The Rise of People Brands: Lessons for Institutional Brands

During another Jeffersonian lunch with a group of consumer brand founders, we debated and shared ideas around the evolving world of consumer brands. Personalities like MrBeast and Joe Rogan have become dominant forces, not because of traditional advertising strategies, but because they are their brands. Their names carry influence, trust among their target audience, and relatability. Consumers feel like they know these creators personally, which makes their products feel more authentic. They know their taste, daily routines, and outside interests.

On the other hand, traditional brands (think Blue Bottle Coffee and Beyond Burger) have long relied on consistent quality, advertising, and recognizable logos. These brands have historically succeeded without needing a person’s face. But the landscape may be shifting. As discussed during a recent conversation, people-driven brands aren’t just a trend, they’re rewriting the rules of business. This post explores why this is happening and what institutional brands can do to adapt.

Brand Vocabulary

Before we dive in, let’s clarify some key terms.

Institutional brands - refer to the traditional brands you see in stores, on billboards, online, or on TV. They typically lack a personal face or a creator that consumers associate directly with the brand.

Influencer brands - are similar to institutional brands but use content and multiple faces like celebrities or ambassadors to tell their stories and build awareness.

People brands - are unique in that they revolve around a single individual: the founder. When you hear the name of the brand, you think of that person. More importantly, consumers know who this person is and what they stand for. This is the emerging type of brand we’re seeing today.

Why People as Brands Are Rising

Consumer trust is evolving. Today’s consumers don’t just want good products; they want brands they can develop a relationship with. People like Emma Chamberlain built a recognizable coffee brand by being approachable and consistent. She shares behind-the-scenes stories, talks about her struggles, and invites her audience into her world. This transparency builds loyalty in a way traditional branding struggles to replicate.

Many founders in our discussion pointed out that this connection often forms through parasocial relationships: one-sided bonds where consumers feel personally connected to someone they’ve never met. For example, Emma's audience wasn’t initially looking for coffee, but her authenticity made them curious. They wanted to support her because they trusted her taste and story.

The success of people-driven brands isn’t about celebrity. It’s about the emotional connection that consumers feel with a person who seems real.

Finding Evidence in the Politics

Alright, you may not want to think about politics when reading about brand building, but it’s a useful comparison. Trump positioned himself as an unscripted, non-institutional candidate. Love him or hate him, you know who he is. Harris, on the other hand, represented a more carefully scripted, institutionalized approach. The election results reflected that many people don’t want to engage with institutions. They want to connect with human beings, even if they are highly controversial.

The Risks of Personality-Based Branding

Of course, building a brand around a single person doesn’t come without pitfalls. What happens if the founder becomes controversial or moves on? Elon Musk and Tesla are prime examples. Musk’s public persona is both a strength and a vulnerability. His bold opinions align with Tesla’s ethos of disruption but can also create a backlash.

Brands like Tom Ford have stayed successful even after the original creator stepped away. However, this only works if the brand has developed an identity strong enough to stand on its own. Brands that lean too heavily on one individual risk losing credibility or value when that individual exits.

Can Institutional Brands Win with Content and Storytelling?

Some institutional brands are finding success by borrowing tactics from creator-led brands. Liquid Death is a prime example. The brand has grown by positioning itself more like a media company than a water brand. Its irreverent humor and bold content have made it feel less corporate and more like an entertainment brand.

Another standout is Mid-Day Squares, where the founders and team document their journey as part of the brand’s identity. By sharing both wins and challenges, they’ve humanized their company and created a loyal following.

Many institutional brands don’t believe they need a face. Instead, they need a story. Storytelling humanizes a brand and makes it memorable. Whether the story comes from a founder, a team, or the customers themselves, it creates the emotional resonance that consumers crave. However, I believe this approach is starting to lose its effectiveness. Many consumers no longer believe in these very carefully crafted stories that sound too good to be true.

