Online Marketing Consultant.

Usher Raymond, mostly known as just Usher, is an American R&B singer who shot to fame in the UK with his song ‘You Make Me Wanna’.

The US star recently told Sky News that after selling 37 million albums he is concentrating on extending his personal brand as well as his new album Here I Stand.

Usher now has his own branded clothing and aftershave, but are people talking about his clothing line? Does his fragrance have good reviews?

Let’s take a look at how Usher’s extended brand is being perceived online and whether his website adequately promotes these brand extensions.

Usherworld.com
The first graphic on the website contains the motto ‘It is not how famous ur, it’s what ur famous for’. Obviously UR has a double meaning (you are and Usher Raymond). But this strong message on arrival of the website indicates that when you buy into Brand Usher you buy into fame, but fame for a purpose.

When you click to enter the website there’s a promo for Usher’s His & Hers fragrances.

Using his main website to promote the fragrances shows his commitment to his brand extension.

Separate website to promote the Here I Stand album

There is a New Music link on usherworld.com which you would assume would contain promo for his new album Here I Stand. Instead the page says coming soon, which is unusual as he has a standalone website for his music – why is this not linked to?

Usher fragrance perception online
The men’s fragrance gets a 5 star rating on Amazon.com and the women’s fragrance gets two 5 star ratings on the passion for perfume website.

Usher’s Wikipedia entry credits him as a singer and actor. His music and film credits throughout the years are all included, but there is no mention of his clothing or perfume line.

Although the brand extensions have been well received, Brand Usher has a way to go to cohesively tell a story which promotes the music and his foray into fashion and beauty online.