Repositioning of the Royal Brand

Royal Wedding Repositioning their brandRepositioning the Royal brand so it remains relevant is no doubt a strategy the British Monarchy are comfortable pursuing if the recent wedding of Prince Harry and Meghan Markle and her presence in the Royal Family is any indication to go by.

I was one of the millions of people who tuned in to watch the wedding broadcast throughout the world and I could not help notice and celebrate a significant and refreshing shift to the Royal brand. As lavish as this event was there was something much bigger playing out.

The combining of British traditions with modern diversity in a beautiful multi-cultural ceremony that included The Kingdom Gospel choir, the charismatic and captivating Bishop Michael Curry from the Episcopal Church in North Carolina and the powerful image of an independent bi-racial woman walking herself halfway down the aisle, we were witness to something we have never seen before at a Royal wedding and it was repositioning the Royal brand right before us, for the better.

There are many things to like about Meghan Markel and the relevance she can bring to the Royal brand and now that she has officially become the Duchess of Sussex she has her own bio on the Royal Family website that describes her education and career as an actress and her involvement in years of charity work and activism for social justice and women’s rights. The difference with this bio is the inclusion of a big and bold direct quote from the Duchess herself; “I am proud to be a woman and a feminist”.

Duchess of Sussex Royal Bio Feminist Quote

This modern expression displayed on the Royal website shows us how far the Royal Family are willing to shift to remain in touch with the modern world. One of the cornerstones of any good brand strategy is differentiation, and it seems the Royal Family are embracing the difference Meghan brings to the Monarchy and gladly promoting it. For the Monarchy to remain relevant to ensure it’s survival into the future this repositioning of their brand is pivotal.

Emma Ferris


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