Taylor Swift gets branding. In fact, I’d put her up against most of today’s “branding experts” as being a true master brand manager. Swift is an artist but also a great businesswoman. She has a clear vision of what the Taylor Swift brand delivers.
Jonathan (Jony) Ive, the world renowned industrial designer at Apple who is largely credited with the iPod’s sleek design and UI is also a master brander. He has a deep understanding of what buyers need, and want, and focuses his efforts, and those of his team, to deliver products that meet those needs.
While Swift and Ive may have taken different paths to be becoming brand experts, both share some common characteristics that all marketers can learn from if they desire to become master branders.
- Establish clear goals for your brand. Is your goal to appeal to the mass market or to a niche? No brand can be everything to every one. Taylor Swift may be a great musician and artist but there’s still those who prefer heavy metal to her country-pop. Ive’s iPhone may have an awesome design but there are millions of buyers who prefer the Android operating system over iOS. Pick your lane and nail it.
- Focused intensity. Once you’ve identified your goals and they are in clear sight, go after them with focused intensity. Having focus is wonderful, but having intensity with focus will drive you to reach your goal quicker.
- Always be kind, even when acting otherwise would be completely acceptable. Every brand is susceptible to negative comments. Can anyone say Kanye? Buyers are always watching your behavior. Be honest, be transparent, and take the high road. It doesn’t mean rolling over or not defending untruths, but do it with a smile.
- Be a perfectionist. Branding is an art, and we all know art is not perfect, otherwise it wouldn’t be art. But being a perfectionist relative to executing your branding strategy is something that sets brand masters apart from those that tinker in branding.
- Stay above the fray, operate with a touch of paranoia. Looking over your shoulder isn’t always a bad thing. Two things I learned growing up that that help with this concept are; nothing good happens after dark, and what would your grandparents think? Your brand is your own and you can do with it as you please. Just make sure you’ve thought through the implications of acting or speaking a certain way and then accept the outcomes. If someone in your company does something that has a negative impact on the brand it’s up to you, the brand master, to take action and deliver consequences.
These may appear to be small things. Maybe even trivial things. And while much of what we experience in life would suggest we NOT sweat the small stuff, when it comes to our brand, nothing is too small an item to not sweat.