Ruchi Desai is a renowned builder and founder who co-founded EIGHT, a soft beer brand, with NFL Hall of Famer Troy Aikman.
Today’s customer is spoilt for choice – the speed of innovation has never been faster. Savvy customers can choose from other styles of beer, mineral water, ready-to-drink options, alcoholic or malt-based beverages, as well as organic, low- or no-alcohol beverages, and even low- or no-carbonated beverages. And it’s only in one category!
It’s never been more complicated or more imperative for brands to get rid of clutter. Retailers, keen to meet consumers’ demands for variety and novelty, have raised the hurdles that brands will have to overcome to maintain shelf space.
Therefore, it is no surprise that a new celebrity logo is released every day. Celebrities and influencers, through their built-in communities and reach, can generate awareness almost overnight. But this hype alone cannot build a lasting logo.
The basics of logo construction haven’t changed. Brands will obviously have to differentiate themselves and offer exclusive prices to consumers. But consumers are much smarter thanks to increasing access to information. Gen Z grew up on social media, interacting digitally with each other and with logos, and managing their own private logos. As a result, they are incredibly perceptive with finely tuned authenticity radars.
When a celebrity endorses or launches a product, it becomes an extension of their brand and consumers expect the two to align. If not, do not hesitate to report the discrepancy. For example, when megastar Jennifer Lopez introduced her line of spirits Delola. Her fans pointed out that she had already highlighted her abstention from consuming alcohol. The reaction forced López to enjoy the occasional cocktail.
On the other hand, influencer and entrepreneur Emma Chamberlain spoke about her obsession with coffee during a panel at this year’s Beverage Forum, a major industry event. Her fans saw her drinking large amounts of coffee and teenagers, new to the category, came to her for recommendations and recommendations. She translated that acceptance as true and credibility at Chamberlain Coffee, which according to Forbes estimates (paywall) doubled its profits in 2023 to $20 million.
At EIGHT, we partnered with NFL Hall of Famer and three-time Super Bowl champion Troy Aikman to create a brand of soft beer. During the pandemic, Aikman improved her already healthy lifestyle by eating whole biological foods, exercising more intensely, and incorporating meditation, bloodless dips, and sauna time into her daily regimen. He still wanted to have a beer every now and then with his circle of family and friends, but he couldn’t find one that was compatible with his clean and active lifestyle. This led him to co-found EIGHT.
This venture was a success, but there are a few rules for anyone looking to build a lasting celebrity brand:
In fact, the concept for this beer arose from Aikman’s preference for finding a product that met his needs. Additionally, Aikman interned at a beer distributor in Oklahoma before moving to UCLA. He has a long history with beer and a genuine motivation to make a better product.
It’s up to logos to highlight those stories, so consumers perceive the connection. Casamigos did it beautifully. The history of the tequila logo has its roots in late-night conversations between its two most prominent founders, Rande Gerber and George Clooney. Pickup trucks with a photo of George and Rande on their motorcycles can still be located in the middle of an agave field. The couple also created ads highlighting their friendship.
Aaron Paul and Bryan Cranston created that same magic with Two Men. Their motivation for launching the mezcal logo was simply due to the fact that they missed each other. After years of running side by side on the set of “Breaking Bad,” they longed for a new assignment to collaborate on. You can find the couple showing up at bars, serving Dos Hombres and having a good time.
All of those examples show that, while drinkers do not need to be convinced of the authenticity of the celebrity’s connection to the product and brand, drinkers can find evidence in a wide variety of media to support their story.
You also want to identify the respective values of the celebrity and the logo and whether they match. Be fair to yourself. Neither can exist in a vacuum. If there are irreconcilable differences, either the logo’s values want to be more aligned with the celebrity or you want to locate another celebrity.
We’ve found that a top point of logo alignment and engagement fosters connection with partners and consumers while validating the logo’s mission. With EIGHT, Aikman was actively involved in the product formulas and remains close to daily activities.
The effect of connection and authenticity cannot be underestimated, even outside the realm of celebrities. For example, Black-owned breweries outperform the segment and beer in general. Kevin Asato, executive director of the National Black Brewers Association, attributes the good fortune of those breweries to their unwavering focus on their authenticity and connection to the community.
British company Thatcher’s Cider is striving to be net 0 by 2030 by installing thousands of solar panels, investing in generation to recover carbon dioxide emitted during production, planting more than 15,000 trees and investing in aluminum cans lighter. The logo not only helps environmental causes, it really sets an example and consumers are taking notice.
Whether it is a celebrity founder, a network connection, or an investment in sustainability, brands want to completely include who they are. These values be consistent across the organization and reflected in how they treat workers and partners, the reasons they come ahead for, and the way they function on a daily basis. When there’s a lag or superficial commitment, even the maximum a success and coveted brands can falter.
Forbes Business Council is the leading expansion and networking organization for businesses and executives. Am I eligible?