A brand is a promise of quality and consistency. No matter where in the world you go for a McDonald’s hamburger, you know what to expect. No matter what product you purchase from Apple, you can expect sleek high-tech design and an easy to understand user interface. Brand management is protecting the image of the brand and carefully selecting how to best exploit it.
For an artist, that means a consistency of persona, and usually a consistency of sound. Regardless of what genre of music the artist delves into, the feel is the same and you can tell it’s the artist at first listen. Madonna has changed directions many times during her career but her brand has been consistent. Her persona remained the same even as she changed to and from the “Material Girl.” The Beatles tried a wide variety of directions but you never once questioned who you were listening to. It was always fresh and exciting, but distinctly them.