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For those looking to build a cohesive and consistent brand presence.
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I'm Ali Rae and I love building brands.
So let's build that business one blog post at a time.
Read more about me
let's whip that brand into shape
Note: This is not my photo!
First, let’s take a moment for Taylor Swift as she became a billionaire last week. Yes, billionaire with a B.
Next, let’s look at a few stats from her Eras tour (that is now still going on since she released new dates!):
Let that sink in. Bigger than 50 countries.
So what makes Taylor Alison Swift larger than life? Her brand.
Before I jump into what makes her brand so enchanting (see what I did there?), please let me preface this by saying her music makes all this possible. She has an impressive musical catalog, but because my expertise lies in the business arena, I am going to stay focused there.
First, I want to touch on Taylor’s use of community and connection.
She does this in multiple ways:
Next, let’s talk about Taylor’s “eras.” This could not be more relatable: flash back to my “red hair era”
This is important when it comes to branding because it allows for growth within a brand. Fans now expect her to evolve as her life does. She is not tied to being the “Speak Now” era version of Taylor for her entire career. In fact, she has us all waiting for her wife era album now that she’s wearing KC red every weekend.
This “era” saying has been embraced throughout all of pop culture. You can’t get on IG and mindlessly scroll without seeing someone proclaim what “era” of their life they’re in.
Finally, I have to touch on the freaking genius re-release of previous albums. Of course this came from a deep place of hurt and betrayal, but holy moly, if she’s not the queen of taking a terrible situation and spinning it to make some money, I don’t know who is.
Everyone reading this probably already knows why she re-released her albums, but a quick explanation behind the (Taylor’s Version) of the albums: Her previous label was purchased by a new owner and with that purchase, the master rights to her music were also re-sold. Taylor was not able to purchase those master rights, but did not want to lose her musical legacy [insert a lot more drama, but that’s the condensed version], so instead of fighting it, she re-recorded her first six albums, plus added tracks from “The Vault,” which are tracks that were written at the time of the original record release.
If this isn’t the most genius way of “re-purposing content” I have ever seen!!! She literally did the same work over again and gave it NEW LIFE by adding “(Taylor’s Version)” to the end of it.
Not only did she add this onto the album names, but she also added it to every single one of her track titles. So if you ever Google “Taylor’s Version” you are met with the tracks she makes money off of.
Genius, pure genius.
So now how can we apply Taylor’s big brand strategies to your small business? I thought you’d never ask!
Now I’m not sure what you’re waiting on, but you should get there and grow!
Let's talk business.