Emma Chamberlain wouldn’t be Emma Chamberlain without her laid-back looks, coffee in hand, and it-girl mentality. Mr. Beast wouldn’t be Mr. Beast without his bright color palate, engaging video titles, and mind-boggling challenges. Charli D’Amelio wouldn’t be Charli D’Amelio without her iconic TikTok-dancer-turned-Broadway-performer backstory. These influencers and many more have curated a memorable brand image for themselves, leading to a loyal audience, exposure, brand deals, and overall success.
But what does it mean to have a memorable brand image as an influencer? How does one go about curating and sustaining a brand image?
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Your brand image is the story you want to be telling. Your brand image is you – as a creator, influencer, and person. It encompasses your personality, your messaging, and ultimately the experience you want to curate for your audience. You want to ensure that your message not only resonates with your audience but is also true to your personality and the brand you want to create.
Aesthetics, Graphics, Logos, Oh My!
Building a brand image can start with your brand’s logo and graphics. Font, color design, and overall aesthetics can add to your brand image. For example, The Try Guys have rebranded twice in the past few years to tell the story of their brand. Some brands even lean into specific design elements, like retro fonts, to evoke nostalgia and reinforce their identity.
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After an internet-wide scandal, the core four members of the company found themselves as a sudden trio. In a genius rebrand, they played on words. They added a triceratops to their logo, playing on the “tri” guys.
They even play with the caption of their post, echoing the title of most of their YouTube videos: The Try Guys Try… a Rebrand!
When they launched their own streaming platform, another core member of the try guys left to work on other projects. They therefore named their platform “2nd Try.” They draw attention and own the fact that their core crew is down to two members, while also implying that they will keep “trying” aka making content.
Despite the scandals and changes, the Try Guys were able to own their rebrands through graphics, logos, and confident launches of their rebrand. They are owning their changing brand image in a way that resonates with both their story and the expectations of their audience.
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Memorable Messaging
The Try Guys used their visual rebrand as a way to get across a message that they were consistently going to be trying new things. They were consistently making new content despite the changes in their company.
Although other creators may have more subtle messaging, their brand image still takes into account what that messaging is.
Emma Chamberlain is a superstar when it comes to brand imaging. She started as a teen YouTuber before exploding to fame and moving to LA. In recent years she has returned to a more mellow form of content. If you can count going to the Paris Olympics as mellow. But she’s shifted back to relatable chill content, despite her superstar status. Recently she posted a closet cleanout that racked up millions of views, inspiring viewers to do their closet cleanouts.
Emma is posting content that is authentic to her unique tone and voice. Her coffee brand is an offshoot of this with its slick but quirky aesthetic featuring not only Emma but similarly-branded baristas and coffee drinkers. The muted tones, minimalist coffee shop, quirky artwork, and cutesy group selfies match perfectly with Emma’s overall brand.
Alex Cooper found her brand image as an influencer with her Call Her Daddy Podcast. With its iconic red and muted pink logo and slightly clickbait-y thumbnails, Alex Cooper appears with signature honey-blonde hair and her penchant for tea-spilling Alex has locked down her brand. Not only is it aesthetically pleasing and consistent, but it also reflects Alex’s overall brand as a fashionista and podcast girly.
Alex’s brand is an extension of her personality on the pod. She’s able to feature big-name celebrities without being overshadowed by them. Anyone who is anyone wants to be on Call Her Daddy, and for good reason. From the name of the podcast itself to its status as the celebrity podcast to be on, Call Her Daddy is the perfect extension – and solidification – of Alex Cooper’s iconic brand.
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Each of the above-mentioned brands is unique, consistent across platforms, and authentic to the content creator. Brand image should not only reflect the values and aspirations of the content creator, but the interests and expectations of the audience themselves. For example, despite her celebrity status, Emma’s fans love her relatability. So, a coffee line anyone can buy is directly in line with her brand.
Understanding your values and messaging, as well as your niche and what makes you unique will help you lock down your brand identity, influencing everything from graphics and socials to your brand’s tone and voice.
This article was written by Ava Fischer
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