Branding Lessons We Can Learn From “Moesha”
Now that “Moesha” is on Netflix, I have even more of an excuse to embrace the fashion trends of the late 90s and 2000s, pull out my journal every night, and of course, watch more Netflix.
After rewatching some of the episodes with new eyes, I can’t help but notice the marketing and branding strategies at play. Intentional or not, there’s definitely something we can all learn while we’re binge-watching.
Here are just a few of the takeaways that I got from the first three seasons:
Lesson 1: Prime Your Audience
In the opening scenes of “Guess Q’s Coming To Dinner” - Season 2: Ep. 14, we find Moesha scrubbing the kitchen floors on her hands and knees while wearing tattered, raggedy clothing. Her family walks in and piles dirty laundry on her and leaves her with their chores.
All of a sudden, Q, her prince, comes to rescue her and places a slipper on her foot. She’s instantly transformed into a beautiful princess-like character wearing a dazzling ball gown.
This episode was originally released in January 1997. I believe it was a silent nod to her upcoming project, Cinderella, which featured a star-studded cast and would release later in November of that year. They are intentionally priming her audience by showcasing samples of what’s to come.
When it comes to your brand, priming your audience for what’s to come is crucial. Think of it like a good makeup primer. If you don’t prime first, you run the risk of it not sticking later. Some ways to prime your audience before a big launch or promotion include, blog posts, teaser videos, live video series, e-books, worksheets, and the list goes on. Whatever you choose, just make sure it’s something that doesn’t give everything away but also attracts your ideal audience so they look forward to what’s next.
Episode to Watch: Season 2: Ep. 14 - “Guess Q’s Coming To Dinner”
Lesson 2: Share The Spotlight
As with most Black sitcoms in the 90s, Moesha featured high profile, and sometimes up and coming musicians as live performances or even characters with their own story lines. While some would think that this could potentially steal the spotlight from Brandy, and her own musical endeavors, I really enjoyed how she used her platform to elevate other musicians in her industry.
There is always room for collaboration, even with brands that you view as your competitors. Consumers like having choices, especially if they are recommended by a brand that they already trust. Instead of being afraid of losing customers by collaborating with similar brands, be sure that your branding, aesthetic, and overall customer experience is strong and you won’t have to worry about the competition.
Episode to Watch: Season 3: Ep. 8 - “Keepin It Real”
Lesson 3: Highlight Your Interests
Throughout the show, we know that Moesha has aspirations of becoming a writer. Whether it’s through her reflective journal monologues or her work with the school newspaper, we gain a perspective on something that is important and interesting to her. It is through these glimpses into her goals and aspirations that we begin to humanize her and root for her when times get tough.
Highlighting your interests is a great way to establish your niche and attract an audience that further identifies with you. This could be as simple as your love of horoscopes and astrology or as unifying as seeking justice for underserved communities. Finding ways to incorporate your interests into your branding will definitely help you stand out from the crowd.
Episode to watch: Season 1: Ep. 12 “The Ditch Party”
Did you notice any other branding and marketing takeaways from “Moesha”? Share them in the comments below!