3 ways singing groups can benefit from branding


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brand identity

Choirs often have a difficult time representing themselves. When a singing group is just starting out, it may not have a logo to put on communications. However, establishing a visual brand can be a crucial choir marketing resource. And if you're not currently happy with the one you've got, it could be time to reach out to a graphic design firm and start a rebranding project. Why is branding important? Here are just a few reasons:

1. A brand is a promotional tool
You might think branding is just for corporations and chains, but this isn't the case. When you start thinking about museums and other cultural organizations, an image often comes to mind. The ability to associate your singing group with a logo or set of colors gives your audience an additional way to recognize you.

In a podcast on Total Choir Resources, Christine Mulgrew and Victoria Hopkins, founders of the website, discuss the importance of visual branding. Creating a brand makes a group look neat and professional, and increases visibility and memorability of your choir. Once people have a recognizable image to associate with your choir, they are more likely to remember you. In the experience of Mulgrew and Hopkins, more people started to recognize their singing groups in casual conversation, indicating they had heard of the choir before.

2. It helps solidify your identity
When you begin thinking about brand, you need to carefully consider your niche and what makes you unique. What is your selling point? When people see your logo they will begin to associate these visual cues with your choir's culture, whether it's classical and professional or fun and low​-key.

As Stanford Social Innovation Review puts it, this careful curation of identity is also helpful for when groups seek out partnerships with others. According to Diane Fusilli, a global brand consultant, strong branding can help build trust with the people you want to connect with. 

3. Brand creates internal unity
When all is said and done, branding isn't just a choir marketing tool, but also useful for providing a feeling of community for your singing group. As Mulgrew and Hopkins discuss, being part of a group that has a special logo and brand makes members really feel like they're part of something unified and cohesive, which can foster a sense of pride.

Branding can improve the experience of singing groups, both inside and out. If you don't have a visual identity, it could be time to create one. 

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