What can we learn from Beyoncé about branding?
Every year, millions spend thousands to experience THE festival of the year: Coachella. This year, that title might have gotten a little bit of a reworking. Streamed in the homes of many, Beyoncé’s performance was the thing that caused the flood of #Beychella and Beta Delta Kappa on social media.
Now whether you’re a member of the #BeyHive or not, it doesn’t matter. Fans and non-fans alike had to agree: she, as an artist, as a creative, as a servant to her fans -- did the thing. And she did it well. It’s too be noted that though Beyoncé has been performing for more than two decades, her fame and following has seemed to increase exponentially in the past decade. Why? Talent and skill aside, I’d give praise to her branding/marketing team. I’ve can’t help but to admit, they’re Oh. So. Good!
You too, can be a star in your field - whether you’re trying to be the next top mommy blogger or most sought life coach. Whatever it is, it never stops with the product. Your branding and marketing strategies have to be top notch. So, I referred to someone (with a team) who does it pretty darn well, Queen Bey.
What can we learn from Beyoncé about branding?
FOUR (IT’S ONLY RIGHT!) THINGS TO TAKE FROM BEYONCÉ'S BRANDING + MARKETING
Positioning - Okay, now let's get in formation!
No matter what you believe in, you've got to speak on it. Many took note of Beyoncé’s Coachella comment, thanking the organization for letting her be the *first ever* black woman to headline at Coachella. This, following her Superbowl Formation performance in 2016, that spoke to the #BlackLivesMatter movement were public addresses to the things she felt needed to be said. Whether a passing comment, or entire half-time show, the theme here is that she isn't sitting on her feelings towards an issue. Her popularity, which seems to be infinitely increasing, has put her in some position of influence, and she aims to use it well. Though many brands try to be lukewarm and quiet as not to “step on any toes,” studies show that people are more likely to like you if you stand for something rather than remain silent.
What can we learn from this?
It’s (more than) okay to believe in something: In fact, you should. And you should stick with it. The easiest way to win the hearts of people is to be genuine. No matter what you believe in, there’s a strong likelihood that someone will be right there, believing the same thing, too. What tends to go wrong is we try to have two identities -- the staunch believer or advocate and then, when it comes times to face the music, we double back. Cut it! If you feel strongly about a cause, fight for it, speak up for it, and don’t back down. If someone doesn’t agree with what you’re fighting for, that’s okay. You are true to yourself. Even if that doesn’t bring you eye to eye with them, you may at least gain their respect.
You can toot your own horn (softly): Now I’m not suggesting that you become an arrogant jerk, but it’s okay to feel yourself a bit. (After all, Beyoncé has a whole song about it!) Every so often, take a beat to assess who you are, what you care about and what you can do about it. Search for an intersection of how you can serve the causes or people you value most. Everyone has a circle of influence. Each brand has a position that impacts someone. You may not be advocating for women’s rights on stage at the Women’s March or standing up for police brutality at the Superbowl, but you can do something with the reach that you have. Maybe you care a lot about homelessness in your area? Go speak about the issue on your social media platforms and partner with a local homeless shelter on a project. Your crowd may not be as large as the fans at a Queen Bey concert, but you and your crowd could be the key to changes someone’s life.
2. Find your hive
I’m well acquainted with the internet. After all, it’s what I do (on and off the clock). So I’ve seen a lot. But one internet community that remains impressive to me is the #BeyHive. If somehow you have no idea what that is, it’s the very loyal following Beyoncé has grown over the years. If someone is a true Beyoncé fan, they happily add themselves to the #BeyHive and rep it proud with two emojis that are now Beyoncé represenations that I can't unsee as Beyoncé representations (🐝🍋). No really, people now represent Beyoncé like she’s their bestfriend. They talk about her concerts as life-changing events. They flood comment sections of that goes against the singer with the "buzz" of endless bee emoijis. The point is, she’s has proven to her community that they are valuable so in turn, they show her that she's valuable to them They are loyal. But they didn’t become loyal followers just because she puts out a bunch of music. Beyoncé makes sure to make her fans feel like they are gaining something each time they interact with her. You (apparently) don’t just go to a Beyoncé concert; you dress up, you show up early, you post endlessly and prepare for a tear-jerking, soul-touching experience (or at least this is what some serious fans have shared with me).
What can we learn from this?
Your community loves you, for loving them. Fans and followers want to feel like they matter. They want to feel like they’re gaining something from supporting you. They want to “know” you. How do you create this community? Think of ways to stay connected to them. How can you serve them? How can you talk to them in a way that feels personal? Well, you could create your own tribe that associates with your brand, so that your members feel like they’re part of something bigger and - a part of you. You may not be a part of the #BeyHive, but maybe you’re a part of Rihanna’s Navy, or consider yourself a Barbie, in support of Nicki Minaj. Exclusivity; give them what they want! If you haven’t already, start an e-mail list. Often times, more customers come from e-mail than they do social media! Offer freebies. Give your fans something to take with them. If they like it, they will be more likely to pay for the next product, event, or service.
