There are many ways to define a brand. One of them is personality. That uniquely human quality that all successful businesses seem to radiate. But crafting a personality for your brand, and personifying something that doesn’t actually have a face, can be difficult. So where better to turn for inspiration than to some of the most famous and interesting personalities of our time?

George Best was arguably the original brand with personality in football. Long before the Beckham’s and Ronaldo’s of the world, Best came onto the scene and created something really special and unique — he created a brand. If we look at him, and what he did, and the way he went about doing it, we can get a really good idea of what it takes to merge brand with personality.

Something aspirational

One of the things that set George Best apart from other players of his time was that he was a trendsetter. People wanted to be like him, so what did they do? They copied his style. All of a sudden full teams of Sunday league players were running out onto the pitch with long hair. Dressing like Best on the weekends. Some going as far as trying to act like him. All because he was an aspirational character. He gave his fans something worth following.

Really, this is the key takeaway for businesses. Give your clients and prospective customers something to follow. Whatever your ethos, make it known. And be unique enough to be worth copying.

Ask yourself: if your business was a football player, would it be a George Best, or a David Beckham, or a Christiano Ronaldo?

Trust the personality, trust the brand

Back in the day, as Best’s personal brand grew, so did his credibility and status. What this meant from a commercial perspective was that if a product had his name on it, it would sell. Try to keep that in mind as an end goal. Build status and trust with your customers and aways provide quality. In this way, when your brand says ‘We’re the best at what we do’, people will believe it. 

A brand remembered

The lasting legacy of any brand is how long it lingers in our minds once it’s gone away forever. And fewer greater testaments to the legacy of George Best can be found than in Banksy’s tribute. No name or face visible. Only the hairdo and the number 7. But everybody knows who it is.

In principle this is very similar to the idea of unique logo aesthetics, which are recognisable from their symbol alone, without the company’s name needing to be attached (think of the Nike swoosh).

Create a personality as big as Best’s for your brand, and this sort of legacy will be a natural progression. 

Can Red Square help to define your brand’s personality? Contact us for a free consultation