Whenever you hear “Starboy” who comes to your mind? Wizkid of course! Successful music artists like Wizkid, Burnaboy, and Davido have one important thing in common- an effective Brand Positioning strategy. When you position your brand in music, you become unique to something. This is why you’ll hear “African Giant” and the first thing that comes to your mind is “Burnaboy”. 

An effective brand positioning strategy is important for independent musicians looking to succeed in the music industry. To achieve this, let’s discuss the basics. What is brand positioning? And why is brand positioning important for independent musicians?

What Is Brand Positioning?

According to Hubspot, “brand positioning is the process of positioning your brand in the mind of your customers. More than a tagline or a fancy logo, brand positioning is a strategy used to set your business apart from the rest”. Now let’s translate this into music and music marketing to help you position your brand in music. 

Brand positioning is when you position yourself as a musician in the mind of your audience. Apart from Wizkid or Burnaboy’s tagline, what makes them stand out and Positions themselves in the hearts of their listeners is their good music. Hence as an independent musician, you need to have something remarkable you’re giving your audience for them to keep you in their hearts and help you position your brand in music.

Effective brand positioning happens when a musician is perceived as outstanding, authentic, and credible to the audience. Possessing these three things will be unique to you, and your music, which will go on to engrave your brand in your audience’s minds and help you position your brand in music. This is important because being “different” from the competition in the music industry isn’t enough to win in this market. 

Why Is Brand Positioning Important?

As an independent musician, you have a reputation whether you decide to cultivate it or not, so you might as well take advantage of that and create a brand positioning plan that can help you take control of your reputation and brand image to help you position your brand in music. 

More than a decade ago, Wizkid broke out with a new sound that sounded foreign yet never lost the afrobeat feel. He sounded very new and unique and people accepted his sound. Today, Wizkid is now a yardstick and inspiration for all new afrobeat artists. He’s positioned himself as the gold standard of afrobeat.

Brand positioning allows you to differentiate yourself from competitors and position your brand in music genres you specialize in. This differentiation helps you create and increase your brand awareness, and communicate value. 

But not all brand positioning are the same or have the same objective. Depending on the nature of what you’re offering to the music industry, your positioning and messaging will vary. 

There are some musicians, producers, and sound engineers who have positioned themselves at the forefront of certain genres of music, making it so that these genres are what they work while there are others who position themselves as versatile creatives who can work in any genre. Depending on your “hedgehog”, you can either choose a genre that you’ll be able to dominate easily or be a versatile independent musician who can soar in any genre of music. 

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