Super Brands: The Brand Personalities of the Seahawks and Patriots
The New England Patriots and Seattle Seahawks faced off this past Sunday in Super Bowl XLIX (49). The Seahawks and Patriots have not only been two of the most successful NFL franchises over the last few years, but two of the league’s most identifiable brands. Success has been a large part of each team’s recognizability – the Seahawks were the reigning Super Bowl champions until this year and the Patriots, under coach Bill Belichick and star quarterback Tom Brady, appeared in their sixth Super Bowl. The recent success is only one ingredient in the recipe for a great NFL brand. In fact, success, in large part, can be tied directly to each franchise’s internal culture – the basis for each team’s brand. The Seahawks and Patriots both have strong cultures and thus, strong brands.
At Jacob Tyler, we work with clients to create and reinvigorate brands. Part of this process is developing a brand guide that helps define the brand’s story, how it differentiates itself from the competition, and the voice and personality that define its culture. So what would the “personality” of the Seahawks and Patriots brands look like? In honor of Super Bowl XLIX, a thought exercise:
The Seattle Seahawks
The Seahawks are loud and brash. They’re optimistic and confident. They have faith in their system, their coaches and each other. They share a bond with their fans – whom they refer to as the “12th man” – and exude a strong sense of provincial community. The Seahawks personality traits are:
The New England Patriots
The Patriots have for years enjoyed incredible on-field success, despite an average 30 percent turnover in players each year. They have been able to maintain excellence largely on the culture of the team and organization, directed by coach Bill Belichick and enforced by perennial Pro Bowl quarterback Tom Brady. Operating under the mantra of “Do your job,” the Patriots have earned unwavering support from their fans, and begrudging respect from the rest of the league. The Patriots personality traits are:
Brand personalities are the basis for what your brand does, how it operates and how its audience will view it. Brand personality is the basis of a brand’s culture. NFL franchises are a great study in brand and culture. This past weekend, a clash of cultures took center stage. The Seahawks and Patriots have very different cultures, and have both enjoyed success. But the NFL, by its very nature, is fickle. Maintaining a strong brand over a long period of time is incredibly difficult.
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