What Snoop Dogg's LinkedIn Debut Has Taught Me About Branding

Snoop Dogg , the rapper known for his everlasting love for 'the weed' and music lyrics too explicit to share here, joined LinkedIn last week. He is now one of LinkedIn 's Top Voices; a platform traditionally associated with professional networking.

As a kid in my teens, I'd steal my older brother's Sony Walkman and listen to Snoop's first album (or cassette tape) over my break at school. The name of this album is too NSFW to share here, yet the man now graces my feed with business insights and motivational quotes.

The Changing Perception of Success

Back in the 90s and early 2000s, Hiphop was for thugs and cannabis was often associated with outlaws and rebels. Fast forward to today, and rapper IDK is teaching at Harvard, Nas has a Harvard Fellowship named after him, and the cannabis market, as reported by Fortune, is currently worth around USD 52.1 billion.

This evolution of what it means to be 'successful' or 'respectable' in the digital age, as exemplified by Snoop Dogg's presence on LinkedIn, has been nothing short of fascinating. Having had the privilege to work for many years in marketing, I've witnessed firsthand the transformative power of branding in shaping perceptions and creating narratives.

What intrigues me most about this Snoop situation, though, is his open discussion about cannabis, a topic that was once shrouded in taboo. Back when I was listening to his music, the substance was heavily demonized. It's a stark contrast to the present, where its medicinal and recreational potential is acknowledged by many.

Snoop Dogg's willingness to embrace this change in perception and talk openly about it on a professional platform like LinkedIn underscores the shifting attitudes towards substances that were once considered off-limits.

Beyond Snoop: How The Internet Has Decentralized Branding

But it's not just about Snoop Dogg. It's about the brand he's carefully crafted and navigated over the years. The broader concept of decentralization that the digital age has brought forth parallels the world of branding and identity.

In the past, people’s identities may have been limited to a singular image associated with a person’s professional role. However, the rise of social media and online platforms means individuals can now showcase multiple facets of themselves. A CEO of a tech company, for instance, might use LinkedIn to share insights about business , but also express their love for cooking on Instagram, creating a more multifaceted and relatable personal brand.

We've also witnessed brands transcend their role as mere products or services; they have now become symbols representing values, beliefs, and even personal identities. For instance, an outerwear clothing company like Patagonia might not only focus on selling athletic apparel, but also align itself with social and environmental causes. This expanded branding approach transforms the company from a mere purveyor of products to a symbol of a lifestyle and set of beliefs.

Just as education has democratized through the internet, branding has too. The lines between personal and professional identities are blurred, allowing brands to connect with audiences on a deeper level.

LinkedIn and the New Era of Personal Branding

In this context, platforms like LinkedIn have evolved beyond their original purpose. They've become spaces where multifaceted identities can thrive, where a rapper and a CEO can coexist within the same virtual profile. This is a testament to the power of branding in crafting a narrative that transcends stereotypes and expectations, creating connections that were previously unimaginable.

As we navigate this new landscape, it's a reminder that the heart of effective branding lies in embracing change. What was once considered edgy or unconventional can evolve into something mainstream and accepted, just as Snoop Dogg's journey from the streets to the boardroom exemplifies. He has transformed his personal brand from lyrical innuendos to professional insights, demonstrating the power of strategically adapting to change while staying authentic.

So, the next time you come across Snoop Dogg's musings on LinkedIn, remember that this is more than an individual transformation. It's a masterclass in branding evolution. In a world that's increasingly interconnected, your brand's ability to adapt, grow, and surprise is what keeps it relevant and captivating.

After all, the beauty of strategic branding is in the unexpected narratives it weaves.