Olympic-Sized Branding

Posted by Rahna on August 25, 2008 under Personal Branding, Strategy | 2 Comments to Read

Who has the biggest personal brand in the US and arguably, the world, right now?   

Michael Phelps.   

This is not just the winningest Olympian of all time; this is a super brand.  

How does this happen?   

Clarity.  Consistency.  Communication.  Commitment.   

Let’s break it down. 

Clarity – Phelps knows what he is about.  He is clear about his strengths, both physically and mentally.  In various interviews over the past two weeks, he talked a lot about the tools he has and how he leverages those tools.  At one point, he said, “I tried to use the tools that I have whenever I can.  My big dolphin kick is one of those tools.”  

At another time, he talked about how imagination helped him persevere.  He imagined his victories, keeping them constantly in his mind and then translating that into physical reality.   

Consistency – Phelps is consistent.  He wins again and again.  His work ethic helped him win in Athens and again in Beijing, consistently delivering his brand over and over again.   

Communication – In a TV interview with Michael Phelps’s mother during NBC’s Olympic coverage, she talked about how Phelps wants to bring focus to the sport of swimming and how cognizant he is of his opportunities to raise that awareness.  That shows that Phelps is expressing his brand on purpose.  In interviews, he is consistent, humble, but very aware.  They showed his schedule for a typical day in Beijing, which included press conferences in addition to practices and events.  He is seeking out opportunities to express his brand to as wide an audience as possible.   

Commitment – In a feature played during their broadcast, NBC discussed how Michael Phelps eats, sleeps, and swims.  That’s it.  I’m guessing that will now change considerably, but commitment got him all those shiny gold medals. 

So what? 

This raises the question:  How are you expressing your brand?  You may not have to wear goggles and a second skin swimsuit for you to express your brand but the principles remain the same.  Find out what unique gift you have to share with the world.  Work hard to perfect those skills and create opportunities to communicate that brand.  What do you imagine for yourself or your brand?  How are you bringing that mental image into physical being? Be committed to your brand and express your brand consistently in order to achieve Olympic results.