Last weekend, like millions of people, I listened to Taylor Swift’s new album Diary of a Showgirl — and loved it!

Whilst I’m not a superfan, I’m in awe of this woman who attracts a following so diverse it encompasses me as well as my twenty-something daughters. How does she do it? After all, plenty of people are as talented as she is, yet they haven’t achieved the phenomenal, cross-generational, record-breaking success that she has.

Because her fans aren’t just buying Taylor’s music — they’ve bought into her brand. Her fans feel like they really know her; there’s an authenticity there. There’s also a reciprocity — they feel like she loves them back. Her hard work and talent are part of her brand, but it’s more than that. It’s not just what she does, it’s who she is. Even the more gnarly parts of her character help her fans feel like they really know her. To be honest, I kind of like the darker, “spicy” Taylor — the one with a tendency to seek vengeance, retaliate and snap.

So — what does this have to do with you? You have a brand too. Just like Taylor’s, it encompasses both what you do and who you are.

Many of my clients roll their eyes (figuratively if not literally) when I start talking about personal brand, because they think of it as opportunistic or shallow. This couldn’t be further from the truth. Having a strong, resonant brand is about knowing who you truly are — what you’re good at, what you stand for, what you offer, and where you’re going.

And then making sure others know that about you too.

So, if Taylor’s brand is authenticity, creativity and connection — what’s yours?