Company
Studio Herrström
Studio Herrström, as described on the show by Erik Herrström.
Episodes (1)
Erik Herrström of Studio Herrström explains why music tech brands look alike and how founders should test a brand before pitching it to investors.
Questions these episodes answer
What is a brand, in simple terms?
Herrström defines a brand as a feeling, the way a company acts, talks, sounds and looks, much like the way a person expresses themselves. He says a brand only works if the people you are trying to reach can genuinely connect with that feeling, rather than admire it from a distance.
From: Use Branding to Attract Tech Partnerships and Customers
Why do so many music tech company brands look the same?
Herrström says founders often assume a music tech brand has to look duotone or use cutout artist imagery because that worked for Spotify years ago, so many startup websites end up looking nearly identical. He argues that sameness is exactly why they fail to stand out, since standing out requires looking and speaking differently from the market leader.
From: Use Branding to Attract Tech Partnerships and Customers
Should a startup invest in a polished brand before pitching investors?
Herrström says he watched founders at a recent pitch event whose slide visuals, wording and spoken pitch all pulled in different directions, which made it harder for investors to trust the underlying idea. He suggests it can be better to pitch with plain, honest slides than to present a disconnected, half-built identity.
From: Use Branding to Attract Tech Partnerships and Customers
Will AI replace the need for professional branding?
Herrström says AI is simply another tool, similar to the arrival of the computer, but generating a brand is not the same as connecting with the small group of people who actually care about it. He points to a SoundCloud study showing under 2% of fans can generate over 40% of an artist's revenue, arguing that concentrated loyalty is exactly what a real brand has to earn.
From: Use Branding to Attract Tech Partnerships and Customers