Celebrities launching business ventures and collaborations are a dime a dozen. But there are a few that rarely put a foot wrong when it comes to launching a brand. They are those that can launch a project, no matter how left-field, and their audience not only buys it, but buys into it.

Take Snoop Dogg, for example. From his Snoop Cereal to his Bic lighter, he always manages to draw people in and make the venture convincing. Everything he does feels authentic and inclusive – an ideal mix to ensure success.

Celebrity entrepreneurs that hit the mark with their brand in this way more often than not have some traits in common – traits that every consumer brand can learn from.

Lesson in remaining true to yourself

It may seem obvious, but the celebrities that do well always remain true to what drives them. Whether it’s Snoop sprinkling his magic dust of cool, laid back and a little bit R-rated, or Dolly Parton spreading her sharp wit, her quirky humour and her down-to-earth philanthropy, they have an astute perception of their own persona. And they consistently strengthen it through their values and attitude.

Those that are particularly successful are able to extend their brands without giving up their selves. Flexing your core brand truth allows you to show up in different ways, to connect with your core fanbase as well as new audiences.

Another good example is Ryan Reynolds. When he launched Aviation Gin, he didn’t try to say he knew everything about the spirit, but he brought his knowing humour and personality to the brand, making it timely and relevant.

That timeliness is also a crucial element of success. The likes of Snoop, Ryan, and Dolly are expert at riding the latest moments in culture and using them as a springboard for their brands. Reynolds knew what he was doing when he co-bought British football club Wrexham, for example.

It was a niche move but taps into and extends his narrative of the underdog in a culturally relevant way – a key learning for any brand wanting to explore different audiences.

Choosing your partners wisely

Many celebrity brand successes are also great examples of how to pick your partners wisely. Rihanna wins legions of fans to her Fenty brand with her focus on inclusivity. But she also realised the need for the product to deliver on its promise. Partnering with LVMH, she made sure she had the right partner behind the scenes, with the infrastructure to execute and activate her vision.

Similarly, Snoop Dogg also focuses on inclusivity while picking the right partners. For example, he launched his Cali Red with Treasure Wines, offering an accessible quality of wine that has mass appeal, with the infrastructure to distribute across different touchpoints.

For brand guardians, the key lesson here is to get the balance right between product truth and the core values at the heart of your brand.

Celebrating your heritage

As well as knowing how to pick their partners, and staying true to themselves, the most successful celebrity entrepreneurs know how to leverage their history and legacy. Snoop Dogg often draws on his colourful past to flavour his current ventures.

He recently celebrated his acquisition of legendary Death Row Records (the label that helped him rise to stardom) by releasing a limited-edition red wine – sharing a treasured snippet of his developing story with his fanbase.

Nick Offerman of TV series Parks and Recreation, meanwhile, takes narrative to another level in his partnership with Lagavulin. It draws on both his on-screen storylines and persona as well as his off-screen passions and tastes, resulting in a uniquely convincing marriage of brand and celebrity.

For brands, no matter what sector, knowing when to bring your legacy and own narrative into the mix in this way can encourage loyalty, recognition and fandom.

It is arguably what made the rebrand of Toblerone so successful a few years ago – in its reinvention, it dialled into its founder’s history of innovation and adventure to make its new incarnation contemporary and relevant.

Celebrities of course have it easy in some respects. They have an existing fanbase that they can draw on. But those that know to stay true to themselves, how to flex and when to double down on their legacy – while picking their partners with care – are those that are likely to stay the distance.

They certainly offer a handy playbook for brands of all sectors and sizes to follow.

Anthony Swaneveld is Creative Director at Marks.