Posted by Dolly Parton was truly unforgettable. The one-of-a-kind country girl who stole America’s heart, she was a singer, songwriter, actress, entrepreneur, and philanthropist. But she was also something else – a master at understanding the power of branding. And Dolly Parton was strategically branding her way to the top long before anyone in the mainstream knew what the term was all about
Behind her extravagant hair-dos and rhinestone studded outfits was a shrewd marketer who knew how to grab attention and be remembered. She was a master at personal branding and staying true to that brand.
Through decades of a colossal career, Dolly never strayed from her down-home country roots and warm-hearted hospitality charm, all wrapped in over-the-top sparkle, that made her persona so appealing – an appeal that spanned decades and generations. Come what may in news or fashion or culture, she stuck with her brand and stayed in that lane – a road that led straight to becoming one of the most beloved American icons of modern time.
We can learn plenty from this vivacious marketing maven today. As she said herself, you do not need Dolly Parton’s fame to apply Dolly Parton’s branding principles. Taken from her How to Brand Yourself like Dolly Parton masterclass series, here are a few gems that reveal some of the secret ingredients to her success.
Being Talented Is Not Enough If Nobody Remembers You
There are thousands of talented professionals in almost every industry. Many are qualified. Many work hard. Many produce excellent results. Yet only a small number become widely recognized. Dolly’s career shows us what happens when exceptional talent is combined with exceptional distinction. How is your product or service distinct from the crowd? If it isn’t – It needs to be.
Amplify What Is Already Yours
You don’t need Dolly’s fame, wardrobe or budget. You need a story of your own. Find the combination of expertise, experience, values, personality, and point of view that belong uniquely to your product or service. Then reinforce it.
Positioning — Become Difficult to Substitute
The ultimate objective is not simply to become better known. It’s to become easier to remember and harder to replace. Dolly Parton stopped being perceived as merely one country singer among many. She became the unmistakable Dolly. That is “Category-of-One” positioning.
Create Signature Brand Codes
A brand code is any repeated element that helps people recognize you quickly. Dolly had many. Her blonde wigs. Rhinestones. Southern expressions. Humor. Voice. Butterflies. Tennessee. These cues accumulated until recognition became nearly instantaneous. Your signature codes might include language, typography, a framework, presentation style, clothing, photography, or a recurring idea. Choose three recognizable brand elements you can reinforce consistently.
Dolly Parton said, “A rhinestone shines just as good as a diamond.” Strategic branding doesn’t require pretending to be somebody else. It requires presenting the best, clearest and most relevant version of who you and your company are. Dolly’s carefully cultivated persona was ironically matched by her authenticity. For more bits of Dolly Parton’s marketing wisdom, keep reading here.