Your music is great. You have what it takes – sort of: your songs are excellent, you communicate with your fans, play live shows and put effort into making them entertaining. But unless there is something unique about you, chances are people will just go home and forget about you.

You probably know by now that if you want to make money with your band, you need to act like a business in many ways. One of the things you absolutely must have is a unique selling point, or in marketing speech: an USP. Now, don’t fret, this isn’t as bad as it sounds. It basically means that there must be something special about you, something that is unique to you, something that people recognize and associate with you. When thinking about USPs, things like the following come to mind: rock band with the metal attitude and black & white make up (KISS), guy with motorcycle helmet and built in telephone (Bob Log III), guy with the distinct voice (Alice Cooper), band with blond female singer with a retro do and bindi (old school No Doubt). Some of these examples are a bit more extravagant than what might be comfortable to you. That’s absolutely fine. A unique selling point works best when it’s authentic, and something subtle sometimes works just as good. However: bolder can be better.

When trying to find your USP, think about what you like outside of music: any shows, activities, looks, costumes, characters, other art forms that come to mind? How would you describe your most freakish side? What’s your favorite theme party costume? Find a certain look, a certain style of singing, accessories, gestures, accents.. The possibilities are endless.
There are so many bands out there that play good music, but are lacking that ‘certain something’. Don’t be one of them. If you come up with something, feel free to share in the comments below.

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“Sophia Lovett is a branding and music marketing strategist helping talented musicians around the world make their band their business. Find out more at www.sophialovett.com.”