Strategic Communication

Beyonce, Puts the “B” in Brand—

“I can never be safe; I always try and go against the grain. As soon as I accomplish one thing, I just set a higher goal. That’s how I’ve gotten to where I am.” – Beyonce

Hey Guys!

We are really moving along, time is actually flying, and I can’t believe we are in our 7th week of classes. With every week we learn new interesting facts about emerging media and how it affects our daily lives.

Have you ever noticed the dozen of brands that are constantly being thrown in our direction? As of lately I have! I’m starting to notice much emphasis goes into branding by companies,organizations and public figures world-wide. Between competing technical companies and public-figures vying for the attention of consumers and audiences, Branding has become a fascinating way of interjecting the thoughts of their services, products and music onto their consumers.

For this post I wanted to focus on a specific artist who has been successful in creating a global recognized brand.

This artist is known as— Beyoncé.

Everyone is familiar with Beyoncé Giselle Knowles, and if you aren’t, my response would more so be “Have you lived under a rock for the last twelve years?”


Destiny’s Child were formed in Houston, Texas, in 1990, when original members Beyoncé Knowles and LaTavia Roberson were just nine years old; in 1992 Kelly Rowland joined and was later followed by LeToya Lucket in 1993. in 1997 the group hit the scene with one of their break out songs “No,No,No” produced by the legendary Wyclef Jean. After numerous hits and years of working together, LaTavia Roberson and LeToya Luckett were ultimately nixed from the group and later replaced by Michelle Williams.

With the change of group members, Destiny’s Child were under fire and was sued by the former members LaTavia Roberson and Letoya Luckett for undisclosed reasons; in the event of these legal issues, branding seems to be the top focus in the structure of Destiny’s Child. As apart of the legal agreement, both side were prohibited from negatively criticizing each other publicly. Months leading up and  following the legal battle, Destiny’s Child (with three members) went on to become the top-selling female group and capitalizing off of the successes that have followed them in their career.

Beyoncé built her brand— The steps she took

After captivating the world with her breakout stardom within Destiny Child, Beyoncé went to start her solo career and began to master the art of celebrity endorsements by establishing lucrative deals with Pepsi and L’Oreal and also launching various fragrances. According to Forbes magazine, Beyoncé has legitimately ranked in over 115 million as of June 2014, and among her monetary success, she is also ranked by Forbes as the 32nd most powerful women in the world!

Now, we all know hard work pays off, but what makes Beyoncé a legend within the music industry is undeniable talent and her Brand. In an article entitled “How you can use Beyonce’s Business Secrets to Grow your own Business Empire,”  author Allison Maslan, references Beyoncé’s successes by listing the actions she has taken to build a Brand that is known globally. These steps have catapulted her career to the next level, listed below are the key branding lessons:

  • Build an entourage of people who can help you execute your vision
    • When hiring people to help you execute your vision, find people who share the same drive as you. Beyoncé has always pride herself on being able to connect with her team and will often highlight their talents. She has been praised for her undesirable connection with her team and their loyalty to her and her vision.
  • Be Authentic and OWN the Company You Own.
    • Involve yourself in every aspect of your brand, do not allow outside influences alter the scope of your plan.
  • Connect with your customers and followers on a deep interpersonal basis.
    • Beyoncé’s engagement efforts and skills allows her fans to feel as if she is genuinely their friend. As a result she has created her own hype by garnering more loyal fans.
  • Be prepared to make painful decisions
  • Operate outside of the usual
    • Be different and create your own. On December 13, 2013 Beyoncé unexpectedly released her self-titled album exclusively on iTunes, without any marketing campaigns or prior warning. This was less the amazing. In the first three days it went on to sell over 600,000 copies. As a result of this success, Harvard Business will release a study in the next week, looking into the business and tough calls behind the visual album.

Beyonce Visual Album: No Promotion– Ingenius:

Out of each lesson, the one that is most empowering is “Connect with your customers and followers on a deep interpersonal basis.” This is the most important lesson any organization or company could follow, interact with your consumers, make them feel like they are apart of your “world.”

As a young professional, the steps listed above shows why Beyoncé will forever be a global brand. Her marketing and branding have become ingenious and timeless; she has broken down barriers and created a new trend that people will attempt to recreate.

Whether it was through her music or her interviews, I have always been an avid fan of Beyoncé, it wasn’t until recently did I see the impact she has made among the marketing and branding industries. In many ways she has empowered me, and demonstrated to other young women that all it takes is hard work to create something so timeless and brilliant.

What do you think? Leave your comments below!

If you would to read further, click the link below to read more about Beyonce and her brand: