4 powerful brand secrets I learned while working with Disney
May 29, 2021
5 min read
Opinions expressed by Contractor the contributors are theirs.
My name is Devan Leos. I started working with Disney in 2010 when I was just a kid. In 2013, I was hired to work for a large production, which allowed me to work with Disney’s marketing, public relations and executive divisions. In doing so, I learned valuable lessons that will forever change my business life.
1. Full brand awareness
While this seems like a no-brainer for any business or brand, sometimes it isn’t. Disney is extremely aware of its brand. He knows what kind of people he is trying to target. He knows the exact audience he has, which includes age groups and gender groups. He knows what kind of audience he’s going to entertain and he knows exactly what kind of brand he has.
Sometimes, many companies and brands get lost in the marketing element, not knowing who will respond to their product or who their audience is. But that brings us to our next point.
2. Expertly designed and designed marketing and public relations campaigns
With full brand awareness comes knowing what your customers can expect from you. For example, you will probably never see a Disney commercial with celebrities from adult films, as its audience is mostly children and teenagers. If we take a closer look, Disney is constantly working with various charities, educational programs, and more, which coincides with the family brand it has created.
When it comes to its movies or shows, Disney finds smart ways to engage family audiences with its content, having themes that aren’t inappropriate but serious. Soul is a great example because the film deals with life, death and existential themes. However, it is still geared towards a family audience.
If you are trying to establish a brand for all ages or for all target ages, it is imperative to know what relationship your clients / audience will have with the type of PR or marketing strategies you are using.
Related: 10 Walt Disney Quotes That Could Boost Your Small Business
3. Management of activist reputation
Your brand’s reputation is your lifeblood. If your brand has a bad reputation for some reason, it could mean dropping numbers, or even worse, the death of your brand. This is why Disney uses activist reputation management.
During my time with Disney, I got to see the inner workings and the truly impressive levels of serious care put into all of Disney’s divisions. The brand does not play games. The Disney team is constantly monitoring media, social media, online forums, and any source of information regarding their brand (emails, comments, letters.) They find out what issues people might be having before they even know. people don’t have them. Diney’s employees (including talents) are carefully screened and monitored. Talent is given strict instructions regarding their online presence, as well as other employees.
As someone who is trying to have a strong brand, you need to make sure that everything you do and say is professional and in line with what your brand stands for. When working with other people, you should be aware that how they work and what they do affects your Mark. The best way to control fire is to prevent it from happening, so hyper-awareness of your brand is vital..
Related: Why Is Branding Even More Relevant To Businesses Today?
4. Multi-market branding
Disney is the master of having its mark everywhere. Theme parks, movies, TV shows, toys, books, music, the list goes on – you name a market, and Disney is probably out there somewhere.
Let’s say you operate a fitness brand. All the essentials of fitness make sense: bottles, protein blends, gym products, etc. However, it is essential to be creative with products that you can put your mark on. Get creative with your brand, use brand awareness, and find creative ways to mark things in markets that go beyond tradition. But don’t just slap a logo on a bunch of random stuff. Instead, figure out things that could be used by your brand’s audience that fall outside the traditional cradle in which your brand exists.
Disney helped me realize that details are everything. Whether you are launching or supporting a brand, strength is in the details. Many companies don’t know or care about the finer details and information about their brands. Sitting down and thinking about all facets of your brand will seriously improve your brand’s authority. Be creative and don’t be afraid to innovate. Trial and error will always prove to be one of the most effective methods of achieving success, but modeling your brand principles after a powerful brand like Disney will definitely help you.
Related: Why Your Branding Plan Is More Important Than Your Business Plan