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A company or personal brand is as essential as bugs are to the ‘I’m a celebrity’ jungle.

You know that there will be gruelling bushtucker trials, drama between members of the camp or even a romance! And lest we forget – the reason why the camp mates are continuously papped outside the gym before entering the jungle – the shower scenes aka their covering letter for a new modelling contract.

Before you even start watching, you know exactly what you’re in store for. It’s the ‘I’m a Celebrity’ brand and, without even knowing it, viewers can be subjected to a whole rebranding process.

It’s the same with this year’s favourite – “Toff” (Georgia Toffolo). Disinclined, unamenable or unwilling aren’t words that you’d associate with her.

Before this programme, would you have thought that a posh, public school girl like “Toff” would have remained positive, even after being locked in a cage with 4 different types of python? Us neither…

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What is branding?

Quite simply, branding takes you from a D lister to an A lister.

It’s how you wish to be viewed, what you’re known for, and more importantly, what customers can expect from your product and service.

It’s what puts you a cut above the rest and makes you stand out from the crowd.
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Define what your brand stands for:

Rebecca Vardy stated that she joined the jungle because she was more than a WAG. She wanted to be known as Rebecca, rather than “Jamie’s wife”.

Are you reliable? Are you customer focused? Are you speed driven? Define what your brand stands for and build your values around that.

Put yourself out there:

Unless people know that you exist, how can they know who or what you stand for? Like camp mate Stanley Johnson, you must put yourself out there in order for people to understand who you are.

Build a fanbase:

Would you be able to tell your friend about a great Christmas gift you found, if you couldn’t remember who made and sold it? Word of mouth is a very strong referral source and a profitable one at that! But this wouldn’t have been possible if you hadn’t created a memorable brand which you adhere to.

Looking at the bookies, Toff certainly has done just that!

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Yes, branding does set you apart from the competition!

We all know that the duo; Ant and Dec have been through a PR nightmare recently. Before the show commenced, it looked as though the double act of 28 years were about to split up – with Ant McPartlin entering rehab to receive treatment for his addiction to booze, prescription painkillers and other “unnamed substances.”

But their brand is so strong that despite this, the twosome live on! They even addressed the elephant in the room with just one line to reference Ant’s public indiscretion. And that was all it needed.

People connect to personalities of people on the show just like they buy into a company’s brand personality.

So, build your brand, adhere to it and live by it.

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