We all know who is Beyoncé. I don't know a person who doesn't know her. Her latest 12-song album "Lemonade" got streamed 115 million times for the first 6 days.
She has become one of the world’s most distinctive brands, a single-name powerhouse. She build an incredibly loyal customer base, called the Beyhive. She has an understanding of how to evolve her brand with discipline and sophistication
Why do you think this is? Because Beyoncé knows how to brand herself.
Here are few lessons we can all learn from her when it comes to branding
1. Do things differentlyBeyoncé operates her empire from a relatively small operation, Parkwood entertainment, at the top floor of an office tower in a unglamorous neighborhood. "There’s nothing that happens in that organization, either businesswise or artistically, that Beyoncé doesn’t fully sit on top of," says former HBO president of programming Michael Lombardo.
One of Beyoncé's key vehicles is video. The singer intuitively grasped the form's power. "I see music; it’s more than just what I hear," she once said. "When I’m connected to something, I immediately see a visual or a series of images that are tied to a feeling or an emotion, a memory from my childhood, thoughts about life, my dreams, or my fantasies."
2. Connect with your audience on emotional level2 Years ago Beyoncé appeared in a security footage from an elevator at the Standard Hotel, caught Beyoncé’s younger sister, Solange , punching Jay Z. Beyoncé’s response to the elevator video has been a fascinating experiment in PR disaster – a transformation of lemons into "Lemonade". A big reason the album has connected is that it makes fans feel closer to Beyoncé as they’re part of her struggles rather than outside observers. Fans now are emotionally invested themselves.
3. Delivered your product with un-expectancyDecember 13, 2013 at midnight the singer drops just a single word message "Surprise" on her Instagram account accompanied by a video clip promoting her self-titled fifth album. Beyoncé revolutionized the music business brilliantly tailored to her audience. Same day she released her album, Beyoncé's team visited Facebook's headquarters for negotiating a deal to alert users when the album hit iTunes. Combine must-have excitement with participating in shared experience. Who doesn't want to be part of the conversation?
As Steve Jobs said " The best way to keep your brand relevant is to continually intrigue your customers".
Make your own "Lemonade". Give your audience what they want. And more, surprise them, inspire them, delight them. Push the envelope on how real you can get with your brand and your audience.