Seven Branding Lessons from Glee (upgraded from Six!)

By simon | 14 February

Love it or hate it, you can't ignore Glee. The American singing comedy sensation has proved a massive success around the world with bands of 'gleeks' devoted to the show and even creating their own tributes to the show across social networks.

But outside of the adventures of Will Scheuster's team of outcast vocalists, there are some great lessons to be learnt about branding and marketing from the show, the idea and the cast themselves.

1. No matter how bizarre the idea, it might just work.

Ever sat in one of those meetings and had an idea about marketing or branding that you think everyone is going to laugh at you about? Then don't worry. Do it. Really. On paper, no-one really should have taken the Glee concept in the slightest bit seriously. But it works in so many ways. Take a gamble.

2. Your brand can mean more than one thing to different people.

One moment Noah is the mohican-wearing football jock, the next minute he's singing love duets to Rachel. He's still Noah and we all still love him. But depending on whether he's on the grass or in the music class, he can transform himself to suit surroundings. Your brand can do the same.

3. If everyone is bigger than you, doesn't mean to say you can't beat them.

Arty is in a wheelchair and in the football team. Enough said.

4. Every brand needs an enemy.

One of the best ways to strive for greatness is to compete against someone bigger and better than you. The Schuester vs. Sylvester battle is the stuff that good brand battles are made out of. Think Virgin vs. British Airways. Think Coke vs. Pepsi. Sometimes the only way to gain market share is to take it from your closest competitor so you may have to get your hands dirty at some point and get into a fight. Be prepared.

5. Keep It Simple Stupid.

Okay. So Brittany might not be a good example. But frequently many of the best ideas, storylines, quotes and emotional moments come from watching the simplest moments. Brittany never over complicates her feelings. She never over-complicates her message. Brittany says what she thinks. Take a leaf out of her book. If you want to tell your customer's something, keep the message clear.

6. Just looking good isn't good enough.

Your brand and your business need depth. They need more than a shiny coat and a set of nice white teeth. Look at Finn and Rachel. The perfect couple and lacking in any sort of susbtance whatsoever. Peel off the top layer of your brand and see what's there. If you're staring into empty space, you've got a problem.

7. Even if everyone around you looks the same, you can still stand out.

Darren Criss plays 'Blaine', an openly gay student at Kurt's new school. It's a formal boys school and haircuts aside, rigid uniform codes make everyone look the same. But Blaine stands out as a leader through his voice, his personality and his thick eyebrows. In a room of uniformity, he sets himself apart from the crowd. Even if everyone around you looks the same and has the same offer as you, whether you're competing against direct competitors or indirect competitors, your individual brand personality can make your identity. Failing that, just get a big pair of eyebrows.