Every company these days will have a logo or image. This is important given the number of images we need these days for the website and social media, in addition to the normal time-honored traditional signs, letterheads, compliment slips, and business cards.
Choosing a logo is something that you can go out and do yourself, but you might choose to get a professional to do it, as it may have more impact and a longer lasting appeal than something you think you like. The image and there- fore the business logo can become the brand in its own right, so it is worth spending a little time investing to get this right. It is important to remember that music production is a creative pursuit and therefore you might want this to be reflected in your logo. For example, if you are a hip hop producer, then you don’t really want a logo that looks too formal.
stationery
Once the logo is decided on and the image is coming together, it’s time to get a set of business cards printed, as well as the business-standard compliments slips (if you’re in the U.K.), letterhead, and so on. These will be the image your business exudes as it does its business. It might just be Your Name Productions, but to have a card to give out to the right people will be very important. Thinking about the business cards for the moment, to have something strik- ing and different from the norm can help in a big stack. Coming back from a trade show, which the average producer might wish to attend from time to time, you’ll have a whole stack of cards which will remain there for a while (unless you’ve read the time management and organization bits later in this chapter).
Even if a contact has 50 cards from the latest AES convention, if he can gravi- tate to your card because it’s unique, then he’ll find it interesting and he is more likely to get in touch. One card we were given recently was unique. It was quite thick on exquisite white card, almost reflective a little. It had no writing on it whatsoever. All the text was embossed on the card in such a way it was easy to read. The company also took the advantage of placing the details in Braille too. Very thoughtful!
Another card to the eye looked the same as most others, but this one opened out to be a little booklet. This offered a lot more space for the company to write about what they did and how they helped their clients.
Either of these tricks can be good and will make you stand out and be remem- bered the morning after the night before, and in business this counts. So think of a way of making a business card that’s interesting. Stick with the regular size, however; people don’t appreciate a card that does not fit in their card carriers or wallets. You might choose to get the cards printed with a gold or fluorescent yellow around the edges, making it stand out. Have a think and get some advice from your local printer or designer.
Another trick some business gurus recommend is to include space on the card for you or others to write some notes on. For example, many networkers suggest that to write some pertinent information about the person on their card will assist you in remembering them both visually and who they are. Leaving some space on your cards for others to write on them would also be helpful.
The remaining stationery is fairly straightforward and should reflect the business card, unless you’re the business using the embossed card. The design of these should be professional in style and make an impression. It is a good idea to get these professionally printed on good paper, as this beats hands down most printing facilities available to you as an individual.
Website
You’ll probably choose to have a website, unless of course you’re just a sole trader and are always in the studio in employment. You may not see the need to have your own site. However, you might feel the need to connect with your audience and colleagues. As we’ll cover later in the book, you can manage this yourself. Anyone with a Mac and iWeb can pretty much sort out a fairly swish site, using the images provided from your logo designer. The content is then up to you. There are of course similar WYSIWYG (what you see is what you get) packages for the PC too.
Alternatively, you can employ the services of a web designer to create something a little more exciting for you. This might suit if you want the website to be more interactive and fun to visit. Alternatively, it might be wise to employ a designer as you might be too busy or not have the patience to understand domains, host- ing, and so on.
Either way, a website will be good for you and, along with your URL, it will become a key identifier. Your email will belong to the URL and as such will maintain a level of professionalism and belonging to the firm.
What you place on your site will be up to you, but most producers will place their discography and perhaps some photographs of them in action in the stu- dio. Placing the services you provide on the site would be beneficial, especially if you have a specific skill or specialism, such as a specific genre.
BusIness pLannIng
Read any business start-up manual and the term “business plan” will crop up in more than one place. Another dull, yet important, process to go through. It can be vital to map out how you wish the business to develop and expand. Business plans are, if you like, a roadmap for the future of the company, detailing both ambition and the real-life fact of how the business might achieve its heady goals. However, realistically, for music production start-ups it might not be all that sexy or indeed all that necessary. It all depends on how big you might want your business to become.
Business planning in many forms of business can be straightforward. You devise a business, write an elaborate plan with all the correct facts and figures you have to hand at the time, and then perhaps tout around for some funding from a bank or venture capitalist, if that’s what you need.
We make it sound easy, but it can be far from it. These plans often need to be detailed, with profit and loss analysis and some assurance that the business will be a success. Nevertheless, if you’re wishing to translate your ideas into a larger business with investors or fellow shareholders, you’ll need a plan.
Bringing a music production business plan to a bank could be problematic. The financial returns are often sporadic and cannot be guaranteed. Gaining finance for such endeavors from a bank can be difficult and therefore music profession- als frequently take a more organic approach to building their businesses, with often family loans or simply chipping away, gradually amassing their own finan- cial leverage.
Producing a business plan need not be a chore and many banks provide busi- ness planning forms, software, or online tools to help you along should you feel the necessity. It is worth getting some of these packs before you set up your company. It’s worth it, for it not only helps you shape your business (unless it’s clear you’re a self-employed producer and that’s all you’re up to), but also will give you a clear indication of the bank’s offer as you may choose to create a business account.