‘What makes Jessica Simpson a brand?‘
You ask. ‘Is it purely her clothing lines, or are there other elements in play?‘ Great question!
There’s a lot going on ‘behind the scenes’ of a successful personal, product or business brand.
Celebrity status certainly puts a personal brand in the spotlight. But long term success takes a lot more than good publicity.
Brands that ‘make it’ have:
- Passion! They’re positive, excited, and committed to delivering on their promises.
- Strong emotional bonds with their customers
- Deep insight into their customers needs, and…
- Proven abilities to meet those needs
- Trust. Their customers trust them to deliver on their promises.
Successful brands have good reputations. They are consistent. They know what their customers want and need from them. They aim to consistently delight them!
This is essential, because today, we have more choices and options than ever before.
Does anyone really wake up in the morning thinking, ‘I really need a pair of Jessica Simpson sunglasses.’ Yes they do, because…
Successful personal brands stand out in the crowd. They connect with their customers so that all their other options and choices fade into the background. They go to their favorite brands first. And only if those brands fail to meet their needs do they begin looking at alternatives. So it’s accurate to consider a brand’s loyal customers as a ‘voluntary captive audience’!
Here’s a realistic scenario of how this might play out…
Jane wakes up determined to end the painful headaches she’s endured for the past two days. Ever since she forgot her sunglasses in a gas station washroom that’s now 1200 miles and three states behind her, Jane’s been driving with a squint to combat the painful glare caused by the mid-summer sun shimmering from what seems like hundreds of reflective surfaces she’s passed along her route. This morning, before resuming her trip, Jane is heading to the local shopping mall to pick up a brand new pair of sunglasses that she vows to keep on her head until she reaches her destination, another 600 miles ahead.
When she gets to the mall, what, specifically, causes Jane to seek out a pair of Jessica Simpson sunglasses, when there are so many other choices available?
Many factors influence Jane’s decision. They include her:
- Need for practical sun protection
- Need to eliminate her sun induced headaches
- Preference for fashionable eyewear
- Emotional connection to Jessica Simpson herself, from…
– the characters she’s played in movies and TV shows, to…
– the causes she supports, to…
– the interviews and articles Jane has watched, heard and read
- Emotional connection to Jessica Simpson’s brand’s benefits
– the value it offers for the price
– its’ products quality
– its’ customer support when things go wrong, and, last but most important…
– the confidence and satisfaction Jane feels when purchasing and wearing it
‘OK, but Jessica Simpson is a celebrity!’ You state the obvious, then ask. ‘When is a person who is NOT a celebrity, a brand?’ That’s another great question!
I’ll answer it in Part 2 of this post. So come back to find out, or save yourself some time by subscribing to my feed. That way, you’ll get all of my new posts sent directly to your inbox!