In today’s post, in honor of the Super Bowl, we stray a bit from our normal branding for advisory services realm. But just a bit. . . because sometimes a charismatic leader can “be the brand.” Today’s post is written by our newest staff member, Tara Urso. Welcome, Tara!
When you think Beyonce a few key words come to mind: talented, beautiful, sexy, powerful, classy, tastemaker, just to name a few. What about BRAND? The Beyonce brand is strong, tells a story and reaches its audience emotionally –– three qualities of any successful brand.
How did Beyonce’s brand become so strong? Through serving her audience quality goods and services and gaining their trust through consistency. When it comes to Beyonce her audience has a high expectancy and she definitely delivers through a great performance.
The Beyonce brand is strong. Strong enough to withstand small controvercies like that of the lipsyncing at the inauguration. Had it been another singer, it could have been devastating. However, the public recognizes how talented Beyonce is and was not swayed by the small mishap (not to mention last night’s Super Bowl halftime show where she showed off her stunning vocals and surely silenced any naysayers).
The Beyonce brand is recognized as strong by multi-billion dollar companies like Pepsi who trust Beyonce to be their brand ambassador. The songstress recently signed a $50 million dollar deal with Pepsi which includes collaborating with the company on creative projects, social media and live events, including an upcoming world tour. The company trusts that her brand is strong enough to make their brand stronger. It looks like it’s already paying off judging by the Twitterverse:
In addition to its strength, Beyonce’s brand is constantly telling her story. Fans know everything from her home life to her current career moves and they can’t get enough. They follow her on social media channels and stay tuned in. Although a very private person, she allows some insight into her private life and becomes relatable to her audience as a mother and a wife. Beyonce’s audience believes in the Beyonce brand and trusts that they will receive consistent, quality content.
The same should be said for businesses to their audiences. Some notes companies can take away from analyzing a brand like Beyonce:
– Serve your audience quality goods and services. This almost goes without saying, because quality is just the entry point for doing business; however, advisory firms need to keep this in mind when providing content. In addition:
– Build your brand through storytelling and transparency.
– Engage your audience. Be part of the conversation.
– Reach your audience on an emotional level.
So should celebrities be named “Brand Ambassador”? Ad Age weighs in on the subject here.
––Tara Urso, Social Media and Content Strategist
Leave a Reply