BE THE BRAND
The Celebrity Brand Phenomenon. Somebody said that Beyonce doesn’t have a personal brand, but hold your horses and your cowboy hats because I just know some of y'all already rush-ordered one last night. Fellow personal brand builder, Aysia Kamilah, recently posted a strong case for how popular artists such as Beyonce and Rhianna differ when they launch products and venture into the non-musical space. Now despite being a literal icon, multi-talented in so many ways, and breaking the internet with what I would like to credit as one of the most strategic sequences of events, Aysia was correct in saying that we don’t really KNOW Beyonce like that.
But I will take it a step further and say that strangely, THAT IS HER PERSONAL BRAND. She literally told us… “I’m that girl”. A force and completely unstoppable. Like the “IT” girl in the movie with secret challenges we will never know of because all she lets us see is her talent.
That’s the brand. That’s the presentation. To be in awe of her. To be inspired.
To admire and to dance and celebrate in her name. That is the brand. And it has worked and will continue to work for Queen Bey. But you are not Beyonce. That level of stardom and fandom is low-key unfathomable and honestly doesn't work anymore for new brands. Building an audience based on pure obsession and adoration feels reserved for the entertainment industry of artists with pre-pandemic notability. So where does this leave us and what does it have to do with you?
The Personal Brand Value
I talk about personal branding like it’s my job, because well… it. is. my. Job. I never realized when I studied fashion forecasting or pitched artists to radio stations that these were all areas of marketing and branding. Understanding the consumer continued to show up in everything I did professionally, so once I decided to leap into entrepreneurship I slowly branded myself as a personal brand strategist. Practicing IP law demonstrated time and time again that the strength of your brand has a direct correlation with the strength of your trademark and you cannot protect a brand that you haven’t even built.
Personal branding helps you as a solo-entrepreneur, founder, CEO, or thought leader stand out and connect with your audience. It allows your community to love you for more than your product. And remember, when I say product I’m referring to both services and physical goods.
When Selena Gomez or Rhianna makes a skin care product it sells. It sells, it scales, and it transcends. They don’t have to ever make music ever again and no one cares. WHY? Well because we know their story. We love their vibe and we genuinely want to support their brand and whatever movement they are behind. Returning to the controversial counter to this point is relevant because when someone builds an empire purely on the product, we are not likely to care or notice when they diversify the products. We want music. We love the performance. Give us the looks and the red carpet moments - because THAT is what they are known for. So will I flock to buy a product in an already oversaturated market with no back story or real reason just because yonce is all in our mouths like liquor?
Probably not. But it looks great, and I expect nothing less than the real deal!
Relatability: Like-Know-Trust Factor
But had Pattern Beauty not had shea butter, Tracee - I’m allergic, I would have bought stock! Trace Ellis Ross told us the story of her natural hair journey and experience with curly hair as a mixed-race kid in a white world and I "got" it. I love her funny quirky internet best friend vibe and feel like she’s actually using her hair products on her hair as well as her entire family. I feel like I know her. I want to hang out. Like seriously, can this be the start of me manifesting becoming friends with Tracee Ellis Ross, because she totally seems like we would vibe in my head? That’s the difference between an amazing brand and an incredible personal brand.
The thought of personal branding can make people feel nervous or even like they are being too informal online but times have changed. You can’t stay in the old way of doing things anymore. Remember, you are not Beyonce. But you DO get to define what your story will be. You will have the power to outline your internet boundaries. You will share what you want, and how you want and you will build the brand identity that aligns with YOU.
The Brand Checklist:
- The Story
- The Why
- The Energy and Vibe
- The Core Product
- Signature Style or Systems
- Themes or Repeatable Elements
- The Community + Audience
- The Aesthetics
Notice I put aesthetics last because that’s not the first step nor is it the most important. The logo and brand colors support all the other stuff. Once you feel good about it you can look into obtaining a federally registered trademark that will protect your original brand and related branding elements like the slogan and logo.
So there you have it a deeper look into branding and the nuances of your personal brand. You're creating one whether you are conscious of it or not, so why not be intentional and build something you can be proud of scale?
If you found this helpful, be sure to share or drop or note below. Maybe we can hop on a virtual coffee date and discuss your business and brand sometime soon!
xo
Olamide Michelle