Who Are You Again??

Whether an individual, a product, a company or an image, understanding branding is essential! 


Why...?!

A brand is a name or symbol that is commonly known to identify a company or it’s products and separate them from the competition. Almost every business has a trade name, however only a minority of these businesses have what could be classified as a "brand" or a "brand name".

Branding is a word commonly referred to by advertisers and marketing people, but what does it actually mean, how can you get it, and most importantly; how will it benefit you and/or your business?

A well-known brand is generally regarded as one that people will recognize, often even if they do not know about the company or its products/services. These are usually the businesses name or the name of a product, although it can also include the name of a feature or style of a product.

The overall ‘branding’ of a company or product can also stretch to a logo, symbol, or even design features that identify the company or its products/services.

For example:

The Nike brand name and it's trademark "swoosh" is known throughout the world. People can identify the name and logo even if they have never bought any of their products. The majority of people that are aware of the company can also identify it (or its products) from this symbol alone.

The clothing and running shoe company Adidas is well known for using three stripes on its range of products. This design feature branding allows people to identify their products, even if the Adidas brand name and logo is not present.

The main benefit of branding is that customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company image in the mind of your potential customers.If your business sells products that are often bought on impulse, a customer recognizing your brand could mean the difference between no-sale and a sale. Even if the customer was not aware that you sell a particular product, if they trust your brand, they are likely to trust you with unfamiliar products. If a customer is happy with your products or services, a brand helps to build customer loyalty across your business.

A strong brand will project an image of a large and established business to your potential customers. People usually associate branding with larger businesses that have the money to spend on advertising and promotion. If you can create effective branding, then it can make your business appear to be much bigger than it really is.

An image of size and establishment can be especially important when a customer wants reassurance that you will still be around in a few years time. A strong brand projects an image of quality in your business, many people see the brand as a part of a product or service that helps to show its quality and value.

It is commonly said that if you show a person two identical products, only one of which is branded; they will almost always believe the branded item is higher quality. Again, the importance of brand recognition!

If you can create effective branding, then over time the image of quality in your business will usually go up. Of course, branding cannot replace good quality, and bad publicity will damage a brand (and your businesses image), especially if it continues over a long period of time. A strong brand creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business.

So, I ask again...who are you...?!


Brand Importance & Identity

Artist Management: What's It All About?

I read an interview between Ryan Kuper, an artist manager from Leverage Entertainment and Entertainment Management Online magazine. In this interview the following questions were asked:

What Do You Do?
What Is A Typical Day For You?
What Education & Training Is Necessary?
What Personality or Skills are Necessary?
What's Your Career Path?
What Are Some Pros and Cons?

This interview made me think about these questions, since being an artist manager is my dream. My interview would be published as followed:

What Do You Do?

I am an artist manager who provides management, financial, contract negotiation, bookings and representation services. My firm specializes in public relations as well as artist management services. I represent entertainers in all genres of entertainment.

What Is A Typical Day For You?

Just as Ryan stated, there is no typical day. Entertainment is not a Monday- Friday, 9am to 5pm type of industry and my day consists of a constant barrage of emails, phone calls, websites, meetings, negotiations, think tanks, etc. Since there is no formula for success as an artist manager, there is no typical or usual day. As Tom Cruise, eloquently stated in "Jerry McGuire", "...it is an up at dawn, pride swallowing siege of which I will never be able to fully tell you about."

What Education and Training Is Necessary?

There are various educational and training tools that are necessary to be an artist management; and there are different ways of becoming one. You can major in psychology, law, artist management, accounting, finance or business. Or you can be gifted and work your way to the top through sheer tenacity and passion in this industry. A good understanding of contracts, negotiations and business definitely helps as well as a passion for the entertainment industry and the ability to stay abreast of things happening in the industry, since it is constantly evolving.

What Personality Or Skills Are Necessary?

First and foremost, you you must have a love for people. This industry and this position is focused on and around people. Clients, producers, directors, agents, promoters, other managers, etc. You have to be stern, but not offensive in order to succeed in this industry and have the ability to understand that everything is a negotiation of business; very rarely is any of this personal. You must be committed, dedicated, unwaivering and organized. You are handling an artist's career and must understand that they depend upon you to ensure that their career is being handled properly and successfully.

What's Your Career Path?

I plan on becoming one of the top artist managers in the industry. My firm will be reputable as a clearinghouse that launches artist careers. As the majority of our clients are talented, but unknown, my niche is to create an environment where artists who are both established and non-established entrust me with their dream.

What Are Some Pros and Cons?

Pros - I get to set my own schedule; I am only as successful as my work ethic; this industry is extremely dynamic and constantly changing; I change lives.

Cons - The work is constant; working with people who are not as tenacious and hard-working as I am; there is an amount of sheer luck that is involved, apart from my work ethic to ensure success; very little sleep.

Being an artist manager is a specialized and industry specific position. Education, experience and personality are paramount in this industry, but the reward of assisting someone in achieving their dream coupled with the excitement of the entertainment industry is well worth it!!

Artist Manager Interview