Boxing is not really my “thing”, but I do admire the local Brisbane hero Jeff Horn who this week became the WBO welterweight champion with his upset win against Manny Pacquiao of the Philippines. He is now a sports star on the rise and with the right brand management is projected to earn millions of dollars.
Floyd Mayweather Jr a five-division world champion boxer (who Horn hopes to fight with) topped the Forbes Magazine list of highest paid athletes in sports in 2012, 2014 and 2015.This boxing superstar’s revenue in 2015 amassed $300 million. Not bad for the professional boxer brand known as TBE, The Best Ever.
Jeff Horn is yet to carve out a personal brand identity on the world stage. Various news clippings and commentators have described him as “The Hornett”, humble school teacher, former bullied kid and courageous. Already those qualities shine through so nowit will be a case of building on his innate character and seeking endorsements and sponsorships aligned with that brand to cash in on “Hornmania”.
Sports identities and entertainment celebrities know the power of a strong personal brand to help build their fame and their fortune, as have several of leaders of companies in Australia who have recognised the power of personal branding in building a strong company.
Establish a Memorable Face Behind Your Brand
Examples of those who have established a memorable face behind the company to add a personal perspective to their business include, Sarina Russo, Sarina Russo Group, John McGrath, McGrath Real Estate, Donna Hay, Author and cookery Queen, Mark Bouris, Yellow Brick Road and Lorna Jane, Lorna Jane Active. These people are inextricably linked with their companies and are very clear about the image they project. They are instances of where personality and culture of the company shines through the CEO.
No doubt there are many examples of well known personal brands in your country also. In the US think of Oprah Winfrey or the various mega-stars of basketball.In the UK, Jamie Oliver, David Beckham and of course there’s Richard Branson.
Building a strong personal brand has the added bonus of building further recognition and media exposure. These people are known and used by the media as spokespeople in their area of expertise and as commentators on business issues. They are sought after as keynote speakers, television personalities and are invited to participate in numerous high profile and industry events. Through this personal public relations strategy, the exposure they receive is more credible than advertising.
Can you work toward establishing a strong personal brand? Here’s one way to find out. Purchase your copy of Apprentice to Business ACE – Your inside out guide to personal branding.
Sue Currie is a speaker, author, consultant and educator recognised as an authority on personal branding to boost image, profile, brand and business. Through her workshops, professional development programs and brand consulting, Sue
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