Taylor Swift’s Eras Tour Was A Marvel And A Lesson In Personal Branding

That’s a wrap. Taylor Swift sang her last song as part of the Eras Tour and made history doing it. It was the highest-grossing concert series in history, raking in over $2 billion — a record that no other concert tour has achieved. The tour took place over 21 months, with 149 shows spread across five continents. The largest audience, nearly 100,000 people, gathered at the Melbourne Cricket Ground in February 2024. Wembley Stadium in London hosted over three-quarters of a million people across multiple nights.

Taylor Swift Is A Personal Branding Mentor

Taylor Swift is a cultural phenomenon, and the Eras Tour continued her tradition of doing things her way and prioritising her fans. But Swift isn't just a major force in the entertainment world—she is also a mentor in personal branding. Her approach to music, business, and fan engagement offers valuable lessons for those looking to strengthen their personal brand. Here are some key takeaways from the Eras Tour that you can apply to your own career and brand, no matter your industry or job function.

Don’t Copy. Be Original.

Taylor Swift’s Eras Tour wasn't just an improvement on previous tours — it redefined what a concert tour could be. Most artists design their tours to promote a new album. But Eras was different. It was a comprehensive, nostalgic celebration of her entire career. The show was divided into ten distinct musical eras, each representing a different chapter of her discography. This approach provided something compelling for a multi-generational audience, allowing fans from every stage of her career to connect with the experience.

Instead of following the typical format of a tour, Swift looked at it through a new lens and created something revolutionary. This reminds us of the importance of resisting conformity in our own careers. Whether you’re presenting in a meeting, pitching a project, or creating content, think about how you can approach it differently. Don’t settle for better—aim for unforgettable.

Personal Branding Tip: Find a way to stand out by being original, unexpected, and exceptional in your next online meeting or presentation. Ask yourself, “Am I just improving on the standard event format? Are my presentation slides unique and engaging? Will my presentation inspire my audience?”

Don’t Rest on Your Laurels

Even though the Eras Tour began in March 2023, Swift didn’t rely on nostalgia alone. She continued to innovate and release new music while on tour. In April 2024, she dropped her album, The Tortured Poets Department. But she didn’t stop there — just two hours later, she surprise-released a double album version called The Anthology, which included 15 new tracks.

This level of creative drive is a reminder that success is not a finish line. Even when you're in the middle of a major project, you should always be looking for ways to create new value. Innovating while you’re succeeding amplifies impact. It builds anticipation, keeps people engaged, and creates new opportunities.

Personal Branding Tip: Never assume that your current success is enough. Ask yourself, “Am I adding new value while I’m working on existing goals?” Look for ways to release your own new tracks (like side projects, new ideas, or bonus contributions) that keep people interested in you and your work.

Keep Your Fans Close and Your Superfans Closer

Taylor Swift knows that fans aren't just attendees — they're partners. One of the most memorable moments of the Eras Tour took place in Brazil, when Swift stopped the show to ask for water to be distributed to her audience in the sweltering heat. This act of compassion went viral and showed that she isn’t just focused on the stage, she’s focused on her people.

Throughout her career, Swift has demonstrated that she doesn't take her Swifties for granted. She engages with them through Easter eggs, friendship bracelet swaps, and personalised fan experiences. Her fans feel seen and valued. They belong. This connection is why they show up, pay attention, and spread her message.

Personal Branding Tip: Identify the fans and superfans in your career—the colleagues, clients, and advocates who support you. Are you engaging them regularly? Are you acknowledging their needs? Ask yourself, “How can I create a fan experience at work?” This could mean showing up for colleagues when they’re stressed, offering support, or delivering exceptional value.

Acknowledge that You Can’t Do It Alone

Taylor Swift’s success isn’t a solo act — it’s a full-scale production. And she makes sure everyone on her team feels valued. One of the most widely publicised moments from the tour was her decision to give nearly $200 million in bonuses to her crew. Dancers, truck drivers, caterers, and support staff all received a share of this massive payout, which was seen as a revolutionary gesture in the entertainment industry. Swift understands that stardom isn't a solo pursuit. It takes a team of people—from producers to drivers—to make something extraordinary happen.

Personal Branding Tip: Your success is never just your own. As you build your brand, recognise your mentors, sponsors, colleagues, managers, and clients who have contributed to your growth. Personal branding often sounds like a solo journey, but your backup singers are just as crucial as the headliner. Take a moment to reflect on your crew and find ways to recognize their impact.

Create an Experience

People don’t go to concerts just to hear music—they go for the experience. And the Eras Tour delivered an experience unlike any other. Each of the 10 eras had its own visual identity, set design, and choreography. Swift's most famous moment was the swimming stage illusion, where she appeared to dive into a pool and "swim" across the stage—a move that dominated social media for weeks. But this didn’t happen by accident. Every single detail was scrutinised and designed with precision. The set design, costumes, and transitions were crafted to tell a story, one that felt emotional and engaging.

Personal Branding Tip: Ask yourself, “What experience am I creating for others at work?” This goes beyond doing your job — it’s about creating an unforgettable experience. Do you make people feel excited, supported, or inspired when they work with you? If not, think about small tweaks that could have a big impact on your audience.

With The Eras Tour, Taylor Swift Delivers a Personal Branding Masterclass

Taylor Swift’s Eras Tour was more than a concert series—it was a masterclass in personal branding. From originality and creativity to fan engagement and gratitude, Swift redefined the rules of success. As you grow in your career, think about how you can apply her strategies to your personal brand. Whether you're pitching ideas in meetings, networking on LinkedIn, or leading a team, you can channel Taylor Swift’s Eras Tour mindset to build a personal brand that leaves people in awe. The world is your stage. It’s time to create your own Eras moment.

Read: 

How Personal branding Helps Leaders Expand And Express Their Self-Awareness

Personal Branding in The Digital Age

This article was originally published in Forbes.