It’s crucial to create and maintain distinguishing individual brand images while managing talent. On that basis, we plan and execute a plan that will help project that brand and communicate a certain persona/image. There may be times when certain attributes maybe similar but the job of an effective brand custodian is to find that one USP that helps create that distinction and makes the individual stand tall in a crowd.
Identify the Appeal
Appeal is another very important factor to be kept in mind while managing talent. The idea is to find out not just what TG he or she appeals to but also to find out what makes them so appealing. You can work to create brand that works on the marketable appeal.
Word of mouth
Even if a talent is considered to be a good brand and has a desirable appeal, the word of mouth around him/her is what makes or breaks a talent. It’s important to protect the talent’s image from negative perception – be it via the media or via industry whispers. And as a brand custodian, our role also includes an advisory aspect where we share our inputs with our talent to ensure that they help us protect them from the negative backlash and make them a formidable entity in the business.
Image building road map
To gain the maximum out of the aforementioned pointers, a proper road map needs to be charted out that will help build the talent’s brand persona. The core thought needs to filter down through various audience touch points – be it endorsements, public appearances, media interactions, films and so on to create the desired consumer and audience mindset and thereby attain the goals you set out to achieve with your talent.
Visibility is a very key aspect of managing talent and building their brand. We need to ensure that we expose talent to the various touch points and create a strong, positive buzz around them. More the visibility, better the quality, more is top of mind recall. Recall is what changes the game for talent as it helps them consistently build and enhance their positioning in a competitive environment.
Indranil Das Blah is the COO at KWAN Entertainment and Marketing Solutions