More often than not, the measure of successful marketing and/or branding efforts is how recognizable a brand is. Nike is recognized the world over for its iconic Swoosh. The name Coca-Cola conjures up the image of its calligraphic logo. A mention of Michael Jordan conjures thoughts of athletic excellence. A mention of Kevin Hart makes you think of comedic relief.
In other words, these companies and artists have successfully nurtured their brands to global recognition.
Ice Spice is walking the same path these giant brands did in the past. She has built (and continues to build) a brand that industry giants like Dunkin Donuts can tap into to reach the younger generation. Notably, she has organically built a brand that her legion of fans love.
Building Her Personal Brand
While she had been making music, the release of her breakout song "Munch (Feelin' U)" introduced her to the world, especially after she released the music video. The song was original in the sense that it did not use typical samples, allowing Spice to announce herself as an artist unencumbered by the familiar sound of drill songs.
The music video introduced us to her visual identity, which would grow to be a huge part of her brand – her orange curly 'fro coupled with bold and statement-making outfits.
And the results were nearly instant, with her song going viral on social media.
She had launched her brand.
In an interview with The New York Times, she said, "I remember the week 'Munch' came out, I had went to the mall, right? And a bunch of kids started running up to me like, 'Yo, are you the "Munch" girl?' And like, taking pictures of me and recording me."
The ginger crown 'fro became a signature look and an essential part of her brand, which she has nurtured continuously since then.
An Organic Brand that her Fans Love
He has cultivated a fanbase organically, mainly through her socials. Spice's fanbase has been part of her brand-building efforts. They've come up with fanbase names that coalesce around her brand. For instance, they call themselves Munchkins – a name coined from her breakout single, or Spice Cabinets – a play on her stage name.
Their active participation in the growth of the Ice Spice brand has had a positive effect on her bottom line. She can merchandise her image in a wide variety of ways. Her official merchandise online store has plenty of typical merch. She has trucker hats, beanies, and apparel such as hoodies and tees. However, she has a slew of other merch items that play right into her brand perfectly.
For instance, she sells Chia pets, a nod to her signature 'fro. She also sells a princess chain, a nod to her song "Princess Diana," which stems from her fanbase likening her to Princess Diana.
Spice has nurtured her brand from the onset of her career. In many ways, her marketing efforts came naturally to her.
Speaking to Variety Magazine, she pointed out that growing up in New York enhanced her marketing chops. "I feel like that just comes from being from New York, having to be quick on your feet, having to be witty, and having a fast comeback." She concluded by saying, "I think people with a smartass mouth make for good marketers," she pointed out.
So, when she says, "I'm a marketing f—ing genius," we kinda believe her.