Finding your brand’s celebrity alter ego
Tori Atkinson is the lead content creator for Paragraft, providing bespoke content writing services for ambitious brands looking to find and nurture their brand voice.
Defining your core brand traits is a fundamental part of understanding what you’re all about and is, ultimately, the driving force behind defining a clear, refined brand voice that connects with your target demographic. Defining these unique traits is far easier said than done, though - luckily, that’s where we come in.
In this post, we’re going to be exploring a range of celebrity brand personas to help you figure out what fits. The famous face that best embodies your brand’s character and ethos. The Tom to your Jerry. The Lennon to your McCartney (sorry, Yoko).
By doing so, you’ll be able to gain a better idea of how people should be perceiving your brand, helping you to establish a brand image and distinct voice that best encapsulates your business goals.
So, without further ado, don your finest tux or dress and set off down the red carpet with us as we break down some brand persona examples straight from the A list.
The mass market brand - Leonardo DiCaprio
The mass market brand is beloved by all, boasting universal appeal - and it doesn’t get much more universally appealing than Leonardo DiCaprio. Whether you can’t resist his effortless charm or you’re a sucker for his tantalising smile, DiCaprio is loved by anyone and everyone, except maybe Rose.
Seriously, why else would she not just move over slightly so they could both fit on that door? Even the Mythbusters have proved there was room for two, damnit!
Anyway, where were we….?
The mass market brand tends not to take risks - after all, public image is fundamental to maintaining its popularity. In much the same way as a controversial comment or questionable alignment could see the Hollywood Foreign Press Association distance themselves from DiCaprio (like it didn’t take him long enough to win that first Oscar as it is!), the mass market brand should stay neutral and, subsequently, likeable to everyone regardless of demographic.
To do this, keep your brand voice friendly and engaging while avoiding the discussion of any topics that have the potential to divide your sizable audience. Stay general and stay positive and you’ll have an Academy Award worthy brand image that’s loved by all. And if that award takes its sweet time coming your way, trust us - it will be worth the wait.
The luxury, high-end brand - Kate Middleton
Oozing opulence and class, Kate Middleton is the definitive brand persona for the luxury, high-end brand. You’ve got an appearance of exclusivity and sophistication that simply must be maintained - as, let’s be honest, Kate wouldn’t be caught dead in the middle aisle of Aldi.
Perfect Queen’s English, a flawless outfit and a picture-perfect posture and smile are always top of the agenda during any of Kate’s public appearances, and the luxury, high-end brand should look to replicate this same sense of consistency in their own brand image.
Keep your brand voice formal and direct, but be sure not to confuse formality with dryness - as you will, of course, still want to come across as appealing and engaging in the eyes of your target audience. Even the Duchess cracks a smile and a laugh every now and then - which is breaking-news-worthy, apparently.
The trick is to understand what your audience wants and expects from you, never breaking this mould. From the topics you discuss to the vocabulary you use, the luxury, high-end brand will have a typically upmarket voice, tone and style - so be sure to have this emanate across all of your various content platforms, from your onsite content to your social media posts.
The innovative brand - Elon Musk
The innovative brand sets out to break the mould and challenge the status quo at every opportunity - naturally making whacky inventor Elon Musk the perfect celebrity brand persona. The innovative brand thrives off its USP (unique selling point), meaning it doesn’t sing from the same hymn sheet as its mass market competitors.
With that in mind, you can’t expect to appeal to everyone. For example, I don’t know about you, but I’ve never been driving through town thinking ‘wow, I wish my car had an impenetrable exoskeleton that made it completely resistant to 9mm caliber bullets’ - but with 250,000 people having already pre-ordered Tesla’s Cybertruck, apparently some people have. And that’s exactly the point. It’s appealing to a niche audience while not worrying about appeasing those who don’t ‘get it’ - even if that happens to be the stakeholders!
As such, the innovative brand should understand who exactly their innovation is appealing to, crafting their brand voice to appeal to this niche. Uniqueness is at the very heart of innovation, so don’t be afraid to go off the beaten track when it comes to your style and tone. After all, the innovative brand wants to appear ahead of the curve, so keep it colloquial, fresh and interesting at every opportunity.
The fun brand - Seth Rogen
The fun brand does exactly what it says on the tin - it’s all about fun! Let me ask you, have you ever seen Seth Rogen looking sad? The less said about how he maintains that state of contentment, the better - but this air of irrepressible positivity makes the widely loved actor and comedian the ideal celebrity brand persona for any brand keen to avoid taking themselves too seriously.
In direct contrast to the mass market brand, the fun brand isn’t too concerned with a squeaky clean public image, as a few harmless PR faux pas are all just part of its ascent to popularity. Essentially, it’s more Pineapple Express than Titanic, more The Interview than The Great Gatsby.
With that in mind, don’t be afraid to take a cheeky, off-the-cuff tone when defining your brand voice - remember, your priority is connecting with your audience through humour and relatability.
The fun brand’s target audience will typically be a younger demographic, so champion colloquialisms, current references and informalities in much the same way Rogen does to relate his comedy to his audience. Essentially, it’s all about being yourself and letting that flow through your brand voice.
So, there you have it. By defining your core brand traits, you’ll be able to find the perfect celebrity brand persona - helping you make sure your every word resonates loud and clear with your target audience. With all that in mind, who do you think your brand’s celebrity alter ego would be?