Taylor Swift: Brand Positioning Case StudyNov 04, 2023
When it comes to personal brands, few have mastered it like Taylor Swift.
This year alone she’s…
- Set a record for the highest grossing tour of all time (+$1B)
- Sold more tickets in 24 hours than any other artist in history
- And taken the NFL by storm via her budding relationship with the Chief’s star Travis Kelce
In this issue, we dive into what makes her brand so powerful and how you can use the same emotional triggers in your marketing strategy.
Let’s get into it…
💼 The Brand: Taylor Swift
- Taylor Swift is not just a music artist. She's a brand. A community — affectionately known as “Swifties.” And even a record breaking film. With a career spanning decades, she’s built a legacy that reaches far beyond her chart-topping hits.
💛 The Heart (Purpose and Values)
- Swift's brand revolves around authenticity, relatability, and storytelling.
- Her music and lyrics often speak to the heart of human emotions, from love and heartbreak to self-discovery.
- She doesn't just create music; she creates emotional experiences. Her ability to write songs that capture universal emotions has endeared her to her fans, who see themselves in her stories.
👤 The Head (Positioning and Strategy)
- Taylor Swift has positioned herself as an artist who grows and evolves with her audience.
- She transitions seamlessly from country to pop, always staying ahead of the curve, just like her fans' changing tastes.
- This ever expanding storyline with nostalgia weaved throughout only serves to further strengthen the intimacy and connection she has with her fan base.
✋ The Hands (Lifecycle Marketing Tactics)
Here’s a few of the ways that Taylor Swift has captured the hearts and minds of her audience…
- Personalized Moments with Fans - Throughout the Eras Tour, Taylor set up special preshow experiences and made special efforts to create a connection with her fans.
- Surprise Album Drops - In 2020, Taylor Swift dropped an album she had kept entirely a secret for months. Defying the traditional “all out blitzkreig” album marketing strategy.
- Insider Easter Eggs - Nothing creates a connection quite like a shared secret — and Taylor knows this well. From music videos to album covers to her outfits, she’s known for for her most devoted fans.
⚡️ Find Your Emotional Edge Like Taylor Swift
The magic of Taylor Swift’s marketing lies not just in her ability to grow and evolve for over a decade. But for her to do it in such a way that it triggers nostalgia, belonging, and connectedness with Swifties.
Every brand or business has a choice: evolve or die. This can be scary, but Taylor shows us that it can actually strengthen your brand if you approach it with humility, authenticity, and transparency.
Got a change you need to make? Been holding off on a pivot? Try inviting your audience into it and let them be a part of the story with you. This builds a connection that might even be stronger than the thing you’re afraid to let go of.
And if it doesn’t go as a planned? Just shake it off 💃