I recently came across two celebrity endorsements that got me thinking about personal branding. The first was a new line of eyeglasses sponsored by Elton John. The singer is known for his expressive eyewear — probably more flamboyant than the average patient would purchase, but Elton John + glasses is an aligned product endorsement.
Then I saw Dolly Parton’s partnership with Duncan Hines for baking kits. Maybe I don’t enough about her, but l think of Dolly as an amazing philanthropist and performer, but I don’t think of Dolly + baking — or homemaking or food or anything to do with Duncan Hines. To me, this is an off-brand use of Dolly’s image and she would be much more authentic endorsing makeup, wigs, or fashion.
While your organization may not feature celebrities, everything you offer is either in alignment or out of it. Before you extend your services into a new arena or venture into a new partnership, consider whether it is truly “you.”
