Giving your brand a personality is an important aspect of your marketing mix. A brand has to be able to relate on a human level to establish trust and long-term value with your customer base. Big brands such as Coca-Cola, McDonald's, Budweiser and Disney have excelled in extending their brand to a personal level. Whether it's what you ask for in the South when wanting soda, Ronald and Mickey, or the beloved Clydesdales, brands that achieve a personality are winning the game.
However, there are some Brands where it may be better if the stuck to product development than going over the top with brand personalization. Lately, two individuals have been pimping their brands in colorful - and in one case outrageous - ways.
LaVar Ball and the Big Baller Brand
Let's face it, we all have the ability to be that Soccer Mom or loud Sports Dad - I am well aware of my reputation with both of my boys! But LaVar Ball makes me look like a saint when it comes to his boys and the Big Baller Brand.
He's brash, loud, obnoxious, completely loyal to his sons, and an outspoken Brand ambassador. He should be, he created it! Unfortunately, the Big Baller Brand is basically that, a tagline brand as their products - basketball shoes and sportswear - have been underwhelming and the company has been given an F by the Better Business Bureau. Don't say that to LaVar though, as he stays true to his brand better than anyone - just that he should have paid more attention to the product line and delivery instead of pimping his company and his sons' basketball skills.
John Legere and T-Mobile
As opposed to the BBB legend LaVar Ball, John Legere is colorful in his own way, literally. The T-Mobile CEO bleeds his company's Magenta brand color with everything that he has. He has mastered the ability to blend promo products in to marketing mix, leveraging magenta-colored branded items in his social media posts, using promo products as motivators to employees and gifts to customers for loyalty. He has created a persona that typifies T-Mobile's mission as a wireless disruptor - and its CEO is the epitome of that personality. He's brash, exciting, apparently a cook, and all-in on brand extension - fun to watch and follow online
The lesson is that you can be an asset to your Brand's messaging as John Legere continues to do, or with your personality traits, tarnish an aspiring brand with an over-the-top and abrasive style. Stay true to your message and utilize promo products to extend your reach on a one-to-one basis with your customers, employees and stakeholders.
