What I’ve learned from a princess . . .
Recently, Kate Middleton, Duchess of Cambridge, declined to pose for the internationally known fashion magazine, Vogue. At first glance, this story may seem like just another tabloid headline. However, it is much more. It is an important strategic branding and marketing decision.
Kate Middleton and the royal family are an important and famous international brand. Every appearance, every interview, every photo of the royal family will be seen by millions of people world-wide and influence popular culture, politics and of course fashion. Every time Kate Middleton appears in public in a new frock, the outfit and any dress that looks like it sells out in minutes. Kate has quickly become the most glamorous and loved brand extension of the royal family, since Princess Diana.
Kate Middleton’s decision not to appear in Vogue is an absolutely perfect branding decision. A fashion photo spread is simply not the right message for the future Queen of England to send, and it would have been self-serving and short-sighted had she accepted. So, what can we learn for this strategic decision?
Three important branding lessons:
1.) Know thy self
All successful brands are crystal clear in what they stand for, who they are and what they offer their consumers. Like most companies, powerful brands will have a mission statement or some sort of philosophy about why they exist. The clearer their vision and the more closely a company follows its vision, the stronger the brand can become. In business as in life, a brand cannot be everything to everyone. It must be self aware and understand who it is and be consistent to its core values to grow and enjoy true success. The decision by the Duchess of Cambridge proves she understands who she is and what she represents.
2.) It’s okay to just say no
Sometimes the best decision is to walk away. Sometimes it is not about the publicity or the money or the millions of “online views”. Rather, sometimes it is about the end game, the long-term value of the brand, rather than a short-term flurry of attention or publicity. In our photo hungry 24/7 media world, it is tempting to grant every interview and grab every magazine cover offer. However, not every publicity opportunity is in the long-term interest of your brand. If the opportunity for attention comes at the expense of your core values or does not support your brand’s mission, the best decision is to pass. The Duchess of Cambridge demonstrated great courage and restraint to say no to the magazine offer, as it would have only diluted her real mission.
3.) Listen to your trusted advisers.
Kate Middleton is a well educated young professional capable of making her own decisions. Yet, she is in new territory in her evolving role as the Duchess of Cambridge and the future queen of England. She can’t possibly know all the 400 year old history of the monarchy, nor can she know all that awaits her on the world stage. So, it was very wise of Kate to seek-out and listen to her trusted advisors on this important decision.
It is crucial to any brand owner to have a group of mentors and trusted advisors close at hand who have your best interest at heart. The roles of your advisers are to help you see and distinguish real opportunities from potential pitfalls. It takes great maturity and self-confidence to listen to your professional advisers and accept their advice.
Accessing real opportunity
Every company and business owner will be faced at one time or another with a publicity opportunity that may seem too good to be true. This is when you should go back and reflect on these three fundamental branding guidelines: is the opportunity true to your mission, is it best to say “no”, and what do your trusted advisers think of the potential of this opportunity.
Smart branding experts would agree that the Duchess of Cambridge has made an excellent strategic branding decision that she will be admired and respected for.
Your Trusted Adviser
