Category: Branding

Selling is Storytelling, Especially with Music Brands

Time tested wisdom I can envision our ancient ancestors, gathered around a primordial campfire, telling stories of the “before times” to sell a concept, idea or specific action. Selling is in fact storytelling, as firing up the imagination of a customer and framing a picture in their mind is the ultimate way to set up a successful conversation about purchasing. Even … [Read more...]

Partnering with your retailers in the musical instrument and pro audio trade

Increase conversions through Corroborative Selling Techniques

Connecting messages The mind has an uncanny way of connecting text and images; some would say you store everything you’ve ever seen or read in the “file cabinet” of your brain. It stands to reason that during the consideration of an instrument or pro audio purchase, a consumer should be reminded repeatedly … [Read more...]

Do You Know How Your Music Brand Is Perceived?

How to monitor and manage online conversations about your brand.

The internet gives music manufacturers 24/7 access to the opinions and complaints of customers via online platforms like Twitter, Facebook, forums, and even videos. Potential customers listen to what’s being said about your brand, and you should too. Brand perception affects purchasing decisions—and … [Read more...]

Why Is Innovation So Critical To Music Brands?

State of the Industry. The last few years of growth in the musical instrument manufacturing market have been less than stellar. We could talk at length about the contributing factors, ranging from lack of funding for school music programs all the way up to the booming used-instrument market. While the near future may not look so bright for the marketplace at large, the brands … [Read more...]

What Are Some of the Things the Best Music Brands Always Get Right?

Understanding what goes into building a great music brand will help you create one.

The word “brand” is just five letters, but it's an expansive word. It’s an umbrella term that means different things to different people. Some people think of a brand as a logo or a tagline. Others think of a brand as an idea or a campaign. Or they believe that a brand has … [Read more...]

Music brands with history need to be marketed with an eye toward tomorrow

Learn to balance the past and present of your music brand for future success.

Brands with a long history require a tricky balancing act. For example, if a brand gets too weighed down by the past, it will have difficulty moving forward. If it has a legendary history that’s buried under layers of new products, new technology and management turnover, then an … [Read more...]

Extraordinary British Rock Albums Still Inspire Music Brands

Four design lessons in memorable branding from landmark British albums.

Great Britain is one-fifth the population of the United States, but it has produced some of the greatest rock bands of all time, including the Beatles, Led Zeppelin, Pink Floyd, the Rolling Stones and the Clash. And it’s not just the flood of amazing music that has influenced generations of … [Read more...]

Basic Tactics So Your Music Brand’s Website Won’t Suck

Five simple website tips for music brands.

If you don’t have a great website, you are missing new customers, growth opportunity and more revenue. But before you hire a web team, you need clear goals and strategies. Here are five basic considerations to keep in mind as you develop your musical instrument and equipment manufacturers website. 1) Convert or … [Read more...]

Practicing Brand Alignment Can Help Music Brands Become More Powerful

Create better customer experiences with your company by being consistent with your brand.

If you’re in the marketing department of a music manufacturer, you’re probably busier than a talented, in-demand session guitarist. You’ve covered all the big marketing bases: sound strategy, social media plan, ad schedule, product videos, and plenty of PR in the music trades. It … [Read more...]