Personal Re-Branding: is it Possible?

We all have a personal brand, whether we want to or not. It is highly linked with our identity and makes up the fundamental nature of who we are... but just because you're the 'brains' in the family, that doesn't necessarily mean you'll be the 'nerd' in the office. Our environments equally shape our position as much as our own input, and drives the response we receive. You could be the celebrated cultural ambassador with one employer, and the loud, annoying office pest at the next. Culture matters.

But today I'm banging on about personal, professional brands, and whether they can evolve. There have been a lot of people who have had many different public personas throughout the years and I just though I'd muse on some of the most significant shifts in personal branding I've noticed.

1. Kim Kardashian West:

Wardrobe Stylist, Porn Star, Reality Star, Mega Brand & Lawyer

Say what you will about the Kardashians, they stormed into our lives, lasted far longer than anyone thought they would and Kim is undoubtedly a master at branding. They were mocked for a long time as talentless hacks, but you don't last this long in the public eye without being interesting. I'm personally not a fan of reality TV generally, but I am genuinely impressed that Kim is studying law, has personally campaigned for prisoner reform and is using her public platform respectfully with positive influence. 5 star re-branding effort. Even for all of Kanye's efforts to derail it. Moving on...

2. Rowan Dean:

Advertising Creative Director and Gruen Panellist to Ranty Right Wing Nut Job on SKY.

This one is actually a lot more personal for me... I used to work with Rowan in advertising, and I actually really liked him. He was funny and clever, collaborative and creative. I simply don't recognise the person that is his public persona.

In full disclosure, I haven't spoken to Rowan for quite a few years so I have no insight into what lead to where his public persona is now. I can only assume that he felt that the existing right wing weren't quite ranty enough, and he saw a gap in the market. Or maybe sensed that the looming retirements of Alan Jones and John laws was leaving an opening for rich old white guy outrage. 3 star re-branding effort... only because he wasn't famous before he became what we see today. But it is a huge shift from my memory of his professional brand.

3. Warwick Capper

Footballer, Reality TV Star, Amateur Porn Star, Celeb For Hire & Lollipop Man

Here's an interesting exercise in personal re-branding... the cultural icon that is Warwick Capper. One of the most recognisable footballers in the 80's, arguably his larrikin persona has been fairly consistent the whole way through. What has changed, from his personal brand POV, is whether he's been able to monetise it.

So whilst being a mouthy larrikin is great for your brand recognition when your talent is football, what happens after the time on the field comes to an end, and it's solely about your brand? Arguably, this is where Waz's brand has faltered. Without having a marketable hook, he didn't really leverage Reality TV appearances into anything consistent, and instead continued getting column inches in gossip rags through stunts, such as his home made porn flicks, lollipop men stints, mobile coffee vans, being available for bucks nights and so on. Having said that, he does still get the odd advertising gig, so clearly there is still an appetite for him. I think the biggest question mark here is what he represents... he's a character for sure, but is it something people can identify with or aspire to? And is it fun to laugh along with him, or is it slightly sad and creepy? 1 star re-branding effort... he should have hired some professionals (and listened to them).

Regardless, it shows that who you are today is not necessarily who you will be tomorrow. And I can't remember where I read this, but I believe it very much to be true:

"Who you want to be tomorrow will guide your behaviour far more than who you are today."

So envision your brand! Change is not only possible, it's inevitable.