Marketing Tactics Brands Can Learn From Beyoncé

Talented songwriter, vocalist, and producer. Queen of the Beyhive. Texas Bama. Beyoncé holds a large number of important titles for herself, and to be honest, they’re all pretty impressive. However, there is a role that may not be as widely-praised as the others: Marketing Guru.

Beyoncé is all about her business: her brand includes a management and entertainment company, a streaming music service, modeling, spokeswoman for companies...the list goes on. The relaunch of Ivy Park, an athleisure line, has just finished an exciting social media rollout that resulted in a sold-out online presale. Beyoncé knows how to get her fans excited, whether it’s with a new song, new clothing, or a sneak peek into her personal lifestyle. That type of marketing has built (and continues to build!) her a loyal following.

Beyoncé’s marketing can serve as a guide and inspiration to all brands. Here are four tactics to be learned from Beyoncé:

Transparency is a Good Look

It’s not uncommon to see pictures of Beyoncé sitting with her infamous laptop. Her lips are poised and sealed with a pair of shades to top of her sly, mysterious look. Beyoncé is notably private about her personal life; it took us forever to figure out who bit her at an afterparty in Inglewood, California. But when Beyoncé does let us into her world, she really opens her arms for a warm, loving embrace.

Lemonade, Beyoncé’s sixth studio album and second visual album, was released after an hour-long special featured on HBO. The Associated Press’s album of the year has been widely praised for being a tragically and wonderfully vulnerable body of art. Specifically, for Black women.

Beyoncé laid everything on the table and tracks for this album. From the devastating generational curses, loss, heartbreak, and infidelity to the uplifting healing practices, redemption, resilience, and empowerment, Beyoncé takes us on an all too familiar journey as  Black women throughout Lemonade. Beyoncé had not only let us in to her “secrets” but she offered comfort; showing Black women that they too can turn lemons into lemonade. For Black women to recognize the burdens they face in their mere existence and see it transformed into arguably one of the most influential works of art is powerful. Feeling seen is powerful. Feeling seen by someone you admire is powerful.

Transparency is essential for a brand. Showing your target audiences you relate to their losses while also showing them it’s possible to celebrate their wins is an uplifting component. Audiences want two things: one, to be seen. Two, to be understood. There’s a certain trust that comes with relatability, and being transparent helps earn that trust.

One Good Surprise

Imagine this: it’s December 13, 2013. Scandal just wrapped up another jaw-dropping episode. In an effort to get over that initial shock, I try to relax in my dorm room. But my phone breaks the peace, going off with several urgent messages from friends:

“BEY JUST DROPPED!”

“12 ******* SONGS!! A WHOLE ALBUM!!!!”

“WITH MUSIC VIDEOS TOOOOO!”

Oh. My. Goodness.

As a freshman in college, I had already been a Beyoncé fan. But this one surprise drop took my loyalty to the next level. Like the rest of her fanbase, I put Beyoncé heavily on my radar. Signed up for all the newsletters and alerts. Read up on all her features and interviews. Took every post and tried to break down any secret messages. We had to keep our eyes on her so we wouldn’t miss anything! Since that iconic, surprise drop, fans have been on their toes, anticipating her next move and hilariously playing guessing games during the wait.

Brands, one good surprise can set the tone. Done correctly, your audience will be wanting more.

Honor Your Roots

One experience: Beychella.

Beyoncé made history as she performed as the first Black woman headliner at Coachella 2018, where she put on the iconic, elaborate, spectacular concert nicknamed “Beychella”. The following year, she released a documentary, “Homecoming”, offering behind-the-scenes coverage and a full showing of the performance on Netflix. A week later she dropped an album: Homecoming: The Live Album.

Beychella was a celebration of hits and history. Beyoncé performed many of her classic songs from when she first became a solo artist, recent hits that have become staples, and nostalgic selections from her Destiny’s Child days. While doing this, she also incorporated huge cultural influences into the show, such as HBCU (Historically Black Colleges and Universities) band culture, NPHC (National Pan-Hellenic Council) stepping styles, African dance techniques, and a plethora of other gems. Beyoncé has not only been proud of what she’s done, but she’s proud of where she came from. She’s committed to honoring her past while celebrating her influences, highlighting them all on platform after platform.

Being proud of your own journey and your own inspiration shows character. While brands applaud their own influences and sources of admiration, it’s important to stop and give yourself a hand as well.

Be a Mentor

Beyoncé is amazing, but she is not a miracle-worker. She will not fix your life with a single album. She will not drop you off at the gym with your dream body after you’ve been inspired by her new Ivy Park launch. That’s not her job.

She will, however, serve as some motivation. Some guidance. A leader. Certainly an inspiration.

Chloe x Halle are the sensational duo that have the pleasure of being Beyoncé’s protégés. Chloe and Halle are well on their way to making an impact like their mentor, following in her footsteps by producing their own music and venturing into acting opportunities. Beyoncé has taken this duo under her wings, offering herself as a service but overall letting them run the show. As proud as her proteges make her, it’s even more admirable to see Beyoncé keeping the industry alive by actively assisting the progress of new artists.

Brands, if you are nothing else, you are mentors. You act as a service to your audiences, encouraging them to become their own heroes and icons. The value in that is essential, and will always be thought highly of.

There is so much to learn from Beyoncé besides the killer dance breaks and iconic standing poses. Her journey as her own personal brand has been powerful to watch. When you’re able to take away some of her tactics, your own brand is on its way to becoming just as impactful.