Many moons ago, I used to teach personal branding for small businesses in photography. My favorite way to make the concept relatable was by breaking down celebrity brands. After all, the best brand you can control is your own—and what better way to learn than by looking at people we already recognize?
I’ve decided to bring this series back, and there’s no better place to share my passion for branding than LinkedIn and my blog. To kick things off, I’m starting with one of my all-time favorites: Beyoncé.
Why Beyoncé?
Beyond her music, performances, and cultural influence, Beyoncé represents a masterclass in building and sustaining a personal brand. When I look at her brand, one word ties everything together: Heritage.
By definition, heritage reflects cultural traditions, historical roots, personal experiences, and connections between the past, present, and future.
For Beyoncé, heritage is the thread that runs through everything she does:
Family influence: Raised by parents who were entrepreneurs—her father a businessman and her mother a beauty professional—she grew up surrounded by perseverance and sacrifice. Those values flow into her work today.
Business ventures: Remember House of Deréon? The fashion line was inspired by her mother and grandmother, both seamstresses. Her whiskey brand “Sir” is named after her son. Every venture connects back to her lineage.
Music as storytelling: From dedicating her Renaissance album to her Uncle Johnny, to blending sounds that honor both past and present, her art is steeped in personal and cultural heritage.
What This Means for You
When building your personal brand, ask yourself:
What’s my one word? What theme connects everything I’ve done, am doing, and aspire to do?
Where does it come from? Is it shaped by your upbringing, your career journey, or your values?
How do I show it? Through your work, your storytelling, your products, or the way you communicate.
The more consistent you are, the stronger your brand becomes over time.
Takeaway
Your brand isn’t just about what you do—it’s about the story that connects it all. Find your one word, and you’ll discover the foundation for a brand that feels authentic, memorable, and powerful.