DECEMBER COHORT OPEN
LIMITED SPOTS
Identity Mode™: Define, Design and Deliver Your Authentic Brand
Build a brand that reflects who you are, connects with the right people, and powers your music career forward with purpose and impact.
4.9/5 from 180+ verified reviews
Trusted by over 2,500 music professionals worldwide
Creators We've Supported Have Been:
Featured by Billboard & the Guardian
Interviewed by Rolling Stone
Played on BBC R1 & Capital Radio
Featured in a Profile Piece by Vogue
Partnered with International Brands
You know you need a brand - this course shows you how to build one that moves your career forward.
Without a strong brand, even great music gets overlooked. Identity Mode gives you a clear, step-by-step process to define who you are, design your visual and verbal identity, and deliver it consistently across everything you do.
You’ll create a full brand toolkit - from bios and visuals to messaging, moodboards, and story - ready to use across content, campaigns and industry opportunities.
With expert guidance and a one-to-one brand consultation, you’ll leave with a brand that gets attention, creates connection, and builds momentum.
What You'll Walk Away With
A complete artist brand framework shaped around your values, story, and audience
A polished artist bio, tone of voice, and storytelling toolkit ready for press, platforms and campaigns
A visual identity you can share with designers and collaborators - from moodboards to mock-ups
A consistent, authentic presence across social media, content, shows, and releases
Clarity on how your brand fits into your genre, scene and audience culture
A Brand World Document you can build on as your career grows
A smarter strategy for using your brand to attract fans, partners, and opportunities
Expert insight into what’s working – and how to sharpen what isn’t
Don’t Just Take Our Word For It...
Ashley Stein
Founder of Alt Milk Records
"I came away feeling confident and excited about putting together my own brand. Matt is so knowledgeable about the industry and the lessons were really enjoyable. It was great to be on a call where you could actually speak with the tutor and have a fully interactive experience, I loved it!"
Course Details
Suitable For:
• Music Creators • Bands • Producers • DJs • Songwriters • Designers
Here's Exactly What You'll Learn
Module 1: Define Your Brand: Clarity, Connection and Creative Identity
Get to the root of who you are as an artist, and build a brand framework that’s clear, consistent, and true to you.
Before you can express your brand, you need to understand it. This module helps you strip things back, identify what makes your project unique, and shape a brand that reflects your values, story, and artistic identity - with real- world tools to get clarity and direction.
What we’ll cover:
The Three Foundations of an Artist Brand
Clarify your values, personality, and audience to define a brand that’s rooted in truth and built to resonate.
Our Artist Brand Health Check
Use our exclusive diagnostic process to uncover brand strengths, weaknesses, and opportunities.
Positioning in Your Genre and Scene
Analyse how other artists in your space present themselves - and how to stand out without straying from who you are.
Brand vs. Image vs. Aesthetic
Understand the difference between visual identity, personal story, and brand structure - and how they work together.
Your Brand’s Emotional Impact
Identify the feelings you want to evoke - and how that shapes your music, content and fan connection.
Red Flags and Brand Confusion
Avoid the traps that make artists forgettable, inconsistent, or hard to connect with.
By the end of this module, you’ll have: A clear, artist-first brand framework, a completed Brand Health Check, and the core brand message, values and audience positioning that will shape everything going forward - from your visual identity to your content and partnerships.
Module 2: Design Your Brand: Visuals, Voice and Storytelling That Align
Turn your brand foundation into a creative world, with visuals, content, and communication that express who you are.
Once your brand is defined, it’s time to design the world around it. This module shows you how to build a cohesive, expressive, and authentic brand presence - across visuals, voice, and story - with real creative direction and deliverables to match.
What we’ll cover:
Creating a Cohesive Visual Identity
Build the foundations of your visual world - from colour palettes and typography to photography style and artwork references.
Brand Guidelines for Artists
Create a usable, referenceable set of guidelines to help you stay visually consistent across campaigns and collaborators.
Crafting Your Artist Bio, About Page & EPK
Write a compelling and authentic artist bio, one- sheet and press pack that reflect your brand voice and connect emotionally.
Tone of Voice and Written Communication
Define how you speak as an artist across socials, captions, DMs, and press - and what your language says about your brand.
Moodboards, Mock-ups and Reference Packs
Learn to brief visual collaborators with real clarity and control over the outcome.
Storytelling and Authentic Messaging
Turn your life, your journey and your values into compelling stories that bring fans closer.
By the end of this module, you’ll have: A working Brand World Document packed with your visual identity references, tone of voice, moodboards, written bio, and storytelling angles - ready to share with designers, collaborators, press, and more.
Module 3: Deliver - Expressing and Evolving Your Brand
Express your brand through your music, content and strategy, and use it to grow your reach, opportunities and audience connection.
With your brand defined and designed, this final module focuses on delivery - how to express your brand in real- world ways that grow your audience, strengthen your identity, and position you for opportunities.
What we’ll cover:
Brand Expression Through Music and Content
Align your releases, visuals, content and messaging to reinforce your brand at every stage.
Content Strategy for Brand Building
Plan authentic content that tells your story, builds your world, and connects with your target audience.
Maintaining Consistency Across Platforms
From Spotify to TikTok to press kits and show visuals - stay on- brand without becoming repetitive.
Adapting Without Losing Yourself
Learn how to evolve your brand over time without losing its core essence.
Collaborators, Campaigns and Partnerships
Know what brand elements need to be in place before reaching out to industry partners.
Common Branding Pitfalls
Avoid the most frequent mistakes artists make when trying to express their brand.
By the end of this module, you’ll have: A clear Brand Expression Strategy that links your identity to your release plans, visuals, and content - with the confidence to evolve, stay consistent, and use your brand as a magnet for opportunities.
