How Your Brand Can Be Bigger Than Your Company
The Mayweather Conor McGregor fight was an epic event. The fight was one of the biggest boxing matches ever, with pay per views priced at $99! When you first think of the fight though, it’s hard to see why so many people were interested. Sure, Conor McGregor is a legitimate MMA superstar and Floyd Mayweather was 49-0, but Conor had never fought in an actual boxing match and Floyd is 40 years old. An aging legend against somebody in a completely different sport for the first time? However, the overlooked reason why there was so much hype was because of their larger than life personalities. Their personalities were both bigger than the fighters themselves. The same could be the case for your business but how do you leverage that brand to your advantage?
First, we need to examine the personalities of each of the fighters and who their audience is. These fighters seek to encourage and inspire their fans the same as you would tailor your brand to your customers’ wants and needs and then market to them.
Conor McGregor was born in Ireland and was poor and on welfare only a few years ago. Many of his fans are regular blue-collar people, that were poor or underprivileged. And these fans love to root for somebody, who made it made it from the bottom. Many fans love his Irish heritage; he stands out in the fighting community with his accent and red hair. He is currently the face of the UFC, and one of the biggest MMA superstars. Everybody loves an underdog, and everybody wants to see the tough fighter he is make a winning cross over into the sport of boxing. In the press conferences he is a brash, over confident fighter who tosses insults and vulgarity as often as he throws blows in the ring.
Floyd Mayweather is 49 and 0, he has a perfect, undefeated boxing record. He's considered one of the all-time best pound for pound boxers. His whole persona is based on his money and uber-wealth. He has his own brand “The Money Team”. He is constantly on social media sporting pictures of ridiculous amounts of money and feats of incredible wealth. At press conferences, he an arrogant boaster often throwing piles of money in the air. He is the ultimate rich, undefeated champ. Many of his fans love his braggadocios, showoff, big-talking attitude and the fact that he lives the lifestyle to back it up.
As a business, you have to understand sometimes people will see your brand and image, or your personality before they know you or the work you do. Sometimes your image is the brand. This is why as a business owner or employee you have to always be conscious of the brand you are creating. Who are you customers and clients? Are you catering to their needs? Are you showcasing your strengths and accomplishments? Your image must reinforce your company, and the company must strive to encourage and grow the brand, just like the personalities of Conor McGregor and Floyd Mayweather encourage their fans.