How will Ben Affleck’s rehab confession affect his brand?

Oscar winner Ben Affleck announced earlier this week he recently completed a stay in rehab for alcohol addiction.

The 44-year-old broke the news in a statement via his Facebook page.

Here is that statement in full:

“I have completed treatment for alcohol addiction; something I’ve dealt with in the past and will continue to confront. I want to live life to the fullest and be the best father I can be. I want my kids to know there is no shame in getting help when you need it, and to be a source of strength for anyone out there who needs help but is afraid to take the first step. I’m lucky to have the love of my family and friends, including my co-parent, Jen, who has supported me and cared for our kids as I’ve done the work I set out to do. This was the first of many steps being taken towards a positive recovery.”

The Celebrity Brand

So how will this confession affect Affleck’s brand?

He is currently involved in many projects. He just rapped up his work the Caped Crusader in Justice League which is set to open Nov. 17, and will be starring in the new Batman installment (though it was announced he was stepping down as director for the film in late January).

Strategy brand and reputation expert Eric Schiffer told E!News choosing to share the news over social media was crucial to longevity of a positive image.

“Authenticity is embraced eternally by the public. Ben owned it,” Schiffer shared, adding, “And he committed to stepping up. The continued bleed-out of his reputation stopped with his commitment.”

Schiffer says Affleck needs to focus on his reputation at this point.

 

“From here,” he adds, “[Affleck] needs to stay true to his program of sobriety, make amends with those he hurt, and through his actions win back his reputation.”

According to the Celebrity Branding Agency, one way to protect your brand as a celebrity is to be social. By connecting with fans on a more personal level via social media, celebrities like Affleck can earn the trust of their fans.

For example, when the Kylie Jenner sees a headline about herself she knows is fake, she takes to her Twitter to let her followers know that it’s fake. By consistently posting on social media in a more personal way, Jenner has gained the trust of her followers.

What Do You Think?

So what do you think of Affleck’s confession? Should a celebrity confess to personal struggles like rehab stays or addiction to fans or protect their career as much as possible?

Featured Image: Flicker/Gage Skidmore

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