Know-How Exchange : Branding

Take a look at: https://en.wikipedia.org/wiki/Personal_branding, which refers you to a couple of online articles and books.

If you think about some of the strongest people brands...Elvis, Martha Stewart, Oprah, and some of the recent brands...Seth Godin, Robert Kiyosaki...they became famous for doing one thing exceptionally well or for introducing one memorable idea, and then they created line extensions from that brand.

Given the current legal wrangling over the duration of copyright and the ability to copyright a person's image and signature, the people brand can extend long after death if there is a vigilent estate and the right legal precautions are taken.

The biggest difference I see between people branding and corporate branding is that with people branding, it is all centered on a cult of personality and on the individual's ability to uphold the brand. Companies also have a personality, but we don't hold a company to quite the same level of scrutiny as we do an individual. Certainly companies that fall into disgrace damage their brand, sometimes irreparably (think Enron). But because people branding is centered on that individual's fame and personality, there are fewer people to shift blame to if the star fails to live up to expectations.

As for diversification--once the brand is established, branded products diversity best in concentric circles around the core talent. For example, a singer launches music and fashion-related items (closer to core talent) before coming out with a book, home products line or perfume. Once a person is sufficiently famous, any line extension consistent with the brand image seems to be possible.

The consistency with the brand image is important. You probably wouldn't buy an Elvis weight-loss guide or a Martha Stewart guide to investing. And while you might buy a Paula Deen cookbook (her strength), it would be a stretch to buy a Paula Deen car maintenance book, because we don't associate her with car know-how.