When you think of Dolly Parton you might think about Dollywood, Bouffant hair, or her bust, but very few people think of Strong Brand Equity. But when it comes to Marketing she is a great example of how a person can market themselves. She knows Branding, and from the moment she walked on stage in the late 50’s she knew her brand and so did we. She is the image of a country Barbie with rhinestones, big hair, red lips and all.
Dolly Parton once said, “Find out who you are and do it on purpose.” And that is exactly what a brand is, it is who you are and who people see you as. As a small business owner you are a huge part of your brand, your image, personality, & actions both in and out of your business either supports your brand resulting in strong brand equity or hurts your brand.
Now I know what you’re thinking, Dolly Parton is Famous and recognizable because of her musical talent, not her personality or her image, and that is partially true her success is due to her talent just like your businesses success is due to your talent. But her talent is not why you and many others recognized her from a picture almost 50 years old.
Just last week Dolly Parton performed her hit 9 to 5 with Katy Perry on The American Country Music Awards, and although most viewers born after 1990 have never heard that song, they knew who Dolly Parton was and that is because of her brand.
So I challenge you to really find out who you are, identify your brand, and as Dolly would say “do it on purpose.” Be intentional!
And if you are having trouble identifying your brand or being intentional and consistent within your brand strategy call MICROMarketing (513) 335-4381.
– Creator of Opportunities, Allie Ganino