Sabrina Carpenter and Camila Cabello: The power of personal branding

Today’s entertainment industry has seen a variety of pop stars' identities being crafted, shaped, and turned into successful personal brands. Often, in mainstream media, branding holds the most weight in defining success, and Sabrina Carpenter and Camila Cabello are proof of this. In the early stages of their parallel careers, neither of them had a defined or reliable branding strategy. They existed in their own spheres, and although they were recognisable figures, nothing really stood out.

That all changed for Sabrina Carpenter in 2021 with the release of her album "emails I can’t send". It marked the beginning of a sharp, consistent, and intentional brand, defined by old-Hollywood glam, witty humour, and vintage feminine silhouettes. Since then, every move has stretegically reinforced that identity, from the viral outros of “Nonsense” to her famous hits like "because i liked a boy" and "Espresso." Her marketing choices followed in establishing her brand. The Dunkin’ collab during her Espresso era was simple, effective, and easily recognisable, and her campaign with Skims reinforced the vintage nostalgia and feminine features that we all know her for.

Sabrina Carpenter for Skims

Camilla Cabello for Bacardi

On the other hand, Camila Cabello is still trying to define a coherent brand. After the peak of "Havana" in 2018, her identity started to drift. She’s cycled through multiple aesthetics, but many felt insincere and didn't resonate with a wide audience. Campaigns like the 2024 Bacardí tie-in aimed to bring her back into the spotlight, but the execution lacked clarity and cohesion. The visuals were messy, and the message was unclear. Her 2025 return with "I Luv It" hinted at a reinvention, leaning into neon, chaotic, and maximalist aesthetics, but once again, the outcome lacked cohesion. And although her social presence felt sincere, it is clear that there is no coherent branding evolution.

In the end, the difference is simple: Sabrina Carpenter built a brand people instantly recognise, while Camila Cabello’s still figuring it out.