Usher comments that while he and Bieber were both signed at the same age, "I had the chance to ramp up my success, where this has happened to Bieber abruptly." As a result, Usher, Braun, Bieber's bodyguard Kenny, and other adults surrounding Bieber constantly coach him on handling fame and his public image. After signing Bieber, Usher appointed one of his former assistants, Ryan Good, to be Bieber's road manager and stylist. Good, once nicknamed Bieber's "swagger coach", created a "streetwise look" for the singer which consisted of baseball caps, hoodies, dog chains and flashy sneakers. Amy Kaufman of The Los Angeles Times comments, "Though a product of a middle-class suburban upbringing in Stratford, Ontario, Bieber's manner of dress and speech ("Wassup man, how you doin'?" or "It's like, you know, whateva' ") suggest he's mimicking his favorite rappers."
Bieber is often featured in teen magazines such as Tiger Beat, and has been labeled a "teen hearthrob".