Here is a lesson in how investing in your brand can pay major dividends for the future of your business…

When Beyoncé released her eponymous new album ‘Beyoncé’ this week, it was completely out of the blue to fans and media alike; with no promotional marketing whatsoever, the singer has somehow managed to create media frenzy around the release - and she’s even managed to break a few records in the process:

• Beyoncé is the fastest selling album in iTunes history.

• In just three days, the album sold over 800,000 copies, compared to the previous record holder, Justin Timblerlake’s 20/20 Experience, which sold 580,000

• Out of 119 countries in the iTunes chart, Beyoncé went to number one in 104 

• Within 24 hours of its release, there were 1.2 million tweets about the album and on Facebook, mentions of Beyoncé spiked more than 1,300% within hours of the album’s release.

This is no mean feat, even for the mighty ‘Queen Bey’, so it begs the question – how did she do it? Or more specifically, how did she do it without a dedicated campaign?

I think the answer lies in building the strongest brand possible, and being consistent in the delivery of that brand message. A carefully planned and executed marketing campaign will deliver results to some degree, regardless of the foundation on which it’s built, but make that foundation strong and resilient, and the results you see will surpass all expectations.

Of all the mega music stars, it’s fair to say that Beyoncé is one of the more inclusive and engaged with her fan base and while she does rely on traditional forms of promotion including gracing the covers of magazines and TV appearances, social engagement is the major tool used to market the her brand; the promotional team behind her really know what they’re doing.

She's neither the most prolific nor the most-followed on social media, but Beyoncé's mix of seemingly authentic and personal content with tightly controlled, strategic messages create an effective and influential marketing tool without appearing too forced or contrived.

Pair this influence with the element of surprise with her latest album release and there’s little wonder the album release caused such a stir and generated such interest, especially as this kind of release is so far from the norm for pop superstars including the likes of Katy Perry, Lady Gaga and dare I say Miley Cyrus, whose recent publicity campaigns are about as far from subtle as you can get, especially in the case of the latter.

It should be noted however, that those who claim Beyonce achieved such success with this album with no marketing or promotional activity whatsoever, aren’t really considering the impact of the singer’s latest and on-going world tour - her longest running tour with 123 (and counting) shows – and how it serves as a promotional tool for her new material.

So while there has been no dedicated album promotion, in a traditional sense, the approach Beyonce’s team has taken is definitely a cumulative one, her product in the wider market is always in the public consciousness, to the point where her brand has reached critical mass – they’ve done so much groundwork on the brand that regardless of what she does, it’s talked about. So when something as benign as a hair cut is big news, should we really be surprised that a new album from the world-renowned signer has generated such significant interest and exposure?

The strategic message here is about investing in a strong brand and maintaining that brand to ensure success. What you’re doing doesn’t always have to ground breaking as long as you’re consistent in engaging with your audience in a balanced way and using the right tools. Then, when something big does happen, your target customers are already engaged and ready to buy into the new product or service you have to offer.

To learn more about creating a bespoke brand and developing it so that it works for you, talk to us.