Famous Personal Brands

[David Sandusky]

During most of my speaking engagements, I will ask what personal brands come to mind. The same people are shouted out: Oprah, Jordan, Trump, Martha...
Most fascinating would be the few additional names that are not as common accept in specific groups (like engineers or entrepreneurs for example). The group and I also find the personal reasons as to why these names come top of mind interesting.

What impresses you (or frustrates or confuses you) about how these famous brands or someone else manages their brand, and why?

[David Sandusky]

What does Trump know about vodka? Who cares; he can create a buzz and his brand means over the top luxury. He is getting into the food and beverage business like Paul Newman, Willie Nelson and others.

All Trump is proving is his brand is a brand that can sell products. Not 'just' the real estate mogul of yesterday. Now he is the multi-product "over the top luxury" brand.

He knows how to stay top of mind in the media too. Just in the past week or so, I recall seeing something about Trump whether is was his home on top three most expensive homes to suits to his vodka line. I was not even looking!

[David Sandusky]

"Now that I'm in business, this is a great branding opportunity for Emmitt Smith, the brand, and how I can take the brand and transfer that equity over into my business." This is Emmitt Smith talking about why he did Dancing with the Stars during his interview on 20/20 on Nov. 24.

Why would he go through the trouble, he is Emmitt Smith - three time super bowl winner, multi-million dollar NFL leading rusher? Because he is smart! Emmitt has always been a goal setter and planner - Emmitt Smith strategy driver. Before he played his first game as a rookie in the NFL, he wrote on paper one of his primary ambitions: to break the all-time NFL rushing record. And he did. Now he is in real estate and the sports icon image may not be enough so he learned about real estate development and is building his brand.

So did the image strategy of doing Dancing with the Stars work? I think so, check this out:

A poll showed that Smith's public "total awareness" numbers had increased 25 percent. His "name awareness" was up 20 percent. His "face awareness" increased 40 percent. The poll also showed increases for Smith in qualities such as "approachable," "articulate," "classy," "handsome," "intriguing," "versatile" and "warm." "Strategically," said Smith, going on the show "was the right move. It helped me transition from the game and gain a whole, totally different audience."

I know what you are thinking, I am not Emmitt Smith and can't just go in a T.V. show to exhibit my personality. I don't have the resources to hire a brand expert like Lionel Richie and many others do. The question is, what are you doing to build your brand? How are you getting noticed in your community and target market. You don't have to go on Dancing with the Stars to show you have heart. But what can you do?

[nicu101]

Gene Simmons is all over his personal brand. I don't know about the rest of his lifestyle, but he knows how to market himself, and to use himself to market other peoples' products. His show is kind of ridiculous, but he is always pitching an idea or having someone pitch a new venture to him. It's all about the brand and the money.

I am surpised to not see Paris Hilton listed yet. Even if her brand is annoying, it is an effective brand. How many people can dominate so many different news outlets? She will capitalize on the prison sentence. It will be interesting to see if/how her brand changes as she has had time to reflect.