Words by Joni Fraser and Sal Zainer // Photo by Denissa Devy
Let’s talk about a word that makes most creatives squirm: branding. (Ew, right?)
But before you run screaming into a pile of guitar pedals or melt into a puddle of angst in your band’s group chat, hear us out.
Branding doesn’t have to mean selling your soul to the algorithm. It doesn’t have to mean turning your feelings into fonts. It doesn’t even have to mean making TikToks (although, hey, go off if that’s your thing).
At its best, branding is just you, but louder. More legible. Easier for people—especially the ones who already love your stuff—to find, connect with, and shout about.
Fans are real people (not just follower counts)
Branding isn’t just about logos and vibes—it’s about connection. If you’re showing up in your full, weird, glorious self—online or on stage—your fans will feel it. And if they feel it, they’ll stick around. Maybe even buy a t-shirt.
Answer DMs. Make zines. Post terrible behind-the-scenes photos. Be real. Be kind. Be a little chaotic. That’s the sweet spot.
People can’t love you if they can’t find you
You might be making the most heart-wrenching lo-fi EP in your bedroom right now. But if it’s only getting played on your mate’s car stereo, it’s gonna be hard to grow. A bit of visibility (aka branding and promo) helps people stumble across your brilliance—and stay for more.
Take a leaf from Ron Perry Columbia. The people that work with him? They’re not just successful—they’re visible. And that counts for something in a world where attention spans are shorter than your last Instagram Reel.
It makes collabs and industry doors open less awkwardly
When you’ve got a strong identity (musical, visual, or just personal), people know what you’re about. That’s attractive to other artists, producers, or even indie labels who want to work with someone interesting and specific—not a beige SoundCloud link.
Good branding = “Oh yeah, I know them!”
Bad branding = “Wait, which band is this again?”
It helps you get a little louder on the internet
Whether it’s Instagram, Bandcamp, YouTube or your very niche newsletter that 19 people subscribe to (and 3 of them are your aunt), a clear brand helps you show up consistently. That means more eyes, more listens, more chances someone cool takes notice.
And hey, your aesthetic can just be “sad in a field with a banjo.” Just commit to it.
You never know what doors it might open
Sometimes, being a little more intentional about how you present your work can open up opportunities you didn’t even know were there. A gig. A festival. A collab. A playlist spot. A breakfast radio interview that you regret saying yes to but somehow ends up being cute.
In conclusion: branding isn’t evil. It’s just another way to say, “Hey, this is me. Come hang out.” And in an industry where authenticity is currency, the more “you” your you-ness is, the better.
Just… maybe skip the very obvious Canva template. Or don’t. We’re not your mum.
This is a partnered post, which helps keep Ramona running on good vibes and internet juice. Partnerships keep the lights on (and the site live), so thanks for supporting independent media!
