Ari Vatanen achieved something unique, and it made him super popular: “People relate to him in a magically human way”

Atte Age experienced something mind-blowing after visiting in 1984 with his parents Elvis Presley at home in Graceland.

The home of Elvis, who died in 1977, had become a pilgrimage destination for hundreds of thousands of his fans.

After walking around the manor, 15-year-old Varsta wondered how one person could be so famous that he is known all over the world by his first name alone.

At the same time, it was the starting point for the later extensive investigation that each of us has our own brand, even if we may not notice or understand it.

Varsta has revealed his brand ideas in two of his books: the one published in 2021 Elvis and me (Aviador) and in this year’s release From Einstein to Alma – the hallmarks of a strong personal brand (Aviator).

In the Elvis book, over a hundred mostly well-known Finns reflect on their relationship with the king of rock ‘n’ roll.

In the Einstein book, Varsta ponders what makes an individual’s brand so special that the image of him begins to live an independent life, independent of his “model”.

“Brands touch us all, even if the word is labeled as commercial. Before, we talked about reputation and image. The brand is the mediator of meaning in the story. It has always been present in mythologies and hero stories,” says Varsta.

His career Varsta (born 1969) has worked with brands in international advertising agencies and large Finnish companies. He is also a multi-entrepreneur and investor.

Today, he works as a lecturer in entrepreneurship at Haaga-Helia University of Applied Sciences.

In the sports world, Varsta has been running a manager’s office since he died of cancer in the spring Kim Vatanen with. Among other things, a multiple world champion in rally driving Sébastien Ogier belonged to the office’s clients.

In addition, Varsta has been team manager and commercial manager in the World Rallycross Series in England, France, Austria and Sweden.

In May, he started as executive director of the Finnish Sports Managers’ Association, after a long time managing the post office Jukka Virtanen finished.

“Because of my background, my approach to sports management is commercial, not sports. I’ve always been a brand guy,” says Varsta.

In personal brands Varsta distinguishes four key strong features.

Uniqueness in a personal brand means a historical dimension. The likes of which there has never been before, there is no other at this moment, and there probably won’t be another like it.

“A unique person is a master of his field, to whom others are compared, for example Prince in due course.”

World sports star boxer By Muhammad Ali was a unique brand that had a strong emotional distortion due to Parkinson’s disease.

Many people remember how the buzzing Ali lit the Olympic flame in Atlanta in 1996.

A relevant personal brand has the ability to resonate here and now. And renew. Varsta mentions music as an example David Bowie.

” He applied for different things, which he tried and failed, but finally a diamond came out. That’s how you can brand yourself,” says Varsta.

The third a feature is a difference. For example, an F1 driver Kimi Raikkonen surrounded by a lack of words in public. However, in his civilian life, the “Ice Man” obviously has his own brand.

The fourth key feature is emotionality. It is the most challenging from the point of view of building a personal brand.

As an example, Varsta brings up the rally car world champion Ari Vatanen.

“He was not superior in his achievements, but people treat him in a magically humane way: a quick rise to the top, adversity and a glorious return,” Varsta lists the career of Vatanen, who comes from Tuupovaara.

Vatanen also fulfills the trait of uniqueness. After sports, he made an extraordinary career in politics.

“I don’t know anyone else who has represented two countries (Finland and France) in the European Parliament,” says Varsta.

Strong a superior and a vulnerable side are visible in the personal brand. This was, for example, a hill jumper Matti Nykänen.

“Nykänen is a classic example of a strong sports brand. He had incredible achievements, but at the same time a weak side. His brand could no longer stand the uproar, especially after doing bad things to others,” says Varsta.

Varsta reminds us that history goes along with a personal brand.

“Everything is dug and the ballast goes with it. An athlete who has been convicted of doping once is always a doping athlete.”

Examples well-known people share what is important in building a personal brand. But what would be the common thread for today’s young athlete?

Varsta says that he has already thought about it a lot from the point of view of sports managers. The Managers’ Association constantly receives contacts from athletes asking where they could get financial support.

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In social media, some other reality is often built, which does not come from the person himself. That message separates from one’s own personality.

An experienced sports influencer turns his eyes to companies to increase their support for athletes.

“We need companies to finance sports. It is important to think about how the athlete’s brand is naturally related to doing business. It also requires a lot from a manager when you start building a career around an athlete.”

Young and Varsta urges athletes who are close to the top to think about their brand at an early stage.

“Where do I want to be five years from now, and not just quick publicity on social media. You should be able to think about things in the long term.”

So you also see danger signs for the athlete’s brand in social media?

“Yes. In social media, some other reality is often built, which does not come from the person himself. That message separates from one’s own personality. The more it separates, the harder it is to hold.”

Since Varsta has been involved in extreme commercial motorsport for a long time, he understands the business logic and brand building that works there better than many others.

“In motorsports, companies don’t pay for an expensive logo on the side of the car, but for being able to do big business with other companies and to sit at the same table with them,” says Varsta.

With the same logic, an all-around athlete or skier struggling with his livelihood could also succeed financially. Gotta get to the right tables.

“Partners should be sought so that cooperation can continue even after the career ends.”

Let’s go back finally to Elvis. How close was his brand, his image, to his real persona?

“Elvis was asked this at a rare press conference in Madison Square Garden in 1972. Elvis replied that image is one thing, the person behind it is another and it’s hard to live up to image expectations.”

“On the outside, Elvis had everything, but inside he was a fragile, unrealized person.”