Branding Through Lore – Lessons for Creatives from Kendrick Lamar
Waxing poetic on threads about what creatives can learn from K.Dot on branding.
The Kendrick/Drake battle polarized the culture and I was pulled into the fray. Primarily to make it known that I never thought it was close and to troll a few Drake fans who went around the world to come up with excuses for his performance during the beef. This isn't meant to diminish Drake's legacy; he is undeniably a titan in the music industry, and his impact is firmly etched in history. However, for me, after "Nothing Was the Same," nothing was the same, lol. The albums that followed no longer resonated and I realized I was no longer the audience, leading me to become at best a casual listener. If it’s not clear regarding the beef, let me make it clear: I'm firmly Team Kendrick. For me it was never even close.
Following the release of GNX, by Kendrick Lamar, the Drakeonians got busy. The reactions ranged from dismissing the project as “trash” to expressing mild appreciation with comments like “I like Kendrick but this ain’t it…” attempting to appear objective about the music. They mostly take issue with Kendrick's fans, labeling them as excessively vocal and bots amongst other things. This behavior not only reflected their disdain for Kendrick himself but, in my view, a deeper resentment for his true fans. This got me to thinking about why people invest so much energy into voicing their disdain, even when they claim indifference. What it comes down to for me is LORE: a body of traditions and knowledge on a subject or held by a particular group, typically passed from person to person by word of mouth.
As part of my #NOvember practice I wanted to get back to writing and some personal art practices, so this was my moment to put action to my promise. This inspired me to share my thoughts publicly on threads turning my promise into action. So here we go...
“Love him or hate him, the mythology surrounding his persona is undeniable.”
When it comes to storytelling, few do it better than Kendrick Lamar. His genius lies not just in the music but in the lore—the story behind and surrounding his persona. Lore is what gives a brand or artist depth, emotional resonance, and a spark of curiosity. In Kendrick’s case, it’s not just curiosity—it’s actionable curiosity. We don’t just wonder; we listen.
Here’s what we can learn from Kendrick about branding through lore:
1. Lore Is About Layers and Restraint
Lore (the story behind) what gives the depth, emotional resonance, and stokes curiosity. In his case "actionable curiosity", we are going to listen! #Kendrick lore is as much about what’s unsaid as what is.
2. Less is more—Kendrick is theater...
He rarely explains himself. His projects build on themes that feel personal, yet resonant to many people. His rare interviews & reclusive nature make every appearance an event.
Think about good kid, m.A.A.d city. It's a cinematic peek into his world.
Or Mr. Morale a deeply personal look at his struggles as a romantic partner, father, businessman, and human navigating the noise essentially "heavy is the head that wears the crown." They’re chapters of a larger narrative.
3. Actionable Curiosity—It’s layers to this
Remember that "actionable curiosity" I mentioned? Consider all the ways folks talk about Kendrick...the boogeyman, Kung Fu Kenny, Oklama and so on. What does all this mean?
It's all layered in mystery...
Why did he leave social media?
Why does he disappear between albums?
Why does he use characters like “Oklama”?
The gaps make folx speculate, which strengthens emotional connection and sparks engagement.
4. He tells compelling stories.
We are the stories we tell. Lore ain't just about what you say it's about the world you create. Dot does this masterfully. From Compton to pulitzer winning.
Purpose
Place
Vision
He knows who he is and lets us into the journey of who he is becoming but is very intentional about what he lets us see hence my next point.
5. Make them FEEL Something.
Lore also allows people to see themselves in the story. All artists that we love do this well. In branding they do this with archetypes. Kendrick embodies multiple archetypes that make him resonate. Lesson for #creatives make space for your tribe to see themselves in your work.
A few that come to mind...
The Sage (storytelling that make you feel)
The Rebel (unafraid to be disruptive)
The Creator (A true creative true to the craft) “Tell me why the f—k you n—s rap if it’s fictional?"
The Everyman (He "one of us" and "they not like us")
The Shapeshifter (He has his own style but can rap like your favorite and possibly better)
The Hero - Kendrick often frames his journey as one of overcoming adversity, seeking redemption, and achieving greatness despite the odds.
6. So what can we learn?
So some of the high-level lessons for me are...
Be intentional with your storytelling.
Leave space for mystery and interpretation.
Let your story unfold in layers—don’t give it all away at once.
Stay rooted and grounded in your "brand" purpose and identity.
7. Don’t be afraid to be Human—Struggle for Praise
One of the most human aspects of Kendrick’s lore is his ongoing wrestling with the desire for recognition. He alternates between wanting the praise and rejecting it, a tension he articulates better than most. It’s a reminder that even the most iconic figures are, at their core, human.
8. Be a Person of Craft
Oh! And most importantly: Make it good. Even when Kendrick’s work isn’t universally loved, it’s still impossible to ignore. The quality is undeniable, and the conversations—both positive and negative—keep people engaged.
In Conclusion—Why Lore Matters
It gets the people talking! Whether you're a creator, entrepreneur, or building a personal brand, the power of lore is undeniable. People crave stories. They want meaning, intrigue, and something to believe in.
Kendrick’s music is masterful, but it’s the mythology that makes him unforgettable.
See the original post on threads here.