An entertainer contacted me about a year ago, inquiring about branding. Pretty smart inquiry.
I remember pushing back when Kim Kardashian and others referred to themselves as brands – and I’m still a little leery. That said, this entertainer did need some help. As I thought more about it, the job really is about packaging. He had a stage act and from what I was told it was quite good. So what kind of packaging would set this act apart? If we delved into “good-ats” and “care-abouts,” as we would with any brand strategy, we could certainly craft a name. We’d obviously need a brief for that, buoyed by a claim. (I thought of James Brown’s claim “The hardest working man ins show business.”) Then we’d define his proof planks – another part of the personal brand strategy to help organize everything – act included.
Lastly, we could dabble in his stage clothing (costume?), intro music, color palette and persona. Have you ever seen Sebastian Maniscalco? That’s a persona.
I’ve never done a brand strategy for a person. For a product, service, company — sure. But a person, no. Looks like I might get a chance. He called yesterday.