Last week, I drove to North Carolina and back in 48 hours just to spend New Year's Eve with my favorite band. Yes, you read that correctly. It's no secret that my husband, daughter and I are huge fans of The Avett Brothers, and a lot of people have asked me why, especially after hearing about our crazy road trip. Instead of talking about their music, I always find myself talking about their family—how genuine, grateful and down-to-earth they seem. How accessible they are, how nice other fans are, how they’re just
good guys.
Not what most fans immediately jump to, right? But for Avett Brothers fans, it’s a pretty common response. And that’s because—intentional or not—the band and the family it grew from have done an outstanding job of branding themselves. They go above and beyond to cultivate their image, and everyone from their parents to their crew carries it through. You’d be hard pressed to find a moment when they let their image slip.
And that’s because, instead of creating that image, they built it on who they are—and the fans followed. Like Gibson and guitarists, Nike and athletes, All-Clad and chefs, it’s an image you want to be associated with.
So what can a well-branded folk-rock band teach a business about branding?
1. Be genuine. Your customers know when you’re being true to who you are. If it’s real, it resonates.
2. Stay connected. You can’t be everywhere for everyone, but you can be on social media. And getting a like, retweet or comment can make your fans feel like a part of this amazing thing you’re doing.
3. Make it a family affair. OK, you don’t have to recruit your dad into your business plan. But your professional family lends credibility every time they stay true to your brand.
4. Be grateful. Your fans—your customers—make or break you. Show them some love and they’ll be nothing short of thankful!