Author Thought Leadership

As American Idol gears up for its finale with an estimated 28 million viewers, now is a great time to think about this TV show not as a singing competition, but a branding competition – really!

Just as in business, the goal of branding is for prospects to remember you in order to do business you. Or, in this case, the goal is for viewers to remember you in order to vote for you.

If we look back at Season 10, we’ll note that the show is comprised of judges and contestants who have morphed into hot personal brands by using these proven branding techniques.

• Unique Vocabulary – Thanks to Randy Jackson for introducing us to the “dog pound” and “dog” as a term of endearment. And, an honorable mention to Top 10 Guy Alex Lambert for putting front and center the reality of how today’s teens speak with “like”, “umm”, and “you know” littered throughout. Your job? Determine how to speak a language all your own.

• Attitude – Paula Abdul showed the world not only her loopiness, but her ability to find good in everybody. Of course, Mr. Simon Cowell demonstrated his brutal honesty by earnestly telling contestants that they need to find a new career opportunity. If we strut like Mo’Nique or Jamie Foxx, we too can have our attitude became a critical component of our brand.

• Dress -  New judge Ellen DeGeneres fervently sticks with her trademarked pants and vests look while Simon has yet to be able to afford anyone other shirt except, apparently, a Fruit of the Loom T-shirt.  Of course, the winner of dressing to stand out must go to season9  performer known simply as “Bikini Babe!”  What are you doing to dress appropriately for your brand?

• Nicknames – Nicknames are always a sign of endearment and 4th runner up, Michael Lynche earned his moniker of “Big Mike” with his 6’1 and 300 lb frame. Crystal Bowersox also quickly morphed into Mama Bowersox too. If your own name is popular (Megan), generic (John Anderson), or taken by someone else (Loni Anderson), feel free to use a nickname.

• One Name Brand – I had never met a Siobhan or even how to pronounce it until Ms. Magnus made her debut this year. Clearly, she has the opportunity to join the ranks of Cher, Beyoncé, and Shakira by becoming a one-name show! Do you?

• Solid Analogy – Crystal Bowersox became the “Janis Joplin for 2010” with her spot-on, yet modern interpretation of the legendary singer. Referencing the familiar (Janis) to the unfamiliar (Crystal) helps to introduce and recall a new brand. I consider myself the Suze Orman of branding; what’s your reference?

Remember that when it comes to branding, every interaction counts: from your voice message to your email to your blog entries to personal encounters. Ensure that they project the same image and you too can be on the road to winning votes and business from your customers!

Branding speaker and expert Liz Goodgold is a fiery redhead with over 25 years of experience in marketing and branding. She is the author of RED FIRE BRANDING: Create a Hot Personal Brand and Have Customers for Life and DUH! Marketing. For more hot branding ideas, sign up for her FREE newsletter, The Brand Finale.