One- to- One Brand Consultation
Get personalised input on your brand identity, toolkit and strategy, with expert advice tailored to your music and goals.
This is your opportunity to pressure-test your brand with an expert. In this personalised session, we’ll explore how your current identity is landing, where your brand has the most potential, and how to sharpen your visual, verbal and strategic expression moving forward.
What we’ll cover:
Reviewing Your Brand Identity and Goals
Get clarity on what’s working and what needs sharpening.
Strengthening Your Visual and Verbal Toolkit
Improve your design references, messaging, and presentation.
Identifying Gaps and Missed Opportunities
Spot areas where your brand could connect more deeply.
Refining Your Expression Strategy Across Platforms
Get guidance on applying your brand consistently in music, content and partnerships.
By the end of this session, you’ll have expert insight and actionable steps to elevate your brand and use it more confidently across everything you do.
Meet Your Tutor:
Matt Errington
Hi, I’m Matt, one of the founding team here at Xpandr.
I’ve spent over 20 years consulting for major artists, leading international campaigns and tours, writing for global music publications, and advising governments on music education and industry strategy.
With Identity Mode, I’ll move beyond guesswork and uncertainty. You’ll create a brand that’s true to you, resonates with fans, and positions you for long-term success.
"Matt has been able to give his bands a major boost even on an independent budget. It's impressive to see him at work."
Backed by our 100% Confidence Guarantee
Try the first session. If it’s not right for you, let us know within 7 days and we’ll issue a full refund. No small print. No pressure.
Real Students. Real Outcomes.
Odhran O’Brien
Independent Artist and Irish Music Advocate
"I have done countless courses on how to properly promote and brand my music, but none have offered the professional insight and insider knowledge to the extent that Matt did during this course. As an independent artist, SMB went above and beyond to assist me and offered invaluable advice on how to develop my brand."
Emma Gale
Songwriter and member of The Grammy’s Academy
"Not only is the content fully comprehensive, clear and easy to understand, you have the opportunity to ask questions and you are also given 121s to help you put the theory into your own context. I cannot stress how good this course is."
Jada Kai-Francis
Talent Manager and DJ
"The course is full of in-depth, helpful and practical knowledge. It’s paced really well and you can always ask questions if needed. The SMB team are very friendly and supportive. I’m really excited to use what I’ve learnt!"
Highlights of What You'll Access
Weekly Video Lessons
6 hours of expert-led live sessions with next day, on demand option.
One-to-One Mentorship
Personal support built around your own brand identity needs.
Brand Toolkit
Practical resources to define your identity - from bios to brand kits.
Ongoing Support
Ongoing support during and after your course.
Built to work your way:
Live, on-demand, or a mix of both
1
Each group is capped at 20 creators, keeping sessions focused, interactive, and high quality. Seats go quickly - once a cohort is full, enrolment closes.
2
3
Stay Connected
Live: Take part in lessons, weekly Q&As, and mentorship sessions in real time.
On-Demand: Watch recordings (within 24 hours) and work in your own time with weekly Q&As and support from expert mentors.
Whichever way you learn, you’ll always be part of your cohort community - to share feedback, swap ideas, collaborate, and grow together.
Learn Live or On-Demand
Join Your Cohort
Your Next Chance to Join
LIMITED SPOTS
FILLING FAST
Identity Mode: Define, Design and Deliver Your Authentic Brand
Weekend Option:
6th Dec to 20th Dec 2025
Saturdays | 10:30 to 12:30 (UTC)
Evening Option:
13th Jan to 27th Jan 2026
Tuesdays | 18:30 to 20:30 (UTC)
Each cohort is capped at 20 participants to keep the experience focused and interactive.
We recommend enrolling early to secure your place.
Have you seen our Music Creator Accelerator Series?
Identity Mode is one part of a 3-course pathway designed to help you grow from foundation to full-scale career momentum.
3 courses, with a learning pathway built around you
Save over £500 when you enrol on our Accelerator
Build clarity, confidence & growth and connections
Frequently Asked Questions
Can I talk to someone before I join?
Of course! Just email us, drop us a message, schedule a video call or call +44 (0)207 078 4022. We’re more than happy to help with anything you need.
Will I get a certificate?
Yes! Upon completion, you’ll receive a Certificate of Achievement you can include on your CV, LinkedIn, or website.
Do I need to have a logo or visuals already?
Not at all. We’ll guide you step by step – starting from defining who you are, and then building visuals and voice around that. You don’t need anything prepared beforehand.
I’m a new artist with no brand yet. Is this right for me?
Yes. In fact, it’s built with you in mind. We’ll help you define your brand from scratch and create a toolkit that grows with your career.
I already have a brand – will this course still help?
Absolutely. If you already have some branding in place, this course will help you sharpen, refine, and systemise it – so you can be consistent across everything you do.
What if I don’t feel creative or “design-minded”?
No design skills required. You’ll get clear guidance, examples, and templates – so even if visuals aren’t your strong point, you’ll walk away with a professional, usable brand toolkit.
What resources and templates are included?
You’ll get brand health check tools, moodboard templates, messaging frameworks, bio and tone-of-voice guides, and a Brand World Document to keep everything structured and consistent.
Will I get personal feedback or is this all group-based?
You’ll get both. Each week includes live group teaching, and you’ll also have access to a one-to-one brand consultation for tailored feedback and support.
How do I join the live sessions?
All sessions take place in our Virtual Classroom. We’ll send you a unique access link before your session begins.
What if I miss a session or I’m in a different time zone?
You’ll get access to every session replay via our encore system, so you can watch anytime. We also offer flexible session times to suit different schedules and time zones.
What’s your refund policy?
We offer a 7-day no-questions-asked refund from the date of your first session – so you can try it out risk-free.