For many, fall is synonymous with football. For me, it’s the sound of Chris Collinsworth’s commentary, the roar of the crowd, and the thrill of victory. It’s a season filled with excitement and passion. As a die-hard football fan and a marketing specialist for B2B brands, I couldn’t help thinking about the similarities in brand loyalties.
Branding in the NFL: A Patriots Fan’s Perspective
I was 12 years old when I chose my NFL team to root for: the New England Patriots. I think it’s pretty obvious why I chose this team in 2013. The stage had been set for a winning dynasty for the next few years. Brady, Amendola, Edelman, Hightower, Gronkowski, Wilfork, …the team was made of winners ready to leave an indelible mark on the NFL. To say I was in for an amazing few years of football watching is an understatement.
The Power of Branding in Sports
As a high school graduation gift, my dad took me to my first NFL game when the Lions played the Patriots. It was the first time Matt Patricia, the former defensive coach for the Patriots, was playing against his former boss, Bill Belichick, as the head coach of the Lions. I was buried in a sea of Honolulu blue, but I felt proud to support my team in my Pats gear. We lost that game, and Detroit fans were not too shy to rub it in. (You can have that win, Detroit. After all, a broken clock is right at least twice a day!)
Being a Patriots fan has its challenges, especially during the Brady-Belhichick era. The constant questioning about why I didn’t root for a local team like the Lions was a recurring theme. However, my loyalty to the Patriots stemmed from my desire to avoid the disappointment plaguing Lion’s fans for many years. Decades of depressing Monday mornings weren’t something I planned to sign up for. I liked my head too much to bang it against the wall Sunday after Sunday. 🙂
While this may seem like a personal reflection of my love for the Patriots, there’s a deeper connection to the concept of branding. The NFL, particularly the Patriots, have successfully created a powerful brand that resonates with fans on an emotional level. Their recent successful history has only enhanced how their fans experience their brand.
The Building Blocks of a Strong Brand
Branding isn’t just about a logo or a slogan; it’s about the feelings and experiences associated with a brand. Branding encompasses the entire customer experience, from the initial interaction to post-purchase support. It’s about how the brand makes customers feel at every touchpoint.
The Patriots have managed to evoke a sense of loyalty, excitement, and pride among their fans. This emotional connection is the driving force behind their enduring popularity. Seeing the Flying Elvis out and about still brings back a rollercoaster of memories and gives me a sense of camaraderie with fellow fans! It’s not the logo that brings these emotions; it’s what it has stood for.
The Patriot’s Brand Personality
Just like a person, a brand has a personality. This personality is reflected in its tone of voice, messaging, and overall demeanor. A consistent brand personality helps to create a memorable and recognizable brand.
What does the Patriot’s personality look like?
- Disciplined: Known for their rigorous training regimen and strict adherence to rules.
- Competitive: Always striving for excellence and aiming to dominate their opponents.
- Tradition-bound: Proud of their history and the legacy of the franchise.
- Confident: Believing in their abilities and their chances of success.
- Resilient: Able to bounce back from setbacks and adversity.
These traits are reflected in their coaching style, player behaviors, and fan culture.
The Lion’s Brand Personality
For the Detroit Lions their brand personality is characterized by:
- Resilience: Lions fans remain fiercely loyal despite a history of challenges and losing seasons. This unwavering support reflects a resilient spirit.
- Grit: The team’s underdog status and the city’s industrial heritage have fostered a gritty determination.
- Blue Collar: The Lions are often seen as a blue-collar team, representing the hardworking spirit of Detroit and its residents.
- Community-Oriented: The team is strongly connected to the Detroit community and is often involved in charitable initiatives and local events.
While the team’s on-field performance has fluctuated over the years, these core personality traits have remained consistent, contributing to the enduring loyalty of their fan base.
The Impact of Branding on the NFL
As a lifelong Patriots fan, I’ve witnessed the power of branding firsthand. The emotional connection, storytelling, and community that the Patriots have cultivated have made them a truly iconic brand. While the NFL landscape may be changing as we speak (we will see), the Patriots’ enduring appeal and brand remains strong.
For Detroit Lions fans, the past few years have been something special to watch. For the first time in over a decade, Detroit has hope for a winning team. Moral of the story: when brands take a beating in the marketplace, there’s always the possibility to fix your brand’s reputation!
Here are 7 Fun Ways to Bring Your Brand to the Football Game!
Bridging the start of football season with your brand can be a creative and engaging strategy. Here are some ideas on how to combine these two topics effectively:
- Themed Marketing Campaigns: Incorporate football themes into your marketing. Use football-related imagery, language, and slogans. For example, you could run a campaign that parallels a “new season” for both football and a benefit you bring, emphasizing fresh starts and excitement.
- Sponsorship and Partnerships: Collaborate with local football teams or events. Sponsor a game or partner with a team for mutual promotion, using this platform to unveil your new brand identity. Hometown teams appreciate sponsors!
- Football Events and Promotions: Host football-themed events or watch parties at your business location. Use this opportunity to showcase your new brand through branded merchandise, promotional materials, and decorations.
- Engage with Football Fans: Tap into the football fan base. Create contests or social media challenges related to football, offering prizes or discounts linked to your business.
- Storytelling: Tell a compelling story that draws parallels between the teamwork, strategy, and innovation found in football and the results your customers get when they work with your company. This narrative can resonate well with both football enthusiasts and potential customers.
- Branded Content and Collaborations: Produce content that ties football culture to your business values. Collaborating with influencers or athletes can also enhance the message and reach more people under the football theme.
- Special Offers: Launch special promotions tied to game days. For example, offer discounts or unique packages on the days your local or favorite team plays.
By combining the excitement and community spirit of football season with strategic rebranding efforts, you can effectively capture attention and engage with your target audience in a memorable way. Here’s a great example of the Barry Sandars movie review kicking off the 2024 NFL season from Paletz Advisor.
Without question, kicking off football season with a clever marketing campaign needs to align with your brand. Get creative and have fun. If you’d like to “Brandstorm” ideas, give us a call.
