Personal Branding

The concept of personal branding, however loosely many seem to use it, is gaining currency in South Africa, especially in the political field. I guess people haven't always paid attention to the personal appeal of political leaders vis-a-vis their competitors. Now that the South African political landscape is maturing, there is increasing talk about the appeal of such and such a public figure: how they dress, talk, present themselves, etc. before there is even talk about their capabilities. The word reputation has become important. South Africans - and possibly the world - chose to close their eyes on many faults and weaknesses on the part of Brand Mandela. He was not allowed to be human!

Newly elected President Jacob Zuma is seen as a friendly, approachable, feet-on-the-ground kind of leader. Despite the image problems that he faced because of his pre-electoral legal challenges, he is still favorably compared to his predecessor, Thabo Mbeki - often referred to as the "Philosopher King", who was seen to be arrogant and very impersonal in his dealings with most people. Brand Zuma is even seen to be closer to Brand Mandela than Brand Mbeki was! How is that for the influence that can be generated by personalities in Politics?

Some have commented, correctly, that Brand Zuma is still easily dwarfed by Brand Obama. This is true on the international stage. American and international media has found it to be much easier to be on the side of Brand Obama - especially because of his handsome looks, athletic body and obvious intellect -than to his precedessor, Brand Bush (Can we talk of Brand Bush?). Brand Zuma, on the other hand, has always had to fight to get what it wanted, from early childhood. His lacking of the Obama physical attributes and voice power will also not make it easy for him.

Question, what role does media play in growing personal brands?