Breaking into new markets is never easy, especially when cultural nuances shape how audiences connect—or disconnect—with a rising star. Tyla, the South African pop artist with undeniable beauty and global hits, faces this challenge as she works to establish herself in the American market.

The biggest gap in her personal brand right now? Her story.

Tyla has the visuals—style, music, and presence—but she’s missing the narrative thread that ties it all together. Audiences connect with more than talent; they connect with stories that feel authentic and relatable. Without that, her brand feels incomplete.

If I were advising Tyla, I’d lean into the identity of being a fish out of water. Instead of glossing over the cultural differences, she could embrace them—documenting her journey of learning about Black American culture, collaborating with U.S. artists who share African or Caribbean roots, and showing curiosity and growth along the way.

This narrative doesn’t diminish her artistry; it humanizes it. It’s the bridge that could help her merge cultures and carve her unique space in the industry.

Takeaway for You

Your personal brand isn’t just about looks, talent, or design—it’s about the story that connects it all. Always define your brand story before expanding into new markets.