you move forward, revisit your core values and purpose statement regularly. They are living components of your brand that may evolve as you grow. Remember, the strength of your brand lies in the authenticity and clarity of your artistic identity.

Embrace this journey of self-discovery with openness and courage, and watch as it transforms not just your brand, but your entire artistic career.