Richard Branson’s “Are you a branding Virgin?”

The Virgin Group’s brand is always in line with Richard Branson’s eccentric persona. His personal branding taps into people’s appetite to make bold and crazy bets. Branson's unapologetic 'screw it, let's do it' attitude has earned him attention, for better or worse.

Branson lives and breathes Virgin. Explaining the brand’s identity is as easy as putting a magnifying glass onto Branson’s character: daringly bold, authentically unique. 

From airline-building successes to failed bets like Virgin Cola, Branson truly embodies his risk-loving behavior. Competing against industry giants like Coca Cola and British Airways requires a lot of guts. But Branson believes that if he dislikes something about a product he loves, it’s logical enough to disrupt that market with a superior alternative.

First, a little background

Branson started off his entrepreneurial journey with a magazine called Student in 1966 at the age of 15. Though the business never took off, it laid the groundwork for Branson’s 1970 big break: Virgin Records. The mail-order record business was a huge hit as it became the largest independent record label globally, signing big names like the Rolling Stones and The Sex Pistols.

His most well-known venture, Virgin Atlantic Airways, started off as a joke. On his way to the British Virgin Islands from Puerto Rico, his flight got canceled for lack of passengers. He proceeded to charter his own private flight and jokingly held a chalkboard with the writing “Virgin Atlantic” as he offered flights to other stranded passengers. 

The Virgin Group has since grown to more than 40 companies operating in five continents. From telecommunications to space exploration, Branson’s done it all.

The Virgin mindset

Outsized returns only come from risky bets. For Branson, going all in is authentic. His character and demeanor has always been eccentric to many, yet it’s this eccentricity that’s drawn people into the brand. There’s no Virgin like Branson.

Being unique doesn’t only stop with his products. His marketing strategy—with him constantly being the front man—has always been over the top. To have a chance against household names, Branson always tries to come in with a bang. It is his calculated theatrics that drive and capture the attention of loyal and potential new customers. 

Going to market with something that deviates from industry norms is what people expect from Branson and Virgin. 

To continue delivering on this risk-taking brand, Branson has made it his mission to attract other unique characters. He believes that the best products always come from those who have bold ideas and are given the freedom to execute. In short, Virgin embraces individuality. Especially individuals who share Branson’s risk appetite.

Storytelling masterclass

Branson’s unapologetic character resonates through his personal branding. The way he portrays himself in the media is the way Virgin operates as a business unit. The brand, the marketing, the products, the hires—this cohesive storytelling ability is what sets him apart.

Branson believes consistency across his brands, including his personal brand, is key—people resonate more with a philosophy than a company. 

Virgin’s humor and bold bets are what people most resonate with. And if they fail, as they often do, it’s fine. It’s a stunt after all. We as humans understand others' struggles and we go again. Virgin’s most loyal customers are those who have seen the setbacks. So long as a company is consistent with their message of being a customer-centric company across all fronts. 

Branson leverages on his personal brand and he never compromises. Branson believes that you should never build a personal brand and company as a reflection of an ideal and perfect version of themselves. Be authentic and true to yourself. People can smell inauthenticity from a mile away. The more they smell this, the less character they resonate with, the less public trust you’ll garner. 

Leverage on authenticity and build a company that resonates with your identity. That’s a true mark of a founder-centric company.

Key takeaways for Virgins not named Richard Branson

1. Be authentic and exemplify this in your brand. Never, ever compromise on being you. If you do, your brand will suffer too. 

2. Not all virgins dare, but like Branson you too should dare. Creating a (personal) brand is only going to be complicated if you make it. Be consistent in your message, stay true to it, and just deliver. Too risky to not take enough risks.

3. Form a cohesive storytelling unit with your brand. Every aspect of a founder-led business needs to live and breathe you. Form the brand around your voice. In due time, you’ll attract and not chase.

4. Build a loyal following. As long as you’re authentic, people will always resonate with you. Document your voice and align your brand with it.