The Pros and Cons of Using Personal Branding
Back in February, I wrote about Martha Stewart trying to preserve her personal brand even while in jail. As a follow-up, it might be interesting to consider the risks of using a celebrity to sell a product. With so many celebrities to choose from today, it might not seem too difficult to find a bargain. For instance, TV’s Greg Brady (Barry Williams) along with several other older TV stars were able to help an over-the-counter cold remedy, known as “Airborne,� to go from a homemade invention to the best selling product of its kind on the market. Luckily, using a B-list celebrity in this case paid off big time.
However, the downside of using a celebrity to brand one’s product is that the product becomes tied to the celebrity in a way that can do damage. Imagine if O.J. Simpson or Michael Jackson were used for a promotion right before their big trials. The product would be linked with a potential criminal, and no one would want to buy products that they endorsed. All of the sudden, that huge investment in marketing either can’t be used or would do more harm than good.
One should also consider whether or not the celebrity’s personality is appropriate for the product trying to be sold. Obviously, one would not want to use a vegetarian to promote a steakhouse, no matter if the celebrity is A-list or not. Having the celebrity really believe in the product is a bonus, and the consumer will notice the authenticity. Wilford Brimley selling diabetes supplies is believable because he actually has diabetes. The consumer might identify with the celebrity, and feel like they are being recommended by and old, familiar friend.
In summary, while one might think celebrity endorsements are money in the bank, there are risks to take. Not every product is a fit for just any celebrity. A celebrity should not be used simply because they are a celebrity.
