How Jussie Smollett Can Solve His Personal Branding Crisis

Can one possibly think of a bigger personal branding blunder than what we’ve recently seen go down with Empire’s Jussie Smollett?

Just incase you need a refresher, a few weeks ago actor Jussie Smollett was ‘attacked’ by two masked men who “wrapped a noose around his neck, shouted racist and homophobic slurs, and poured a bleach-like substance on him” and spent a few days in the hospital as a result. As news broke of the attack, the public rage ensued and many rallied behind Smollett.

Fast forward to present day, Smollett was indicted by the Chicago Police Department for filing a false police report, and mounting evidence. Apparently, Smollett planned the attack on himself.

So – how can Smollet possibly recover from this?


A good place to start, would likely be owning up to the situation and apologizing. Rebuilding his personal brand is not something that may be easy, but if he has any hope at all, he’ll have to start with being honest, authentic, and starting as soon as possible.