How Ring Announcers Build Brand Energy and Why Every Company Needs This Approach

By Dom Lau, Ring Announcer for One Championship

As the voice of ONE Championship, Asia’s largest martial arts promotion, I’ve seen firsthand how a single moment—amplified by the right energy—can electrify an arena and captivate millions watching worldwide. My catchphrase, “Here We Go!”, isn’t just a call to action; it’s a spark that ignites the emotions of fans, fighters, and brands alike. Announcers don’t just introduce events; they build brand energy—a powerful, human-driven force that creates connection, excitement, and loyalty. In today’s fast-paced, AI-driven world, companies across industries need this approach to stand out. But while AI can amplify efficiency, it can’t replicate the authentic, visceral energy that humans bring to the table. Here’s why brand energy matters, how announcers create it, and why companies should take note.

AI Can't Replace Emotion & Authenticity

What Is Brand Energy?

Brand energy is the emotional charge that makes an audience feel alive, connected, and invested. It’s the roar of the crowd when I step into the ONE Circle, the anticipation as I introduce a championship fight, or the shared excitement when fans chant “Here We Go!”. This energy can help transform a brand from a logo or product into a living, breathing experience. 

Announcers are masters of this craft. We don’t just read scripts or read 'dramatically'; good announcers channel passion, provide context, and deliver respect into every word. My role is to honor the fighters’ stories, amplify the stakes, and make every fan—whether in the arena or streaming at home—feel like they’re part of something bigger. Companies, from startups to global corporations, need this same ability to create moments that resonate and inspire loyalty.

How Announcers Build Brand Energy

Over my 20 + year career in media—from hosting E! News Asia to commanding the ONE Championship stage—I’ve learned three key ways announcers create brand energy that companies can emulate:

1. Authenticity Fuels Connection

Authenticity is the foundation of brand energy. When I announce a fighter’s name, I take care to pronounce it correctly, respecting their heritage and story. This small act builds trust with athletes and fans, showing that ONE Championship values every individual in its global community. It’s part of the reason why fans from Bangkok to Boston feel connected to our events.

 Authenticity means aligning your brand with values your audience cares about. Whether it’s sustainability, inclusivity, or community, show it through actions, not just words. Share behind-the-scenes stories, celebrate your team’s passion, or engage directly with customers on platforms like Instagram. When your audience feels your genuine commitment, they’ll rally behind you.

2. Energy Amplifies Moments

The right energy can turn a moment into a movement. When I deliver “Here We Go!” with conviction, it’s not just a phrase—it’s a signal that something epic is about to unfold. Through my voice, cadence, movements and presence I try each and every time to amplify the drama, making every fight feel like a historic event. This energy is contagious, sparking reactions that ripple from the arena to social media.

For companies out there, infuse energy into your brand touchpoints. A product launch, social media campaign, or customer interaction should feel dynamic and purposeful. Use bold visuals, compelling storytelling, or interactive experiences to make your audience feel the excitement. For example, a retailer could host a live event with a charismatic host to unveil a new collection, creating a memorable, interactive moment that drives shares and sales.

3. Consistency Builds Recognition

Brand energy thrives on consistency. Fans know exactly what to expect when I step into the ONE Circle: a high-octane performance that sets the tone for the night. My catchphrase,  delivery, squat-and-lunge move and tailored suits are deliberate choices that have been refined and crafted throughout my 10 years with ONE and reinforce ONE Championship’s excitement and brand. This consistency has helped make “Here We Go!” a rallying cry for martial arts fans around the world .

Consistency, consistency, consistency. It is what every company needs to create a recognizable brand identity. Develop a distinct voice, visual style, or tagline that carries across your marketing, products, and customer service. Whether it’s a tech company’s sleek design aesthetic or a coffee shop’s warm, welcoming vibe, ensure every interaction reinforces your brand’s energy. 

Why Every Company Needs Brand Energy

In a crowded market, brand energy is a differentiator. It’s what makes customers choose your product over a competitor’s, advocate for your brand, or share your content online.  Companies need to cut through the noise and create lasting impact.

Consider the numbers: ONE Championship’s events reach over 140 countries, with millions engaging on platforms like Instagram and TikTok. Much of that engagement stems from the emotional connection ONE fosters as a united team through energy-driven moments.

Companies that prioritize brand energy can achieve similar results, whether it’s driving sales, building a community, or launching a viral campaign. A study by Edelman found that 64% of consumers choose brands based on shared values and emotional connection—proof that energy and authenticity DO matter.

As ONE Championship’s ring announcer, I’ve learned that brand energy isn’t just about volume—it’s about connection, authenticity, and impact. I believe in creating moments that linger long after the lights go down. In an AI-driven world, human energy is your superpower. Embrace it, amplify it, and watch your brand come alive.

So, let’s get started—HERE WE GO!

Connect with me on Instagram and YouTube (@domjlau) to share your thoughts.