How a failure speech strengthens your personal brand

Before April 26, 2023, I never heard of @giannis-antetokounmpo. I'm not into basketball.

The Greek Freak, as his fans nickname him, signed up for another five years at the Milwaukee Bucks for 187 million Euros. Yep. He is a #brandambassador for #Nike and a #philanthropist known for his thought-provoking postgame interviews.?

And after the 'shocking loss' of the Bucks in the NBA Playoffs, he will probably be known for giving the best failure speech in decades.?

That's how he got my attention and the attention of millions of people who -like me- had never heard of Giannis, the Greek Freak.?

?And it all started with a question by a reporter named Eric:

Do you see this season as a failure, Giannis?

It is a typical question sports journalists will ask after a defeat. And a similar question will be posed to you as a CEO or an entrepreneur when your business is not doing well. How do you answer something like that??

Giannis spoke from his values and beliefs. And that produced a lovely reinforcement of his personal brand.?

Five things you can learn from the failure speech of Giannis?that will?strengthen your personal brand

?

1/ Think before you speak

Giannis' body language didn't lie: he honestly showed he didn't like the reporter's question. But by shoving his hands through his hair, he also indicates that he is thinking about how to answer, and by rubbing his hands, Giannis tells us he is 'ready' to tackle the question with a plan.?

In these very first seconds, you see how:

• congruency of body and mind creates authenticity
• thinking before speaking is smart

?

2/ Say the name of the person you're talking to

Giannis immediately gives context to his upcoming unorthodox answer. He sets the scene by telling the reporter: 'You asked the same question last year, Eric.'?

This learns us two things:

• By saying the name of the person you're talking to, you acknowledge them; you show you respect relationships. You also take charge.
• You don't have to worry about misunderstanding by giving context to your answer.?

“You asked me the same question last year,?Eric,”?Giannis?said during a mandatory NBA press conference. “Okay. Do you get a promotion every year? On your job, no right, so every year you work is a failure? Yes or no? No. Every year you work, you work towards something. Towards a goal, right? Which is to get a promotion, to be able to take care of your family...

3/ Reframe 'unwanted' questions

A journalist uses 'framing' in his question. This interview technique provokes a specific answer that can make a great headline. Framing is often used in critical situations.

Being alert and aware of framing puts you in the position to answer by reframing. When you reframe, you give a new perspective on the subject and thus prevent damage to your reputation.

This can be a game changer in how you are perceived because reframing shows you're intelligent, a fast thinker, and thought-provoking.

?There is no such thing as failure in sports. Every setback is a stepping stone to success; every successful experience can help us grow stronger and more determined.

4/ Make it larger than life

Create a legacy with words. Stay away from the anecdotic level of a Q&A;

Two ways to do this:

• Make it about them
• Go for the metaphor.

How can your answer become a lesson for life?

?It is not a failure, it is steps to success.?Michael Jordan?played 15 years, won 6 championships, the other nine years, was it failure? Twenty-six times, I've been trusted to take the game-winning shot and missed. I've failed over and over and over again in my life, and that is why I succeed.”

5/ Do not make it personal

Make it about them, but do not make or take it personally. If you get too heated, calm yourself as Giannis did: pause and take a deep breath. Keep your voice soft and friendly, and go one. Show you're a leader.

?

By doing this,

1/ Giannis' postgame interview went viral

2/ his sponsor Nike immediately created an ad to monetize the momentum

3/ he has strengthened his personal brand beyond his achievements in basketball, which is great for his after-sports career.

?

What about your Failure Speech?

As a business leader or a business owner, you also experience failure. What can you learn from Giannis to tackle the fear and reframe the failure into a failing forward story??

Discover and learn how to set up your personal brand in a way it can tackle moments of failure with resilience.

Join our Brand You One-Day-Intensive. You can participate and get started on your personal branding.?Find out more here.

#personalbranding #succesmindset #failingforward #thoughtleadership #brandstrategy #storytelling #iankafleerackers #NBA