Authentic Personal Brand without Branding? | Case Study

Matthew McConaughey's recent appearance on Diary of a CEO reveals True branding is about living authentically, not creating a fake persona. While a person's reputation is how others perceive them and is outside their control, a person's brand is their true, authentic self. The same principle applies to corporations. A company's logo and messaging should genuinely reflect its values and purpose. As shown by the example of Matthew McConaughey, a brand is built on living in alignment with one's genuine self, and people are losing patience with inauthentic brands and individuals.

YouTube Thumbnail: Matthew McConaughey on Diary of a CEO

Marty Neumeier and Andy Starr recently appeared on Brand Builders’ Live Panel Discussion: The Future of Brand to examine salient issues around marketing and branding. Marty emphasized that brand is a construct, any attempt at ‘personal branding,’ will be disingenuousness by definition, and that we should focus on our reputation instead.

This raises three significant questions around brands and branding in general.

1. First, are corporations not considered ‘persons’ under the law?

2. Second, can one’s reputation really be considered their true brand?

3. Third, is it possible to have a brand without actually branding?

The answer to the first question is yes, corporations are ‘persons’ under the law.

As for the second question, I would argue yes, your reputation can reflect your brand—with the caveat that there is no accounting for taste (another topic that Marty waxed poetic on).

Consider how we hold Socrates in very different esteem than did the citizens of Athens. Socrates’ brand was the same then as it is now. His reputation, however, depended on how that brand was perceived. Thoughtful provocateur or troublesome antagonist.

So, is your reputation your brand? Yes and no. It is worthwhile noting here that you have absolutely no control over your reputation. Your brand, however, is solely in your keeping.  

This brings us to the third question. If someone lives an authentic life true to their authentic self, so that their name alone evokes a collage of associated principles, values and virtues, is that not their brand? And yet, no one would confuse living authentically with branding.

Enter Matthew McConaughey’s recent appearance on Diary of a CEO. Key moments:

[12:30] How he chooses to define his upbringing and rejects others’ interpretations of it.

[26:36] Choice that changed his father’s perception of him (and his life trajectory). 

[1:40:10] Decision that transformed Hollywood’s perception of him (and his career trajectory).

[2:00:40] The way in which those who know him well speak of him.  

Consider: after McConaughey did The Lincoln Lawyer, someone thought it would be a good idea to make ads featuring him reciting philosophy behind the wheel of a new Lincoln. He became an overnight meme. Everyone made fun of him. And yet, Steve Bartlett was visibly moved listening to McConaughey share some of his poetry.

Matthew McConaughey on Diary of a CEO | A Case Study in Authentic Conscious Personal Brand without Branding

The entire episode is worth the watch, if for no other reason that it makes it self-evident: true branding is not some artificial construct or disingenuous exercise. Logo and Logos are the same because the former is meant to embody and express the latter. Just as a person strives to live in aligned with their authentic Self, so too, a person under the law (corporation).

If all this does not make you question conventional wisdom around brands and branding, not much will. One thing is certain: collectively, we are losing patience with inauthentic brands, just as we have little or none left for inauthentic people.