Why I'm bullish on personal branding

Personal branding isn’t just a nice-to-have anymore—it’s the cheat code to making money in the modern world.

History shows us that any form of communication will eventually be monetized.

The printing press? It didn’t just make books; it created ads. The telephone? Sure, it connected loved ones, but it also launched cold calls. The internet? What started as a place to share information is now dominated by e-commerce, affiliate links, and brand sponsorships.

Dating apps? They were designed to help people find love and excitement, but you’ll also find OnlyFans creators, fitness trainers, and street pharmacists using them to connect with customers.

Social media? It began as a way to stay in touch with friends but has turned into the ultimate marketplace. Everyone from coaches to consultants to content creators is leveraging their personal brand to rake in cash.

As humans we turn all forms of communication into a medium for commerce. So if we want to maximize our ability to sell, we should master communication.

All communication hinges on two fundamental pillars: a shared understanding of reality and an affinity between the people communicating.

Think about it—if we don’t agree on what’s real, we’re speaking different languages. And if we don’t like each other, why bother talking at all? This is why personal branding is so revolutionary.

When you build a personal brand, you’re not just selling a product or a skill—you’re inviting people into your world. You’re offering them your lens on reality, your unique way of seeing and interpreting things. Over time, your audience starts to align with that reality. They see things through your eyes, adopt your perspective, and internalize your values.

But shared reality alone isn’t enough. You also need affinity. People don’t just follow a personal brand because it’s intellectually interesting—they follow because they like you.

Maybe they resonate with your story, admire your confidence, or feel inspired by your hustle. Building a personal brand is the art of cultivating that emotional connection, making people feel like they know you, trust you, and even root for you.

The result? You stop just being a name in the crowd and start becoming their go-to person. When they think of your niche, your product, or your expertise, they think of you.

This is why personal branding isn’t just about visibility—it’s about relatability. The more people relate to you and adopt your reality, the easier it becomes to communicate, influence, and ultimately build a loyal following.

So, when you invest in your personal brand, you’re not just crafting a public image. You’re creating a bridge into your world, shaping how people think and feel, and making them want to stay.

Go out there, master your communication, and crush it.
- Eric Otten