Miley is not the most talented actor or singer, but she is talented in playing her cards right. She branded and positioned herself in the media and now she is reaping the rewards from her strategic marketing campaign.
Santa Monica, CA (Vocus) March 31, 2010
What do singer Miley Cyrus and MTV Jersey Shore’s Snooki have in common? A solid understanding of how to use publicity to brand and promote themselves. Ruth Klein, best-selling author and expert celebrity on branding for professionals and small businesses, explains what branding tricks professionals and businesses can learn from these celebrities.
Miley Cyrus, an America pop star, started out as a character on a Disney show, and only after becoming famous though the show did she transition to professional singing. Recently, she appeared on American Idol as a mentor celebrity and is now appearing on the silver screen. According to Ruth Klein, Expert Celebrity Brand Strategist, “Miley is not the most talented actor or singer, but she is talented in playing her cards right. She branded and positioned herself in the media and now she is reaping the rewards from her strategic marketing campaign.”
According to Ruth Klein, another celebrity who has successfully branded herself is Nicole “Snooki” Polizzi of MTV’s controversial reality TV show, “Jersey Shore,” Over the past few months, Snooki did a weather report for a New York news channel and was a correspondent at the Grammys. “Is Snooki a meteorologist? Does she have a solid background in journalism? Not at all!” Ruth says, “By realizing that celebrity status is awarded not on expertise but on expert branding, it becomes clear that ‘being the best’ just doesn’t cut it. To become an expert, you also need to be an expert in publicity.”
What Professionals and Small Businesses Can Learn from These Examples
What can businesses learn from these celebrities to ensure their clients will come back time and again despite the ups and downs of the economic cycle? The answer: Soul-Centered Branding.
As Ruth Klein puts it, “By focusing on the unique qualities a business or firm has, such as your style of doing business or something special about you or your staff, any business can set itself apart from the competition.” Ruth Klein also suggests businesses “Identify their most profitable existing clients and customers now and find their similarities. If you find out, for example, that the existing clients who make up most of your revenue are, say 30-40 year-old mothers, you can focus on attracting more members of the same demographic.” So, by assessing factors such as age, sex, lifestyle, etc, businesses can leverage their existing client base and subsequently become the “expert celebrity” in that niche market.
The seemingly elusive media can also be a small business’ best friend. Ruth Klein encourages small businesses to put themselves out there. “Having a strategic, expert celebrity position will allow others to more easily find your small business or professional firm and will make it more credible,” she said. “By focusing on a business’ unique attributes, determining its ideal niche market, and utilizing the media to create a value-centered professional image, any business can become successful.”
Ruth Klein also highly suggests professionals and small business owners invest in themselves by attending results-oriented branding seminars. Ruth Klein’s upcoming seminar, “How to Attract Your Ideal Clients with Soul Centered Branding,” on April 17, 2010 at the Beverly Hilton in Beverly Hills, CA, is just one of her workshops that helps businesses and professionals create personalized marketing strategies. “The key to successfully branding yourself is by leveraging your unique attributes and your capital strategically,” says Klein, “Anything short of that, and you will hit the marketing ceiling.”
Ruth Klein, branding strategist and productivity coach, has helped numerous entrepreneurs and small businesses find success. She is author of six best-selling books, including Time Management Secrets for Working Women (planned to be a PBS Special in 2010) and The Everything Guide to Being a Sales Rep. She has been interviewed by major media (including O: The Oprah Magazine, Redbook, The Wall Street Journal, The Los Angeles Times, The Chicago Tribune, Family Circle, Prevention Magazine, and many more).
For more information on how to successfully brand a business or to interview Ruth Klein, please call (310) 741-1583 or visit http://www.RuthKlein.com