Relating to Erving Goffman’s Impression Management,people are always trying to shape their audiences’ impression about themselves by some specific ways,such as posting fancy life-style images in social media platforms to create an image of rich man and so on.Although these identity constructions may have a certain level of uniformity and deceit, they can still bring significant benefits and wealth. We know that being an internet influencer can be very lucrative, as they successfully create various personas online, such as beauty bloggers or lifestyle influencers, attracting many potential advertisers, even if they are just 18 years old. Through this successful identity establishment, they can earn money in the digital world. Similarly, brands can utilize personal IP in the digital realm to open new avenues for promotion. This kind of personal IP marketing can often serve as a subtle form of indirect advertising, allowing customers to receive brand messages without realizing it, thereby becoming aware of the brand.
Holiland’s success
For example, the well-known Chinese cake brand “Holiland,” which was founded in 1994 in Lanzhou, China, was once one of the most famous cake brands in the country. However, due to management issues, its sales declined. In recent years, this cake brand has made a comeback, creating a new cake trend in contemporary China. One successful reason for this resurgence is the personal branding of the CEO’s second son, Luochen. By managing the “Luochen Boss” Douyin account, he shares various “socially anxious scenarios” from his daily work life. What makes it unique is that he portrays the perspective of a socially anxious boss who grapples with whether to greet employees and worries about making awkward comments in front of clients.
Through the creation of this humorous and relatable persona of a socially anxious new boss, the “Luochen Boss” account initially attracted a following as a comedy influencer. From the very beginning, the account made it clear that it was the real boss’s account and reflected his real life. This transparency led people to comment and speculate about which company he actually runs. By leveraging this mystery around his identity, the account managed to retain a portion of its audience, marking the first stage of personal IP for the cake brand Holiland.
In addition to the humor, the “Luochen Boss” account also showcases Luochen seriously making cakes, creating a striking contrast with his introverted persona and surprising followers.
Conclusion
At times, brands need to cultivate a positive image to attract customers. Effectively utilizing Erving Goffman’s Impression Management theory can play a significant role in brand marketing. By carefully crafting how they present themselves and their narratives, brands can create appealing identities that resonate with consumers, ultimately driving sales and fostering loyalty.
referece list:
1.https://mp.weixin.qq.com/s/Mt_n3oAIwDXl4RZLer-Y0A
2.Videos from Douyin account number:2ge2ge2ge
3.pictures from:Holiland 好利来官网
