section 4 - positioning
We are in a world of constant content. There is so much music being released today that your number one goal has to be standing out and setting yourself apart from others in your niche. Brand positioning is all about understanding what niche you fall into and claiming a unique space in the minds of its audience.
…all about claiming your unique space in the minds of an audience.
When developing your overall positioning, there are 3 questions you must answer to establish your point of differentiation so that your brand is the ‘go-to choice’ instead of the alternative:
What is the exact category that my brand is in? It’s important to understand what market are you looking to dominate, where the opportunities are, and if there are any gaps you can fill.
Who is my “ideal” target listener? You cannot, and should not be all things to all people. That’s why you must narrow your target audience down to your ideal listener and really understand their specific needs and pain points. If you don’t know how to go about this, dont worry we have an exercise that does this FOR you in the next stage of the program!
What really sets my brand apart relative to the competition? Every brand should look to deliver a unique story in the market. What is it about your brand that makes you a star in your niche? While there may be similar artists in the marketplace – there should only be one YOU.
Once you can clearly answer these questions, then you’re much closer to setting your brand up for positional power. Your positioning and branding as a whole is not about how you see yourself but how other people see you. You don’t have to act on what other people say, but additional perspective can be invaluable.
Let’s keep 100…
Many artists want to hold on to the notion that the market doesn’t care if an artist is black, white, male, female, attractive or any other label.
The truth is they do care and that is why many major labels still look at artists through these lenses. They are looking for people who can relate to specific audiences, or in business speak...they are looking for a product that will fulfill demand in certain markets. They know that only so many people can be Beyoncé, Drake, or Bruno Mars, but there are many opportunities to serve smaller niches with loyal fanbases. Don’t cut yourself out of opportunities trying to prove the market it’s wrong, embrace it.
At UxU, we feel that artists should see themselves and their music as a business and act as such. Just like any other product, there is a particular market with a particular need. With a proper website, you can understand first hand who your niche is and turn them into lifelong fans using marketing techniques that “traditional” companies use daily to connect, market, and sell to your target audience. Why should you as an artist not have the same option?!