Building a Brand Like a Setlist
Craft your brand identity with the same precision as a perfectly curated setlist.
Author
John Tunnard
Date
Adapting for All Devices Without Extra Effort
A great live show isn’t just a random collection of songs—it’s a carefully crafted setlist designed to tell a story. Brands work the same way. The first impression (your “opening track”) sets the tone, the middle builds momentum, and the finale leaves a lasting memory.
When creating a brand identity, think like a musician building a setlist. Open with a signature visual—your logo, your color palette—that hooks the audience. Follow it with consistent but varied “tracks” in your messaging and marketing assets. Save your boldest moves for key moments, like a major product launch or campaign.
Just as a great concert leaves fans wanting more, your brand should make customers feel like they’ve been part of something intentional, cohesive, and unforgettable.