timing is everything
Caitlyn Jenner’s reveal was brilliantly timed. How is that? Transgender celebrities have been making headlines for years. Chaz Bono competed on Dancing With The Stars and Laverne Cox was nominated for an Emmy for her role in Orange Is the New Black. In its first season, the Amazon original series, Transparent, won two Golden Globes, one for best series and one for best actor for its lead, Jeffrey Tambor.
And of course, the Kardashian machine is bigger than ever. Jenner’s stepdaughter, Kim Kardashian, is pregnant with her second child courtesy of Kanye West, the man named Time magazine’s most influential person of the year. Already a constant presence on the runway, Jenner’s daughter Kendall is the new face of Calvin Klein Jeans. And Jenner’s ex-wife and mom extraordinaire, Kris, reportedly signed a $100 million deal to keep her family’s reality show on the air for four more years. Jenner’s awareness that transgender visibility and acceptance is at an all-time high for her, combined with Kardashian’s influence on the demographic, made now the time to say “Call me Caitlyn.”
When planning your brand launch, you should look at the exact same measurements: market trends, industry influencers, and economic indicators. The goal is to maximize your exposure by leveraging current news that is relevant to your brand.
What’s in a name?
Long before Jenner told the world, “I’m a woman,” she had settled on a new name, People magazine reports. A source speculated that Jenner preferred the name when she was growing up. As anyone familiar with the Kardashians knows, they have names that begin with “K.” According to TMZ, Jenner deliberately chose to spell Caitlyn with a “C” in order to break away from her family empire.
When thinking of a name for your brand, take the Jenner approach. His name is both significant and strategic. Then tell consumers why you chose the name she did; it will make your business more memorable.
Choose your debut press wisely
Jenner had her choice of media to tell her story. Most brands don’t have this luxury. But as an entrepreneur, you can learn from Jenner’s decisions, even if yours will be on a much smaller scale. Jenner went mainstream, making sure the press was more news than fluffy entertainment. He first sat down for a two-hour prime-time broadcast special with Diane Sawyer, a respected host and journalist who has interviewed countless world leaders. Once Jenner underwent facial feminization procedures, celebrity photographer Annie Leibovitz captured Jenner’s stunning new look. And it was Vanity Fair, with its reputation for controversial and groundbreaking celebrity articles, that landed Jenner’s cover photo and 22-page article.
For your launch, examine the media landscape and decide what will best showcase your brand. Media outlets to consider include small business columnists, Reddit AMAs, local TV news channels, crowdfunding sites, and popular podcasts and blogs.
Support your launch with social media
When the Vanity Fair cover came out, Jenner was ready with the Facebook and Twitter accounts in place. She wrote on both platforms: “So happy after such a long fight to live my true self. Welcome to the world Caitlyn. Can’t wait for you to meet me.” And the world responded. In just over four hours, Jenner amassed more than a million followers on Twitter, a new Guinness World Record.
Social networks are essential for a new brand. With accounts on Facebook, Twitter, LinkedIn, Pinterest, Instagram, Google+, and more, it gives consumers a place to come together, ask questions, post comments, and most importantly, share your brand with their networks. It’s powerful advertising, and it’s free.
But wait! There is more!
A brand launch simply heralds a larger effort. In Jenner’s case, her carefully orchestrated outing stands up for the transgender community and promotes an upcoming E! docuseries about her transition. Launching it will introduce the market to your business, so be smart and deliberate about your decisions. Explore the competition. Carry out market studies. Determine a business structure. Secure financing, as well as the necessary licenses and permits. Write a business plan. Select office space and purchase the necessary equipment, systems and technology. Source of enough materials. Examine your advisors, vendors, and vendors. Hire the best employees you can afford. Create a marketing plan. Prepare to exceed customer service expectations. You can spend months, maybe years, putting everything in place. Your goal is to be prepared from all angles, to minimize setbacks and ensure success.
Caitlyn Jenner’s introduction is a transgender touchstone and a marketing triumph. Entrepreneurs should take note of your timing, name choice, press selection, social media presence, and the larger efforts you are supporting. If she puts all the lessons learned from Jenner into practice, launching her brand will pay off.