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”?
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.