You are the brand!
You hear it all over, you have to work on your personal branding. Now with social media wanting personal data, this becomes more important.
For celebrities, this has been perfected by such people as Kim Kardashian who came from a not typical celebrity focus and now is a staple in tabloids.
Most brands around a person are pushed out by another large brand. Example movie studios push actors, leagues and teams push sports players, etc.
Now those branding machines want to capture what the they have done in the past along with what others are doing on their own. Enter the “personal” brand.
The first person to truly get this blessing was Michael Jordan. Nike did this by accident by creating this:
The “Jumpman” logo. Nike really bet big on his Airness when they unveiled this branding after only one year in the league. Nike had no idea what they were doing but essentially created something that was larger than the league itself. This brand was in itself, a personal brand. However, it was owned by Nike. Not to say MJ doesn’t get a cut of all those shoes that are sold yearly, however this is a brand give us to by Nike. It is a “personal”
So MJ/Nike has ruled that arena, what about someone who doesn’t have a marketing background and pushing a personal brand..well…on their own. Kim can do it so a celebrity can do it..right? Well let’s let you take a gander on this one:
From a branding perspective, there is all sorts of wrong with Tom Brady’s personal branding. Number 1, people still talk about “what is that logo” when Tom wears it to press conferences. There you don’t need any more reasons, if someone doesn’t recognizes your logo you are done.
This is where it really comes into play: who really cares about your brand. If a bigger brand is pushing you, with your logo on hats, shirts, products, etc. then people are “forced” to see your brand and will purchase. In Brady’s case, it is his hats and that’s it.
If you want to bring it back to someone who built up their own brand, we cannot ignore the Kardashian. Her app is a $200 million behemoth with very little marketing. That puts her in the top 5 of paid apps on the App Store. I mean there are a lot of design aspects that keep people coming back, but there had to loop people in at first. Comparable, if Tom Brady came out with an app, there isn’t going to be anyone downloading that application, especially if it was a paid app.
So what can we learn here? You cannot force a brand, you need to get your community to believe in it. Brand benefactors can help (i.e. Nike). Even if you have a PR nightmare, like Tiger, your benefactor can support you. If someone is on their own with a scandal, you ruin that personal image and your brand. Community invests in you as you and you as a brand.