If you haven’t been “bumping that” all summer like we have, you’re sure to at least have heard the term “brat summer,” or seen a neon green album cover with plain text online over the past few months. Charli XCX, a British pop innovator known for pushing boundaries, took a bold step with her newest album Brat. Her whole vibe defies mainstream conventions. Released during her rise to the throne as queen of the hyperpop genre, Brat showcases Charli’s experimental style. She accomplishes this signature voice by blending that autotune production we know and love with raw, unfiltered emotion. You might be thinking, how the heck are we going to connect Brat to a blog about business and digital marketing strategy? You’ll be surprised at what we can glean from this iconic moment in pop culture. In both music and business, branding plays a crucial role in defining identity and building connection with your audience.
Now, what exactly can Brat teach us about branding? First, a strong brand identity is like your signature — when people see it, they know it’s you. Second, don’t be afraid to switch things up. Embracing change keeps your brand fresh and keeps your audience on their toes, just like Charli’s boldness does for her brand and her fans. Finally, let’s get real — embracing your most honest self builds trust and makes your brand unforgettable. Once again we can take a page out of Charli’s book and let your true colors shine without inhibitions. Radiant can help you redefine that shine 365 days of the year (see what we did there?).
The impact of a strong brand identity
A strong brand identity is like your outfit on a first date — you want to look good, feel good, and make a lasting impression. For brands, this comes down to visuals, messaging, and tone. Charli XCX masters all three of these areas in her record Brat. The visuals, a vibrant and eye-catching color paired with a simple text, make a statement. Funny enough, Charli detailed in an interview that her notably simple album covers all follow this trend which she primarily started to save money on design, but has now become such an iconic part of her branding. To say the least, these visuals pique interest in consumers by doing something we don’t see often. In the case of Brat, she’s taking a color that isn’t particularly popular and pairing it with a title that typically has a negative-leaning connotation. These stylistic elements match the paradoxical energy that embodies the whole album. This juxtaposition of messaging and tone are revisited again and again in her lyrics as well. The most obvious reflection of this is seen in her upbeat and fun tracks that are often met with lyrics that tackle complex and emotional subject matter like reflecting on the impact your parents have had on your upbringing, societal comparison between women, etc. Brat was a turning point in her style, filled with hyperpop beats, futuristic visuals, and a soundscape that felt like it was straight from another planet. Her bold choices set her apart and have solidified her brand as edgy, fearless, and creative. Charli’s evolution shows that nailing your brand means knowing who you are and wearing it proudly!
We’ve said this before, and we will say it until we’re blue in the face: when it comes to branding and digital marketing, consistency is key. Charli consistently delivers an evolving aesthetic that still feels true to her identity, and that’s how you build loyalty. She consistently shows up as herself, even if her look is different from one album to the next, her fans know she will deliver. Know your audience and speak their language. Charli’s hyperpop vibe might not be everyone’s cup of tea, but her audience loves it because it’s her sound that has evolved with her over the years. The lesson? Be unapologetically yourself, and use your brand’s look, story, and style to make people feel connected to you on a deeper level. If you do that over time, it’s a surefire way to build trust and loyalty in the community that you’re building within your brand or digital campaigns.
Let’s think of some real-world examples of companies with strong brands. Take Nike, for instance — the brand is practically the poster child for consistent, iconic branding. Whether you’re watching an emotional commercial featuring your favorite athlete or simply seeing that famous swoosh on a pair of kicks, you know exactly what Nike stands for: determination, grit, and the power of sport to change lives. The magic? Nike has never wavered from this core message and mission. They know their audience craves empowerment, so they deliver it again and again, whether it’s on a billboard or your running app.
Or consider Glossier, the beauty brand that’s built a whole world around “skin first, makeup second.” With soft pinks, minimalist design, and “you-look-great-without-makeup” vibes, Glossier nails consistency. It’s not just makeup; it’s a message of self-love and confidence that customers feel on a personal level. By staying true to this unique aesthetic and mission, Glossier has created a community of fans who feel more like friends than customers. Define your vibe, make it unmistakable, and stick to it — when your brand is consistent and true to itself, you create something people genuinely want to be a part of.
