While recently waiting to board a flight from Boston to Fort Myers, I saw Rob Gronkowski heading to get a bite to eat. After he got his food, he was ushered by an airport staffer to a private area in the JetBlue C Terminal. Of course, I headed straight for Rob. I mean, who wouldn’t want to rub shoulders with Gronk? I had two goals in mind for when I caught up with him:

  1. I wanted to show Gronk this photo that I took of him catching an amazing touchdown pass from Tom Brady during the 2015 AFC Championship game in Foxboro, and
  2. I want to get a selfie with him. After all, who doesn’t want a selfie with a high profile NFL player like Gronk?

So what is it about Rob Gronkowski that makes him a fan favorite?

  • Is it his signature “spike”?
  • Is it that he really is one of the best tight ends in the NFL, for one of the greatest franchises (and soon to be arguably the best) in NFL history?
  • Is it that he just LOVES to have fun?
  • Could it be that infectious smile that, when you see it, makes you smile?

Or maybe it’s all of them. The whole Gronk package. As I think more about it, Rob’s really developed a full-blown brand, like any good company or organization. Cleverly crafted or not, he gets his brand on the air, in the media, in front of an audience, and people eat it up.

Make no mistake — Gronk has worked hard on perfecting his brand. From his powerful touchdown spikes to no-holds-barred dancing on stage. From crazy late night TV stunts to poking fun at himself. Take him or leave him, he’s a fun guy (no, not fungi, as Lisa March loves to say). Gronk is Gronk – the genuine thing, whether you like it nor not.

So what’s the take away here? Carefully developed and nurtured, your brand can only be your brand. Unique, valuable, and all yours. You have control over it. You decide what’s good, and try to control what could make it bad. You have control over customer service, which can increase or decrease the valuable and desirability of your brand. You have control over quality: you can deliver a sub-par product or service or you can hold the release or shipment dates to ensure that the quality truly reflects and enhances the value of your brand.

Creating a unique and meaningful brand can be daunting. At inConcert, we create websites that accurately reflect your brand. While we do some brand development, such as logos and content, branding is really a much greater process. It starts with a marketing plan and often includes a branding guide or strategy. We work with several strategic partners who specialize in developing focused marketing plans and developing brand strategies, so let us know if we can help you make the most of your brand.

Many business owners attempt to navigate the marketing road all on their own and there’s certainly nothing wrong with that. However, keep in mind that it’s a good idea to get some advice and assistance from time to time outside your area of expertise or comfort zone. Think about this: Gronk wouldn’t be Gronk without someone throwing him a pass. Thank you, Tom Brady, for helping quarterback Gronk to his brand!