If you don't follow music trends or have been living in Melbourne and waiting on NBN to reach your house (thus no internet for a few years) you might not have heard of the Disturbed version of 'The Sound of Silence'. This Simon and Garfunkel classic from 1964 was recently rebooted by metal band to critical and public acclaim. In fact, it's been their biggest hit to date and opened up their music to a whole new generation. Not bad for a cover of an old soppy song.
So how did they do it and what's this got to do with personal branding? The answer lies in the personal brand of the singer, David Draiman, himself. Draiman was a classically trained singer but turning to metal as a musical preference when he started the band. They tried many covers over the years, often rocking them up to suit their band's heavy style. He was initially reluctant to cover this song in its natural slow and melodic state, preferring to hide his prodigious vocal talent behind his typical aggressive style.
So why did this song break though? I think the key was the balance between his classic music training and metal style. The combination is the key. Just like Steve Jobs of Apple fame before him, the killer combination is of the two seemingly disparate differences coinciding together in harmony. For Steve, beautiful design and technology (remember ugly computers before the iMac?). Listen to the song and it's hard to deny the classical voice ripping into metal force at the end is powerful.
How do you apply it to your personal brand? Think of the role you do today. There are likely many people similar in your industry, in fact, probably thousands. So if you are positioning yourself as your job or your role, you are just another face in the crowd. But if you combine the innate uniqueness that is you into your profile, then that's something that can't be copied or replicated.
You are the key to your brand and if you allow the authentic side of your personality out, you just might have a hit. Just like with Disturbed when David accepted his classical roots, he had the bands biggest hit. Over 150 million views on YouTube isn't bad.It's scary to take risks like this and expose your true self, sure. But with the challenge comes the rewards. Remember you are the key differentiator in your brand and business, and people want to see it.
If you want to get your brand working for you, click below and let's chat.
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