What do a guy who looks like Marilyn Manson, a woman with Aspergers Syndrome and an overweight kid all have in common? They each have garnered tens to hundreds of millions of YouTube views as contestants on Britain’s Got Talent and America’s Got Talent.
Why?
Because they are who they are and not something else. That may seem simple or cliché but it is so powerful. The world has been amazed by all three of them, as well as others, for developing a distinct persona and being nothing less.
Seeing how consumers respond to such raw authenticity is both liberating and compelling for brands and the individuals leading them.
I’ll walk you through each of these brand mentors and outline key actions in creating an authentic brand.
Andrew De Leon a.k.a. Mix and Match
Andrew is probably my favorite. A glance tells you everything that you need to know…about how he likes to dress. And nothing more.
His beautiful falsetto voice could not be more contrarian to his appearance. He breaks so many stereotypes. He mixes and matches his persona to fit who he authentically is.
And the world loves him for it.
Take-away: Let your visual brand style and voice each uniquely reflect who you are as an organization
Jonathan Antoine a.k.a. Vulnerably True
Jonathan was so terrified to stand in front of a crowd that he started the song at the wrong time. Trying out for Britain’s Got Talent and being judged openly made him completely vulnerable.
He exposed his true self for everyone to see and potentially ridicule. Yet, he did it anyways.
He stood in front of mocking eyes and turned that emotion into awe and amazement by vocalizing what was underneath.
Take-away: Make your brand true to your core values, beliefs and desires
Susan Boyle a.k.a. Sassy Clarity
I will never forget the first time I saw Susan Boyle perform “I Dreamed a Dream.” I nearly cried because it was so beautiful and poetically perfect for her. Susan walked onto the stage with the full knowledge of who she was and who she wanted to become.
She rocked her hips from side-to-side as she described herself with the confidence of a young child despite Simon Cowell’s eye rolling.
She brought her full self, her full personality to the stage with a singular vision.
Take-away: Unabashedly own what your brand represents and clearly communicate where you’re going
Find your madness
Three seemingly nobodies walked onto the stage and brought the house down because they were as Sharon Osborne described “an individual.”
They were unique and authentic.
They did not fit the mold. In fact, doing so would have damaged their odds of success.
They exposed their deepest desires and fears for the world to judge and they won the world’s heart in minutes.
You can do the same. Decide who you are, who your company’s brand is and own it. Make it true to you, vulnerable and clear.
The world not only needs it, we demand it.
Let me leave you with the words of a man who lived this mantra better than just about anyone else – Robin Williams:
“You’re only given a little spark of madness. You mustn’t lose it.”