I’ve been talking to a magician about doing some branding work for him. We chatted about the Is-Does – what a brand is and brand a brand does – something that is not as necessary for a magician as it is for, say, a startup. But there are many flavors of magician. So finding your magic sweet spot, is important in so far as positioning. Cards? Illusion? Big stage? Escape?

As we talked, I realized that a performance-based brand (an act really) may require slightly more scope than a company. If a brand strategy is “an organizing principle for product, experience and messaging,” then the proofs of the brand claim may include, things like introductory music. It could also include costume, staging, lighting, and lots of other things I’ve never thought about as elements of a brand plan.  It’s rather exciting, actually. The unknowns are aplenty. Kind of like magic.

Should be fun.  Peace.