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When it comes to identity, sometimes you just have to pick a side.

Are you a Monica or a Rachel? Do you prefer Coke or Pepsi? Beatles or Stones?

But in the digital age of Facebook likes and Instagram influencers, the real question your brand needs to figure out is whether you're Keeping Up or Shakin' It Off.

Are you a Kim Kardashian or a Taylor Swift?

It's February, so it's peak red carpet season. We're a few weeks removed from the Grammys and on the cusp of the Oscars. We're awash in fashion mishaps, rumours about who's showing up with who, and the powerful emotions of unexpected losers and upset winners.

But perhaps no two Hollywood stars shine as bright on social channels as T-Swift and Kim Kardashian West: two equally recognizable faces with two equally devoted fan bases.

And their marketing strategies could not be more different.

Swift has built her empire on the image of America's Sweetheart, dedicated to random and personal connections with her audience in a real and authentic way. Whether she's taking to Tumblr to offer a backstage experience or personally reaching out to a fan going through the motions of heartbreak, she is focused on building a genuine brand affinity – and in doing so, she has some of the most devoted fans around.

Kim Kardashian just might be the most famous woman on the planet, and she carries a brand cache that is worth billions. However, she takes an altogether different approach to her online persona, her interactions with her fans and the image she portrays to the world. While some may criticize Kardashian for the way she flaunts her ample assets, there's no denying that she understands her own brand and its accompanying currency.

Like her or not, Kardashian doesn't try to be anything she isn't, and she owns her strategy just as much as Taylor owns hers.

What can brands take away from these two differing yet equally successful strategies?

Find what works for you

Kardashian's recent Super Bowl ad for T-Mobile was all about how her fans could use cellphone data to look at pictures of her – which is exactly what her brand is all about. Her Instagram account displays her selfies and fashion choices to her 26.5 million followers, and her television show is focused solely around keeping up with the goings on in her life. Kardashian has used her public channels to curate her image into exactly they way she wants to be portrayed.

Celebrities are brands unto themselves, and they are often at the mercy of public perception. But Kardashian has molded her own storyline into what she wants to portray to the public. Regardless of how she may come off, it is carefully planned and executed. Strategically posting pictures at prestigious events, posing with individuals that exist in elite circles, ensuring her fans get exactly what they want, she has strategically created her own story and fans are eager to turn a new page each day.

Regardless of how or why Kardashian became famous, the fact of the matter is, no one really cares. She's used that foundation to build a brand that works for what she is, and people love it.

On the other hand, rather than turning to social to show herself off, Swift utilizes her platforms to connect with her fans. Whether she's poking fun at herself on Twitter, paying tribute to new music she loves through Instagram, or leveraging Tumblr to handpick gifts for her fans across the globe, she knows her fans are seeking her personality – and that's exactly what she gives them.

Understand your audience

The 2009 Kanye West "Imma let you finish" moment at the VMAs saw fans rush to defend Swift. More recently – and albeit less publicly – Beck felt the wrath of West after winning Album of the Year.

Still, this incident didn't receive nearly the publicity the Swift moment did – and although this is due to a variety of reasons and variables, the main one was that it didn't happen to Swift, and her die-hards weren't involved.

When Kardashian gets attacked people aren't in the same hurry to come to her defense. In fact, it's quite the opposite. Let's reflect on the 2014 scandal of Kardashian cropping her baby out of a photo that she proceeded to post online. The public was quick to enrage and turned to social to do so.

Rather than defend the haters, people wanted to see Kardashian's drama play out because that's part of the intrigue – it's part of the reason people follow her in the first place.

Unlike Swift, whose fans follow because they seem to genuinely like her, people follow Kardashian because they can't wait to see what she'll do next.

This isn't to say that one approach is better than the other. The point is that both women own their strategies and have earned legions of followers in doing so. It is precisely their differences that draw fans to each of them. Be it bewildered fascination or genuine dedication.

So ask yourself: Is your brand a Kim K or a T-Swift? Either one can get you in the spotlight – it's just a matter of how you want to look once you're there.

Mia Pearson is the co-founder of North Strategic. She has more than two decades of experience in creating and growing communications agencies, and her experience spans many sectors, including financial, technology, consumer and lifestyle.

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