Establishing Your Brand
If you read my previous post on creating a business plan, I mentioned that when setting up Up-Tempo Publishing, I didn’t need a business plan as my company’s purpose differed from most. Instead of a business plan, ChatGPT and I created a company document called a Brand Guide and Procedures Handbook. While I didn’t need a business plan, I felt this document was necessary—it became my substitute for a business plan. Think of it as a business plan light.
Similar to a business plan, the Brand Guide section of this document states the vision and mission of the company, its corporate structure, the services it offers, what is required to set up and run the business, how it will be advertised, and its future expansion plans. The second part of this document, the Procedures Handbook, outlines how to manage the company’s operations. This includes procedures for writing and editing your work and products, financial recording, keeping track of legal documents, filing, and handling daily operations.
While, in my case, a full business plan wasn’t necessary, I found this document extremely useful. It clearly lays out how my company should function—ensuring that publications are consistently created, registered, processed, recorded, sold, tracked, filed, and more.
Creating this document with ChatGPT was not easy. It took days to determine what to include and how to structure it. After passing back and forth what must have been 25 document versions, we finally created the final document. I’ve included the template below, outlining each section’s title, purpose, and example content to help others who may want to create a similar document for their own business. The purpose of the following template is to provide an example of what such a document may look like. Feel free to customize the following document in any way you see fit to match the needs of your own company.
ABC Publishing: How to Set Up and Operate a Music Publishing Company
1. Company Overview
ABC Publishing is an independent music publishing company focused on providing high-quality sheet music for amateur musicians of all ages and skill levels. The company specializes in digital and print music books, ensuring accessibility for performers seeking quality resources for practice and performance.
2. Mission Statement
Our mission is to create and distribute high-quality sheet music and music books tailored for amateur musicians, helping them develop their skills and enjoy playing music at any stage of their musical journey.
3. Vision
To be a leading provider of accessible and well-crafted digital and print sheet music, fostering a community of musicians who are passionate about learning and performing.
How to Set Up the Company
1. Business Structure
Ownership & Registration
- Register as a sole proprietorship, LLC, or corporation based on financial and liability considerations.
- Establish a legal business entity with appropriate local and national authorities.
Corporate Divisions (if applicable)
- Publishing Division: Focused on creating and distributing sheet music.
- Digital Distribution: Handles online platforms and digital sales.
2. Payments & Tax Compliance
Revenue Sources
- Direct sales via the company website.
- Sales through third-party platforms such as Amazon, Sheet Music Plus, and Etsy.
- Royalties from licensing agreements and performance rights organizations.
Tax Compliance
- Register for tax collection where necessary (e.g., VAT, GST/HST, or sales tax).
- Track income and expenses using accounting software for accurate reporting.
3. Initial Setup & Technology Requirements
Publishing Tools
- Music notation software (e.g., Finale, Sibelius, or MuseScore).
- Digital editing tools (e.g., Adobe InDesign for print layout).
E-Commerce & Sales Platforms
- Set up an e-commerce website (e.g., Shopify, WooCommerce).
- List products on major digital sheet music platforms.
4. Sales & Distribution
Direct Sales
- Maintain an e-commerce site for direct purchases.
- Offer bundled products and seasonal promotions.
Marketplace Integration
- Distribute music through platforms like Amazon, Sheet Music Plus, and JW Pepper.
Revenue Tracking
- Monitor income from all sales channels.
- Generate quarterly performance reports.
5. Marketing & Promotion
Brand Identity
- Maintain consistent logos, colors, and messaging across all platforms.
Promotional Strategies
- Highlight musician success stories and testimonials.
- Offer sample sheet music to attract new customers.
Social Media & Content Marketing
- Regularly post content on Facebook, Instagram, and YouTube.
- Share blog posts on music theory, sheet music guides, and performance tips.
SEO Optimization
- Use relevant keywords to improve search visibility.
- Optimize product descriptions with targeted search terms.
6. Expansion Plans
- Expand product offerings to include instructional books and video tutorials.
- Develop partnerships with music schools and independent musicians.
- Explore international markets for digital sales.
ABC Publishing: Procedures Handbook
1. Overview
Core Operations
- Music Creation: Arrange and publish new sheet music.
- Digital Distribution: Manage online listings and direct downloads.
- Customer Support: Provide assistance for digital and print purchases.
- Business Development: Expand sales and marketing initiatives.
2. Content Creation Process
Preparation
- Research market demand for specific genres and arrangements.
- Ensure copyright compliance when arranging existing compositions.
3. Sales & Payment Processing
Sales Channels
- Direct website sales.
- Marketplace sales through Amazon, Sheet Music Plus, and other platforms.
Payment Methods
- Accept PayPal, credit cards, and direct bank transfers.
- Integrate payment processing tools like Stripe or Square.
4. Financial Management
Revenue Tracking
- Maintain records of income from all platforms.
- Reconcile monthly sales reports with accounting software.
5. Documentation & Compliance
Copyright & Licensing
- Maintain a database of copyrighted works.
- Register works with performance rights organizations.
6. Future Development
- Expand the sheet music catalog based on market demand.
- Develop online instructional courses.
- Establish collaborations with composers and arrangers for exclusive content.
Final Thoughts
Disclaimer: This post is for informational purposes only and should not be considered legal or financial advice. Be sure to do your own research or consult a professional when creating your business documentation.
Until next time, I’m just a music teacher having fun. Catch ya on the next one!
