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Why Tiger Woods’ Personal Brand is Stronger Than Ever Before

by Ryan Rancatore on April 6, 2010

This week, Tiger Woods will tee off at the Master’s, and the public & media will likely tee off right back at him.  Tiger’s return to the spotlight is his first since the infamous Thanksgiving debacle and downward spiral that followed.  How can I claim that his beaten-down reputation and raucous escapades lead to a STRONGER personal brand?  Allow me to state my case:

To me, a strong personal brand is achieved quite simply by closely matching your public image with your actual characteristics.

Not how you want the world to see you.  Not which characteristics seem the best.  Not which traits will be most admired.  Not which attributes allow you to be more marketable.

How you truly are deep down, without all the BS.

So then…I ask you, with all that has been revealed, is Tiger Woods’ personal brand not far more accurate than ever before?  And, if you accept my definition, even stronger than ever before?

Sure, he has been proven to be a poor husband and father.  Yes, his sponsorship deals have flown away faster than a 300-yard drive.  But like it or not, we now “get” the real Tiger better than we ever thought we would.

What does this mean for you?

It is simple, really.  Don’t waste your time trying to build a personal brand built on lies and shrouded in secrecy.  Sooner or later, the real “you” will merge with the contrived “you”, and your accurate personal brand will be revealed.  In this sense, personal branding is no different than corporate branding.  Enron and Worldcom both built faux brands around integrity and values – and both came crashing down like a deck of cards.

So, before you leave, take the Tiger Woods Personal Branding Test:

If the “real you” was suddenly exposed for all the world to see, how different would you appear from how you are currently portrayed?

Me?  I’ll admit I’m at least a chip shot away, and I am working on it.

You?  If you are any more than a sand wedge away, ask yourself why, and figure out how to narrow the gap as quickly as possible.

Shout it out in the comments section below – how do you score on the TWPB test?

Photo credit, Swamibu.

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Tagged as: Career, Integrity

  • http://blog.naturallyengineered.com/ David Csonka

    Apparently, he is expected to be playing as strongly as he ever has before as well. I wonder if having the truth about his “brand” out in the open, has lifted a great weight from his shoulders and has helped him to refocus on his game.

  • http://AltaeeBlog.com Mohammed Al-Taee

    I don't think its stronger. The same for Agassi and http://altaeeblog.com/how-thierry-henry-tainted...

    Yes, he admit that and that's good but not sure if its stronger.

  • http://personalbranding101.com/ Ryan Rancatore

    Thanks for sharing a few other relevant examples, Mohammed – you always have
    a way of adding to the conversation. Can we agree on this…Tiger's current
    brand is more accurate than it was before, and it is less admired, less
    respected, and less lucrative.

    But “stronger”? Does stronger mean more accurate, more effective, or a
    combo of both? In my opinion, Tiger's brand today is a stronger reflection
    of him…it just so happens that the reflection is a negative one.

  • http://AltaeeBlog.com Mohammed Al-Taee

    Can we agree on this…Tiger's current brand is more accurate than it was before, and it is less admired, less
    respected, and less lucrative.

    Agree :)

  • http://isaokato.com/ Isao

    Ryan I had to check if it was still April 1st. Well I agree that his reputation (as a stud, maybe) is stronger but I am not sure that he did so by “simply closely matching his public image with his actual characteristics.”
    …But here I thought for a moment and every piece of his action after the scoop actually follows that mantra (he previously definitely followed “Just Do It.”). So yes, maybe. It is impossible to hate him, after all.

  • http://personalbranding101.com/ Ryan Rancatore

    Isao – I guess my main point here is that a “strong” personal brand is one
    that accurately tells someone's full story. If that story reveals someone
    is a jerk…that doesn't mean their personal brand is weak, it just means
    they are TRULY a jerk!

    (P.S. Very funny…”Just Do It”…)

    I appreciate your thoughts…keep 'em coming!

  • http://melissacooley.com/ Melissa

    Your definition of a “strong personal brand” suggests that Tiger Woods brand is stronger because it is more congruent with his authentic self. Under that premise, I can't disagree with you. To me, however, the phrase “strong personal brand” tends to signify something positive (which is clearly not what we are talking about here).

    You say “Don’t waste your time trying to build a personal brand built on lies and shrouded in secrecy.” I also agree with that, but instead of folks just “letting it all hang out,” I think it's worth the time to analyze the effectiveness of their brand in facilitating their achievement of their goals. If who they are does not help them get where they want to be, maybe it would be a good idea to see what permanent changes could be made. Don't pretend to change — make it real and lasting.

  • http://personalbranding101.com/ Ryan Rancatore

    Thank you Melissa – you've quite succinctly summed up a few points I could
    not. Looking forward to your FULL take on the matter, coming soon….

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