Unless you’ve been living under a rock, you’ve no doubt heard that Betty White is scheduled to host Saturday Night Live on May 8th. Besides the fact that it’s Betty White (!) hosting SNL, this wouldn’t be a big deal except that people were practically BEGGING her to do so. She even has her own “Betty White to Host SNL (please?)!” page with 499,822 fans. Betty White has what every brand wants: Freshness, longevity and people practically begging for a piece of her. So it begs the question: What has Betty White done right in her career that, after 71 years in the biz, she’s still a hot commodity with a generation that could be her grandchildren or great-grandchildren?

1. She’s Diverse – She’s done it all. From game shows to radio shows to television series to stage to (need I go on?), Betty’s had her hand in every part of showbiz. She’s a risk-taker and therefore never gets boring to watch. And like a well-oiled business, she knows and appreciates every aspect of what goes into her work, from behind the scenes to in front of the camera, and people recognize this capability and experience.

2. But She Knows Her Niche – Betty White has said that the reason she has kept up her fame so long is her familiarity. She’s been involved with many diverse projects in over seven decades, but she’s always been the same sweet character that people have come to know and love. As a brand, it’s important to change with the times and take risks, but completely changing who you are rarely works (New Coca Cola anyone?)

3. She’s Innovative – Everyone likes a pioneer because they are gutsy and go places we only dare. Betty White co-founded Bandy Productions in 1952 to produce her own self-starring situation comedy. This led to her being a twenty-eight year old co-creator, producer and star and she became one of only two women in early television to have creative control on screen and off. Innovation is exciting and everyone wants to be a part of what’s new. Think about the level of popularity when the iPod, Tickle-Me-Elmo and Nintendo Wii first came out. You just have to be good enough to stick around when the buzz dies down.

4. She’s Cool – Betty White is one cool old lady. And that’s because she doesn’t pigeonhole herself. From playing beer-pong with Jimmy Fallon, starring in a Snicker’s commercial and making dirty jokes at award shows, she doesn’t subscribe to how an 88 year old is “supposed” to be. She does what she wants and that’s why people love her. Staying true to yourself, and your brand, will always win you fans.

5. She Avoids Over-Exposure – There’s a true talent in staying fresh, but not overexposed and Betty White has seemed to master this. Betty White is still fresh as a daisy 71 long years after she began in show business. The same thing applies with a brand. Everyone knows that one commercial that comes on a little too much and it sours you to the product, despite how good it may be. Let people know you’re there but don’t jam your product down their throats or you are sure to fad out. And fast.

If brands want to stay golden like Betty White, they’d do well to take notes from her amazing career and life.

By: Stefanie Davenport

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