Brand Strategy in Action: What the Dallas Cowboys Cheerleaders Can Teach Us About Humanizing a Brand

Sometimes, your flaws are your most attractive attributes.

Photo cred: Netflix

I recently finished Season Two of the Dallas Cowboys Cheerleaders docuseries on Netflix and, like the rest of the world, I’m now totally obsessed with these incredible women and the world of DCC.

On paper, I’m not a typical audience member. I’m not American, I know literally nothing about American football, and I’ve never shaken a pom-pom in my life. And yet, here I am—a full convert to the church of DCC.

And I’m sure, like many of you who watched it, I was horrified by the treatment of these athletes—both mentally and physically—and the lack of compensation they received for their hard work. Even the camaraderie and cult-like gratitude they express just for being on the team felt unsettling at times. But what this documentary does brilliantly is humanize the brand.

Photo cred: Netflix

We're pulled into the personal struggles and triumphs of each cheerleader. We cry with the girls whose dreams are dashed, and we cheer on the comeback queens. We fall in love with their drive, personality, and perseverance—and in turn, with the DCC brand identity.

They are no longer “just” pretty faces on the sidelines. Their dedication, athleticism, and talent are now front and center. And crucially, this became possible because we also get to see the stress, anxiety, and sometimes ruthless environment they operate in.

The documentary doesn’t shy away from highlighting the flaws in the system. In fact, the Cowboys organization becomes something of a Goliath in the story—the backdrop against which these women fight for equal pay and better working conditions.

Photo cred: The Star

And yet...

Here I am, binge-watching every episode, following the cheerleaders on social media, and dreaming about DCC merch. Despite the criticisms aimed at the leadership, the show hasn’t hurt their bottom line—it’s elevated their brand visibility and brand equity.

Humanizing Your Brand Is a Risk Worth Taking

Letting an outside production crew into your organization—and giving them the freedom to tell a story that includes the good, the bad, and the ugly—is undeniably risky. Especially for a brand like DCC that has been built on impenetrable perfection. Flawlessness has long been their game.

But ironically, it's their imperfections that have launched them into cultural relevance.

We see in Season Two the ripple effect of Season One: the cheerleaders are being cheered on by stadium crowds, invited to high-profile events like F1 races and boxing matches, gaining social media influence, and even receiving a 400% pay raise. I’d argue their newfound fame outside of the football world has a lot to do with that.

Photo Cred: @charly.barby

Brand Strategy Takeaway: Perfection Doesn’t Build Trust—People Do

So what can we, as business owners and brand leaders, learn from this?

Adding humanity to your brand strategy can significantly improve your reputation. That includes showing flaws and imperfections. Most of us don’t have a Netflix crew following us around—or work in industries that feel like there’s room for vulnerability.

BUT—

Something as simple as recording a video in your car, or not editing out the moment you stumble over a word, can make all the difference in humanizing your brand.