So when you’re writing that copy, whether it’s a blog post, a new Services page or a press release, what are you ultimately trying to do? When you are shooting that video, tweaking the audio and editing out the bad stuff, what do you want to accomplish? Yes, you want to communicate something. Yes, you want to get ranked in the search engines. And yes, you want that prospect to turn into a customer. But, really…in the end, you are trying to build your brand.
And with the untimely passing of music icon Michael Jackson, I was reminded of his sheer power to sell, promote and yes, build a lasting brand. And let’s face it; building a brand in the music business is incredibly tough. Think of those artists that actually lasted longer than twenty years. There are probably about a dozen. That’s it. And with the incredible outpouring around the world for this song and dance man, this poor boy who ultimately crossed racial, demographic, economic and every other type of boundary, his brand power displays greater resonance than any of us ever thought he had while he was alive. How would you like to make your company as ubiquitous and powerful as that? It’s pretty compelling.
And what is branding exactly? Branding allows a company to differentiate itself from the competition which inspires loyalty with customers. It utilizes standardization, consistent messaging, the promise of value and market leadership. Or as Duct Tape Marketing’s John Jantsch says, “Branding is the art of becoming knowable, likable and trustable.”
So what brand building strategies did he use to become the King of Pop?
- Great content! – His songs and performances are timeless, branded into the consciousness of millions. He researched, got inspired, collaborated, produced and distributed it to perfection.
- Positioning – He didn’t do a pop album and then a hard rock album and then a classical album. He always did pop music. He was always about pop. Pop – pop – pop. And more pop. People knew what to expect.
- Promotion – This may be the most notable aspect of his brand. Do you still think those surgical masks, that high voice and the “Peter Pan” thing were real? Not a chance. He was just smart. He realized that in order to be top of mind, you have to stand out. This is a testament to his savvy promotion machine. He had us all fooled. Did we ever really forget about the guy? Nope. Even if we thought he was weird, we never forgot. Not convinced? See if anyone is following Michael Bolton on Twitter and get back to me.
- Reinvention – There were probably 7 or 8 different phases of Jackson’s career, but the craft of quality songwriting and thrilling live events were always consistent. The reinvention kept people interested, the consistency kept his base of loyal fans.
- Passion – You think Starbucks likes coffee? I think we all know that Starbucks bleeds coffee. They freakin love the stuff. And look where they are. On the same note, do you think there is a more well known person on earth than Michael Jackson? Probably not. The reason why he resonated? He had the passion thing. Plain and simple.
And with all due respect to the legend himself – Michael Jackson – I humbly take off my Content King hat and honor one of the greatest marketers – and brand builders, of all time.
Building a brand? It’s time for you to become an icon in your industry.
