Oprah Winfrey used to insist she was not a brand -- until she realized what a brand really was, the talk show host and media mogul told an audience of thousands at theQuickBooks Connect 2015 conference Tuesday.
The change came after an interaction with a woman at a grocery store who told Winfrey that watching her show had convinced her to stop hitting her child. The first time she listened to one of Winfrey's lectures on the evils of physical punishment, she said, her reaction was, well, Winfrey didn't have kids. What did she know about how to discipline them? But by the third time the woman heard Winfrey, she decided to try not to hit her child for a week. Then she tried it for another week.
Then she stopped beating her child for good. She told Winfrey, "You were consistent." Hearing that, the concept of branding clicked for the talk show host.
"That to me is the definition of what a brand is," she said. "That's when I shifted."
For Winfrey, being a brand is not only about being consistent but about being true to your intentions as well. Over time with her talk shows, she started asking guests what their intentions were in appearing on the show, and she would tell them what her intentions were in hosting them.
When a couple came on to talk about their 16-year-old daughter, who had been murdered by her boyfriend, they told the host that they wanted the audience to know their daughter's life was bigger than her tragic death.
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