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Often, we hear from new DJs who ask, “How do I build my business to be more recognizable or noticeable?” The answer to that is Brand Strategy! The terms “brand” and “business” are often used interchangeably. Anyone can create a DJ business.

But building a successful brand goes far and beyond filing your LLC paperwork and opening a business checking account. A brand is more than just a company logo or slogan. It is how people feel when they see you or hear your name. For individuals and businesses alike, establishing your brand can the difference between success, mediocrity, and failure.

What Is Branding?
Your brand is essentially the face of your business. Without a face, you cannot stand out from the crowd. Companies need a powerful brand to differentiate themselves in crowded markets. Branding builds credibility and establishes trust between your business and clients.

Your brand can even impact your pricing strategy. Consumers are willing to pay a premium for brands they trust. Gucci sells t-shirts for $500. Apple sells phones for $1,000. Nike sells sneakers for $250.

What makes that shirt worth more than a $5 shirt? Why is an iPhone worth so much more than a $100 smartphone? Are Nikes worth five times more than a generic pair of sneakers? That is why it’s so important to put effort into building a brand. Here are some steps to help do that:

1. Establish the Purpose of Your Brand

Why are you in business or why are you doing what you are doing? The “why” part of a mission statement is the most crucial aspect. That’s what will be the most important piece of information to a client. This is the differentiation factor that separates your company from everyone else out there doing the exact same thing.

2. Create a Unique Voice For Your Brand

Once you’ve identified your purpose, you must develop a voice that speaks to your audience. There are lots of different ways to approach this. Do you want to be professional? Is your voice funny? Are you trying to be casual? All your brand’s copy should have a consistent voice across all your content channels. From your website to your social media posts, and advertising, your voice must resonate with your target audience.

3. Design Your Brand’s Visual Elements

Now it’s time to create the visual representation of your brand. How will people identify your company? I’m referring to things like your logo, color palette, and typography. These are the starting points for designing a brand.

4. Establish Your Brand Differentiation

What makes your brand unique within the DJ industry? You need to take the time to research your competitors to see what they’re doing. By monitoring your competition, you’ll be able to discover what branding strategies work and which ones to avoid. Try not to follow the same exact branding strategy as other businesses in a saturated market because that will hurt your efforts.

Without proper branding, your business will just be nameless and faceless. People won’t be able to pick you out of the crowd, and survival will be a struggle. But establishing a brand identity can do incredible things for your business. Branding can allow you to increase your prices, establish trust with your customers, and keep people coming back for more.

Joshua Volpe owns Kalifornia Entertainment in Rochester, N.Y.

DJ Times Magazine is copyright © 2021 by DJ Publishing, Inc.