When it comes to marketing, one of the most (if not THE most) valuable resources is attention. If you want an example of someone who has found a way to capture attention in an unprecedented way, look no further than Taylor Swift.

Last month, Vote.org received over 35,000 new voter registrations after Swift encouraged people to register to vote on Instagram on National Voter Registration Day. The NFL is currently basking in Taylor’s afterglow while experiencing increased viewership and ticket sales because she may or may not be dating Chiefs’ tight end Travis Kelce. Presale tickets for Taylor Swift / The Eras Tour Concert Film broke the single-day record for AMC Theatres, bringing in over $20 million.

You don’t have to be a fan to recognize the branding genius at work when it comes to Taylor Swift. Here are 3 key takeaways from Taylor Swift’s branding strategy.

1. Don’t be afraid to buck traditional marketing strategies to connect with your target audience in a meaningful way.

Taylor Swift and her team opted for a direct release of her Taylor Swift / The Eras Tour Concert Film to AMC Theatres instead of using a traditional studio partner. Not having a middleman will allow for higher potential earnings, but fans will benefit as well. Showing the concert film in theaters means those who couldn’t get tickets for her Eras Tour can have access to a more affordable and accessible concert-like experience. Moviegoers can purchase branded popcorn buckets, drink cups, and a curated selection of branded merchandise and potentially get a free movie poster.

What can we take away from Taylor Swift’s branding strategy in this specific example? Nothing gets attention like going against the grain. Instead of sending out your next newsletter celebrating all your brand has accomplished, focus solely on celebrating individual customers or clients. Host a volunteer event and invite your customers or clients to engage with your brand differently. Consider how you might break away from tradition in your marketing strategy while still holding closely to your brand’s core values.

2. Use your platform in a way that aligns with your brand’s core values.

Over the years, Taylor Swift has encouraged people to register to vote to make their voices heard. She has shown consistent commitment to this cause, meaning it’s not a surprise when you see a post, story, reel, or tweet from her promoting voter registration. As a singer-songwriter, she is no stranger to recognizing the power your voice can have in bringing what you care about most to light. She also uses the platform she’s built to use her voice to amplify other accounts, like the recent National Voter Registration Day story on Instagram.

Think about your company’s core values. Are there local or even national non-profits or other causes you can partner with that also align with these values? Whatever the extent of your following or platform, consider how you can wield your influence for good and lift others up. Feature this organization and ways people can help in your social media posts, monthly newsletters, or on your website. Celebrate wins the organization has and find ways to partner through paid volunteer days for your employees, organizing donation drives, and contributing financially.

3. Seek out partnerships that amplify your brand’s message to reach a broader audience.

Although Taylor Swift may not be partnering with the NFL, the league is certainly benefiting from her attending recent Chiefs games. There may be some mixed reviews with how much the NFL is focusing on Taylor Swift. However, it’s notable that the NFL is seeing a rise in viewership amongst women across different demographics. Taylor Swift’s mere presence at NFL football games may be giving women of all ages an opportunity to engage with a sport more confidently because there’s now a community of Swifties ready and willing to become Chiefs fans. You can watch Elyse Myers’ recent TikTok video exploring this further.

Again, Taylor Swift does not appear to be seeking out a partnership with the NFL. However, this does bring to light what can happen when your brand associates with another brand that may be a little outside the norm. Consider how many more people may have gone to McDonald’s to order the celebrity-endorsed meals for Travis Scott, Saweetie, BTS, and J. Balvin. This is an opportunity to get creative in a way that can benefit both your brand and your target audience.

Honestly, we could write a whole paper on Taylor Swift’s branding strategy, but we also know it’s not always easy for small business owners to approach their branding or marketing in a new, creative way. Whether you need support creating a strategy to follow and DIY or you need a team to help implement the steps to improve your brand and marketing, we’re here for you!

Book a call with us today, and we’ll help you create a strategy that makes sense for your business so that you can better connect with your audience.