The Art of Connection: Brand Insights from a Poet Laureate

At Joe Smith, we relish any opportunity to discuss Artful Problem Solving with brilliant minds outside our brand bubble. So, it was our deep honor to have a conversation with Richmond’s first Poet Laureate, author, comedian, Slam Champion, and platform builder, Roscoe Burnems.

Sitting down with an internationally renowned poet was just as insightful and enlightening as we expected. We shared our Artful Problem Solving approach to brand, and Roscoe inspired us with how he uses similar themes and tenets to elevate the craft of poetry in our community and amplify the voices of his peers.

And we found some pretty cool common ground. We’ll break it down for you…

Strategic Rigor

In slam poetry competitions, many factors contribute to scoring high with the judges and delivering a piece that will be impactful and memorable to your audience. As a poet, your writing and performances are your brand. For Roscoe, reading the room is important, keeping the material universal and relatable is key, and speaking on topics from a personal perspective helps him connect with listeners.

“When you're being honest in your storytelling, I think you hit people with empathy and that's where they start to find themselves and they start to connect with you.”

In our world of branding, these same concepts and tactics are crucial. When defining a brand platform, we will fail if we don’t consider our audience—both where they are today and where they will be in the future. Reading the room is as essential in brand strategy as it is in spoken word.

Human Touch

Poetry is an art form that is all about our shared humanity, and that is always at the front of Roscoe’s mind when writing and performing. However, as an ambassador for the Spoken Word scene in Richmond, his ability to connect on a human level with budding poetry students is just as critical. His goal is never to turn any of his students into another version of himself but instead to help them find their true selves.

“I want to turn you into the best version of you.”

For us brand strategists, this method feels very familiar. We help businesses tap into what makes them special and unique, and make sure that identity threads throughout the entire brand. By making brands into the best versions of themselves, we set them up to have a greater impact on the people they aim to reach.

Ripple Effect

Twenty years ago, the Spoken Word scene in Richmond looked nothing like it does now. Roscoe and his peers have a lot to do with that. From establishing and supporting platforms like Tuesday Verses, Writer’s Den, Lyric Ave, Slam Richmond, and many more, the art form has reached an entirely new generation of people and grown immensely in popularity.

This reach extends further as slam teams are formed in Richmond that travel nationally and internationally to compete on some of the grandest stages. The creation of the Poet Laureate role in Richmond, which Roscoe was the first to hold, is a firm indication of the impact of work in the community.

“You have to push yourself to be better and better. That’s when you really start to change people’s perceptions.”

In our world of branding, being an industry leader is often a goal—but there isn’t always a big enough vision to make it real. If you want to stand out, you can’t do things the same way they’ve always been done. You have to establish what makes your brand unique and bring those differentiators to life in real and tangible ways to change the perceptions of your customers, employees, and industry.

Beautiful Utility

Spoken word is an art form about vulnerability, beauty, and transparency. Roscoe has taken a strategic approach to placing his art in front of new audiences via collaboration with other genres. His Amazon special, Traumedy, leads with humor to open his audience up to receive the vulnerability embedded in his poetry.

“Through humor, you can get people to let down their guard and feel.”

This practice is a reminder that all audiences we seek to influence have defenses, and how we relate to them will be the difference-maker in the experience we provide.

Conclusion

Our conversation with Roscoe Burnems was a masterclass in the art of connection, both in poetry and brand strategy. His approach to reading the room, connecting on a human level, and pushing boundaries to create a ripple effect in the community mirrors the principles we hold dear at Joe Smith. Roscoe’s journey and insights remind us that whether through spoken word or brand storytelling, the goal is to resonate deeply with our audience and inspire meaningful change. By embracing vulnerability, authenticity, and strategic rigor, we can all strive to become the best versions of ourselves and make a lasting impact.


Follow Roscoe Burnems at @roscoeburnems on Instagram.

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