Power Trippin': Branding Tips and Takeaways from J. Cole

Rap feuds have long been a staple in Hip-Hop culture. I can remember being in elementary school tuning into the BET docu-series “Beef'' to see episodes featuring the likes of Lil’ Flip and T.I on who would claim the throne as “King of the South” (probably should’ve been watching Disney Channel to be honest, but hey!)

Anyway, rap is something like a competitive sport, so a little friendly (or not so friendly) competition now and then is expected. This year gave fans a lot to tune into: from Nicki Minaj and Megan Thee Stallion’s vitriolic dispute to the outright war between Future, Metro Boomin, Kendrick Lamar, Drake, and Rick Ross (Ross jumped in for French Montana though, right? Who knows what’s going on.) And wait, let’s not forget Chris Brown and Quavo? - the list goes on and at this point, my head is spinning.?

Amidst all the back and forth mentioned, one artist's recent experience offers valuable lessons in personal branding: none other than Mr. Jermaine Cole.

J. Cole's journey through the rap game has been nothing short of remarkable. Despite earning his place among hip-hop's Mount Rushmore of the 2010s alongside Drake, Nicki, and Kendrick, he was seldom viewed as being the “#1” emcee in his era. And that is something that he didn’t dispute until fairly recently. In songs like “Middle Child”, he took ownership of his place in hip-hop while inevitably working to claim that top spot. Nevertheless, he carved out his own lane, focusing on lyrical prowess and authentic storytelling. Yet, despite his undeniable talent and respect within the industry, Cole found himself embroiled in a high-profile feud that put his branding to the test, ultimately propelling him to find the quickest exit.

When Kendrick Lamar sent direct shots at J. Cole and Drake on Future & Metro Boomin's track "Like That," it sparked a response from Cole on "7 Minute Drill", a track featured on his new mixtape ironically titled “Might Delete Later.” While many fans anticipated a fiery retaliation, Cole's response fell short of expectations for some. I thought it was perfectly stated, considering the remarks he was responding to from Lamar, but some felt it lacked the intensity expected in a rap feud, leaving them wanting more. Shortly after the track’s release, Cole would take the stage at his Dreamville Festival to recant his diss and extend an… apology to Kendrick. This disconnect between Cole's messaging and his actions highlights the importance of having a true understanding of your brand so you don’t deviate far from what makes sense for it.?

Authenticity in Messaging

J. Cole's misstep serves as a reminder that brand messaging must align with one's true values and purpose. While his lyrics often hinted at a desire to claim the top spot in hip-hop and his willingness to “smoke” any rapper in his way, his response to Kendrick's diss, namely the apology, felt a bit out of character. This is the same guy who has been blazing all of his guest feature appearances for the past year, finally stating his claim as the number-one rapper in the game. When you make such a claim in hip-hop, you’d better be ready to fight to defend it. Now, in the world of personal branding, consistency is key. Any deviation from your authentic self can undermine your credibility and erode trust with your audience. Cole's experience underscores the need to stay true to your brand, even in the face of adversity. Maybe the apology was more aligned with his true values as J. Cole the person, but the message he’s sent out over the past year as J. Cole the rapper does not correlate with it.

Understanding Your Audience?

Despite his misstep and the inevitable chink in his armor, J. Cole's legacy should remain intact. His fanbase and rap fans at large recognize his contributions to the genre. However, his apology and the subsequent removal of the diss track from streaming platforms raised eyebrows within the hip-hop community. Now maybe this works in other industries, but rap? No one expected an apology, nor did anything he said in his response warrant an apology. (Trust me, many rappers have said MUCH worse in the past and present.) By failing to understand his audience and their expectations, Cole risked damaging his reputation and diluting his brand. Personal branding requires a deep understanding of your audience's preferences. Rap fans never want an apology! Failing to align your actions with their desires can have lasting consequences.?

Protecting Your Brand Identity

In this fast-paced world, reputations are built over time but can crumble in an instant. Every decision you make, whether in your personal or professional life, reflects on your brand. Cole has spent the last fifteen years building up himself as one of the most respected emcees, past or present. While one decision is not going to ruin that entirely, it has definitely raised questions and has many wondering “Has he ever believed what he’s said about being the best?” Emotions can cloud judgment and lead to impulsive actions that can damage your reputation. Let J. Cole's experience serve as a cautionary tale for anyone seeking to cultivate a strong personal brand. Protecting your brand identity requires careful consideration of every move you make and a commitment to upholding your values, even in the face of adversity.?

As J. Cole navigates the complexities of the rap game, his experiences offer valuable insights into the importance of personal branding. By staying true to his authentic self, understanding his audience, and protecting his brand identity, Cole can continue to solidify his legacy as one of hip-hop's most respected artists. But in the words of Nicki Minaj on her 2014 album track ‘Want Some More’ - “you n-ggas apologize when a n-gga diss you? That’s a big problem.” As we reflect on his journey, let us heed the lessons learned and apply them to our own endeavors in personal branding. After all, in the ever-changing landscape of the music industry and beyond, mastering your brand is essential for success.

Do you think J. Cole’s apology aligned with his personal brand and spoke to his true authenticity? Or could this possibly be a new approach for the rap game with J. Cole leading the charge? Let me know what you think in general!