Lessons in Branding from Betty & Bob

Only two weeks into 2022 and we have already lost legends, Betty White and Bob Saget. Whether you were a fan of their work, their enduring legacy and mass appeal are obvious. 

What can we learn from these icons?

Betty White- She had intergenerational appeal. She was a star in almost every era of television history. She defied stereotypes and risked her career to break down racial barriers. She was youthful and energetic, even at an advanced age. Betty was not afraid of a funny (or even a dirty) joke. She was hilarious and joyful. 

Bob Saget- He was America’s dad in the 90’s. He hosted America’s Funniest Home Videos, which I’ve heard described as YouTube before YouTube. His family-friendly appeal balanced his successful career as a stand-up comedian. He was exuberant and silly in the best ways. 

If you’re trying to build a brand, it behooves you to learn from those that endure. Many brands, businesses, and entertainers burn out bright. 

So what was it about Betty and Bob? 

1. They were AUTHENTIC. No matter the silly role or cameo, both of these stars were distinct. Their demeanors were likable. Even when they were playing a different character, their personalities shone through. 

Let’s be clear- authenticity is an overused word. But, you know it when you see it. When someone is in their element, honest, and real. 

2. They learned to ADAPT. Unlike a flash-in-the-pan, they changed audiences, mediums, and styles over the years. Sure, they played iconic characters. Outside of those, they learned to transcend cultural expectations and keep showing up.

And audiences allowed them to change because they remained interesting.

Many brands and businesses suffer from NOT accomplishing these two principles.

Clients can smell when you’re full of crap. A lack of authenticity might work in the short term but you’ll ultimately fail. Without being able to back up your claims, you will struggle to find sustainable success. 

Additionally, some brands find success for 5-10 years and business begins to taper off. Instead of learning to adapt to the ever-changing marketplace, they get stuck in their old ways. 

The way to do both is to identify the core value of your brand or business. 

What can you offer that no one else can?

Until you identify and articulate your unique value, you will fail the authenticity test. You will also falter when times change as you will change in the wrong ways. You might change the only part of your products or services people actually care about. 

I want to help you articulate your unique worth. If you want to build a lasting brand, you need to identify your core message and constantly repeat it. 

To learn more about my approach, go here to download my free workbook “Foodie Framework.” 

Who was your favorite? Betty or Bob? Comment and let me know!