The term “brand overpromotion”This may seem like an absurdity, particularly coming from someone like me. Let’s face it, everyone knows me. “sell their value”And “stay invigorated”In their quest for brand recognition and market share. Don’t project an unrealistic image of yourself.
While it would be a mistake to base your brand around your weaker aspects, I believe that everyone is human. It is okay to have your brand based on your strengths (if your performance can support it), but not to try and spread perfection throughout your entire life.
While I don’t mind hearing about Tiger Woods or his marital issues as much as anybody else, I find his past misfortunes to be a branding disaster that I want you not to fall for. Tiger Woods is the most perfect golfer you’ll ever meet. Experts in golf will tell you that Tiger is simply a great player. Tiger has no flaws, unlike most other greats.
Tiger cleverly turned his incredible golf skills into a career as both a professional athlete, and a more lucrative job as a spokesperson for products and professional athletes. He was a master of the game and people were drawn to him.
It’s all well and good. Tiger made a mistake when he tried to make his brand more than just a golfer. He wanted to be a man who excelled at all things. Tiger is the perfect father, husband, and role model.
It won’t be boring to you to rehash what you know. Tiger has made it clear that he is not perfect. They are much more detrimental to Tiger’s brand image than if they were confined to the perfect golf course where they could be supported up.
Tiger’s personal shortcomings are not something I condemn. I wish Tiger and his family well-being. It is not my intention to criticize Tiger for any personal mistakes he may have made. However, fellow golfer John Daly has a brand image as a charming buffoon that seems to be serving him well. He gets away with his multiple divorces, high-profile gambling problems, and excessive drinking. It’s not my intention to suggest you go the John Daly way with your brand image. I just hope you can find a happy middle.
Are you a marketer who has promoted your brand too much? What did you do to rectify this situation?