Arne Slot, Head Coach, Liverpool FC (Image sourced from LiverpoolFC.com)Just under a year ago Liverpool FC announced the appointment of a relatively unknown Dutch head coach called Arne Slot.
Pundits, ex-players, fans and media all agreed on one thing. Following in the footsteps of managerial legend, Jürgen Klopp, was going to be a very tough gig. The prosecution’s main evidence was to look at Manchester United, now onto their 10th managerial position, since Sir Alex Ferguson retired in 2013.
So how does one follow in the footsteps of a powerful brand and iconic leader?
While football and communications might seem worlds apart, both operate on the foundations of any brand – positioning, reputation and connection. Klopp was a larger-than-life figure with a personal brand built on emotion, passion and authenticity.
His natural charm and charisma endeared him to fans and players alike. When added to his trademark heavy metal brand of football, trophy success and overseeing a wider transformation of Liverpool as a club and a brand, his legacy puts him firmly on Liverpool’s own Mount Rushmore.
What does Slot’s appointment, and first year teach us about the importance of personal branding in leadership and communications?
You do you
One of the biggest challenges in branding is following a charismatic, well-loved and successful predecessor. The same principle applies in business when a CEO or CMO known for visionary leadership, an impactful tenure or signature style moves on. It’s the same when a brand synonymous with a particular identity, product or set of values is forced to evolve.
Slot didn’t and couldn’t be another Klopp. He needed to establish his own version of leadership that resonated with players, fans and crucially not overstep by trying to change the brand in his first week.
Authentically authentic
Employees, consumers and partners (and football fans) can easily sense inauthenticity from a mile away. Leaders who try to be something they just are not will find it very hard to gain trust, loyalty or respect.
For Slot, the worst thing he could have done was force an attempt to mimic Klopp’s style because he clearly just isn’t the same type of leader. From Klopp’s high-octane emotion, crowd interaction, edgy media engagements and combative nature, Slot has brought calmness, tactical analysis, a partnership-led media approach and a general conciliatory nature to his interactions at Liverpool FC.
Tell a sequel story
Klopp’s story was one of emotional highs and devastating lows with a dose of resilience and relentless pursuit of greatness. Slot has had to craft his own story but one that could read like a natural sequel (and equally watchable one), speaking to both continuity and change.
Brands face this challenge all the time. The best brand and leadership transitions don’t ignore history, they build from it. Slot hasn’t outwardly changed much with the team personnel. He hasn’t been afraid of referencing the work of his predecessor and at the same time he’s brought his own style of play, communications approach and even touchline fashion sense.
Consistency builds trust
Slot hasn’t yet felt the need to make grand statements, search for headlines or make big new signings. He has established his own unique style and reinforced that through consistent messaging, behaviours and actions.
He seems to have understood that personal branding isn’t built overnight. It takes time, results, and repeated proof points. Marketing tends to love quick wins, viral moments, re-brands and big partnerships. The best brands (and leaders) understand that credibility is built over time through a clear vision, consistent actions and relevant messaging.
Penalties
So, what can we all learn from Arne Slot’s appointment?
- New leadership should not feel the need to change everything overnight to ‘make their mark’.
- The best brands and leaders succeed by leaning into their authentic selves, not by mimicking what came before them.
- A compelling narrative, rooted in the context of what came before, enables audiences to buy into an evolved vision for what’s next.
- Strong leaders show up consistently and reinforce the same core values over time. It doesn’t always need a big bet, a 180 turn or immediate re-org.
- Reputation and credibility aren’t built overnight and require patience.
Finally, arguably the greatest lesson to the most successful transitions is the state the predecessor leaves the team, the brand and the business in. That was perhaps Klopp’s greatest leadership trait. As a Liverpool fan let’s hope it leads to our 20th League title and the first of many for Mr Slot.
By Peter Jacob, Managing Director MENAT, Current Global
