Ask any marketing affluential individual, or just look it up in a dictionary, what the main idea of branding is, and quite simply the definition would be, “the process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.” BUT, in practice, it is a strenuous step by step process that will take time, but when done right, it is truly one of the best marketing tools to heavily invest in.
Other than businesses building and maintaining a brand, lately we have encountered a rise in individuals that have built a brand for themselves, and whilst these individuals may have started off as influencers, brand ambassadors, or socialites, they are now holding their own fort.
Kim Kardashian is the perfect example of this. Love her or hate her, she has built an empire and is followed by around 224 million followers across Snapchat, Facebook, Instagram and Twitter and as of July 2018, was worth US $350 million
By having a look at Kim Kardashian’s strategies, one can notice various tactics used to keep her audience engaged with the brand. Through the use of Instagram stories, she created a poll for her followers to decide on a name for her new shapewear company, this further enhances engagement and make her audience feel like they are part of her life. Through purchasing her KKW Beauty products or her Skims shapewear, the audience feel as if they are ‘living’ the same high-end lifestyle of this successful and influential businesswoman. What is also interesting (and important) to see when taking a look at Kim Kardashian’s journey, in which she started off as Paris Hilton’s friend and stylist, is that she is always evolving, breaking the mould, pushing boundaries and setting standards. Despite not being the best role model, we cannot ignore the fact that the Kardashian clan has become one of the most influential, or rather, prominent, families in today’s world, and it is all due to their successful branding.
Speaking of building a brand, let’s take a look at the local scene, specifically Tamara Webb. Starting off as a business consultant specialising in growth and development through social media advertising, she has become one of the top influencers in Malta. Having previously studied product design, she has recently launched her first of many The Balance Queen products, The Balance Queen Journal. A product that is truly reflective of the brand she has built and perfectly rounds off her entire lifestyle; healthy eating, fitness, and organisation.
Staying authentic and building a personality for the brand, whilst continuously engaging with the audience, is truly a precious factor when building a brand.