Everything You Need to Know About Branding
Here's a question I get every now and again... and again:
"What does 'Schwilly Family' mean?"
The short answer is: A "Schwilly" is the ultimate community oriented music super-fan.
A bunch of us used to reek havoc across the midwest music festival scene. ESPECIALLY Hookahville. At some point along the way, someone announced, "We're a family of Schwillies!"
The name of my business is a tribute to where I came from and, more importantly, a constant reminder of WHY I do it.
When I gave a musician I work with that answer to his question, he proceeded to tell me about how is wife busted out laughing at the name.
Well, that's ANOTHER great benefit to the Schwilly Family "brand"! It comes with free smiles included;) And it's a HECK of a lot catchier than "Music Marketing This" or "Music Industry That".
Remember: You're not really building an "audience". It's more like you're starting a club, a group of soon-to-be friends, or found family. Isn't that a MUCH cooler thing than trying to be part of an "industry"?
The MOST IMPORTANT element of a "brand" is a feeling of belonging to an EXCLUSIVE group of people who you respect and appreciate.
A LOT of people told me I was crazy for using "Schwilly Family" as my brand. And the truth is, it's NOT for everybody. And it's not meant to be.
But it MIGHT be for you.
And I KNOW that being "Schwilly" has become part of the identities of my community members and a badge they wear with pride. That, my friend, is what creates a TRULY great "brand".
The fact that outsiders have no idea what it refers to is irrelevant. Because creating a brand that is MEANINGFUL is much more valuable than creating a brand that is instantly recognizable.
"Apple" certainly didn't become synonymous with "computers" overnight!
If I had to sum up "branding" in once sentence, I would say: "Branding is NOTHING MORE than figuring out what you're all about and learning how to express it."
It can also be summed up (even better) by a quote from Simon Sinek:
"People don't buy WHAT you do. They buy WHY you do it."
One of the biggest problems with the educational resources you come across online nowadays is a tendency to overcomplicate things.
Many educators feel that, in order to provide value that equals the price they charge, they must to give you 10 hours of videos, complete with excessive jargon and complicated explanations...
...as if the harder it is for you to learn, the more valuable it is.
I have figured out that I can provide more VALUE in 5 minutes by giving you information in a way that you understand, which you can apply and see RESULTS from on the same day I give it to you.
And I do that pretty my EVERY day for my email subscribers.
For more wisdom, advice and inspiration for independent musicians, subscribe to my email list here.
Carlos Castillo is a Musicpreneur, Artist Business Developer, International Road-Tripper, Lap Steel Player, and Captain of the Schwilly Family Musicians. Find him at SchwillyFamilyMusicians.Com, or on Twitter at @CaptainSchwilly.