"Now that I'm in business, this is a great branding opportunity for Emmitt Smith, the brand, and how I can take the brand and transfer that equity over into my business." This is Emmitt Smith talking about why he did Dancing with the Stars during his interview on 20/20 on Nov. 24.
Why would he go through the trouble, he is Emmitt Smith - three time super bowl winner, multi-million dollar NFL leading rusher? Because he is smart! Emmitt has always been a goal setter and planner - Emmitt Smith strategy driver. Before he played his first game as a rookie in the NFL, he wrote on paper one of his primary ambitions: to break the all-time NFL rushing record. And he did. Now he is in real estate and the sports icon image may not be enough so he learned about real estate development and is building his brand.
So did the image strategy of doing Dancing with the Stars work? I think so, check this out:
A poll showed that Smith's public "total awareness" numbers had increased 25 percent. His "name awareness" was up 20 percent. His "face awareness" increased 40 percent. The poll also showed increases for Smith in qualities such as "approachable," "articulate," "classy," "handsome," "intriguing," "versatile" and "warm." "Strategically," said Smith, going on the show "was the right move. It helped me transition from the game and gain a whole, totally different audience."
I know what you are thinking, I am not Emmitt Smith and can't just go in a T.V. show to exhibit my personality. I don't have the resources to hire a brand expert like Lionel Richie and many others do. The question is, what are you doing to build your brand? How are you getting noticed in your community and target market. You don't have to go on Dancing with the Stars to show you have heart. But what can you do?
