How to make people care
Why do some brands succeed while others-despite delivering high levels of value-struggle to make an impact?
We often search for answers in strategy, execution, value proposition, or communication. And while these are all essential components, we tend to overlook one fundamental truth: brands are ultimately what people make of them.
In short, brands must generate meaning that is perceived and embraced by their audience.
Meaning is what makes people care. It’s the answer to the silent question everyone asks when they come across a name, a post, or a proposal:
"Why does this person matter to me?"
Personal brands that thrive over time are not just visible; they are understood and felt. They stand for something. They make people think, feel, or act in a certain way. They resonate. That resonance is brand meaning, and it’s the foundation of influence, loyalty, and trust.
But meaning is tricky. It’s abstract, subjective, often hard to grasp—and that’s where many brand builders get stuck. Can we really operate strategically when dealing with something so intangible?
Yes, we can. But as always, we need a theory before we can design a strategy.
Where meaning comes from
Professors Oriol Iglesias and Eduard Bonet from Esade Business School provide a valuable answer in their article Persuasive Brand Management. They argue that brand meaning is not something you control or impose. It’s something that emerges in the mind of your audience, shaped through a dynamic process involving relationships, stories, experiences, and touchpoints.
They describe a major shift in brand management: from a product-centred, top-down model to a more dialogic and participative one. In this new model, meaning is fluid and negotiated. Brands must learn to persuade rather than control, to listen actively, co-create meaning, and align culture and identity with the evolving perceptions of the brand.
It’s a powerful contribution. And while their work is rooted in corporate brand strategy, it has strong implications for personal branding.
Let’s explore one of them: how your narrative and the experiences you create shape the way people assign meaning to your personal brand.
Narrative + Experience = Brand Meaning
We often think that if we communicate clearly, people will get our message. But that’s not how meaning works.
Meaning does not reside in what we say or do—it resides in what others understand, feel, and interpret.
- Narrative is the full set of messages we (deliberately or not) send to our audience. It includes what we say, what we don’t say, how we act, what we stand for.
- Experience is the reality of engaging with us. It includes every touchpoint: our website, a phone call, a workshop, a conversation, a post, a testimonial, or even someone talking about us to a third party.
According to Iglesias and Bonet, meaning is generated through the interaction of these two dimensions. And whatever we intend, people will form their own interpretation. That interpretation will determine whether they engage—and ultimately whether they trust us, recommend us, or do business with us.
To work strategically with these two axes, I propose a model: the Meaning Generation Matrix.
The Meaning Generation Matrix
It has two axes:
- Narrative: ranging from Inform to Inspire
- Experience: ranging from Help to Elevate/Transcend
Depending on how your narrative and experience interact, your brand will fall into one of four zones:
Resolve (Inform + Help) — Cal Newport
You solve problems efficiently. You are useful, clear, and dependable—but not particularly aspirational.
Cal Newport, the famous personal productivity guru and author of books like Deep Work and So Good They Can’t Ignore You, fits this quadrant because his work is highly structured, focused on productivity, and practical application. His value lies in helping people organise and improve their working life, without aiming to emotionally move or elevate them. His narrative informs, and his experience helps.
Boost (Inform + Elevate) — Alex Hormozi
You bring structure and improvement. People feel empowered through your guidance.
Alex Hormozi, a business educator and investor known for his no-nonsense approach to scaling companies and his popular content on business frameworks, is a clear example of this quadrant because he builds credibility through strong, rational content and frameworks, while also aiming to elevate entrepreneurs by giving them tools to scale and succeed. His narrative is grounded in clarity, but his goal is transformation through improvement, not inspiration.
Rescue (Inspire + Help) — Tony Robbins
You are emotionally present and practically supportive.
Tony Robbins, the well-known motivational speaker and life strategist who has worked with millions through events and coaching, exemplifies this quadrant because he supports people in times of difficulty and change, often providing tools and encouragement to rebuild confidence and energy. He inspires through emotional intensity, while also offering practical help to guide transformation in specific areas of life.
Transform (Inspire + Elevate) — Simon Sinek
You create identity-defining impact.
Simon Sinek, the leadership thinker behind Start With Why and The Infinite Game, belongs in this quadrant because his work inspires people to reflect on purpose, values, and vision—while also helping them elevate their leadership and communication. His message transcends the practical and becomes symbolic, shaping how people see themselves and their organisations. He informs, uplifts, and inspires lasting change.
What this means for your strategy
You don’t need to be Simon Sinek to succeed. But you do need to decide what kind of meaning you want to create.
Are you solving, boosting, rescuing, or transforming?
Are you inspiring, informing, helping, or elevating?
How do people experience you—and what story are they building in their minds?
This is the real work of brand strategy. And it starts with one powerful question:
How do you want people to care?
