La La Anthony Shares 3 Tips To Successfully Build A Positive Brand Image

Celebrities are more than pretty faces on a screen. Over the decades, they have realized that their likeness is a powerful brand tool. They are investing in companies, starting organizations and using their public appeal to participate in social justice campaigns. For instance, Serena Williams founded venture capital firm Serena Ventures to provide funding to diverse founders across various industries. Another example is famed-singer Rihana, known in the business world for her Fenty Beauty and Savage X Fenty lingerie line. 

Among those celebrities turned business professionals, La La Anthony understands how to maintain a positive image in Hollywood. She has expanded her brand to include philanthropic endeavors, writing best-sellers, entrepreneurial ventures and producing. 

“The actor’s mindset is more about what character I’m working on and focusing on; that character’s feelings, the emotions and switching my mindset to that character’s struggles and journey,” Anthony states. “The entrepreneur’s mindset is more about building a brand. What’s next? What other businesses can I get into? How can I continue to grow my brand and my business? Hard work is at the center of it all. Being an actor, for me, is part of being an entrepreneur. It’s one of the things I do, and as an entrepreneur, we do many different things. It all goes hand-in-hand.”

Anthony’s career in entertainment began in high school while she interned at Atlanta’s Hot 97 radio station. She earned her own show from the internship, the wildly-popular Future Flavas, cohosting alongside rapper/actor Ludacris. Her popularity grew, garnering the attention of MTV. In 2001, Anthony joined the TRL and Direct Effect team, making her a national household name. 

“It was incredible,” she smiles. “Something I’m proud of, especially when, for so long, people try to put all of us in boxes. Like, ‘okay, you’re a radio host. That’s all you can do. You did TV, that’s all you’re going to do. You can’t act. You can’t do this.’ When people try to put you in boxes, and you’re able to get out of those boxes and do so many amazing things, it’s a great thing.”

Wanting to prove people wrong, Anthony used her inner drive and confidence to persevere. She took acting classes to work on her craft and began developing a positive brand image around her likeness. 

After her stint with MTV, she started Krossover Productions with her husband, Carmelo Anthony, where they produced the documentary Tyson. Her acting career took off with roles in film and television, including Think Like A Man and Starz’s hit series Power. Additionally, she launched a clothing line and, in 2014, became a New York Times best selling author with the release of her first book, The Love Playbook. She has partnered with LeBron James’ entertainment company, Springhill, to adapt her book into a television series alongside producer Queen Latifah.

Anthony continues to expand her brand through various film productions and business ventures. She is currently an ambassador for Kellogg’s Special K keto-friendly snack bars. On the entertainment side, Anthony has teamed up with Issa Rae to executive produce an upcoming horror comedy, Juju, for Universal Pictures.

She formed the La La Land, Inc. Foundation to provide inner-city children with better schooling options and opportunities they may not be privy to. “Giving back to inner-city kids is important to me,” she states. “I grew up a certain way, and I want to make sure kids have opportunities that I didn’t have. … I don’t think you’re quote-unquote underprivileged just because you live in the inner-city. I want them to be able to have access to computers and resources and things that other kids are able to have.” 

As Anthony navigates through her career, she focuses on the following essential steps to build out her brand:

• Be 100% authentic. People can read through you if you’re not real. Share your story, who you really are; people will respect that.
• Stay humble and remain kind as your brand becomes popular. These attributes can make or break you along your journey. The more people want to work with you, the more projects or ventures you’ll be included in.
• Prepare for the next chapter of your career. Nothing can replace hard work. If you are always preparing, you’ll be ready when the opportunity presents itself. 

“It’s about continuing to grow the things that I have,” Anthony concludes, “The acting, the producing and the brands. You want to have a lot of irons in the fire, but you also want to make sure you see these things through. That’s important.”