Dear Diary: “Fred asked me out again today; I guess it’s over between him and Daphne”.
That would have been a younger girl version of me writing about my then heartthrob, Fred Jones of Scooby-Doo fame. Do you remember Scooby-Doo and the cast? Maybe you fed your dog Scooby Snacks or you had a Scooby –Doo Mystery Machine or a Shaggy Doll. You name it; their faces were plastered all over every conceivable toy and kids product going. I’ll bet your children have pleaded (or had tantrums) for this or many other related products (think Ninja Turtles or Barney and Friends). There was a time where your brand meant just getting your face or product picture on as many things as possible, but that was then.
Branding is now much more about how your product, service or company is perceived and talked about by “the people” than it is about what you say, how much money you spend or many products you can get your pictures on.
Are the Kardashians a brand? You better believe it. The queen of the “selfie”, we won’t name her but you know who I mean, started out as part of a family of oddball characters, which over the years has become even odder as they went along. I don’t even know where to begin with this family, but the most famous of the clan found her own niche in society where many young women identified with her curvaceous figure. This was at a time where waif thin models still ruled the magazines and modelling industry, now a new face on the scene was preaching acceptance of your figure. The rest is history; the Kardashians have gone on to become one of the most successful brands in western culture. But how did the Kardashian phenomenon happen?
The K family followed some simple rules (intentionally or not) and it started with what others were saying about them, and it was most often occurring through social media. If the bloggers, tweeters, facebookers and snapchatters are calling you this, then your efforts to appear to be that means changing the public perception of you by influencing this and that. The Kardashians embraced the technology and in fact totally influenced and exploited it.
The language you use, the specific market you target, the humanitarian causes you support, the website your customer sees, the taglines you use, how your own employees talk about you, the pictures you post and of course the quality of the product or service you provide are all part of a complicated mix that requires industry professionals to navigate.