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 leading man, 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 demographics, made now the time to say “Call me Caitlyn.”
When scheduling your brand launch, you need to look at the exact same measurements: market trends, industry influencers, and economic indicators. The goal is to maximize your exposure by taking advantage of 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, reports People magazine. A source speculated that Jenner preferred the name when she was a child. As anyone familiar with the Kardashians knows, they have names that start with “K.” According to TMZ, Jenner deliberately chose to spell Caitlyn with a “C” to separate herself 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 chose; It will make your business more memorable.
Choose your debut press wisely
Jenner had her choice of media outlets to tell her story. Most brands don’t have this luxury. But as an entrepreneur, you can learn from the decisions Jenner made, 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, survey the media landscape and decide what will best showcase your brand. Media 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 cover of Vanity Fair appeared, Jenner was ready with Facebook and Twitter accounts in place. She wrote on both platforms: “I’m so happy after such a long struggle to live my true self. Welcome to the world Caitlyn. I can’t wait for you to meet me.” And the world responded. In just over four hours, Jenner amassed more than a million Twitter followers, a new Guinness World Record.
Social media is essential for a new brand. With accounts on Facebook, Twitter, LinkedIn, Pinterest, Instagram, Google+, and others, it gives consumers a place to meet, 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!
The launch of a brand simply announces a greater effort. In Jenner’s case, the carefully orchestrated reveal of her standing up for the transgender community and promoting 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 the office space and purchase the necessary equipment, systems and technology. Source of sufficient 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, getting everything in place. Your goal is to be prepared from every angle, to minimize setbacks and ensure success.
Caitlyn Jenner’s introduction is a transgender touchstone and a marketing triumph. Entrepreneurs should take note of your time, name choice, press selection, social media presence, and the larger endeavors you’re supporting. If she puts into practice all the lessons learned from Jenner, launching her brand will be worth it.
