Imagine this:

1. You put some money into a cool company.

2. You make some awesome ads to get people excited.

3. Watch the profits roll in.

4. Sell the company for 10x what you paid.

Well, the Deadpool fame — Ryan Reynolds doesn’t have to imagine.

This is his superpower!

But, how did he go from being a Hollywood heartthrob to selling businesses for billions?

Today, I will tell you 3 stories that will show you how Ryan Reynolds leveraged his personal brand to become a billionaire:

1. Aviation Gin

After a recent ad controversy by the brand Peloton, Ryan decided to do something crazy.

What was it?

Well, there was a model who acted as the lead actress for Peloton’s controversial ad.

Ryan went ahead and cast the very same actress in an ad for his brand ‘Aviation Gin’.

Here, look at it!

Making $122 Million from it.

This campaign was a perfect example of cultural relevance.

Once something is regularly talked about by a large group of people, you can leverage it by creating content on the exact topic.

Ryan seized the controversy and flipped it into a win for Aviation Gin.

The ad was both funny and subtle.

And that’s not a surprise. 

After all, Ryan was, is, and will always be a pure branding genius.

2. Mint Mobile

Did you see those awesome Mint Mobile ads?

Like these?

Ryan features himself a lot in Mint’s marketing, where he uses jokes and simplicity to explain the brand’s value.

He uses his personal brand to drive sales and position Mint Mobile as a straightforward, affordable, and a COOLER product than their competitors.

The company got sold for $1.5 Billion.

Ryan’s campaigns differentiated Mint Mobile in a crowded market by using comedy to make the brand approachable and relatable.

Reynolds effectively communicated the brand’s benefits, helping it gain traction against established competitors.

3. Match.com

Have you seen that ad where Satan is portrayed as dating the year 2020, showing the chaos and challenges of that year?

If not, you absolutely have to see this.

Not gonna lie, this was actually a very risky move.

Using satirical humour to reflect the public sentiment during a difficult time.

But guess what?

The ad worked!

It resonated with a huge audience.

And it demonstrated Ryan’s ability to connect with people’s experiences while making the brand memorable and relevant.

3-Step Framework to Create Asymmetric Returns Out of Your Personal Brand.

Time to apply Ryan’s strategy to your own life, isn’t it?

1. Build a Personal Brand, Not a following (Yes, there’s a difference)

• It’s the person you follow, not their theories: 

Figure out what’s the best part about your personality. Exaggerate it on social media.

Like Ryan Reynolds, who blends his wit and charm into his marketing, your personal brand should reflect your unique traits.

• Become a part of your audience:

Actively engage with your audience on social media and other platforms.

Share personal stories, behind-the-scenes content, and interact with your followers to build a loyal community.

• Figure out a brand and use it again and again:

Maintain a consistent voice and message across all channels.

Whether it’s humor, inspiration, or expertise, make sure your personal brand is recognizable and relatable.

2. Strategic Partnerships

• Identify Long-Term Bets:

Look for opportunities to collaborate with or acquire businesses that align with your brand values and personality.

Ryan Reynolds invested in Aviation Gin and Mint Mobile, both of which he could authentically promote using his personal brand.

• Brand Integration:

Now, integrate your venture into your personal brand.

Use your influence to authentically promote these businesses, making them feel like an extension of who you are.

• Don’t just ‘Sell’:

Focus on adding real value to the businesses you’re involved in.

This could be through creative marketing, product development, or getting customer feedback from your audience.

3. Leverage Content and Cultural Relevance

• News-jacking:

Take advantage of cultural moments and trends.

Create content that resonates with a hot topic, just like Reynolds did with the Peloton response ad and the Match.com Satan campaign.

• Viral Potential:

Focus on producing content that is not only relevant but also shareable.

Use humor, emotional appeal, or surprise elements to increase the chances of your content going viral.

• Strategic Use of Media:

Utilize multiple platforms to amplify your message.

Linkedin, Newsletters, X, Instagram, Youtube, Pinterest, Reddit, TikTok.

The list is endless.

I firmly believe that reverse engineering the top leaders of the industry can create magic for your personal branding journey.

And that’s what I promise to bring to your life. Magic.

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Let’s meet next Thursday.

Your Big Brand Theory,