What does it take to be a personal brand? How do you go from being unknown to known? Do you need talent? Luck? A sex scandal?
Meet the storyteller.
Konrad Marshall, a journalist from Australia’s most loved long-read weekend magazine, Good Weekend, approached us to help guide him on his ‘journey of self-actualisation to discover his inner-brand’ for his story ‘Me Inc: How to turn yourself into a brand’. This was a unique job that tested our idea of what a ‘brand’ is, its function, and its value.
A brand? Or just a man?
Does ‘brand’ exist if it doesn’t have a purpose other than a good yarn? Or only when you are acutely aware of the way people perceive you, when you create rules around it, and strategically harness or manipulate this perception to take advantage of it?
Deep questions indeed. We needed to get to the bottom of this.
We took Konrad through a full brand discovery process – from being just a guy in his dream job doing what he loves, to being a brand with documented values, beliefs and guiding principles; a mission and vision; an audience and a value proposition; and a strategy for success.