Get Wicked with your business’s brand
Tonight is the 97th annual Academy Awards.
As a past musical theatre nerd, I’m thrilled by the fact that the musical Wicked is nominated in 10 different categories.
But as a marketer, I want you to pay attention to Wicked for a different reason.
Because this soaring musical is a masterclass in branding.
With one very specific takeaway I don’t want you to miss…keep reading.
What does a mainstream musical have to do with your brand?
In short: Everything.
Wicked checks every brand box…
A deep, meaningful message, conveyed in an approachable way?
Check.
Distinguished brand colors?
Check.
Marked differentiators (like gorgeous songs and not one but two female leads)?
Check.
But there’s one aspect that sits at the core of branding, and this is the most crucial element of not only the musical but your business.
It’s the heart of the entire show.
And it should be the heart of your business, too.
It’s what I like to call “Owning It No Matter What.”
Your ride-or-die, no apologies mission.
Learning from Wicked’s mission-centered moment
At this point in Wicked‘s fame, you’re probably at least somewhat familiar with the music.
“Defying Gravity” is the epic hit that leaves you glued to your seat at the end of part 1 (yep, part 2 is coming to theatres December 2025….squeeeee!).
Without going into the finer details of Wicked’s storyline, this song is an emotional conversation between the “bad” witch—Elphaba—and the “good” witch—Glenda—as Elphaba explains her reasons for thwarting her up-until-now hero, The Wizard.
DRAAAAMA.
The song is emphasized by the Wizard’s guards coming to seize them as Elphaba, with Glenda in tow, has just riotously upended his (popular but highly unethical) plans.
And here’s where it gets good (entertaining, yes, but good for your brand).
At the apex of the song, Elphaba sings directly to the guards, letting them know Glenda had nothing to do with her actions against Oz’s famous ruler.
What does she say?
She sings…”It’s me!“
Not once. But twice.
The first time is a clear call to the guards to leave Glenda alone and focus solely on her.
But the second “It’s me!” is a claim.
A proud ownership of her actions.
A battle cry in an assured moment where she stands up for what she did and believes in.
If she’s had any doubt about her ideas and actions, they’re fully banished at this point.
And it’s POWERFUL.
Wicked-ifying your brand
You have to infuse your brand with the same confidence and knowing that Glenda embodies as she sings that second “It’s me!”
To create a strong, successful brand, you have to fully show up, no matter your message or mission.
No matter the risk.
You have to differentiate yourself from the crowd for a reason that matters, whether everyone agrees with you or not.
(And to be sure, not everyone will agree with you…a good sign that you’re doing it right.)
Elphaba’s second “It’s me!” is the bedrock of any successful brand.
It’s standing with both feet firmly planted and claiming what you believe in, speaking directly to the people you know you can help, and ignoring everything else.
So, how do you infuse more Wicked into your wellness brand?
On Thursday, March 6th, brand genius Todd Duff is coming to the Market Your Wellness Biz Membership’s weekly meetup to give a free brand-boosting webinar.
Todd and our team will help you ID your brand and answer any burning brand questions.
No singing required. 😉
