Create a Unique Brand Identity That Your Audience Loves
January 30, 2025
You might already have a trendy logo etched onto your door. Perhaps you have a file that shows the exact shade of red and its hex color number for your marketing. But – I hate to break it to you – that doesn’t make your brand identity. Marcos Salazar said, “At its core, your brand IS your reputation. It reflects how people perceive you, what they think about you, and most importantly, what they say when you’re not in the room.”1 How do you build a brand you love – and that others love too? Ah, that requires a little intentionality. Let’s talk late-night talk show hosts.
As the gatekeepers of late-night entertainment, each host felt the pressure to fill the shoes of those that came before. Because their time slots often ran head-to-head, they couldn’t bring the exact same flavor to the table. They needed to stand out.
Johnny Carson
Johnny Carson was widely regarded as the king of late-night TV. For decades, he mastered the art of conversational humor with sharp, improvised wit, impeccable timing and a natural ability to make his guests feel at ease. Many remember his turban-topped sketches with “Carnac the Magnificent” and zany animal interactions. He set the gold standard for everyone else.
Jay Leno
Jay Leno entered the late-night scene in 1992. He couldn’t do what Johnny did, nor did the audience want it. Instead, he found firm footing with his heavily-topical monologues that covered both politics and pop culture. When he stepped onto the streets for his “Jaywalking” segments, interviewing everyday people, he oozed likeability and relatability. His mainstream appeal made him a ratings powerhouse.
David Letterman
His rival, David Letterman, possessed an avant-garde style and dry wit. David pushed boundaries with absurd, self-depracating jokes and quirky segments. His unpredictability and sarcastic approach to fame toed the line, especially with the network. His edginess only increased when he compiled lists of nonsense into nightly “Top Ten Lists” – the segment no viewer wanted to miss.
Jimmy Fallon
Jimmy Fallon, a true viral entertainer, is still going strong on late-night. Jimmy loves light-hearted, family-friendly humor, often gamifying music and skits with his celebrity guests. He’s known for viral lip-sync battles and his Wheel of Musical Impressions. He presents himself as the fun guy that everyone wants to know.
James Corden
Not to be outdone on the music scene, James Corden turned late-night into a spectacle. He blended comedy, Broadway sensibilities, and celebrity culture into one. His “Carpool Karaoke” made him a global sensation, making his show a performance-driven experience, rather than a mundane chat over a mug of coffee.
Conan O'Brien
Who can forget Conan O’Brien, the absurdist underdog? Conan embraced surreal comedy and clever writing with his awkward, eccentric energy. He wasn’t afraid to experiment with his sketches, which gained a loyal cult following. He is often hailed as one of late-night’s most innovative and daring hosts.
Six trailblazers, all in the same industry. They clocked in at roughly the same time each day, in major metropolitan cities, with relatively comparable audiences. How did they each build a unique brand that set themselves apart? Network politics aside, how did they mold their image into one that resonated with their fan base? Even if you don’t consider yourself a late-night comedian, you can approach your own brand in the same way.
1. What is the Purpose Behind What YOU Do?
Someday, a reporter (or a TV host) might wave a microphone under your chin and ask you about your business’s origin story. Before that day becomes a reality, answer the following:
- What inspired you to start your business?
- Why does your work matter to you?
When you specialized in financial planning and retirement, was it because you witnessed your grandfather having to deliver mail on foot until he passed away in his 80s?
Most of us feel driven to achieve a purpose or improve our community. It pulls you out of bed every day. When there’s motivation behind the services you provide, people relate. You fill a need. There’s satisfaction in doing something that MATTERS to someone else.
2. Identify YOUR Strengths, Skills, and Passions
“Every brand needs a story, and yours starts here. Great branding isn’t just about selling a product or service – it’s about giving people a reason to connect with YOU.” Start by thinking:
- What makes you different?
- How are you specialized in what you do?
- Why you and not someone else?
A late night host needs to stand out. So does a physical therapist, an accountant, or a home builder.
Hannah Yelin, author of Celebrity Memoir: From Ghostwriting to Gender Politics, spoke about what made James Corden stand out: "His star image was built around the 'cheeky chappy' persona, which is essentially watching a man-child at play. . . Carpool Karaoke was good, wholesome fun, and it was ever surprising that the biggest stars wanted to be part of that. Perhaps he fitted the Dick Van Dyke in Mary Poppins mold of chipper cockney lad in the American imagination.”2 Why you, Mr. Entrepreneur? You might not be “cheeky” or “chappy,” but you bring a uniqueness of your own. Find it. Put it on paper and roll with it.
3. Capitalize on Your Uniqueness and Quirks (Hint: Get Creative!)
What sets you apart or makes you memorable? Are you “follicly-challenged” or the “hands-down” winner of the annual beard competition? Are you incredibly petite and must constantly wear stilettos? Are you known for your bowties or crazy socks? I bet you can name someone who fits each of these categories.
- What lights your fire?
- What could you do a TED talk about?
- What makes you laugh?
- What subject makes you open up more than anything else?
- How would you describe your “weirdness?”
Conan O’Brien’s team created the perfect logo: it was simply the silhouette of his well-known hairdo. David Letterman sported a wide smile with a noticeable gap between his front teeth. Comedian Carol Burnett always pulled the bottom of her ear at the end of a show. Ellen Degeneres loved to dance to pump up her audience. Maybe you’ll be recognized for the retro cereal box collection behind your desk. Chances are, when you share your quirks, when you’re a little vulnerable, someone out there can relate to you.
4. Know Your Audience
Your brand is all about the people you serve. The ones clapping for you on the front row. Understanding your audience is crucial to building a brand that your audience loves.
- Who is your audience? (HINT: Don’t say “everyone.” That’s the wrong answer.)
- Tell me about them.
- What are their pain points?
- What do they care about?
- How do they connect with you?
The better you know your audience, the more effectively you can speak their language. Tailor your messaging, products, and services to meet their needs. Show them HOW you can make their lives easier, better, or more fulfilling. In return, pay attention to social media comments, reviews, and customer interactions. Gather feedback whenever possible. Look right and left at your competitors to see what works (or doesn’t work) for their audience.
5. Authentically YOU Online
You can be YOU online. Easily. But keep in mind that you need to:
- Be consistent. Use the same logo, color scheme, and tone of voice across all platforms. Consistency builds trust.
- Create valuable content. Share blog posts, videos, and tips that solve problems or inspire your audience. Give your audience a reason to engage.
- Interact with your community. Respond to comments, answer questions, and join conversations. Form real connections.
- Show your personality. Don’t be afraid! Share behind-the-scenes glimpses of your business and highlight customer success stories.
- Monitor your reputation. Set up Google Alerts for your brand name and keep an eye on reviews and mentions. Address negative feedback professionally and proactively.
Jimmy Fallon simply asks his fans for stories. Using specific hashtags, his followers recount tales of their worst first dates, how they quit their jobs, their weird teachers, and then some. Even if you don’t catch his show in prime time, his video segments gather so much attention, you’ll likely stumble on them in your own social media and YouTube feeds.
The Power of Persistence in Building Brand Identity
Building a brand you love – and one that others love too – takes time, creativity and effort. Rarely do late-night hosts enjoy overnight success. They show up every day and stay true to their mission.
At JamboJon, we know that your brand is more than just a business. It reflects who you are and the impact you want to make. Give people a reason to remember you. We can help you share your story and build a marketing strategy to help you find new ways to grow. After all, when the curtain closes and you bid your audience a final farewell, they will remember the authentic YOU.
