There are many things I love about Oprah. She’s an accomplished businesswoman, a generous human being, and her life’s goal is to make the world a better place than she left it. She is an extreme example, but nevertheless, she is an individual who is the definition of what a modern brand should look like. Not because of the content she shares and the products she endorses, but because every layer of her brand is authentic. People watch her shows and buy her products because it’s genuine to who she is and what she stands for. If she endorses something, it’s meaningful. Her brand is reliable, recognizable, and comes with a standard of quality. She herself has said: “Let excellence be your brand. When you are excellent, you become unforgettable. Doing the right thing, even when nobody knows you’re doing the right thing will always bring the right thing to you.” Whether you’re a fan of Oprah or not, this advice is powerful. Transparency and authenticity are more important than ever. Brands need to stand for something, and many are beginning to align themselves with social and political issues. Below, we’ll dig into why branding today is about doing the right.