♫ 1. Be completely individual and original

Some of the greatest artists in the world aren’t technically the best singers, guitarists, or producers—but they are unforgettable. Why? Because of their unique sound. Brands are no different. The magic lies in a distinct tone, a recognisable identity, and the courage to not sound like anyone else. Don’t copy other brands or bands. As Oscar Wilde said: Be yourself; everyone else is already taken.

🎯 2. If genres are markets, bands are niches

The same way an indie band shouldn’t try to compete in the pop charts, your brand shouldn't try to be everything to everyone. Understand your niche. Master your sound. Find your audience and serve them deeply—whether you're an ambient electronica duo or a fintech startup for expats. Own your lane and become unmissable in it.

📣 3. Choose your stage wisely

Radio, gigs, festivals, TikTok, Spotify, pop-ups, Instagram reels, newsletter features—these are all stages. Not every stage is right for every act. Ask: Where does your audience already hang out? Then show up there, consistently. That’s where your superfans will be.

💬 4. Connect beyond the product

Whether you’re selling an album, a gig ticket, or a subscription, you have to reach people on a deeper level. It's not just about the music—or the product. It's about what it represents. Build a story. Create shared meaning. Let people into your world. The most loved brands and artists build movements, not just audiences.

🎼 5. Rehearse the fundamentals—but know when to improvise

Great musicians practise scales, timing, and technique—but what sets them apart is how they break the rules creatively. The same is true in branding. Consistency is essential—but the magic happens when brands can riff, adapt, and respond to the moment. Think of Oreo’s famous “Dunk in the Dark” tweet. That was improvisation built on a well-rehearsed brand voice.

🎤 6. Your brand is your voice—so find your range

A good singer knows their vocal range. They don’t try to hit notes they can’t reach, and they know when to go soft or powerful. Similarly, a brand should know its voice—what it can say credibly, and what’s off-key. You don’t have to shout to be heard; you just have to hit the right emotional tone.

🎧 7. Production matters

A great song can be ruined by bad mixing. Likewise, a good product or idea can fall flat with poor design, packaging, or execution. Brands, like tracks, need to be produced for clarity, impact, and memorability. You need to obsess over the details—because people can hear when something sounds off.

🌍 8. Tour your brand

Bands don’t just release music—they tour. They go city to city, venue to venue, building real-life connections. Brands should do the same. Show up in person. Do customer interviews. Speak at events. Create moments where your audience can meet the real you. That’s where loyalty lives.

🧠 9. Hits are built on emotion, not logic

The songs we remember most aren’t technically perfect—they just made us feel something. Brands that win hearts don’t rely solely on facts, features, or data—they tell stories, provoke emotion, and leave lasting impressions. People may forget what you said, but they’ll remember how you made them feel.

📀 10. Albums over singles

One-off marketing campaigns can work, just like a hit single—but lasting success comes from building a body of work. Great brands, like great artists, think long-term. They build themes. Evolve their sound. Develop signature content, then reinvent it when the time is right.

Music and marketing may seem miles apart. But both are about resonance, rhythm, and relationship.

And whether you're launching a band or a brand, the goal is the same: Create something people can't ignore—and wouldn’t want to.