Do you remember when branding meant putting a personalized yeti water bottle logo on everything you could see? Those days are going away faster than dial-up internet. These days, success means making a presence that feels like a chat between friends. Get rid of all the corporate fluff. Real winning companies have faces, backstories, idiosyncrasies, and occasionally even a dance move that goes viral.

For instance, look at Emma Grede. Yes, she co-founded Good American with Khloé Kardashian, but her own story—she was an immigrant and worked hard—was the main part of their story. People didn’t simply buy jeans; they also bought into Emma’s story. It wasn’t just spreadsheets that came up with the $1 billion value. Emma came to Instagram, explained her tale, replied DMs personally at first, and showed off her actual self. That edge made her stand out in a crowded bazaar.

Now, go to MrBeast, the king of YouTube and the guy who sells burgers. His “brand” is just as much about being generous and causing trouble as it is about what he makes. Fans feel like they know the person, therefore they cheer for them instead of just another influencer. That direct, human connection made his burger business take off. It wasn’t just a typical fast-food launch that made him millions of dollars. They were a natural result of personal branding that was so relatable that it seemed like you were in on the secret.

And let’s be honest: algorithms adore things that are real. Post a funny tale, film your dog stealing socks, and watch your engagement go through the roof. People want things to be authentic. They seek unique voices, tales that are hard to locate, and points of view that surprise them.

A reality that people often forget? Personal branding lets you in on opportunities you never thought you’d have. Creators with a strong presence can get collaborations, passive income streams, and brand arrangements. A single well-written piece can lead to a book deal. An honest interview for a podcast? All of a sudden, a lot of speaking opportunities come in.

Of course, the road isn’t easy. A lot of trial and error. An concept might sometimes fizzle out, like when Sarah, a fitness coach, tried to sell protein pancake mix that tasted a much like cardboard. She made people trust her by being open about it online, and she established a whole community that was excited for her next crazy project.

Personalized branding isn’t magic, but it gets people’s attention, builds relationships, and most crucially, helps businesses flourish. Big companies are now trying to copy the closeness and impact of the one face on TikTok or Twitter. As people get educated, they are drawn to those who share not only what they do but also who they are.

Don’t be afraid to talk about your problems and your wins. That’s where the stories that make a million dollars come from—not from being flawless, but from being yourself.