The term “brand hype” might sound like an oxymoron, especially coming from a guy like me. After all, I’m the one telling everyone to “sell your stock” and “stay strong” in your quest for brand recognition and market share. But don’t promote yourself with an image that is impossible to live up to.
While I wouldn’t recommend basing your brand image on your weakest points, the fact is that we are all human, which by definition means that we are all imperfect. So it’s okay to base your brand on being perfect or virtually perfect in certain key areas (if you can back it up with your performance), but don’t try to extend that perfection to every other aspect of your life.
I’m as sick of hearing about Tiger Woods and his marital problems as anyone else, but his misfortunes over the past few months illustrate a brand pitfall I’d like you to avoid. Tiger is the most perfect golfer you have ever seen. Golf experts will tell you that the key to his game is that he is good in all aspects. Even most of the greats had at least one flaw in his game; Tiger really doesn’t.
Tiger wisely put this phenomenal golfing ability to good use in both a lucrative career as a professional athlete and an even more lucrative career as a professional spokesperson and product promoter. People fascinated by his seemingly inhuman skill on the golf course were eager to swing his clubs, use his nails, and maybe even drive his car or use his aftershave.
All very well. But where Tiger went wrong was when he began to expand his brand image from being a perfect guy in golf to being a perfect guy at everything. The perfect humanitarian, the perfect role model, the perfect husband and father.
I won’t bore you by repeating what you already know. Tiger’s personal imperfections have been exposed for all to see. Because they clash so violently with the brand image of complete human perfection that he cultivated, they are far more damaging to his brand than if you had narrowed his scope to perfection on the golf course, where he could back it up. rightfully.
I am not condemning Tiger for any personal mistakes he has made and I truly wish him and his family to heal and rejuvenate. But I’m pointing out that there’s a reason he’s continually criticized for his less-than-perfect personal life, while professional golfer John Daly, who has created a brand image of a lovable jester who seems to serve him well, gets a free prize. going through his numerous divorces and very public problems with excessive eating, drinking, gambling and smoking. I’m also not suggesting you go the John Daly route with his brand image, just find a happy middle ground.
Have you ever over-promoted your brand? How did you rectify the situation?