Harry and Meghan: 5 things the couple did to revamp their brand

Prince Harry and his wife, Meghan, have overhauled their online presence, launching a website under their new brand.

Titled “The Cabinet of Prince Harry and Meghan, the Duke and Duchess of Sussex”, sussex.com has a majestic-looking coat of arms on the main page.

The Archewell brand, from the NGO they created for charitable and media activities, is now on an internal page of the website, available through a link on the main page.

It’s easy to imagine that advertising specialists have fine-tuned every detail of fonts, photos and texts to sell the page. But after all, what are Harry and Meghan trying to say?

1. MESSAGE OF WELL-BEING

The site’s main page is dark blue — a color marketers like to associate with feelings of trust and quality, not to mention royalty itself.

After a few minutes, a photo of the couple is uploaded, in which they both appear smiling and clapping: it is a message of well-being, positivity and unity.

The image was taken at the closing ceremony of the latest Invictus Games, an international military multi-sport event created by Prince Harry.

2. THE OFFICE OF…

There is an ex-presidential atmosphere on the new website, with the use of the expression “cabinet”, the coat of arms and pages dedicated to future goals and biographies that recall triumphs and awards achieved.

The goal is to look elegant and simple. But it’s a style that could also work for advertising expensive chocolates.

And why sussex.com? The H&M domain was probably already being used (by the clothing brand H&M).

3. CONNECTIONS WITH ROYALTY (OR LACK OF THEM)

There is no mention of any other royals in the couple’s biographies.

In general, the attempt to use connections with royalty as an advantage generates public outrage. But in the case of Harry and Meghan, what is striking is the lack of any mention of the British royal family.

Prince Harry’s profile mentions his military career, the charities he supports and his memoir What Remains (Editoria Objetiva), but nothing about being fifth in line to the UK throne.

But reducing the exposure of the Archewell brand makes sense if they intend to have a more personal public role. After all, the concept of Archewell can be confusing – is it a charity or a media company?

Now it’s about their brand as individuals rather than their corporate structure.

4. MEGHAN AS A FEMINIST

Meghan decided to focus her brand on her work supporting women, with her biography presenting her as a “feminist and advocate for human rights and gender equality.”

“Throughout her life, her advocacy for women and girls is a constant element in her humanitarian and business endeavors,” it reads.

It is a clear positioning and signals the type of projects that may be in progress. It’s a CV that doesn’t really mention her time in the royal family – the only mention is her marriage to Harry in 2018.

Instead, it highlights her acting career and her role in social issues, without mentioning Buckingham Palace.

5. TITLES

The two are no longer active royals, but at one point their family connections become evident.

Harry and Meghan’s biographies use their children’s royal titles, describing them as “Prince Archie and Princess Lilibet.”

This text was originally published here.