Sunday, 20 April 2014

The Beyoncé Branding

Here are 7 branding lessons we can all learn from Beyoncé.

1. A simple yet effective logo and colour theme. The power of Beyoncé's logo also conveys a message of letting the product speak for itself. Quality products don't need a fancy, over-designed presentation which will only serve as noise between the product and the audience. Whenever I see these two colours together I immediately associate it with Beyoncé's latest album; this should be the case with your branding.

2. Use the branding everywhere! Don't only preserve it for the website and the product, place it all over merchandise, videos and at events. Beyoncé had fans all over the world wearing tops with notable lyrics from her latest album, with her logo font and colour theme. A fun and subtle way to promote her album. Think outside the box and be different. Think 'what else can you brand?' that will not only market your product/s but will be liked and used by your fans.

3. Tell people the story behind the brand. After Beyoncé released the album, she began releasing short vids explaining the process of putting the album together and the story behind each song, conveying to the audience that it is a personal album. Storytelling makes the brand become relatable and enables engagement on a emotional level.

4. People respond to visuals. Beyoncé is aware of the power of visuals; not only did she do a music video for each song on the album, she also announced the surprise album with a short video clip via image sharing network Instagram. A similar clip which served as a mock up movie trailer was released to promote her On The Run tour with Jay Z. She is also very active on Tumblr and Youtube, other visual social media networks. Her Tumblr account is incorporated into her main website making it very image driven, further showcasing Beyoncé's love for communication through visuals.

5. Regularly update social media sites, even if its little. Beyoncé demonstrated the power of social media as a marketing tool when she announced her surprise album and the news went viral later resulting in over 1 million in first week album sales. Putting aside the fact that Beyoncé is a megastar with over 12m followers, she has been very active on her social media sites whether it be to make special announcements, regular behind the scenes clips of her Mrs Carter world tour or to post random photos of cupcakes. Either way, keep your social media sites active and don't only use it when you want to promote. The key is to be 'social' and to somewhat humanise your brand which Beyoncé does well with regular posts of her life; it also allows her to control the conversations we have of her brand.

6. Do something for people and get them involved. Beyoncé engages with her fans by encouraging them to take part; whether it be for her charitable campaign #BeyGood or in conversation such as her 'What is pretty?' campaign.

7. Consistency. Piece all your promo together and make sure it is all connected. The last thing you want to do is confuse your audience. Beyoncé's branding is very calculative; everything that is put out into the public is well thought out and connects well to form the bigger picture of her brand.

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