What does the King's coronation mean for the Royal brand?

King Charles with a serious expression wearing royal regalia and medals while sitting on a gold throne in front of a wall with golden carvings

Image: Dan Kitwood/Getty Images

Image: Dan Kitwood/Getty Images

The British Royal Family – dubbed 'the firm' by the late Duke of Edinburgh – has had its ups and downs when managing its public image. In the modern era, the crown has been beset by tabloid scandal and its colonial legacy closely scrutinised.

The coronation of Their Majesties King Charles III and Queen Camilla on May 6 offers the Windsors a once-in-a-generation opportunity to reshape perceptions of the role of this historic institution.

Will Charles successfully establish himself as a king for the 21st century? Or is the combined weight of history, politics and PR too much to overcome?

We asked UQ branding and marketing expert Dr Cassandra France to break down the optics of this major global event and share her analysis of the ‘Royal brand’ as it stands in 2023.

A young Queen Elizabeth standing on a balcony next to six women wearing all white, six men wearing red blazers, two young children, and Prince Philip

Image: Fox Photos/Hulton Archive/Getty Images

Image: Fox Photos/Hulton Archive/Getty Images

Q: If the Royals were a client and came to you for an overall assessment of their brand, what would your feedback be?

A: The British Monarchy is a strong brand, with dedicated followers both in Britain and throughout the world. But, as a brand manager, there are some real concerns for the family as it navigates the contemporary environment. For a brand with such heritage, it’s all about the balance of looking back and looking forward.

A big part of the brand’s appeal has been its rich history and its role in leading the Commonwealth, particularly during difficult times in history. Many citizens have strong and enduring associations of the protection and security they received from the Monarchy during wartime, and of a generosity and caring hand extended to subjects. Yet, this is in stark contrast to the associations and experiences of many around the world, who have suffered due to colonialism and the historical actions of the Monarchy.

We have seen some phenomenal shifts in social expectations in recent years and, while the Monarchy has held positive public sentiment, this has been eroding for some time as the brand struggles to hold contemporary relevance. I think we’ve hit an important turning point in society where we hold brands increasingly accountable and expect them to play a role in the betterment of the world. As such, people weigh up the current and historic actions of the brand, and I think as brand manager, you have to wonder how the Monarchy fares in that equation.

Q: What could a major event like the Coronation, with all its ceremony and ancient traditions, do for the public perception of the Royal Family at this critical juncture?

A: At a superficial level, an event such as a Coronation creates hype that brings the brand top of mind for the public. Certainly, we are starting to see increased media attention as the event approaches and the coverage of the Coronation itself will be worldwide.

Indeed, the events of recent years have shown spikes in popularity for the brand, with weddings and new children to celebrate. Sad family issues have also piqued the interest of many. Yet these events mostly humanise the brand, and I don’t see a coronation ceremony in the same light. This event, a formal royal coronation, reflects more of a lavish celebration of ceremony and the history of the Royals, which could be jarring at a time when a lot of people are struggling. But the Royals are experts in successfully celebrating tradition, so from that perspective it is authentic.

Authenticity is a word that surfaces in all discussions of brands today. Modern consumers will not accept attempts at being manipulated by insincerity; they are looking for alignment in the institution’s values, words and actions. Throughout this upcoming event, I think people will be assessing and reassessing words and actions to evaluate the authenticity of the Monarchy and whether that connects to their identity. Consumers seek an alignment between the brand values and their own values. An event like this will really connect with people of traditional British values, but I am not sure of the relevance to many beyond that group.

Image: Keystone/Hulton Archive/Getty Images

The back of a woman wearing all white placing a crown on the head of a man wearing royal regalia who is kneeling on a red pedestal

Q: The Royal Family has a large PR team. What do you think would be their main concerns as the event approaches?

A: The main concern of any PR team is controlling the brand narrative. The ideal would be a glowing and positive narrative around all the perceived good the British Monarchy does in the world and the integrity King Charles will bring to the throne. Yet, a brand with such a history has many exposure points which can derail that narrative.

