Lady Gaga’s Secrets to Personal Branding

JUN 26, 2012 4:25pm ET
Comments (3)

Most people see Lady Gaga as a counter-culture freak, especially when she first hit the music scene; oh, and not to mention her “meat dress.”

But I see her as a person who is fearless when it comes to branding and sharing her message. She knows what she stands for. She never loses sight of her goals. And the more she sticks to her values, the more popular she gets. So what are her secrets?

She stands for something. Through her songs and appearances, she stands for gay rights, anti-bullying and freedom of expression. It reflects in everything that she does. Does your website, information tab on Facebook, blogs, sales meetings, etc., reflect a defined message of who you are, what you do, and what you stand for?

She always delivers. If you’ve ever watched any of her performances, they are over the top—and the delivery is almost perfect. It’s no surprise that top loan officers try to differentiate themselves from competitors by always delivering, whether it’s a complete underwriting file or a killer marketing piece. Do you always deliver?

She gets what she wants. A lot of people don’t get what they want because they don’t ask for it. Your goals are powerful tools to help you focus on exactly what you want, and help define what you don’t want. What is your one big hairy-ass goal?

She isn’t afraid to break the rules. When it comes to marketing herself, it’s no coincidence that she ignores “how it supposed to be done.” It takes courage to question the norm, but it takes guts to actually do something unique and different.

She ignores the critics. While parent groups and politicians denounce her, her fans don’t care. They love her. The secret is to listen to criticism, learn from it and then do your own thing. If everyone agrees with you, then you might not be saying nor doing anything worth talking about. Do you consistently market to your fans?

So, if you had the courage to brand yourself in the mortgage business, what would you stand for?

Comments (3)
I agree wholeheartedly. Authenticity is what counts
Posted by | Wednesday, June 27 2012 at 5:17PM ET
I agree wholeheartedly. Authenticity is what counts
Posted by | Wednesday, June 27 2012 at 5:18PM ET
Sorry but this is a moronic post. Lady Gaga has no consistent or clear message to her branding.

Can you tell us WHY she wore a meat dress? She couldn't clearly state why.

Wells Fargo (a company for whom I no longer work) has a 150 year brand so consistent that it approaches that of Coca Cola. There's a brand champion for you.

Changing your brand message or making it ephemeral, as Lady Gaga claims to be doing, is dangerous. I'd dare you to identify who or what she is in 10 years -- let alone longer. If you want a brand identity in female pop, look to Madonna. We still talk about her and her brand has been around awhile.
Posted by | Wednesday, June 27 2012 at 6:02PM ET
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