Keeping Up with the Kardashians’ Personal Branding
By Janette Speyer and Alison Brown, Web Success Team
What is a Kardashian? Where did the brand come from? The most popular Twitter searches for the Calabasas, California area are believe it or not: “where do the kardashians live” and “dash”. The Kardashian brand, however, has not always been a multi-million dollar enterprise. The family used to be fairly ordinary, other than the father, Robert Kardashian, who was an attorney for OJ Simpson. It wasn’t until several years ago, when Kris Jenner, the matriarch of the family, decided she wanted to get the family on a reality TV show. This happened at about the same time as her daughter, Kim Kardashian, became famous because of the release of a scandalous video.
From this point on, Kris Jenner has successfully cultivated a name for the family brand and transformed it into a multi-million dollar empire worth an estimated $65 million. Being that the Web Success Team headquarters are only 1.5 miles away from the Kardashian residence, it makes you wonder why the Kardashian brand has become such a hot commodity these days.
Turning Water into Wine
Whether it’s bad press, or bad PR, Kris Jenner seems to always have a solution. When her daughter’s video went viral, steps needed to be taken quickly in order to defend the family’s name. From there Kris Jenner turned having any press into having good press, and she did it in a positive way. The publicity surrounding the video gave the Kardashian’s the spotlight they needed to start building a personal brand. Getting their name out there was just the beginning, from there, the “mother” manager found niches for the family to get involved in.
Lessons to Be Learned
Some tips can be learned from the Kardashian marketing strategy. First, they have shown how you need to identify several strengths that you want to be an expert in. You want people to think of you first when they think of this particular niche. The Kardashian family sells the package of the ideal modern American family: blended, but still functional (for the most part). From the outside it seems as though everyone gets along and family members genuinely care about each other. And as for Kim and her sisters, Khloe and Kourtney, they have chosen to become experts in niches such as fashion, and they’ve successfully started everything from their own clothing line called “Dash,” to perfume, jewelry and handbags. Selling the ideal in combination with a defined niche can be the perfect recipe for brand success.
Use Social Media to Promote the Brand
Social Media has become the largest growing sector for marketing. It can generate leads quicker than if you promoted yourself the traditional way. By using your Facebook fan page, you can post interesting links, create an advertisement and generate a solid following through promotional offers by “liking” your page. By taking just a few minutes a day to work on your Facebook page, you will be surprised just how quickly you can build a targeted following. Kim Kardashian has 6.7 million fans on Facebook and 11.1 million followers on Twitter; just imagine what you could do with even just a little influence.
Find Your Voice — then Use It!
Having a voice is one of the most important aspects of personal branding. If you don’t have a voice, how will anyone consider you an authority on a particular topic? The Kardashians have proven that their voice lies in a multitude of topics, mainly having to do with fashion or modeling. You can also cultivate your own voice and brand. You can start by sharing relevant, helpful and interesting content via a blog or a social media platform of your choice. You can build trust by also getting involved in discussions in your social networks. The more you put your name out there, the more people will recognize your brand.
Want More Tips!
For more personal branding tips, contact the Web Success Team today and find out how you can develop a stronger brand and following to promoting your business!
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December 18th, 2012 10:22 /
That is a good tip especially to those new to the blogosphere.
Short but very accurate info… Thank you for sharing
this one. A must read article!