How to Build a Personal Brand that Inspires Loyalty

From Tim Ferriss and Tony Robbins to Huda Kattan and the Kardashians, we’ve seen the rise of immensely successful personal brands in recent decades. Every day, new influencers rise to the top of the social media pile.

Personal brands represent an important step toward the democratization of media. If only a few people are able to share their stories, then only a few people are creating tomorrow. Thanks to the accessibility of personal brand platforms, it’s much easier for people to have the opportunity to tell their truths.

It’s not enough to simply tell your story, though. It has to be heard. And in order to do that, you have to build the best brand possible. At Valuegraphics, we profiled 1,350 people who are more likely to be influenced by personal brands than corporate brands (“The Influenced”). Then, we used the results from that statistically relevant sample, alongside our global database of 500,000 surveys, to determine the group’s core values. We call this study “The Influenced.”

Results from “The Influenced” ” show that if you want to build a personal brand that inspires loyalty, you must speak to three major segments. Overall, people across all three segments care deeply about belonging, personal growth, and personal responsibility; these are The Influenced’s shared values.

Keep reading to learn more about the values that make each segment unique, and find out how you can build a stronger brand by appealing to these values.

Segment 1: The Loyalists (Compassion, Loyalty)

Loyalists make up about 38% of people who are influenced by personal brands. Their lives are about remaining loyal to the status quo; they avoid change whenever they can. They’re loyal to the jeans they buy, the friends they keep, and the meals they like at their favourite restaurants. They love rituals, routines, and feeling secure.

In addition to the values shared by all The Influenced segments, this group stands out because of the value they place on compassion and loyalty. Loyalists’ dedication to personal brands comes from their dedication to the person behind them. Their fidelity isn’t to a company, a particular product, or a theme. It’s to a person that they’ve come to know and respect.

If you are trying to create a personal brand, that means three things. First, you have to be very careful about how you present yourself. What you say is much less important than who you are. Secondly, if you’re loyal to your audience, they will be loyal to you. Finally, you have to show them that following you will bring good things. Maybe you’re helping them make sound financial decisions. Or maybe you’re giving them emotional well-being by telling them that they’re valued. Loyalists make decisions based on their sense of security.

Segment 2: The Adventurers (Experiences, Self Expression)

The second-largest segment, coming in at 21%, is the Adventurers. These folks are the complete opposite of loyalists. They are experience-chasers who love unique events and sensations as an opportunity for growth. They see getting stuck in a rut as unhealthy, and they believe that trying new things is the best way to improve themselves.

They’re attracted to personal brands because they crave vicarious experience. When an Adventurer hears an influencer describe a trip or a new restaurant, it fuels their drive for novelty. Experiences give Adventurers new opportunities to talk, share, and grow.

If you want your personal brand to appeal to Adventurers, feed their hunger for education. Provide content that helps them feel like a better version of themselves. Give them concrete steps they can take to grow: “Here are the three things you can do to reduce the amount of time you spend on x.”

Be aware, though, while Adventurers appreciate clear plans for growth, they aren’t driven by robotic rationalism. They value self-reflection, lessons about the world, and fresh perspectives. Whatever content you create, remember to keep uniqueness and adventure at the heart of it.

Segment 3: The Personal Growth Junkies (Environmentalism, Trustworthiness)

The final segment, pulling in 20% of The Influenced, are the Personal Growth Junkies. Like Adventurers, Personal Growth Junkies are all about becoming a better version of themselves. They want to follow trustworthy people who will be their teachers. Think more along the lines of John C. Maxwell than Kylie Jenner. They are drawn to brands that help them help themselves, and to people who they feel they can depend on.  

One way this group diverges from the Adventurers is that their second most important value, after personal growth, is environmentalism. Their focus on improvement extends beyond themselves; they also want to improve the planet. Messages that focus on the natural world are likely to resonate with this group.

This demographic responds well to moral messaging, but it must be optimistic and empowering. You won’t motivate them by saying, “The world is ending! The ice caps are melting!” But if you tell them, “By cutting paper towels out of your life, you can make a difference,” they are much more likely to act.

(Note: The remaining 21% is made up of splinter groups too small to yield helpful data.)

The Power of Values

Every decision we make, large and small, day in and day out, is based on what we care about. Knowing what your target audience cares about, or what they value, is incredibly powerful because it is a direct link to how they make their decisions. By incorporating these values into your personal brand, it’s easier to speak to your audience, understand their motivation, and guide their decisions.

Learning what matters to these three groups strengthens your ability to convince others to pay attention to your personal brand’s mission. Maybe you want to motivate people to change the world. Or you want them to buy a product that you care about deeply. Or you want them to live a healthier lifestyle. Whatever the case, if you can speak to followers’ core values, you’ll have the ability to tell your truth in a more powerful way.