The Curious Case of Valentine's Day....
A branding investigation, imagined and written in the style of Dr. John Watson's diary.
(Note to readers: Happy Valentine’s Day! I am a huge Sherlock Holmes fan. When I started writing about the evolution of Valentine’s Day branding over the years, I thought it would be fun to write about it as Watson’s diary entry about a case. Here goes…)
My dear readers,
I write to you today regarding one of the most fascinating cases my colleague Sherlock Holmes has ever investigated: the remarkable transformation of Valentine's Day from a humble pagan festival into what Holmes calls "the most brilliant branding coup in history."
"Elementary, my dear Watson," Holmes declared, puffing thoughtfully on his pipe one February evening. "The clues have been before us all along. This holiday has masterfully reinvented itself more times than the most cunning of criminals!"
(Image Source: Pinterest)
The Brand Origin Story: History, Legend or Fable?
"Observe, Watson," Holmes continued, spreading ancient manuscripts across his desk. "Our first clue lies in ancient Rome. A fertility festival called Lupercalia – quite crude by today's standards. But then!" He slapped the desk triumphantly. "Someone – and I must admit, this was rather clever – rebranded it using the story of Saint Valentine, a romantic hero who defied an emperor for love!"
"But Holmes," I interjected, "what does this have to do with personal branding?"
"Don't you see?" He leaned forward, eyes gleaming. "It's the same technique every successful personal brand uses today – a compelling origin story! Though I dare say most influencers haven't been martyred for their cause."
(The Festival of Lupercalia. Image Source: Wikipedia )
(Source Image: UK Centre for Carnival Arts)
The Chaucerian Era: Rebranding
"The plot thickens in the medieval period," Holmes announced, pacing excitedly. "Chaucer – that clever fox – and his court companions transformed the entire holiday. They turned a religious observance into a celebration of romantic love! Watson, it was the medieval equivalent of a complete brand pivot!"
"Rather like when you changed your image with that deerstalker cap?" I suggested.
"Precisely, Watson! Though I still maintain the press exaggerated my attachment to that particular piece of headwear."
The Victorian Vinegar Valentines: Brand Evolution
Holmes became particularly animated when discussing the Victorian era. "Now this, THIS was genius!" he exclaimed.
"The introduction of mass-produced Valentine's cards could have destroyed the holiday's personal touch. Instead?" He paused dramatically. "They turned it into an art form! It's like maintaining your authenticity while scaling your influence, Watson. Even I must admire the elegance of the solution."
The Modern Day: Brand Pivots & Brand Extensions
"But the most intriguing development," Holmes mused, scrolling through his phone, "is how this brand has adapted to the digital age. From paper hearts to heart emojis! From love letters to love tweets! The methodology has changed, but the core message remains consistent. Brilliant strategy!"
"And what of Galentine's Day, Holmes?" I inquired.
"Ah!" His eyes lit up. "A masterful brand extension! Like when a personal brand expands into new territories while maintaining its essential character. Though I have never participated in such festivities, I must acknowledge the strategic brilliance."
(Leslie Knope’s character from ‘Parks and Recreation’ explaining the Galentine’s day trend)
Holmes Deduces The Key To Successful Personal Brand Evolutions:
Your origin story need not be entirely factual - like St.Valentine’s legend, the story you create should emotionally resonate with the audience. Pick and choose aspects of your life and work that were challenging and helped make you the person you are today.
Never fear evolution – with time, you will have to evolve your personal brand - be it the topics you share, update your brand identity, and change your tone. It makes sense as the person who you are today, is not the person you were five years back.
Adapt to new platforms and technologies, but keep your fundamental message consistent – with new platforms and content formats popping up every day, you may need to adapt but your core thought leadership should stay the same.
Brand extensions can strengthen rather than dilute your core identity – Just like Galentine’s Day, how can you create a brand extension with your message? Can you use your influence to support a cause you are passionate about?
A Final Observation
Here’s hoping Sherlock and Watson helped brighten up your day and understand more about personal brand evolution, albeit Valentine’s Day style!
Thank you for reading and subscribing! Share this with all your loved ones as a gift for this special day - those who “love you just the way you are.”
I am now off to watch the latest ‘Bridget Jones’ movie, yet another amazing pop culture evolution of Valentine’s Day for the ‘Singletons’.
Brilliantly written!