Celebrities are more than just people. Often, they’re thought of as brands, and they have publicists working for them to ensure that nothing they do damages their brand. In other words, they have an image that is closely tied to deals and sponsorships they receive. Companies want to partner with celebrities whose image and perceived values reflect that of the company, so if the celebrity’s image changes, the company often will drop him or her as a spokesperson.
For example, Nike’s spokesman was Lance Armstrong until 2012. After Armstrong confessed to doping during many of his Tour de France wins, Nike dropped him. Before the news broke of his doping, Armstrong was the perfect spokesman for a brand built around integrity and hard work: he beat cancer, made an amazing recovery and went on to win the Tour de France. Once it became apparent that he achieved all this by cheating, Nike dropped him. His personal brand was destroyed and it would’ve damaged Nike’s as well had they kept his endorsement deal.
Just because someone has a negative brand doesn’t mean he can’t turn it around, however. For years, Justin Bieber was seen as nothing more than a spoiled rich kid used to getting his way. He got in trouble with the law and acted like he was invincible. Just recently, though, he has been turning his image around, undoubtedly with the help of a team of skilled public relation professionals. He made public apologies, confessed his true love for Selena Gomez and even “cried” at the VMAs. No longer is he an arrogant jerk. The new Bieber is a sensitive artist who’s made mistakes, just like everyone else.
So how is a personal brand built? Extremely carefully and deliberately. Celebrity brands are built through planned media appearances and carefully executed PR stunts. Even the personal life of someone in the public eye is carefully examined and ultimately a part of their brand. Where would Taylor Swift be without her squad of supermodels? And Brangelina wouldn’t exist without both halves.
But some celebrities don’t have to work as hard as others do when it comes to cultivating their personal brand. For example, Donald Trump has built himself up as the politician who says what others won’t. He’s offensive and obnoxious. He’s a textbook example of a publicist’s nightmare, but it’s working for him. People love him because of his candor, not despite it. Because of this, he can say almost anything without repercussion.
A lot of celebrities have built their brand carefully, even changing turning it around from something bad, but sometimes a brand is unintentional. Not everyone has carefully selected and worked toward a specific image, but they have one regardless. In fact, celebrities aren’t the only ones with a brand. Every single person has built an image for his or herself through their everyday actions and choices. Everybody has a brand, whether intentionally or not.