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The day finally arrived for the release of Beyoncé's haircare brand, Cècred. If you remember, she had been teasing the launch of a hair brand since 2023 and even had a luxury influencer suite at some of her shows, complete with Cècred goodie bags for them to review and generate hype. However, as the anticipation for this launch built up, criticism about the brand's disconnect started to brew. The audience, primarily made up of black women and millennials with more modest lifestyles, didn't feel the same connection to this brand as they had felt with Beyoncé's superstar alien brand she had been standing on since 2022. So, where did the brand go wrong and how can Blue Ivy save the day?

Now, personally, I didn't have much interest in the brand, as I'm not part of that community, so I had been casually scrolling past all the buzz of the past year. However, in the last few days, I noticed a lot of criticism cropping up on my social media accounts, and that sparked an idea in my head. What if Blue Ivy became the face of the brand instead of Beyoncé? I share a short case study and a reel and it got a lot of buzz, read it here.

As I allowed my thoughts to percolate, I began to develop a strategic Gen Z marketing campaign that would stand the test of time, even surpassing the initial excitement generated by luxury influencers. Considering how Blue Ivy's personal brand has been shaped by the controversy surrounding her hair, it only made sense for the brand to center around her. By leveraging Blue Ivy's brand as someone with healthy yet controversial hair, we can effectively promote the mission and values of Cècred, aligning with Beyoncé's vision for the brand.

As a brand strategist, my first step is to answer the following questions:

1. Who does Blue Ivy want to be?
2. What's the first 3 things we think about when we see her name?
3. What are her objectives?
4. Do we know her strengths and weaknesses?
5. What image do we want to portray visually?
6. How can we highlight her strengths?

I'll go live today on Instagram at 7:05 PM and answer these questions. Set your notifications here to join in on the fun & ask questions.

By tapping into the “sacred” space of natural Black hair care, Cecred can create a stronger customer journey with Blue’s story. I hope you appreciated that word play ;)

Now, how does this relate to your personal brand? A successful product launch entails more than just an extravagant photoshoot, a large following, and sleek packaging. Consumers crave a narrative that resonates with them to establish trust in a brand. When Beyonce introduced Cecred, it seemed her aim was to elevate hair care into a glamorous experience. However, the execution faltered as she failed to thoroughly evaluate the needs of her entire audience during the rollout. Such missteps are not exclusive to celebrity brands, but can happen to us as well. At times, we may have an exceptional idea that resonates with us, but we overlook the importance of gauging the reception of our target audience or guiding them through the journey of our ideas.

As you shape your strategy for 2024, I strongly recommend consulting with a strategist who can assist you in refining your ideas, identifying your target audience, conducting competitive intelligence research, and establishing a mission and vision for your brand before committing to investments in the website, photoshoot, graphics, and operational systems.

Here’s A Few Fun Resources:

1. The Tea Party | Live Personal Branding Workshop: Our very first event of the year is scheduled for February 25th and you have to be there. Why? you will learn how to operate your personal brand with feel-good marketing and understand how to communicate the value of what you do for the people and companies who are ready to invest in you. Request An Invitation ​

2. COACHING: Secure your spot for my 1:1 VIP coaching for $1000. I am building your brand in 30-days from freelancer to a high-level service provider. In addition to developing your personalized brand strategy, we will equip you with target audience strategies to build an engaged audience and leave a lasting impression. CLICK HERE to learn more and grab your seat before the investment goes back to $2500.

3. BOOK: Grab a copy of When The Introvert Commands The Room for only $19.99 Buy Here

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