From Inc · · 1m 20s
Serena Kerrigan's Personal Brand Strategy
Serena Kerrigan built a dating empire around her face, then left it off her book to reach strangers.
In brief
Serena Kerrigan built a dating empire around her face, then left it off her book to reach strangers. Serena Kerrigan separated her personal brand from her face to build products that reach strangers. Originally reported by Inc.
Serena Kerrigan's Strategy
Serena Kerrigan decided early that every project would earn money without relying on a brand writing the check.
Her Background
Kerrigan has held to this strategy through a live dating show, four card games, a one-woman show, and a Peacock series.
Her Book Strategy
Her book shows how she learned to separate her brand from her face to reach strangers.
The Face vs. Brand
Her face on camera is how people found her, but her brand is what she built into products that reach strangers.
Revenue Model
Kerrigan built her company around revenue no single sponsor controls, a lesson from three and a half years at Refinery29.
Live Dating Show
Her Instagram Live dating show started during lockdown as a way to pass time with a team and graphics package.
Bumble Sponsorship
Bumble sponsored a month of episodes, and she treated it as one revenue line while building others.
Key Quote
Content is a business, and every project you do, if it’s not making money, then why are you doing it?
“Content is a business, and every project you do, if it’s not making money, then why are you doing it?”
What it means
Serena Kerrigan separated her personal brand from her face to build products that reach strangers.
