Malcolm Turnbull: The Brand

Brand + Business x Christine Moody*


I have waited a couple of days for things to settle down in Australian Federal politics before I commented about our new Prime Minister but I can wait no longer. I have some observations on our new leader—Malcolm Turnbull—purely from a brand perspective.

From a personal brand perspective Malcolm has the pedigree to make a good leader—well spoken, intelligent et al. But it is how he has translated this into his personal brand—what we see and hear—that sets him apart. These tangible aspects of his personal brand is why he has the potential to be a great Prime Minister for Australia.
In Malcolm’s case here are some observations about his personal brand that are the hallmarks of great leaders:
> he speaks very clearly and succinctly on topics—everyone can understand him (he doesn’t try and complicate messages)
> he dresses like a leader—beautifully tailored suits and ties with a little a twist (not afraid to show a little bit of individuality)
> he walks like a leader—long strides down the halls of Parliament House (Julie Bishop also does this)
> he worked his way up through the ranks and kept going until he reached his goal—being Prime Minister (he always acted like the leader)
> he networked and built key relationships on the way up through the ranks—these relationships are even more crucial for him now he is in the top job (eg, Former Prime Minister, John Howard has been and will remain a valuable advisor).
While it is early days, I will be watching and observing our new Prime Minister as he no doubt will puts his personal stamp on his role as our newest Prime Minister.

*Christine Moody is one of Australia’s leading brand strategists and the founder brand management consultancy, Brand Audits. With more than 30 years’ professional experience, Christine has helped a diverse client base of local and international brands, including Gold Coast City Council, Hilton Hotels, and Wrigleys USA, to develop, protect and achieve brand differentiation. Her particular interest is personal brand audits to assist executives realise their full potential.

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