I have a confession to make: I believe I am falling under the spell of Brett Favre. I have resisted the urge for years, but I have finally succumbed to his magical powers. As I watched the nearly 40-year-old quarterback carve up his former team, the Green Bay Packers, I thought about the qualities Favre exudes. Brett Favre’s mystique offers lessons that can be applied to branding, whether it is personal branding or managing a product brand. Here are four characteristics (would you expect any other number?) of Favre’s personal brand that any brand would benefit from possessing:
1. Distinctive – There are other quarterbacks, some of whom are very good, but there is only one QB with Favre’s style. He is not different for the sake of being different (like Cincinnati Bengals WR Chad Ocho Cinco), but he is genuinely different. Relevant difference is a key to winning in business and in life.
2. Consistent – Favre’s performance level has not changed dramatically over the years. His style of play is basically the same, and he shows up to play regardless of pain or injury. Brands must be consistent, too. When one encounters your brand, there should be no question about your identity and values.
3. Passionate – Favre cares deeply about what he does. Maybe that is one reason why he has had difficulty retiring from the game. He digs down and delivered some of his greatest performances when in the spotlight as he was against the Packers on Monday Night Football. Brands with passion resonate with consumers and the public. Authentic passion is noticeable; pretending to be passionate is not necessary!
4. Fun – Why is this guy smiling on the field when there are 11 people trying to hit him and hit him hard? He’s having fun at what he is doing. While carrying out 1-3, never lose sight of why you are doing what you are doing. What’s your purpose? What’s the mission you have set for the organization or yourself?
Thanks, Brett for the branding lesson. Now, if we could only get John Madden’s take on what we can learn about branding from Brett Favre!