How do you build a persona around your band? It’s often a long-winded, experimental process that evolves over time. Look at Harry Styles as an example. He used to be known as an adorable, kid-friendly boyband member — and now, critics hail him as “the world’s biggest young rockstar” due to a successful rebrand.

These identities are essential because fans prefer to buy into more than just a musician. They don’t only want to listen to your music, especially when other indie, rap and pop musicians share your space. It’s your responsibility to set yourself apart.

Here are a few ways to build an image that resonates with audiences.