Dr. Lonnie Bunch: The Making of A Powerful Personal Brand

July 27, 2017

Last week, I visited the Smithsonian Institution’s National Museum of African American History & Culture (NMAAHC) for the second time this year.  However, this trip was different because I had the opportunity to spend time with the museum’s founding director, Dr. Lonnie Bunch III.  I also was fortunate to have him take my husband, Martin (who is a childhood friend of Dr. Bunch’s) and me on a personal tour of this incredible facility.

Throughout his professional journey, Dr. Bunch has indeed built a compelling personal brand, and it ultimately helped him raise more than $540 million to build one of the newest and most popular venues on the National Mall.   So how did he build this powerful personal brand? It certainly was a journey that began decades ago.

Dr. Bunch is an American historian, author, curator and educator who has reached “Rockstar” status in his field. Before his current appointment in July 2005, Dr. Bunch served as the president of the Chicago Historical Society (2001–2005). He also worked at the Smithsonian in the past, holding a number of leadership positions at its National Museum of American History from 1989 through 2000 and served as the curator of history and program manager for the California Afro-American Museum in Los Angeles from 1983 to 1989.  A prolific and widely published author, Dr. Bunch has written on topics ranging from the black military experience, the American presidency, and all-black towns in the American West to diversity in museum management and the impact of funding and politics on American museums. Lectures and presentations to museum professionals and scholars have taken him to major cities in the United States and many nations abroad, including Australia, China, England, Ghana, Italy, Japan, Scotland, South Africa, and Sweden.

Dr. Bunch also has appeared on CBS This Morning, ABC News, 60 Minutes, PBS NewsHour, Fox News and C-Span, as well as interviewed by numerous publications including USA Today and the Washington Post. He was named one of the 100 most influential museum professionals of the 20th century by the American Association of Museums.

When asked how he feels about his national recognition, he replied, “It’s very surreal, and I’m still uncomfortable with being this well known. “

A Clear Vision

As the founding director, Dr. Bunch established a clear vision for the museum.  He attributes its success to the fact that the museum is not just for African Americans, but it’s more about our shared national history. He was very involved with bringing the museum to life—from the location on the National Mall right next to the Washington Monument to the beautiful building structure, to the legendary artifacts currently housed in the museum.

After all these years as a historian, Dr. Bunch is still enthusiastic and excited when he talks about his craft as a leader and historian.  As he led us on the tour of the museum, he pointed out his favorite exhibits and told stories about specific artifacts, including the acquisition of Harriet Tubman’s shawl and her bible (circa 1876), and Chuck Berry’s vintage red Cadillac. He explained the significance of the slave cabin, a prominent structure in the museum that had both a front and back door.  “The original cabins had one door to enter and exit so that slave masters could monitor slaves,” stated Dr. Bunch.  “However, after slavery, we began seeing cabins with back doors that symbolized freedom.” He joked about the museum running out of money towards the end of the development and having to serve as the “budget” narrator for many of the exhibits.

A Positive Image

In addition to being a great story teller, Dr. Bunch has a positive and calming demeanor. As Maya Angelou said, “People will forget what you said, but will never forget how you made them feel.” I must admit, when I arrived at his office, I was a little intimidated by his national stature.  However, to my surprise, he greeted me with a warm hug and a kiss, and I immediately felt like a part of the family. Dr. Bunch was heading to North Carolina to visit his 89-year old mother the following day. “I have to take a photo of us so that I can show my mom,” said an excited Dr. Bunch.  “She will be thrilled to see it.”

During our visit, I could see why people are naturally attracted to his warm and friendly personality.  Throughout the tour, he was very humble and graciously greeted everyone with the same amount of compassion from the numerous visitors who stopped him along the way, to the elevator operators to the janitor in the cafeteria.

A Powerful Network

Dr. Bunch has one of the most robust networks that includes the likes of Oprah Winfrey, Barack and Michelle Obama, and LaNella Hooper-Williams (just kidding).  When we arrived at his office, he had just finished a call with Dr. Henry Louis Gates, an American literary critic, teacher, historian, filmmaker and public intellectual who currently serves as the Alphonse Fletcher University Professor and Director of the Hutchins Center for African and African American Research at Harvard University. While he is among one of the busiest people I know, he still takes the time to do what he can for others.  And, it’s that willingness to help others that make people want to go out of their way to support him.

Hats off to Dr. Lonnie Bunch and how he has built a powerful personal brand.  Thanks to him and his team for bringing such an important part of history to life that will benefit all Americans.

“There is nothing more powerful than a people, than a nation, steeped in its history. And there are few things as noble as honoring our ancestors by remembering.”

Dr. Lonnie Bunch III