Conchita WurstPersonal Branding

4 lessons & 1 to SKIP

BackgroundConchita Wurst* : Winner of the Eurovision song contest 2014. Wurst is an Austrian entertainer; as being described at the Eurovision website.

Conchita was born under the name Tom Neuwirth, who tried to find a place in the showbiz around 2007, with no big success.

In 2011, Tom decided to create the persona of Conchita Wurst; the trans. changing his image and promoted himself as the Bearded Lady.

* Conchita = Sexy girl in Spanish – Wurst = Sausage is German

Conchita Wurst: Lessons in Personal Branding

Lesson 1: Confidence Confidence is the first and the very essential step for

building a personal brand. Your self confidence will impact others’ decision of building business relationships

with you.

Conchita is very confident, and it is shown from :the slow, quiet tone in speaking.The eye contact with the audience / hosts.Determined clear objectives, “Eurovision , then Grammy awards”.No negative accusing words - for others- were used in any of the interviews held.

Lesson 2: Differentiation Be Different and You will get the attention and be remembered from

the crowd.

Tom, wasn’t really recognized in the media when he entered the showbiz 2007.

He was intelligent enough to be in the spot of the crucial debates of LGBT rights, with more buzz through creating the persona Conchita Wurst – Bearded Lady.

Conchita Wurst is following Lady Gaga : the unexpected in the look; which would be shocking for some; but in the same time it will be memorable as it is Different from the crowd -others in the showbiz.

Lesson 3: Create a Visual to link

The Bearded Lady

The creation of the logo and “The Lady With The Beard” is being used by Conchita and Conchita’s agent and they are promoting it to be the icon of the singer; especially that many find the name hard to pronounce.

Lesson 4: CommunicationChoosing the right language & the right media at the right time will

enable you to build your personal brand, and get the planned exposure.

Youtube Channel : As Conchita brand is more of visual , creating the youtube channel was the perfect medium to start with.

Social media integrated since 2011 + Website, communicating by self with the fans.

T.shirts with Conchita’s logo ( hair & beard)

Media & press people : Establishing very good connections with them; knowing they are the key to gain more exposure , fans & audience.

Excellent communication skills:Always starting talking with complementing others, including media people.Never used negative words referring to othersThe body language and eye contacts were used perfectly.Sharp determined tone when talking about the objectives.Although native Austrian; Conchita is speaking excellent English, which will reach more people.The song lyrics chosen, for the Eurovision 2014, were in English.

*Conchita’s T shirt Illustrationwww.conchitawurst.com

And 1 to SKIP

The One to skip

To focus all the time on being different instead : spot the light on how you are superior &

what makes you deserve what you got: your talent, your qualifications and the hard work.

Conchita in all the interviews focuses most on : discrimination, acceptance and tolerance of the EUROVISION jury; instead of talking about the talent and the choice of the song and lyrics.

*Photos & Refrences : www.conchitawurst.com , www.maxcrude.com , www.eurovision.tv