Lessons in Branding + Marketing from Taylor Swift
I wouldn’t call myself a massive Swiftie (WAIT, please carry on reading… !).
While I know every song from her Fearless album and will happily belt it out on the regular in my car, I haven’t bought or listened to any of her albums since (you can blame Zac Efron and HSM for my teenage self switching gears around this time).
HOWEVER, the amount of respect and admiration I have for Taylor Swift as a woman, an artist, a business woman and a marketing mastermind is off the charts and, as the Era’s tour came to Liverpool last week and now makes its way to Cardiff and London, I found myself mesmerised by Taylor fever and wanted to explore all of this a little further.
So, here are 5 lessons in brand and marketing from Taylor Swift… 🪩
01 // Authentic storytelling
Taylor’s songs often draw from her personal, entirely relatable experiences and can sometimes feel a little like her diary entries set to music.
Actually, they kinda feel like our own diary entries set to music???
By sharing these stories through her music, she is able to connect with her audience and create a “we’re really in this together” vibe, community and content that resonates with her audience.
But, the bit that Taylor really excels at, is bringing her fans into her world, sharing both the highs and lows, joys and sorrows, triumphs and setbacks. She embraces vulnerability, showing the raw and unfiltered side of herself, flaws included. This openness makes her incredibly relatable, endearing, and uniquely Taylor.
The lesson? Be you. Don’t be afraid to share your story as to how you and your business came to be or got to this point. Put storytelling at the heart of your strategy and acknowledge that there is power in vulnerability too. So - if you feel comfortable - share both the ups and downs of running a business and I guarantee your audience will relate and respect you for it.
02 // Evolving while staying true to her core values
From country music to pop, from 1989 to Reputation, Taylor Swift has successfully re-invented her music at different times, showcasing both her incredible versatility and willingness to evolve. She does, however, always retain her core values and storytelling styling, maintaining that consistency in her brand.
The lesson? Adaptability is the key to staying relevant and Taylor proves you can evolve while staying true to your core. Changing your style? Cool! Adopting a trend? Amazing! Just keep your core values intact.
03 // Strategic use of social media
Now, when you’ve got hundreds of millions of followers on each social media platform, you’re not going to be able to reply to comments and engage with your audience like we would traditionally advise a brand to do.
However, Taylor’s use of social media for her album drops and new music releases are second to none.
Her genius shines through in her use of teasers and hints for upcoming releases. Take how she masterfully built anticipation for “Lover” with a series of Instagram photos that formed a countdown to the album’s release date.
Simultaneously, she leverages the element of surprise to generate a massive buzz, such as the surprise drop of “Folklore” in 2020, breaking away from the typical lengthy lead-up to an album.
The lesson? Use social media strategically. Have a plan, have a vision and then execute those in a way to create a buzz around your products or services. Build anticipation with strategic teasers but then also disrupt your audience’s expectations with surprises. Mixing both traditional marketing with unexpected elements will keep your audience engaged and excited.
04 // Control over her narrative + owning her work
It’s no secret that Taylor has taken significant steps to control her music rights and re-record her albums in order to own her masters, highlighting just how important it is for any of use to have ownership and control over our own creative output.
Also, trademarks! Taylor has many, many trademarks protecting her name, signature, album and tour names. But, she’s also trademarked words such as “swifties” and “Taylor Nation” across multiple categories (not just music) protecting her brand name as much as possible.
The lesson? Control your own narrative and protect your intellectual property. There’s not much else to say here other than please do this! It can feel like just more “admin” to do but it will be worth it.
05 // Strategic collaborations
Taylor is the queen of (among many other things) partnerships and collaborations and has utilised this marketing tool since the very beginning of her career in the early 2000’s.
Collaborating with other artists have boosted Taylor’s brand by putting her in front of audiences she may not have been in front of before whilst also, making sure that those partners align with her values and ensuring they are enhance her brand image.
This partnerships are also often win-win, resulting in mutually beneficial relationships ~ and not just business deals ~ that provide value to both her and her collaborator, creating additional opportunities for audience engagement for them both.
The lesson? Embrace partnerships and collaborations with other businesses and creators, making sure that they are valuable for both of you! Make sure that you’re choosing collaborators and projects that also align with your own values and work to boost your brand awareness.
Taylor Swift’s branding strategy is a blend of authenticity, innovation, and strategic savviness. She shows us that staying true to your values, being authentic and continuously evolving can create a powerful and lasting brand.
