 (Clockwise from TL) Cyniah Elise, Francisco Martin, Sophia James, Jonny West, and Grace Leer. N: What is your NICHE in the market?Unlike being on stage, the contestants’ movement is restricted during their performances due to limited space and stationery cameras. The image quality is also fairly similar to that of a home-made video and the artists can only do so much between make-up and lighting to appear presentable. Like the contestants, your business is also put in an unfavorable position. “The situation that we’re in is unique but it reminded me what it’s like to be at home and practicing in front of the mirror with a hairbrush," Katy Perry commented after watching Makayla Phillips’s performance. Have the challenges you faced as a business owner caused you to consider giving up or re-examine the passion that started the business in the first place? Having a niche in the market boils down to the knowledge and/or passion you have about it. What is fueling your determination to figure things out when time is tough? Luke Bryan shared about being able to hear the nuances of the contestants’ voice because of the lack of a studio audience. What are the nuances of your business voice that will make you stand out in the market?  Luke Bryan and his stanky face. A: How should you ACT every day?A fan is drawn to his/her favorite singers beyond the voice and the songs they sing. The artists’ personalities and behavior in public set the tone for how they will be remembered and hopefully, be adored for the life of their career. Let’s turn our attention to the judges for this B.R.A.N.D. Freeze moment. Katy Perry is known for her outlandish costumes and her coronavirus-themed ones became a highlight on the show. “How ridiculous do I feel as a hand sanitizer crying,” Katy commented about being moved by a contestant. Luke Bryan was teased for his stanky look (#stankylukeface) but he laughed it off, saying, “Is that what everybody calls it when I am not around?”. You shouldn’t be formulating some gimmicky personality just to get the attention. Your action should be a reflection of the real you and in line with the personality of your company. And don’t worry about looking “ugly” or imperfect either. The key to reinforcing your brand is consistency. Being consistent in delivering the promises of your offering is the most important.  Katy Perry wore her coronavirus-themed costume throughout the whole episode.  (Clockwise from TL) Contestants Arthur Gunn, Julia Gargano, Kimmy Gabriela, Louis Knight, and Olivia Ximines in their element. R: Who are you trying to REACH?Seeing these contestants in their “natural” environment (eg. garage, patio, backyard, living room, or bedroom), surrounded by familiar household items (eg. photos, decorations, recliners, bookshelves) made them more human. There is no doubt some level of production and staging (eg. multiple cameras for different perspectives, specific placement of lights) but seeing the typical clutter you see around your own home, made these artists relatable. UPDATED: As of Episode 16 (ie. the Grand Finale featuring the top 5), Lowe's got in on the action and provided the various furnishings and decorations for the contestants' at-home backdrop and stage. They even supplied the manpower to help with the setup. “Each of the contestants put their DIY skills into action and expressed their individual styles with the help of Lowe’s products in easy, affordable ways.” said Marisa Thalberg, Lowe’s executive vice president, chief brand and marketing officer. That's a timely marketing strategy taken by Lowe's as a home improvement store. And instead of an audience of mostly strangers, their family and friends are in the same room with them. Franklin Boone’s daughter was holding a “Go Daddy” sign with mom. Olivia Ximines’ family was watching from the kitchen and rushed in for a hug after her song. DeWayne Crocker Jr’s nieces and nephews were dancing as their uncle sang “I Feel Good” by James Brown. All these are “beautiful to watch”, commented Luke Bryan. Do you see your customers as people or just financial transactions in your books? Can your customers (which should also include your employees) relate to you as a person or is your company just a paycheck or an email address? Find the opportunity to reveal a little about your personal life (where appropriate) via a video message communicating actions your company is taking during COVID-19. Put a face to the name of your spouse and/or kids when your staff and you are having a video conference.  Family and friends of Franklin Boone, Olivia Ximines, and DeWayne Crocker Jr. supporting their very own idol.  Lionel Richie reminding the American Idol contestants about bringing more than just their voice to the show. Season 18 of American Idol recorded its first public performance in Hawaii back in January when ABC was selecting the top 20 for the “live” show. With COVID-19 keeping people at home and throwing the production plan out the window, the network has to improvise because, in this business, the show must go on. There is much to learn about branding during this virtual production and Lionel Richie, one of the three judges, said it the best. With the absence of the “glitter and glamor” of production, he pointed out that the contestants have to “bring your light to the table - your personality. Not only the voice but everything else that comes along with it.“ When Coronavirus shuts the door to your business or makes your offering much less accessible to your customers, what are you doing to “bring your light to the table”?  Jovin Webb singing from his garage on his makeshift stage. B: What are you in the BUSINESS of selling?A ‘live’ show with professional production can indeed shine a good light on a singer. Stripped of all that, the 20 contestants are now challenged to showcase their voices differently. While ABC provided some lighting, audio equipment, and access to a band and backup vocalists, all the contestants had to create their own stage and backdrop. “There is no ambiance. There is no reverb. You just got texture galore in your voice,” Katy Perry told Jovin Webb during his ‘live’ show in his garage. Like these singers, your challenge is to showcase the value behind your offering. The contestants are not in the business of selling their voices. They are in the business of selling an emotional journey through their voices. The mattress store owner is not in the business of selling mattresses. He/she is in the business of selling a good night's sleep. What are you selling as the value behind the solution to your customers’ problem? This series of blog posts titled B.R.A.N.D. Freeze aim to highlight brands and discuss what they are doing to become memorable. I hope that by 'freezing' a moment in time, we can learn valuable insights into branding. Continue with "Making of an Idol B.R.A.N.D." Part 2.
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