Hartwell Studio Works

Sports Branding Blog

Deep thoughts from the studio on all things sports, creative, and some other stuff in-between.

What a Nice Personality You Have

 
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The striking beauty enters the room, and heads turn as if on a swivel. Interest is piqued, and people want to know more about this attractive newcomer.

The alluring beauty speaks...but, uh-oh, they’re about as interesting as a sack of wet socks. The room quickly loses interest.  

Sure, good looks are nice, but personality is magnetic. A dynamic personality does more to attract and hold interest than a shallow pretty face ever will.

It's as true for sports brands as it is for people. The appeal of the New York Yankees, Oakland Raiders, and Pittsburgh Steelers isn’t just their iconic logos. Their distinct personalities as royalty, bad boys, and blue-collar joes are just as important.

How do you create a brand personality? I recommend using existing characters in popular culture as archetypes to help describe who you’d like to be.

For instance, is your brand brash, cocky, and loaded with some serious firepower? You might look to Tony Stark as your role model.

  Playboy, philanthropist, billionaire, and your next conference champion.

Playboy, philanthropist, billionaire, and your next conference champion.

But maybe you see your brand as more traditional, upstanding, and steadfast. You’re always willing to do the right thing, no matter what it takes. Could be you’re more the Steve Rogers type.

  Gonna keep throwing me that nasty slider? Fine, I can do this all day.

Gonna keep throwing me that nasty slider? Fine, I can do this all day.

Are you a new sports brand, loaded with talent but unproven and raw? You might be Luke Skywalker from the original Star Wars. (If you’re the bitter and cynical Luke from The Last Jedi, well, call me. We need to talk.)

  Watch me use the Force to blow up your plans for a series sweep!

Watch me use the Force to blow up your plans for a series sweep!

Why does this matter? Your brand personality informs every contact point between you and your fans, from your logo (Would Iron Man wear that?) to your season ticket campaign (Would Captain America say that?), to your promotions (Would Luke Skywalker do that?).

When your brand speaks, it deserves a voice that commands the room. Your personality makes sure you're more than just another pretty face.

 
John Hartwell