What makes a compelling personal brand: comparing the brands of Thuli Modonsela and Hilary Clinton

At last week's Brand Me Fabulous event in Port Elizabeth, our group of 60 women we compared two powerful personal brands and which, if either, has reached a level of brand insistence - where no other substitute will do.  Advocate Thuli Modonsela, the outgoing Public Protector of South Africa and Hilary Clinton - US Presidential Candidate. 

A Brand is no longer what we tell the consumer it is - it is what consumers tell each other it is

Understanding that we were evaluating their brand based on their public presence, we asked several groups three questions of each brand - What values does she consistently demonstrate, what emotions does her brand evoke and how would you describe her brand. 

Watching Thuli Madonsela on #carteblanche this evening, I was again struck by her presence, her integrity and her courage.  And these were the values that were consistently raised by each group. Her personal brand as "Public Protector" remains beyond the end of her appointment and her courage in the face of opposition evoked pride, respect and affection from all in the room.  Her visible self awareness is capture in two quotation I came across in my research:

As an African woman, I've learned the importance of self-definition and living purposefully. It is vital that every girl determines, as early as possible, who she is and what her contribution to humanity will be - Thuli Madonsela

I have earned to listen well so that I will hear what is not said - Thuli Madonsela

Hilary Clinton, on the other hand evoked a mixed response from indifference, to dislike for some, and for others respect. The online poll results show that only 33% of Americans believe she is honest and trustworthy and 57% don't share her values. The feedback from the group lacked a consistent response - something essential for a strong personal brand. Her competence was not questioned but she lacks the ability to connect at a human level. There was little consensus regarding her demonstrated values, some saying she demonstrated courage and resilience.  

Whilst it was acknowledge that Hilary is running for political office in a race that is ugly to say the least, there is no doubt, even in the last few days of her race that her brand faces a trust deficit.   The five elements of brand insistence are competence, a brand that adds value, accessibility, it connects at a human level and demonstrates deep awareness of their own authenticity. In all five of these elements Thuli scored positively whereas Hilary scored positively on the first three.  Where her brand needs work is the ability to consistently connect at an authentic level with her audience. Whilst we cannot truly be aware of her level of self awareness and introspection, this could visibly improve.    Perhaps where she is is summed up by this quote:

Probably my worst quality is that I get very passionate about what I think is right - Hilary Clinton

So the questions I ask myself are,  what values do I consistently demonstrate, what emotions does my brand evoke and how would others describe my brand? And what can we learn from these two woman who are in their own way, changing the world?