Your community will support you. “Beyonce concert tickets are super cheap” Said no one. Ever. Beyoncé’s fans are so loyal that she can slap just about any price on a concert ticket and the fans will save up for and show out. When you’ve got a loyal community, they will do what they have to do to support you. Whether that means putting your masterclass on their wish list so that just maybe someone will gift it to them, live tweeting your event, reviewing your podcast or buying your work of art. Know that as long as your community has established your worth, they will do what it takes. People have resources for what they care about -- that goes for money. That goes for time. That goes for messages on social media or other forms of referral. If you make them care, you can move forward! ☝🏾 Do keep in mind: this takes community building. Beyoncé didn’t start her career charging hundreds of dollars for her concerts!
3. Do It For The Culture
Beyonce knows her audience. She knows who she’s talking to. Even back in 2007, Beyonce’s audience demographic was in large part, young adult women and gay men. Who does she cater to with her writing? You guessed it! Just those people. Her music empowers, inspires and just brings to feels to those who are cheering for her in the crowd. With that audience in mind, she makes bold choices that takes the world by a storm. Remember when everyone wanted to rock the long cornrows after her Lemonade album came out? Hair stylists even started marketing them as “Lemonade Braids.” After she “did it for the culture” with the visual album, she made many of her fans feel right at home on the fields of Coachella with her own version of a powerful, passionate, HBCU drumline experience. (Seriously, search BΔK really quick!) She did it for the culture.
What can we learn from this:
Know your audience -- larger than what they can do for you. I think this one is arguably the most important. You audience is more than just what they're putting in their online cart. They're more than just a name on an e-mail list. Learn them. Learn how they exist outside of your need for them. Ger well acquainted with their psychology, their spending habits, their style and interests. This would be your audience profile. Gather the facts. Who are they? Where do they live? What do you like to eat? Do? Drive? Beyoncé’s “doing it for the culture” works well, in part, because her team knows what her fans enjoy outside of her music. Think about what you can do that will speak to your audience and make them feel that you are more relatable without it seeming like a ploy for their purchase. Tying into the feeling of wanting them to feel that you're their best friend, you have to find ways to connect outside of what you're selling!
4. Consistence / Persistence - She worked hard and she ain't sorry
Beyoncé has been around for a long time. Now, 36, she has been doing this music thing since longer than a large part of her loyal following has been living. People have noted time and time again, how Beyonce has continued to change the game with an accolade list of over 1,000 awards and nominations, then, in her latest performance at Coachella….errr….I mean, Beychella, she did it again, and many are claiming this to be her best performance EVER after 22 years in the biz.
What can we learn from this?
Even if you're the best, don't think you can't get better. Beyoncé has been an undeniably excellent performer for YEARS. I've never met anyone who didn't attest that she puts on an amazing show! Did that stop her from one-upping herself every time? No! That means that it shouldn't stop you earlier. Even if your products are selling, even if your Yelp reviews are popping, even if your site traffic is booming - be ready to wow a little bit more, again and again. Your branding can always improve.
Don't fret if you aren't the best. Before Beyoncé was the Beyoncé that stands tall in 2018, she had to work. She had to grow. She had to learn. And then trial and error herself to life. Like her, this means late nights, early mornings, reruns, big sprints, reworks, failures, and then some. You will only stay at the bottom if you get comfortable there. Keep learning, diligently improve and watch yourself rise.
5. BONUS! Discretion
In the age of social media and reality shows, we are tempted to believe that posting everything about our brand or personal lives makes us more relevant or more follow-worthy. That’s when we’re wrong actually. Though it’s important to keep your fans and followers abreast to keep them interested, the oversaturation is a big no-no. One of the most notable things about Beyonce’s marketing strategy is her discretion. In spite of speculations and chatter about this and that, those outside of her team and family only know what she wants us to know. She excellently controls the narrative. You won’t see her on the cover of tabloids or taking cover from a PR plunder -- she has her story locked down most of the time.
What can we take from this?
Don’t feel obligated to (over)post. In the building of Lemonade, Beyoncé lightly hinted at what was to come, but let fans speculate. She didn’t even have to market her release of the album, which was the world's best selling album in 2016. In fact, when she dropped the album without warning the middle of the night, her fans and avid-Beyoncé -theorists pretty much did a lot of the buzz marketing for her. The element of surprise worked.
Control your narrative. Build in an air-tight public relations plan into your brand. Get ready so you don’t have to get ready. There’s no way that I would believe that Beyonce never does anything that would cause the public to raise an eyebrow. So why don’t we hear about it? You guessed it, public relations. Her team probably works ALL day and night to keep her one step ahead of paparazzi and ill-intending press trying to make her look bad. Based on this, I imagine that in the event that she ever did anything remotely questionable, that same team would be right there, ready to clean it up.
Forget the myth. (Finally!) Who ever said it’s impossible to separate business and pleasure was clearly was a novice. Beyoncé has the right idea about this. She's insanely public yet unusually private. It's possible, trust me. You can be a booming artist, business owner, etc and still maintain a private life. Your strategy can include your desired level of privacy.
Well #BeyHive and others, I hope you've been taking notes and are still ignited by #BeyChella. For those who haven't seen it, she's back at it, live in concert, tomorrow. Like #Beyonce, you too, can have killer brand and be unstoppable in your industry.
