From Mike Cessario, the CEO and co-founder of Liquid Death:
Most brands are marketing their liquid, not their company. Your company is your brand. You cant actually own your liquid. It’s easily replicated. But no one can copy your company, what you stand for, what you care about more than anyone else, what makes you laugh, what you love, what you hate. Making people love your company creates far longer term success than only being able to make them love your liquid.
Stop marketing your vinyl, your tour dates, your next class, your whatever, and sell everything that is YOU, through and through.
Riffs? I got riffs. How-to guides? Got a million on YouTube.
But I will support people with less flashy videos, with basic websites, because of who they are.