How to Brand Yourself as a Model
In the modeling industry, the model is the product. As a model, the model is their own "brand", if you will. There are two ways to brand the model as themselves and as their character. Both have very different implications and shape how they will be perceived.
Branding as Oneself
When a model displays themselves as the character, they are putting themselves in a very precarious position. The model is under more scrutiny for their personal life and are putting themselves on a pedestal. The advantages to this is a model is more able to experiment and re-invent themselves over a period of time while giving themselves mild celebrity status as themselves. The disadvantages to this type of branding are being put on a pedestal and the likeliness to being judged for things that are non-industry related.
Branding as a Character
When a model creates a separate character for them self, they are affording themselves a fair amount of privacy. A character, however; requires more thought. When creating a character, it must be well defined, have a certain look; personality; and name. Once the character is created it is damaging to the brand and brand dilution if any of those three characteristics are change. For example, imagine watching your favorite show, would you be too happy if the lead character was a tall blonde fit preppy student named Jenny one day was renamed Sue or became a dumb partier or became a short chubby brunette, how would you feel? What would you think? Having a separate character then oneself should also be separate. At no point of time should the lines be blurred between a model and their character if the character as separate as it will open the model up to the same judgment as if the model is portraying them self. The advantages of this type of character are enhanced privacy and separation of personal and business. The disadvantage to this type of character is the loss of creative freedom once established.
Brand Competition
After a model has his or her character in mind, he or she may fall into the common habit of worrying about competition. In reality, unless they are competing in an actual competition, there is little to no reason for models to worry about competing with each other. When wondering if someone is their competition, a model should ask them self, "can this other model be mistaken for me?". If the answer is, "no," the model in question is not competition. When a promoter, publication, photographer, etc have an idea, it usually is very specific and only one person can fit. If the promoter, publication, photographer, etc., mention multiple names for an idea, it is not because the models are in competition, but because they can see the idea going in different directions, targeting different audiences, or want to do a combination of the two. Models need to view themselves or their brand as its own entity and not worry about stepping on anyone's toes and know that every brand should have differences to set it apart. For example, Wal-Mart, K-Mart, and Target are all major retailors, but they have some subtle differences and do not worry about directly targeting each other's clientele nor about stepping on each others' toes. They are successful with the mentality, so models should take notice and follow.
Branding is very important to models. There is no "one-size-fits-all" formula, but I've outlines some basic guidelines. Experiment with what may work for you, but be careful that you do not make changes or create a character that will impact your career negatively.
Branding is very important to models. There is no "one-size-fits-all" formula, but I've outlines some basic guidelines. Experiment with what may work for you, but be careful that you do not make changes or create a character that will impact your career negatively.