Personal Brand Transformation
April 25th, 2009Building a company brand or your personal brand does not happen overnight unless you are as stunning as Susan Boyle. At the time of this writing I’ve seen the videos multiple times.
The first time I saw it I wept. The second time I was smiling from ear to ear. The third time I was swooning. The fourth time still speechless. Each time I hit replay and watched the entirety of her performance I was left speechless, smiling and with goose bumps. I wonder if Simon Cowell feels the same.
Susan Boyle is the most powerful brand transformation I’ve witnessed. A lot of you will perhaps carefully remind me that we live in a time where information is consumed in a matter of seconds by thousands then millions. True that the web and technology affords us the speedy viral spread of information, yet when I say most powerful I refer to how Ms. Boyle transformed an auditorium full of cynics into believers. Susan Boyle transformed her brand in a matter of 7 minutes on that stage. I am assuming 35 years of continued time investment, practice and many lost opportunities before this huge milestone.
Proof that within each of our fears, anger and insecurities we hope. Susan Boyle is now the image of that hope. A commoner who is 47, unemployed yet boldly walked on stage with a grin and the confidence of lioness about to pounce on Simon Cowell. She did ever so gracefully with the power of her voice. An image that captivated her judges, the live audience and millions who watched the videos on You Tube.
What can we learn from Susan Boyle?
Have a goal and do it well. Simon asked Susan, what is the dream? Perform in front of a live audience. A dream she had since she was 12. Transformation of your personal brand is a journey of moments. Through discovery, fine tuning and practice you will eventually clue in on your “sticky factor.” The sticky factor are the the brand visuals and audio that make people tune in on you. A method applied by the Sesame Street crew as written by Malcolm Gladwell in the Tipping Point.
Establish credibility. The judges of Britain’s Got Talent, Pearce, Amanda, Simon Cowell and the audience were cynical towards Susan as soon as she stepped on stage. Her stunning performance eradicated all doubts and negativity. Susan established her credibility as a deserving contestant and a stunning performer.
Take baby steps. Susan’s sensational performance spread like global wildfire overnight. With over 100 million views of her videos she mentioned in her interview with fingers crossed “I’m just taking baby steps.”
Notable quotes from the video:
From Simon Cowell, Susan you can go back to the village with your head held high because its three Yesses.
From Amanda, Yes most definitely.
From Pearce, the biggest yes I’ve ever given in the three seasons of this show.
Tags: Add new tag, Britain's Got Talent, personal brand, Simon Cowell, Susan Boyle
