Three Common Themes Between Good Branding and Broadway
I. Love. Broadway. Everything from the costumes to the lights to the incredibly talented actors and actresses that lend their voices to entertain and delight audiences night after night. In fact, when I was in high school, my dream was to sing on Broadway and become the next Patti LuPone.
Even though I haven’t quite made it there yet, it’s amazing how my career has allowed me to identify the many similarities there are between Broadway and a company’s brand. Here are just a few:
A good brand should have the ability to make a consumer feel or experience whatever product or service they provide, hopefully in a positive way. The concept of brand storytelling is nothing new and is something consumers now expect. It’s the same with watching a Broadway musical. The performers want you to feel the power of the music and draw from either your own experiences or those you know to form a connection with the lyrics.
2) Solving a problem
Whether it is rescuing Christine from the Phantom of the Opera or protecting Oz from Elphaba in Wicked, many Broadway shows feature a problem that must be fixed. This is completely in line with what a brand does as well, even if it is something as simple as ensuring your clothes are clean (detergent) or complex such as receiving quality care after an injury (healthcare). Ultimately, a brand is a solution to whatever problem you are facing.
One of the most important aspects of a brand is consistency. It needs to be recognizable and used appropriately, including fonts, colors, placements, messaging, etc. For a Broadway performer who must sing the same songs up to eight times a week, this is also critical. Every audience expects a phenomenal performance — just like they heard about from their friends or read in the reviews.
Even if I will never hear the roaring applause from an audience (standing ovation, of course) after I give an amazing, Tony Award worthy performance on Broadway, I can still enjoy the beautiful music, all while providing clients with the tools to build an amazing brand.