Not being afraid of change
We are the first ones to recognize that change can be scary, but staying the same forever can limit your growth potential (and it can be really boring)! Discomfort is the first step to growth and evolving into being the best version of you, and your branding! Charli XCX doesn’t just flirt with change, she goes right in for the first kiss with vulnerability and discomfort. Since the release of the original Brat, she has created two iterations of the same album, adding features from other artists or simply a deluxe version with more songs. She posted on her Instagram saying that she has always “had a bit of an issue with songs coming out and being cemented as one thing for eternity.” She continues, “I think songs are endless and have the possibility to be continuously broken down, reworked, changed, morphed, mutilated into something completely unrecognizable. That’s what I was wanting to do with this record…”
This is a fresh perspective on music, and can honestly be applied to not only brand identity, but life in a more general sense. Why do we put so much pressure on our brands, our businesses, and ourselves to constantly show up as the most perfect version? Art and life were not created to be perfect, they were created to be constantly evolving. Charli so beautifully captures that sentiment in her reflection about all that has come from the original album on IG.
When it comes to branding, embracing change might feel risky, but it’s often the best tactic to grow. One of the greatest ways out is often through, and yes it can be messy, but it all compiles to create depth and meaning to your journey. Staying stagnant can make your brand fade into the background, while adaptability opens up opportunities for breakthroughs. The trick is to anticipate trends, not just follow them. And let’s take another page out of Charli’s book here — evolution doesn’t mean throwing out your whole identity. You have crafted the brand identity you have for a reason, so build off of the bones you already have in place. Brands can innovate while staying connected to their values and what makes them unique.
Embrace your most honest self
Every tour video and interview makes it more and more obvious that Charli XCX is the queen of keeping it real, and Brat is a masterclass in embracing your most honest self. This album isn’t just a collection of bops, it’s her unfiltered thoughts, raw emotions, and personal style wrapped in a simulation glitch of an album. Charli’s DIY spirit shines through, from her openness about creative struggles to her bold choices in self-expression. She doesn’t hide behind a polished, perfect image, and fans eat it up. Why? Because when you’re that real, people feel it. They connect with the vulnerability in her lyrics and the wild creativity in her visuals, and that connection is pure gold.
Take notes on this curly-haired queen, there’s a lesson here for branding: authenticity wins hearts. Consumers can spot fake energy from a mile away, and nothing builds loyalty like being genuine. Sharing your behind-the-scenes moments, your values, or even a few struggles makes your brand more relatable and human. Yes, professionalism and diplomacy are important; however, being raw and allowing yourself to make mistakes and learn from them is more admirable than doing what everyone else is to stay relevant. When you let people in on the messy, real parts of your journey, they’ll trust you more. Whether you’re a brand or a pop star, authenticity fosters that long-term loyalty everyone’s after.
Authenticity goes beyond polished campaigns; it involves showing the struggles, values, and humanity behind the product. By sharing raw moments and the behind-the-scenes journey, brands become more relatable, fostering a sense of community and loyalty among fans who see themselves reflected in the brand’s journey. In a crowded marketplace, standing out is easier when a brand isn’t afraid to be unique, bold, and true to itself. Ultimately, authenticity builds a loyal following and drives sustainable engagement because people don’t just want to buy a product—they want to believe in the people and story behind it.
So, forget the over-manufactured, too-perfect-to-be-true branding. People want the real deal, not a glossy version of it. We never thought we would be learning about digital marketing and branding from a pop icon, but we can all be more like Charli in this way — raw, honest, and unapologetically yourself.
Time to “Rewind”
In the world of branding, Charli XCX’s Brat is a goldmine of lessons. First, a strong brand identity is crucial. Whether you’re a pop star or a business owner, having a distinct look and feel makes you unforgettable to your target audience and beyond. Next, don’t be afraid of change! Like Charli’s genre-bending evolution and paradoxical nature, embracing innovation keeps your brand fresh and exciting. And finally, authenticity is everything. Being real and honest builds trust and deepens connections with your audience that keep them coming back for more.
These lessons aren’t just for musicians, though, they’re universal! From startups to established businesses, staying true to your brand, adapting when necessary, and showing what sets you apart from the rest are keys to long-term success. Brat marked a defining moment in Charli XCX’s career, showcasing her fearless creativity and cementing her place as a trailblazer in the music industry.
So, what about your brand? Take a page from Charli’s book. Reflect on how you can strengthen your identity, embrace change, and be more authentic in your approach. The world is waiting for the real you — so go ahead, make your mark! Unsure where to start? Radiant Media has you covered. We’d love to “Talk talk” about how to take the “Guess” work out of your digital marketing strategy.