What a celebrity says can carry a lot of weight, particularly with their fan base. Using celebrity alignments to grow your brand can have a tremendous impact on sales, reputation, and success.
Celebrities have a lot of followers with interests that align with their own. At TLK Fusion, we put your product in the hands of a celebrity with a persuasive, receptive following. That’s right— TLK Fusion can bring the celebrity to you and your brand.
In addition to their access to thousands— some even millions— of followers, celebrities are often considered experts because of the influence, money, and power they are believed to have. This means, given the choice to choose any brand in the world, if they choose your brand, it must be the best.
“Today’s celebrities realize it’s not about them,” writes Forbes. “It’s what they stand for and bring to the brand. They must reflect what the target audience really wants.”
What are some of the most memorable celebrities you can think of representing a product? Perhaps Michael Jordon for Nike? As one can see, the mega-sports legend’s endorsement of sports attire was an appropriate and meaningful choice. There is also Jennifer Aniston for AVEENO. Her glowing skin and even warm personality are used as selling points.
These are prime examples of beneficial celebrity alignment advertising campaigns.
Using celebrity alignment to grow your brand can have many benefits. However, it also carries with it the risk of several negative consequences. We will look at some of those here.
Negativity with using celebrity alignments to grow your brand
Choosing the right celebrity to grow your brand can have immeasurable positive results. However, it can have a windfall of negative ones, also.
“Selecting a celebrity partner is a high-risk, high-reward decision,” says ADWEEK. “With the wrong celebrity partner, a brand can tarnish its image and alienate consumers.”
How does this negativity happen? Well, one way is by falling victim to what is known as the ‘internal bias.’ An internal bias is when you select celebrities that align with your personal needs as opposed to the views, believes, and visages of your consumer base as they relate to your product or brand.
“Instead,” says ADWEEK, “it is important to consider the opinions of consumers who look just like your brand’s target customers.”
Another common mistake people make when using celebrity alignments to grow a brand is by choosing a star that has a lot of followers but is now on a downswing of popularity. These followers may also have no interest in your product but are interested in the celebrity for something unrelated to your brand. Having such a person or celebrity endorse your brand could end up being a costly mistake.
How TLK Fusion uses celebrity alignments to grow your brand
TLK Fusion uses celebrity alignments to grow your brand by placing your brand with the right celebrity. We have a comprehensive list of celebrity contacts who are huge influencers on social media, television, and just about anywhere they are seen. We then set them up with your product, improving visibility and exposing your brand to unlimited possibilities.
In addition, TLK Fusion aims to align celebrities with products they show true passion for and are interested in. Organic or natural celebrity alignments are always preferred over relationships that look pushed or coerced.