Tiger Woods is one of the most recognizable personal brands in the world.

But now, as health and personal issues have caused him to fall out of the top golf slot, he’s launching a business brand in addition to his personal brand.

Called “TGR Ventures,” the new brand features a logo with three tiger stripes forming the shape of a W.

While the new venture and brand tie in with Woods’ reputation as one of the world’s best golfers, world, they also go beyond golf.

Tiger Woods Ventures is an umbrella company for the various businesses started by Woods. They include a restaurant he launched last year, as well as TGR Design, the golf course design.

There is also an events company that creates golf tour events. And the announcement suggests more business.

Woods spent most of the decade between 2000 and 2009 listed as the best golfer in the world. With this new move, he is positioning himself as a businessman who does more than play golf.

A story in Fast Company explains the process behind transitioning from a personal brand to a corporate brand:

“The first step is to identify some central themes throughout Woods’ career. “We knew there was a connection,” said Emily Taylor, a VP at the Tiger Woods Foundation, who worked with Woods for 14 years and was integral in TGR’s brand development. They ultimately came up with three qualities they believe Woods is known for: precision, mastery of a range of skills and determination. Woods said in an exclusive email interview with Fast Company. “In the military, they have a saying, ‘Train hard, fight easy.’ You will master your craft if you approach your mind and methods the right way. ”

Little Rosa was tasked with incorporating these ideas into the TGR story, so that as the brand expanded and entered new markets, it would be immediately identified as an extension of Woods. But they also wanted to create a business that could exist beyond its name, like, say, Paul Newman’s food empire. “How can Tiger’s reputation and global recognition both empower the new brand, but not create a dependency that can restore longevity,” Kempler said, describing the types of meetings? conversation he had with Woods. “

On the website TigerWoods.com, there is also a statement from Woods describing the move:

“I approach everything I do with a mindset to be the absolute best. The method I followed to get there was inspired by precision, with the ultimate goal of raising the bar and the status quo. And I always strive for the kind of mastery that naturally results from focus and a willingness to keep learning.

My team and I have applied these principles – mindset, methods and mastery – to everything we have accomplished over the past 20 years.

But I believe this is just the beginning.

As I enter this next chapter with TGR, I commit to building a legacy that goes far beyond just me. Because true excellence – TGR’s kind of excellence – knows no bounds. ”

Woods’ new business brand is a perfect case study for other entrepreneurs. If you first become known through your personal brand, the question becomes “what happens when you get older?” If like Tiger Woods you care about your business lasting, you create a separate business brand.

Now the only question is, will he ever return to golf?

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Source: USA Today