Here’s something to think about: Every interaction you have—whether it’s a job interview, a big presentation, or a casual conversation with a coworker—is a transaction. And a reaction. Whether you realize it or not, people are constantly reacting to you. And those reactions? They tell you everything you need to know about how you’re coming across.
April 18 is Get to Know Your Customers Day, but let’s take that a step further. What if we thought of every person we interact with as a “customer” of our personal brand? Not in a corporate way but in a human connection way. Because whether it’s your best friend, your partner, or your colleague, people “buy in” to what they experience from you.
So, here’s the big question: What are you putting out there?
Are people drawn to you, or do they pull away? Do they feel comfortable around you, or do they hesitate? Do they trust you enough to be real, or do they just tell you what you want to hear?
Let’s break this down and talk about how you can recognize and respond to different reactions in a way that builds stronger, more authentic relationships.
The Four F’s of Human Reaction (and How to Handle Them)
Just like we all have our own personalities, we also have default ways we react under pressure. These responses—Fight, Flight, Freeze, and Fawn—are built into us. But guess what? The way we handle them shapes how people see and remember us. (Ahem, sound familiar? Your personal brand is what they remember!)
Think about a time when someone reacted in a way that threw you off. Maybe they got defensive, ghosted you, shut down, or agreed with everything you said but never followed through.
That reaction wasn’t random. It was a signal. It is feedback about your personal brand. When you understand the feedback, you can respond in a way that deepens trust. Your response is everything, so keep the four Cs in mind: Connection, Calmness, Care, and Compassion.
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Fight: The Challenger
Ever had someone suddenly push back on everything you say? Maybe a friend questions your advice, a coworker challenges your idea in a meeting, or a conversation turns into a debate competition.
It might feel like they’re just being difficult, but what’s really happening? They’re trying to establish control in the conversation. They may not even realize they’re doing it. It’s just their way of processing.
How to Respond:
- Stay composed. No eye rolls, no “Oh, here we go again” sighs.
- Say, “I see your point! Let’s work through this together.”
- Reframe the situation as a collaboration, not a confrontation – a conversation, not a competition.
Takeaway: The people who stay calm in the face of challenge? They’re seen as confident, not combative. That’s big leadership energy right there! The choice is yours: Do you want your personal brand to be ‘confrontational’ or ‘calm’?
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Flight: The Escape Artist
Everything seems fine, but then they start dodging texts, canceling plans, or getting really vague. Sound familiar?
It’s not always about you. Sometimes, people retreat because they’re overwhelmed, not because they don’t care. Avoiding is just their way of handling life at the moment. We’ve all been there. So, SELL them on the idea that you are there to help them through this.
How to Respond:
- Break it down: “Let’s simplify this. Here’s one small step we can take.”
- Reassure them: “I totally understand—take your time. I’m here when you’re ready.”
- Be gently persistent but not a stalker. No one likes to be sold to, but everyone likes to buy – and that includes ideas!
Takeaway: People remember those who read the room. Give them room to breathe and give them space to make a decision on their timeline rather than pushing and making them feel trapped.
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Freeze: The Deer in Headlights
Ever ask someone a question and get… nothing? They don’t agree. They don’t disagree. They just sit there, staring, caught between options like a squirrel in the road.
They’re not ignoring you—they’re stuck. They’re afraid of saying the wrong thing, making the wrong move, or committing to something they’re unsure about. You have a choice here. You can push your opinion on them (your personal brand = pushy). You can ask a follow-up question (your personal brand = curious), or you can pause, breathe and then put them in an empowering position.
How to Respond:
- Guide them: “Let’s go back to what matters most to you.”
- Use social proof: “Other people in your situation found that X really helped.”
- Take the pressure off: “There’s no rush—let’s keep talking.”
Takeaway: Patience is powerful. If you’re the person who helps people move through uncertainty, they’ll remember and trust you. Now, that’s a power move!
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Fawn: The People Pleaser
They smile. They nod. They say “yes” to everything. But then? No follow-through. (That’s step 5 in my sales formula if you’ve been following along!)
This happens when someone is more focused on avoiding conflict than being honest. Maybe they’re afraid to disappoint you. Maybe they don’t want to seem difficult.
How to Respond:
- Instead of taking their “yes” at face value, dig deeper.
- Try: “I love that you’re on board! What concerns do you have?”
- Build real trust, not just surface-level agreement.
Takeaway: If you can turn a surface-level “yes” into a genuine connection, you’ll build relationships based on trust, not just politeness. After all, trust is the foundation of your personal brand because people don’t just remember what you said; they remember how you made them feel.
How YOU React Defines Your Personal Brand
It’s not just about how others react to you—it’s about how you react to them.
If you get defensive when challenged, impatient when ghosted, or frustrated with indecision, it’s going to show. And guess what? That reaction becomes part of your personal brand.
The people we admire most—the ones who attract opportunities, build strong relationships and get what they want—know how to stay steady no matter what. They read the room, adjust their approach, and keep their cool.
So, the next time someone fights, flees, freezes, or fawns, ask yourself: How will I respond?
Because that moment? That’s what people will remember about you.