- “Please tell your friends about my show”
- “Share this link”
- “Let’s get the word out about my album”
These phrases almost don’t need to be uttered when we have a strong brand. If we don’t have a strong brand, they’re even more useless.
What we do is not for everyone. So many people tell me what they do is for everyone, or that they need everyone to know about what they do. This is wrong.
Having a weak brand and getting a new purchaser of a ticket to my show for example sucks. They come to the show, most likely, it’s not for them. They’re not happy. I’m not happy. It’s not going to lead to them buying merch, becoming a fan or an evangelist and I have to go find a new ticket buyer again. It’s expensive and unfun at the same time! We’re throwing a seed at a rock. It’s not going to grow.
Instead we want to know who we are, what we do, what the result of the experience of our service is. We want to know who our fans are gonna be and what their other options are. Then we get the right seeds in the right soil with the right moisture and PH balance and our stuff blossoms and grows!
The brand is how we make consistent impact and how we get really valuable people in our sphere. Not every ticket buyer or fan or whatever has the same value to us. Getting the right booker to know about us when we know who we are means big cash!