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Let’s face it, people either love Lady Gaga or can’t stand her. He’s probably somewhere in the middle, however I’ve been amazed lately at what this 25-year-old has accomplished when it comes to branding.
What makes a good brand? There are as many opinions about it as there are grains of sand on the beach, but there are always some points that rise to the top. A brand is consistent in what it produces and in its messages, it makes you feel good in some way, promotes loyalty, makes you want to buy its products / services by creating an emotional bond, listens to comments and changes with the times.
So how does Gaga stand out as a brand? Let’s look at some areas that all brands live in on a daily basis:
• Emotional bond: If there is anything you can say about Gaga, she creates an emotional bond and tends to be either unconditional loyalty or outright disgust. There is not much in between. At this point, loyalty is way ahead of revulsion as it takes the world by storm with concerts, music videos, guest appearances, and a new CD released late last month. “Born This Way” debuted at the top of the Billboard Top 200, sold more than 1 million copies in its first week and tops the charts in 10 other countries. Their concerts sell out (210 of them worldwide on their current “Monster Ball Tour”) and are said to have grossed over $ 150 million so far. Do you think you have created an emotional bond with your brand?
• Engagement with customers / fans: Lady Gaga has 37 million fans on Facebook, about 11 million followers on Twitter and most of her videos on YouTube have more than 50 million views. He engages with fans on social media and has even lovingly called them his “little monsters.” He regularly thanks his fans for their support and keeps them updated on upcoming appearances, events, and concerts. She knows how to keep her little monsters coming back for more as a recent fan tweet shows, “I love you so much Gaga, you make me so free! Thank you so much, I will love you forever.”
• Controversy: that’s your middle name, or it should be. From her outrageous outfits to her suggestive song lyrics and music videos, Gaga keeps people talking, good and bad. It reached the Grammy Awards in an egg-shaped capsule this year (it has already won five in its short career), offended mental health professionals by referring to its critics as retarded, and inflames Catholics and Christians alike. with songs like “Judas” and dressing like a nun (she grew up as a Roman Catholic). Controversy can be good for a brand, but too much can also ruin it, so it will be interesting to see if you can tread that fine line.
• Philanthropy: Top brands give back and this is one area where Gaga puts her money where her mouth is. She donated more than $ 500,000 to rebuilding efforts in Haiti after last year’s devastating earthquakes, has been selling a bracelet that she designed to support Japan after its tragedy ($ 250,000 donated so far), supports education and awareness on HIV / AIDS and several others. organizations that you are passionate about. Brands that just drink eventually disappear and Gaga has so far proven to be a brand that is willing to give back.
• Continual improvement: Gaga started playing the piano at age four and had written a ballet at 13. She has an amazing voice, writes much of her own music, and creates many of the outrageous costumes that she wears. The bottom line is that despite everything else, she is talented and continually works to improve herself, which is her brand. I can’t imagine her doing the things she does now in 30 years, so a big part of her continued success will be if she can transform and evolve with the times and age. Good brands do just that if they want to be around 30 years from now.
Whether you love her or hate her, she has created something amazing in no time. Can your brand, personal or not, say the same?
A quote from Gaga sums up everything that brands, both large and small, would do well to pay attention: “You have to be unique and different, and shine your way.”