Image as strategy, 2,000 years early
Cleopatra managed her image like a brand two thousand years before anyone called it that. What her story teaches about reputation, and how hard it is to repaint one.
June 4, 2022
One of history's most illustrious figures, Cleopatra is renowned for her grace, wit, and power. Despite her complicated legacy, she remains a powerful symbol of charisma and branding, even in the modern era.
People believe there is no replacement for a charismatic brand in the realm of marketing. The life of Cleopatra offers an insightful look at the value of reputation and the strength of branding.
Despite Roman propaganda portraying her as an oversexed temptress, Cleopatra was a highly educated and skilled leader. She spoke at least twelve languages and studied mathematics, philosophy, oratory, and astronomy. She was also good at forging connections, and she surrounded herself with the right people to survive in a competitive political environment.
Cleopatra's brand was particularly strong because of her femininity. Cleopatra favored her grace and charm, using them as tools to inspire troops and win over supporters. Her charisma was considered a divinely bestowed quality, a spiritual gift that gave her a captivating aura.
But the story of Cleopatra's brand also serves as a cautionary tale. Once an image of us has been painted, it's hard to erase. It took a long time for Cleopatra's public image to change after she was accused of murder and seduction for many years.
Finally, the tale of Cleopatra is a reminder of the value of reputation and the potency of branding. In the business of selling anything, reputation is crucial. Just like Cleopatra, we can rise to the top of our fields by developing our charm and fostering strong relationships.
