6 laws of building a magnetic personal brand: Attract your tribe with clarity and confidence

Build a personal brand with magnetic pull. Repel the wrong fit and attract alignment. Resonate with the people you’re truly meant to move.

If there’s one thing that can hold your personal brand potential back, it’s worrying what other people might think about that idea, message, project, post or your presentation. I’d be lying if I said everyone will love it and love you. Because not everyone will. And that’s exactly the point - and your power.

A magnetic personal brand isn’t built to please the masses. The most memorable personal brands are an acquired taste - bold, distinct and designed to resonate deeply with the right people, not vaguely with everyone.

Magnetism isn't just about being liked. It’s about being felt. It’s about clarity, resonance and the quiet confidence to repel what’s not meant for you - and in doing so, you can attract what is. Build a personal brand with pull. One that feels like you and moves like a magnet.

1. The law of the intentional repel

Magnetism requires polarity. Like most brands, the best personal brands aren’t designed to be everything to everyone. If you’re trying to be everything to everyone, you may be appealing to no one. 

When you muse over magnetism, it’s easy to focus only on what makes you or someone else endearing. But don’t forget about the power of repelling. From your messages, tone or personal style, when your personal brand is the right shade of beige for everyone, it can also be bland. A personal brand with emotional resonance will challenge the status quo or spark emotional reactions - and they won’t always be positive. In the process, however, you find your people. You stop diluting your network or audience with people your personal brand will never win over. Make your community stronger for those most aligned with your message. 

2. The law of demonstrated values

Let your actions show what matters most. Shared values connect us. Expressing your values unites your personal brand with your people. 

In Start with Why, Simon Sinek presents his ‘Golden Circle’ theory. The three-circle model champions communicating from the inside out:

• WHY: What is your purpose, cause or belief? Why does your company exist? Why do you get out of bed every morning? Why should anyone care?

• HOW: The differentiated value proposition, proprietary process or unique selling proposition.

• WHAT: Products and services or job functions within a system.

Communicate your Why to connect on your deeper motivation, not your carefully curated messages. 

3. The law of visible beliefs 

People can’t align with what they can’t see. Sinek’s ‘celery test’ highlights why this is important. 

It’s a simple metaphor. You’re at a dinner party. Different people give you advice for your business. Telling you, you need M&M’s, rice milk, Oreo’s and celery. So, when you go to the supermarket, you buy them all. And, when you’re standing in line, because you bought everything, no one can see what you believe.

If you know your Why, like only doing healthy things, you’ll be more prepared. You’d leave with only the celery and rice milk. When you know your Why, every time you get advice, you’ll go to the supermarket prepared. You’ll filter your decisions through your Why. 

When you’re standing in line with your products, your people, who can see what you believe, are attracted to you. Implicitly or explicitly, ensure your personal brand shows the marketplace or your potential community what you believe. 

4. The law of silent cues

From your personal style to your colour choices, your style speaks volumes for your personal brand before you do. Without words, it expresses your personality, values and beliefs. Use your style to express yourself and be your quiet companion in signal visual cues that attract your audience. Whatever your style is, build magnetism into your visual identity - the type that communicates with confidence for your people. 

5. The law of energetic alignment

Beyond your messages and aesthetics, everything is energy. You attract the energy you create. No matter what your authentic energy type, your energy is bound to attract people who resonate with it. Are you a soft-spoken and slow speaker? That's exactly what some people feel most comfortable with. Bold, fast-talker? That’s right up others’ alley. This isn’t about artificially elevating your energy or being a bolder you. With over 7 billion people in the world, if you have a certain energy, others will too. Plus, they may not be just like you - remember the power of magnetism is that opposites attract, too. 

6. The law of similarity 

Common ground creates connection. 

In You Are A Brand, Catherine Kaputa describes ‘The Similarity Principle’. Kaputa proposes that this is one of the factors that influences your likability in your network, saying: 

“Finding common ground or relevance is a good networking tool, and it also influences likability. We like people who are similar to us in some way, whether it is personality, lifestyle, political beliefs, or an old school tie.”

From your hobbies to your interests, build opportunities to connect on common ground into your personal brand strategy. Infuse the foundations of similarity into your bio, content and presentations. 

Your magnetism is not for everyone - and that’s your magic.

Don’t dilute yourself down for universal approval. Build a personal brand that resonates deeply and deliberately with the right people. The people you’re meant to serve, lead, collaborate with or inspire.

Magnetism isn’t about being liked. It’s about being felt. It’s clarity over consensus. Quiet confidence over mass validation. 

Be brave enough to repel. In the process, you’ll build a personal brand with magnetic pull.