What Even is a Personal Brand?

You know, even I throw around the word ‘brand’ or ‘personal brand’ and it’s like, what does that even mean? We all kind of have an idea of what a brand is, but then I thought, let’s break it down to its simplest form so we can really understand it and then leverage it to the tits. Let’s go 👉

Hormozi has a great line where he says: “Brand is what people say about you when you’re not in the room. It’s your reputation at scale.”

I think this is bang on. In one word, brand is reputation. This applies to companies and to us as individuals. So if we can build a personal brand that builds reputation with our audience without having to meet every single one of them, that’s leverage.

Let’s use some extreme examples to emphasise this point. Dwayne ‘The Rock’ Johnson, Conor McGregor, and Kylie Jenner all had powerful personal brands and audiences built around them.

The Rock = Discipline. Charisma. Strength. Uplift. Hustle
When he launched his brands — Teremana Tequila, ZOA Energy, Project Rock (Under Armour), Seven Bucks Productions, and Young Rock (TV series) — his audience already trusted his reputation. And because those brands aligned with discipline, charisma, strength, uplift, and hustle, they were ready to buy. Instant hits.

Conor McGregor = Swagger. Fight. Chaos. Luxury. Legacy
His products — Proper No. Twelve Irish Whiskey, McGregor FAST, August McGregor, The Black Forge Inn, TIDL Sport — all reflect and reinforce his brand.

Kylie Jenner = Beauty. Influence. Curated. Youth. Empire
Kylie Cosmetics is a billion dollar company, and it’s all built off her personal brand of beauty, influence, youth, and empire.

So, something I hate doing is the sell. I hate that sleazy sales feel. So any way I can get out of it is a win for me. A great brand reduces the need to sell. The better your brand, the less selling you have to do.
Look at these three. Their personal brands were so strong that when they had a product to sell, once their audience (turned customer) saw they were associated with it, the product practically sold itself.

What can we take from all this?

Every piece of content we create, every way we show up, we need to ask:
“Will this increase the reputation I want to have, and what people associate me with?”

In other words: Will this build my personal brand?

I’d love to help you build your Reputation (Personal Brand). You can download my free Personal Brand Self Audit or if your ready to take the next step, book a strategy call and lets send it 🚀