Building a powerful personal brand is all about understanding how your
target audience functions, what they want, what they need, what they desire.
Tapping into all of these causes of actions and needs helps you connect to
your audience and helps you trigger them to take action—whether that is
buying the products associated with your personal brand or simply coming
back to it to seek more inspiration, advice, or motivation.
For instance, Oprah Winfrey is one of the stars of modern personal branding.
Everything she creates is automatically a success because she has been
building a personal brand that taps into people’s needs to be better. If she
were to release a branded spoon tomorrow, cohorts of consumers would line
up to buy it—because that spoon would be associated with the success of
Oprah herself (with her fame, with her weight loss journey, with her fortune,
and so on).
The relationship you build through personal branding is not the relationship
between an entity (company) and consumers, but the relationship between
two human beings—and that is where the true value of personal branding
lies, especially in a world that has been long alienated by technology and
dehumanized marketing approaches.