Brand Account
Earlier this month, American R&B singer, Chris Brown, appeared on Good Morning America to promote his new album F.A.M.E. During the interview, he was asked about his 2009 assault on his former girlfriend, Rihanna, and if they are still in communication. This line of questioning apparently angered Brown. He stormed off stage, smashed a window in his dressing room, and ran out of the building (shirtless).
Despite Brown’s (and his handlers’) best attempts to reform the singer’s personal brand, this latest meltdown gives us a glimpse into his ongoing rehabilitation process–or the lack thereof. It also teaches us two important lessons that have practical, personal branding application.
1. Authenticity. When someone’s words are not consistent with their actions, we immediately question the validity of their assertions. In Brown’s case, we dismiss the reports that he has “seen the errors of his ways, is sorry, and has changed for the better.” In business, we question the person’s intentions and make a mental note to avoid doing business with them.
If we want to be seen as authentic, our actions like arriving to a meeting on time, returning phone calls when promised, and apologizing for mistakes have to be consistent with our words.
2. Brand forgiveness. To what extent can a personal brand rebound from a devastating blow? “I’m sorry” are perhaps two of the hardest words to say, especially when anger, embarrassment, and ego are present. On the other hand, they contain a profound power–the power of forgiveness.
When someone takes full responsibility for their actions and demonstrates the corrected behavior, we as humans have an incredible capacity to forgive and forget. Such is the case withboth our personal lives and in business.
Think Michael Phelps (marijuana use), Martha Stewart (insider trading), and David Letterman (infidelity). In each instance, a formal apology was given and the behavior [seemingly] corrected. In some cases, only time will tell.
I liken brand forgiveness to a bank account. The more deposits (or goodwill) we make, the more our account (or personal brand) can withstand the occasional withdraw (mistake).
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