Strong Brands Attract and Repel

I saw this article about upcoming episode where Oprah will interview Sarah Palin. It reminds me of something I say in almost every keynote I deliver: Strong brands often repel as many people as they attract.

Brands are frequently polarizing – think Donald Trump, Madonna and Michael Bloomberg. Personal branding is not about being all things to all people or trying to please all of the people all of time, it’s about taking a stand and being comfortable knowing that some will not agree with your point-of-view. Of course, this does not mean being contrary for the sake of it, either. You must be clear about what you believe and willing to express those beliefs.

As for Sarah Palin and Oprah, I am looking forward to this battle of the brands – but knowing Oprah, I think it will not be a confrontational interview. I think both their brands will benefit. What do you think?

William_td William Arruda is the founder of Reach Personal Branding, the global leader in personal branding and the author or Career Distinction: Stand Out by Building Your Brand.

Follow him on Twitter: @williamarruda



  1. Randi Bussin says:

    William-this is a great post and I totally agree with your point of view. In this economy, you have to be clear on who you are, where you are going and then differentiate yourself. As you say, otherwise you are a commodity and who buys commodities?

  2. Joseph Mpangile says:

    I am agree with Randi. Not every one will be always like your brand but if you stand by what you believe in and differentiate yourself, you are bound to have people who will believe in you and what you stand for.

  3. While all your points are valid Randi, many of the Personal branding specialists don’t consider that every individual has his culture – a way of doing things and ofcourse you can add value to that which makes culture very meaningful.Culture is a very important image of mankind and it can be used to create organisational climate after the person has been recruited into the organisation. In this case, a person culture is a strong personal brand.

  4. William, you put across some very valid points. In my eyes celebrities who have a strong brand and point of view are the ones that grab everyone’s attention, for example Lady Gaga. Agreeing with Antony, many people have a strong culture or image that they portray as their brand.


  1. […] – deci și de vedete – se ocupă. “Strong brands attract and repel”, zice el. Gheorghe. Esca: curios, seamănă cu tine prin faptul că ia repel de la intelectualii mofturoși. […]