The Power of Community in Brand Building

Many founders in the discussion emphasized that the most successful people-led brands build communities, not just audiences. Community-driven brands invite their consumers into the decision-making process, making them feel like co-creators. My previous post discusses this in depth.

A founder shared how their brand crowdsourced feedback on everything from product names to packaging through social media polls. The result? Consumers felt a sense of ownership and became brand ambassadors. This strategy creates deep loyalty, where consumers are more than customers: they’re part of the journey.

Institutional brands can replicate this approach by building ecosystems where consumers feel heard and involved. This requires more than just a social media presence; it means actively engaging, listening, and responding to feedback.

We saw this concept gain traction during the NFT boom. Brands like Boss Beauties used community input to guide their creative and business decisions, allowing early supporters to play a pivotal role. While it’s unclear whether this model can work sustainably, it highlights the potential for brands to grow by integrating their audience into decision-making processes. Reward and compensation mechanisms need further development to make this approach viable.

Authenticity vs. Performance

One of the biggest takeaways from our discussion was that authenticity matters more than ever. However, consumers can spot “performance authenticity” a mile away. Simply slapping a celebrity’s name on a product doesn’t work anymore.

Several participants pointed out how certain celebrity brands have failed despite massive exposure. The Kardashian empire seems to be widely successful, but they have launched 100 products, yet many quietly disappeared when they felt like cash grabs rather than authentic ventures. In contrast, a smaller brand that has a genuine founder as the face of the business can win, even without a celebrity endorsement.

Product Still Matters

While brand storytelling is crucial, it can’t replace a good product. Some brands have had viral first years, only to fall flat when their products didn’t live up to the hype. A founder in our discussion emphasized that while a strong personal brand can accelerate finding product-market fit, it can’t sustain long-term success if the product itself isn’t good.

Lessons for Institutional Brands

So, how should institutional brands respond to the rise of people-led brands? Here are a few key strategies:

1. Be Human

Consumers, particularly Gen Z, want to connect with something deeper than a cool story. Sharing the video about your products, whether it’s the inspiration behind the design or the manufacturing process behind the scenes, may no longer cut it. Find a way where a customer can develop a relationship with a person behind the product.

2. Find Your Message

You don’t need a celebrity founder, but you do need a clear brand message. It doesn’t need to be polarizing. Maybe your message is that you hate division, which is why you refuse to pick sides.

3. Engage Your Community

Don’t just market to your audience, collaborate with them. Invite feedback, ask questions, and create spaces where they can share their experiences. Turn the one-way relationship into a two-way street.

4. Be Consistent

A consistent brand message is important, but don’t be afraid to show under the hood of your brand. Whether it’s celebrating milestones or admitting setbacks, transparency builds trust.

5. Plan for the Long Game

Even the most successful people-led brands evolve beyond their founders. Have a strategy in place for how your brand can maintain its identity even as leadership changes.

Can You Rebrand to People Brand?

For the record, I’m not suggesting everyone rebrand as a people-driven brand. Different industries and companies have different needs. However, if you are considering it, I believe anyone can make the shift. Take Facebook as an example. Their rebrand to Meta initially fell flat, failing to repair their damaged reputation. However, their second rebrand succeeded by putting a “new” Mark Zuckerberg at the forefront. He was portrayed as a more relatable, martial arts-loving, stylish leader. This helped humanize Meta.

The Future of Branding

The rise of people as brands taps into something fundamental: the need for connection and trust. Whether driven by a vocal founder or a loyal community, brands that feel human will continue to dominate.

Institutional brands shouldn’t see this trend as a threat but as an opportunity. By embracing authenticity, new form of storytelling, and community-building, they can remain relevant in a world where consumers increasingly seek meaning behind their purchases.

In the end, it’s not about becoming the next MrBeast. It’s about understanding what makes your brand unique and telling that story in a way that resonates. While the tactics may evolve, the core of branding remains the same: building connections that last.