Recent fallout from Harry and Meghan has been substantial, highlighting for many a perceived disparity between their personal values and those of the Royal brand. The issues in this family dispute highlight the historical issues of the institution itself and give rise to bigger concerns of claimed power. There is a growing anti-brand sentiment toward the British Monarchy, which will no doubt tarnish this event. The PR team will be hoping to mitigate that narrative as much as possible.

The backs of Prince Philip and Queen Elizabeth as they hold hands walking on blue carpet

Image: Victoria Jones - WPA Pool / Getty Images

Image: Victoria Jones - WPA Pool / Getty Images

Q: What the Coronation ultimately represents is a change in leadership for the Monarchy – something every brand or organisation faces. After the Queen’s long reign, what should Charles keep in mind as he steps into such big shoes?

A: While every brand and organisation face leadership changes, not every leader brings with it such a strong brand, so this isn’t a quiet change of leader that most consumers won’t notice. Charles has a very well-known image. This image includes associations of his service to country, his relationship with the Queen and Diana, his perceived role as a father, and other emotive associations as part of the Windsor brand.

When one strong brand is connected to another strong brand, associations will impact. Ideally, we want these associations from one brand to align with the other, or to add a new positive layer to the brand. For example, a brand seen as tired and dated might be rejuvenated by a youthful new CEO. For the most part, the Charles brand seems to align with the British Monarchy brand, unsurprising given he grew up in this setting. Yet, Charles has never had the same level of public approval that the Queen managed so he faces some challenges from the outset.

For a brand at such an impasse as the Monarchy, a new leader could try to either steady the ship or completely change direction. I’m guessing we will see a consistent path forward at this point.

King Charles with his hand on Meghan Markle's shoulder at her wedding as Prince Harry watches on

Image: Jonathan Brady - WPA Pool/Getty Images

Image: Jonathan Brady - WPA Pool/Getty Images

Q: Much has been made of the visual branding around the ceremony, from the Sir Jony Ive-designed logo to the symbolism of the elaborately illustrated invitation. What could we glean from these carefully constructed designs?

A: Symbols are an important way all brands express meaning. The visuals around the ceremony are no different, steeped in intended meaning. The logo centres on the crown as the focus, but also includes many flowers, which have their own imbued symbolism. Many logos and symbols overtly communicate strong messages, while some are less conspicuous. The invitation is chock-full of meaning, visually connecting the brands of Charles and Camilla, and providing many signals to reflect Charles’s values. Importantly, we come back to authenticity and a reminder that a flashy logo or invitation won’t cover up any inauthentic action – so alignment between symbolic values and lived values will remain essential for the brand.

For those who have a passion for the Royal brand, these symbols will undoubtedly become treasures. Brands are largely intangible assets, and a physical invitation is a way to create something tangible that is enduring. An invitation, especially one with such exclusivity, is a physical item of value that will be sought after by many.

Q: What do you make of the decisions made on the guest list, and how these reflect the stage-management of the event and the Windsor brand itself?

A: An important part of this brand is its formality and history. But for a brand trying to maintain contemporary relevance, it is also important to connect to stakeholders and to demonstrate lived values through action. Inviting guests to the event is an action that needs to resonate with the purported values of the brand. Indeed, the inclusion of a large number of community champions as invited guests is a good step for the brand, aligning with the huge amount of charitable work they lead around the world.

The question of whether Harry and Meghan would be invited after their public exit from royal life was bound to create headaches for PR management. I think it reflects positively on the brand to have extended the invitation to them, with Harry confirming his attendance.

I think it is also interesting that there have been some small departures from formal tradition, with the inclusion of royals from around the world. The reasoning for their inclusion is not clear, although could reflect the connectedness of our global society. This action signals that King Charles III, as the new leader, will not blindly execute decisions based on tradition, but will balance judgement. An interesting perspective as he moves into his reign.