By Mandy Shunnarah
When you think of good branding, the Kardashian family probably isn’t what comes to mind. But at the Southern Coterie Summit in Athens, GA, on August 1, that’s exactly how Shameeka Ayers, founder of blog and brand The Broke Socialite, kicked off the conference.
“Everything I needed to know about building my brand, I learned from the Kardashians. Yes, those Kardashians. They’re doing something right because they’re grossing $73 million a year. Now, that’s good branding!” said Ayers.
And she’s right. Before her sex tape faux pas, no one cared what Kim wore or who she dated, much less cared about the goings-on of the entire Kardashian/Jenner clan. So how did the Kardashians go from rich nobodys to overnight celebrities with their only claim to fame a leaked sex tape?
“It’s all because of Kris Jenner,” said Ayers. “Kris cleaned up the sex tape fiasco by making Kim out to be a princess. She used her powers as a junkyard dog to take Kim’s mess and spin it into success for the whole family.”
Ayers went on to say how everyone needs a junkyard dog, someone to stick up for you no matter what kind of mess you’re in, because that’s the secret to branding success. “And if you don’t have a junkyard dog, be your own. Protect your brand, perpetuate your brand, own your brand. Don’t take BS and do what it takes to further your brand,” Ayers added.
Ayers illustrated her point by playing “This Is Why I’m Hot” and suggesting that everyone adopt a theme song that gives them the confidence to own their brand amidst competition, naysayers, and media.
“Kris being an opportunist made Kim successful, but what keeps Kim successful is that she owns her brand. Kim walks into a room like ‘This Is Why I’m Hot’ is playing in her head and doesn’t slouch or apologize,” explained Ayers.
There’s power in self-confidence, working hard, and having a 15-second elevator pitch for your brand.
“If you don’t believe in your brand, neither will anyone else,” Ayers said. “You have to be infectious.”
Meanwhile, Kris Jenner is keeping the window of opportunity open for the Kardashian/Jenner clan by maximizing every favorable circumstance she can find and forging partnerships. Kris has strategically aligned the Kardashian brand with similar brands and like minds.
“Kris convinced Sketchers that people would believe those high-heeled tennis shoes would give you a Kim booty. But we all know Kim doesn’t wear Sketchers. Then Kris did the same thing with Sears for the Kardashian clothing line, with perfumers, and more,” Ayers said.
For the not-yet-famous, building strategic partnerships may include doing things in trade or complimentary. It’s nearly impossible to further a brand by isolation, so don’t be afraid to work with similar brands.
Last, though far from least, engage with followers online, but do so responsibly.
“Social media is a dialogue. Don’t just post information; expect to engage with your followers. If done right, it’ll be the game changer for your brand, so don’t be afraid to post,” said Ayers, who concluded by adding, “As my granddaddy used to say, ‘It’s a poor dog that don’t wag its own tail.’”
Now it’s your turn to learn from the Kardashians and wag your own tail as your own junkyard dog to become the entrepreneur you dreamed you’d be.
About the Southern Coterie Summit: The Southern Coterie Summit, or Southern C Summit, is a conference series that brings the together “best of Southern brands, bloggers, businesses and an assortment of Southern creatives to collaborate, create and innovate.” The conference is an extension of The Southern Coterie: The Social Network of the South. For more information on the next conference in Nashville, Tenn., on Oct. 17, check out the Southern Coterie Summit website.
About Shameeka Ayers: Shameeka Ayers knows something about going from “want-repreneur” to entrepreneur. She is the created of blog and brand The Broke Socialite, which combines her love of social media and PR. She’s the author of the novella Instantly! How Quickly I Realized I Hate My Job, and the founder of the nationally acclaimed Sugar Coma dessert festival. Check out The Broke Socialite blog, and follow The Blog Socialite on Facebook and Twitter.
Mandy Shunnarah is a freelance writer and editor, and an aspiring novelist. When she’s not writing, she can be found reading, learning to letterpress, watching Downton Abbey and Game of Thrones, and finding stray cats to cuddle with. Follow her on Twitter at @fixedbaroque and @awhitewrites.
I absolutely agreed. I call it having or being a “bulldog”. No matter who you are, you pay attention if you show up and there’s a bulldog on the scene!