Hamilton, Broadway’s hip-hop musical phenomenon, swept the Tony awards Sunday night, racking in 11 awards in total out of its 16 nominations. The brilliant show took Broadway by storm last August and has continued to capture the hearts of theater aficionados everywhere. Lin-Manuel Miranda, creator and star of Hamilton, paints a bewildering picture of the improbable founding father through his voyage to make a mark on the nation.
According to the Wall Street Journal, “Hamilton is the most exciting and significant musical of the decade” and we think it’s time for brands to learn a thing or two from Miranda’s masterpiece.
1. Do the unexpected
Miranda took the story of Alexander Hamilton and the founding fathers and created a unique work of art. Utilizing rap and hip-hop, he expressed the anecdote in the exact opposite of what you’d presume it to be told. The cast of Hamilton is much more diverse then what history might have divulged. It’s broken boundaries, creating opportunities for all races to play roles that historically they would not represent. Being unique is attractive, especially for brands from a consumer perspective. Customers are fascinated with products and services that are surprising and different. If companies did the unexpected, people might be drawn to learning more about their brand. Ultimately (like the cast sings) “The world’s gonna know your name”, but only if you’re out of the ordinary.
2. Stand by what your brand believes in
Alexander Hamilton was notorious for being ambitious and always believing in his dreams. Although no one stood by his decision to create a national bank, he still moved forward with making his vision a reality. To inspire brand loyalty, companies need to go above and beyond conventional business practices to start a movement consumers can’t wait to be a part of. If brands are confident in their offerings and are as loyal to their fans as they are in return, a strong following with just come naturally.
3. Make mistakes and sacrifices
Throughout his career, Alexander Hamilton made numerous mistakes like having an affair to in turn be blackmailed by James Reynolds. Nonetheless, he owned his mistakes and publicly apologized for his wrong doings. Taking ownership for missteps in your path to success makes you relatable. We’re all humans and humans do make mistakes. Sometimes you have to sacrifice your morality in order to maintain your integrity. Being truthful is better than being fraudulent and transparency is crucial for brand loyalty.
4. Patience is key
Although it took Miranda years to create Hamilton, it was well worth the wait and success that followed. Alexander Hamilton was also patient in his career, which is the key to victory. Big, thriving brands aren’t built overnight. Instead, it takes meticulous time to craft a product to be proud of and make consumers want to support it.
5. Effectively tell your story
“Who lives, who dies, who tells your story?” is one of the popular and concluding tunes of Hamilton and is the essential takeaway. Your story isn’t just what you tell people, it’s also what others believe based on the signals your brand sends. A brand that is efficacious and supportable starts with a powerful story that impresses consumers for years to come. Create a brand that produces fans that only want to praise your products and live to tell your influential tale to the world.
Fully embracing Hamilton’s messages will only propel a business’ success. You too can become a sensation of your industry, just like Hamilton is in the Broadway world. Alexander Hamilton didn’t throw away his shot and you shouldn’t either. If you’ve yet to incorporate these takeaways, it’s not too late. In the words of Alexander Hamilton himself, “There’s a million things I haven’t done, just you wait,” and we sure will be waiting!
Your right hand (wo)man,