When you think of Walkers Crisps, who pops into your head?
When you think of Davina McCall, what brand comes to mind?
The people who associated with your brand must always adhere to your brand values.
Product endorsement is a risky game if your brand relies so heavily on a particular person to represent your values. Take Gary Lineker for example – instantly known for his association with Walkers Crisps. What would it say about the brand if you were to see Mr Lineker munching his way through some Golden Wonder- an endorsement faux pas! Walkers would lose all credibility. If the face of their product does not use the it, it puts little confidence in it being a worthy purchase. Managing brand-endorser relationships can therefore be a tough game, and affect a customer’s perception greatly.
Endorsement has its advantages. Young sports enthusiasts will buy Adidas just because Beckham does (or so they think). Budding intelligentsias drink Twining’s Tea just like their idol Stephen Fry. Young mums shop at Iceland because they relate to Stacey Solomon and Kerry Katona. And not forgetting Ms Cheryl Cole who last year was never off our screens endorsing various brands.
We trust the brands that people tell us to. We see celebrities using products, forgetting they have been paid thousands to do so, and copy them – whether this be consciously or subconsciously.
There are times when endorsement just doesn’t seem to fit…though it works! Cosmetic brand Avon associated themselves with popular young actress Reece Witherspoon. For a brand originally recognised as value and convenience, it seems a strange move for Reece. This could be a bid to reassess the brand personality and bring Avon upmarket, in line with where Reece Witherspoon is associated. I have to say, my perception of Avon has changed. If Reece is using Avon…..
Local football team Blackburn have recently endorsed a fried chicken brand, Venky’s. Venky’s own Blackburn Rovers and got the team on board for a recent ad. Again, a strange move for the young, fit and healthy team of athletes! Although perhaps not the most fitting endorser, they are a good image of health which is then quickly associated with the brand. See the article and ad here… http://uk.eurosport.yahoo.com/blogs/world-of-sport/article/62484/
We also see subtle endorsement – celebs wearing Gucci on the red carpet and driving Ferrari’s. The reason I call them subtle is because the brand knows full well that supplying beautiful products to people in the public eye will instantly associate the celebrity with the brand.
Getting it right works. But getting it wrong can do damage to a brand perception and leave people doubting the quality of a brand.
Getting the right person to endorse your product, and endorse it throughout all they do, is all part of conveying your brand values, and just another touch point that is often bypassed.
Emma Dobson is a branding expert and Touch Point guru at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
