13 Branding Lessons We Should Learn from Taylor Swift

I have never really been a Taylor Swift fan but I’m a mother of three daughters, which makes me fan-adjacent. I knew that she was a teenage country singer with a rather public dating life, and that she had that ugly episode with Kanye – but that was the extent of my awareness. That is, until the pandemic and her release of the Evermore and Folklore albums. 

Unlike her previous albums, these really spoke to me.  Her songwriting had matured.  Her storytelling was truly elevated.  I added a few of her songs (looking at you The1, Betty, & Last Great American Dynasty) to my playlist.

When Russo kid #4 said the ONLY thing she wanted for Christmas was tickets to the Eras tour, I promptly signed up for a Capital One card to get access to the presale tickets. We all know how that went. After 12 hours in the Ticketmaster queue and repeated issues with attempts to select and pay for tickets, kid #4’s christmas was starting to look pretty bleak. After months of toil and turmoil (and false starts and attempted scams) I scored 2 tickets to the Sunday show in Houston. I was truly honored when she asked me to go with her instead of one of her friends.

I’ve been to lots of amazing concerts in my day:  Bruce Springsteens’ Born in the USA tour in 1984, The Eagles reunion tour, 7th row on the floor next to Janet Jackson for Barbra Streisand’s first concert back after 30 years of stage fright, Billy Joel + Elton John, Paul Simon’s Graceland, U2, Jimmy Buffet, Fleetwood Mac, Radiohead, Michael Buble, Lilith Fair, Indigo Girls, and the list goes on and on.   Some truly historical concerts.

But, this is much more than just a  concert.  This is a movement.  

Taylor Swift’s Eras tour is a Broadway show, dance recital, pyrotechnics, fireworks, rock show, and a tent revival all rolled into one.  With 44 songs, 44 costume changes, 44 dance routines, 44 set changes, & 44 mini movies, it was so much more than just a concert. She performed for 3.5 hours straight with no intermission and no break.  Although I am sure every quip, every dance move, and every raised eyebrow was planned and choreographed, it all felt so natural and real.  She made it feel like she was performing just for each of the 70,000 screaming fans. It felt personal and intimate.  That is a gift.

Bear in mind, every single person in the venue had already seen every minute of the concert in clips on TikTok.  They knew the setlist.  They knew every costume change. They sang along with every word.  And they enjoyed every second of it like it was fresh and new.

Taylor Swift is not only a musical powerhouse but also a master of branding. From her humble beginnings as a country singer-songwriter to becoming a global pop sensation, Taylor Swift has consistently evolved her image, reinvented her musical style, and resisted the media’s efforts to reduce her to any singular definition. Through all of her transcendence, she has managed to cultivate a strong brand that brings millions of people from across the world together, resonating with each and every one of them on a human level.  Whether you’re a fan of her music or not, we all have something to learn from that.

These are the 13 ways you can learn from Taylor to build your brand:

1.  “Shake It Off”: Embrace Change and Adapt

Taylor Swift has demonstrated a remarkable ability to embrace change and adapt to different musical genres. To build your brand, being open to evolving trends and adapting to new market demands is crucial for long-term success.

2. “Fearless”: Take Calculated Risks

Throughout her career, Taylor Swift has taken calculated risks by experimenting with her music and image. Similarly, in branding, stepping out of your comfort zone and taking calculated risks can lead to breakthrough moments and new opportunities.

3. “Blank Space”: Craft a Captivating Story

Taylor Swift’s ability to create compelling narratives within her songs and public persona has captivated audiences. You should focus on crafting a unique and engaging story that resonates with your target audience, fostering a strong emotional connection.

4. “I Did Something Bad”: Protect Your Reputation

Maintaining a positive reputation is paramount in both personal and professional branding. Taylor Swift has successfully navigated controversies while staying true to her values. You should be diligent in protecting your reputation and addressing any negative perceptions promptly.

5. “Mirrorball”: Stand Out, Don’t Blend In

Your company is the only one like you so shine your light bright and shine that light on everyone around you. Your target audience has so many choices that it’s easy to blend in.  Be sure to stand out so you can be seen.

6. “You Belong With Me”: Know Your Audience

Taylor Swift’s relatable lyrics and personal anecdotes have allowed her to establish a deep connection with her fans. You should aim to understand your target audience’s desires, values, and aspirations, creating a sense of shared experiences and fostering a loyal community.

7. “This Is Me Trying”: Be Authentic

Authenticity is key to building a strong brand. Taylor Swift has consistently remained true to herself, connecting with fans through her genuine emotions and experiences. You should strive for authenticity, avoiding the temptation to mimic others or fabricate an inauthentic image.

8. “Style”: Pay Attention to Visual Identity

Taylor Swift has meticulously curated her visual identity, consistently portraying a distinctive style throughout her career. You should recognize the importance of visual elements, including logos, color schemes, and design, to create a cohesive and recognizable brand aesthetic.

9. “Speak Now”: Engage in Meaningful Communication

Open and transparent communication is vital in both personal and brand relationships. Taylor Swift has been vocal about her beliefs, connecting with fans through her music and public statements. You should actively engage in meaningful conversations with your audience, demonstrating authenticity and genuine care.

10. “Anti-Hero”: Heroes v Guide

You are not the hero of the story, your target audience is.  You are the guide that helps to solve their problem. If your message focuses on your company’s features then your audience will block it out.  Make a connection with them so they feel seen and heard.

11. “Delicate”: Handle Transitions with Grace

As Taylor Swift has transitioned between different genres and stages in her career, she has handled these shifts with grace and poise. You should navigate transitions, such as rebranding or entering new markets, with careful consideration and a clear communication strategy.

12. “Lover”: Cultivate Brand Loyalty

Taylor Swift’s unwavering support from her dedicated fan base exemplifies the power of cultivating brand loyalty. You should prioritize building strong relationships with customers, providing exceptional experiences, and consistently delivering on your brand promise to foster long-term loyalty.

13.  “Our Song”: Culture Matters

Be sure to create a culture that makes both your employees and customers feel valued. Your internal culture amongst employees will impact your relationships with customers, so ensuring that your business is operating as a team will allow you to build long-lasting relationships with customers as well.

Taylor Swift’s journey offers valuable branding lessons that can be applied to both personal and professional endeavors. By embracing change, telling captivating stories, maintaining authenticity, and cultivating brand loyalty, you can create a powerful and enduring brand that leaves a lasting impact. 

When standing at her concert alongside my daughter, I saw a sea of humanity that was all united together in love.  I thought it would be a bunch of teenagers because I still saw Taylor as a kid.  But she is a 34 year old role model that gives hope and support to my daughter. I saw women and their moms, sisters, best friends, and realized that these women lead businesses, run governments, and will be the ones who make the world a better place.  I grew up with a few female role models, but they grew up with Taylor. And she is a game changer. 

The great thing about becoming a Taylor Swift fan now is that she has already produced so much great music. It’s like discovering an awesome tv show that has 10 seasons waiting to binge. As Taylor Swift herself once sang, “The rest of the world was in black and white, but we were in screaming color.” So, go forth and paint your brand’s canvas with vibrant colors, embracing the lessons. If you do it well, your brand will also cultivate a connection so strong that its impact is felt for decades.

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RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with the target audience. To learn more about Razor Branding visit brandrusso.com, or CLICK HERE to schedule a meeting with one of our Business Development Managers.