Taylor Swift is Rocking her Brand

Whether you’re a Taylor Swift fan or not, you can’t deny Taylor Swift is rock her brand. Her new CD came out this week but she’s been promoting it for months. Her marketing team has got to be second to none. It’s on brand, attention getting and clever. Every. Single. Time.

She instagrams photos of her cookie baking endeavors, is genuinely giddy about the things she loves and goes out of her way to thank her fans. She’s happy, likes kittens, red lipstick and dances like no one is watching (literally). She’s tied this personality into her brand and her fans love it. They feel like they could be her best friend, these little nuances make her relatable, and completely lovable to her fans. Sure, some people turn their noses her way, but those people aren’t her target market. And it’s okay that they don’t like her. Why? Because the ones that do are loyal and will follow her (even as she progressed from country to pop to slightly techno) and they just got more and more excited.

Here’s what she’s done to promote her new album:
These Awesome Videos:

 

Why they work: In both videos you can see Taylor totally being herself. In one, she’s excitedly playing with a bunch of kittens (one of which is actually her own!). If you follow her at all you know she loves cats of any kind. In the other she’s showing of her own style in a ton of Polaroids. And the best part is that she released new, never before heard snippets of  her songs. You know that got people listening! And even better, she was able to do this while collaborating with other brands. Genius. I don’t even like kittens (and I’m a Diet Dr. Pepper Girl), but I watched that Diet Coke commercial multiples times.

Instagram Sneak Peaks:

Taylor-Swfit-Instagram-1989

Why they work: Taylor’s been releasing one line of song each day on Instagram- and writes nothings but the Track #. It’s been awesome. One line doesn’t tell us exactly what the song’s about, but it’s got us interested. We’re excited to know more, to hear more and counting down the days until we can buy the songs ourselves. She’s also putting her personality into it- they’re all handwritten and photographed by T-Swizzle herself.

Getting Fans involved:

Taylor Swift hosted 1989 Secret Sessions months before the cd was officially set to release. She scoured the internet for her biggest fans and invited them to a secret party where she gave them a preview of all the new songs.

Why this Works: Taylor went out of her way to meet her new fans, to give them the extra experience, to really show she cared about them. As small business owners, isn’t this what we strive for? To go the extra mile for our fans (clients)?  Why? Because we know that’s what really creates loyal fans, the kind that will keep coming back to cheer you on.

There have been more- from releasing a new song from the album a week on iTunes, interviews with talk shows, and a release party with Ellen Degeneres on her show. Although I’ll admit I’m a Taylor Swift fan (no guilt here!), I’m writing this because I respect and admire the approach she’s taking on her brand. She’s a smart business woman, she knows what she wants and has plans to get there (Of course, I realize she’s got a team that helps her, but I also really think she’s actually in charge unlike so many other pop artists on the music scene). I’m so impressed by the continual buzz about the album she’s creating. It’s fresh, exciting and original. I love it.

What do you think? Do you find Taylor Swift endearing? And even if you don’t like her, do you agree with me?

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