Branding Schmanding

The topic of Tiger Woods’ tarnished brand is all over the Internet, TV, and print media. And while I understand the commentary I think that the concept of celebrity branding is doomed to fail because celebrity brands often represent attributes that nobody can maintain forever. No one makes the right choices all the time and no one can sustain the dubious distinction of role model 24/7. People make mistakes…big mistakes. That’s what makes them human.

Tiger Woods rose to fame because of his skills as a golfer. Similarly,  Brittany Spears acquired fame because of her vocal and dance talents. The media tacked on all the other brand spin and pedestal pushing and that’s what did these celebrities in. But they are still great at their core brand attributes…the authentic ones that they developed over the years with hard work and practice. And usually when celebrities bounce back it is because they refocus on what they are good at and regain credibility and public acceptance.

“Regular” people with strong career brands make mistakes everyday too. They just aren’t played out in real time for everyone to see. I’m sure there are many people out there who have earned a stellar reputation for what they do professionally, but have a less than squeaky clean scorecard when it comes to their personal life. I’m sure many have cheated on their spouses, been caught driving while intoxicated, made bad parenting decisions, and just screwed up in general. But that doesn’t mean that their professional brand isn’t valid and it doesn’t mean that their transgressions make them any less capable in their professional lives.

So maybe it’s time to start separating a strong professional brand from human nature. Maybe it’s just not realistic to link the two together so closely. I know I wouldn’t want my professional brand to be judged on every bad personal decision I have made. Would you?