Katie Price on personal brand: 'I've never put my name to a brand that's not my own'

Katie Price, whose alter ego is glamour model Jordan, told Advertising Week that she has "never put my name to another brand that was not her own", while stressing to the audience that she was open to offers.

Katie Price: onstage at Advertising Week
Katie Price: onstage at Advertising Week

In a session hosted by Time Inc UK and chaired by Now magazine editor Sally Eyden, the panel discussed some of the tenets of building, maintaining and evolving "brand you".

The former glamour model, author, businesswoman, TV star and recent Celebrity Big Brother winner said she came from nothing and built her brand entirely "from common sense".

"Start small, be realistic and grow from there," she advised.

"My brand is Katie Price and then Jordan – the fun one. It’s quite versatile and I try to cater for everybody. When it’s your own brand, it’s all about yourself and you can control it."

Meanwhile, Robin Wight, the president of advertising group Engine and a renowned creative, described his own brand as "colourful, eccentric with many wives".

Clearly an admirer of "brand Katie Price" and lauding her honesty, openness and straight-talking nature, Wright admitted he would like to shadow her for a day. He said: "You’re an unconventional brand and I think an unconventional brand can teach conventional brands a lot."

Meanwhile Kathleen Sexton, founder of recruitment consultancy The Lighthouse Company, said her brand was "mischievous, open, brave, kind and short", insisting that the key to establishing a personal brand was being authentic.

Wight agreed. "The most successful brands are built on truth," he said, adding that identifying that truth is key to establishing a brand, be it personal or commercial.

Asked about how she created her dual brand of Katie Price and Jordan, she refused to take the credit and instead blamed the media. "Magazines would put Katie Price on the cover if I’d had a good week and Jordan on the cover when I was having a bad one," she said.

But, while she "hasn’t done any Jordan work for a while", her two brands meant she could "cater for men, for kids and mums".

Wight compared her with Ed Miliband. "You have created two brands and he’s unable to create one."

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