Martha Stewart, the renowned media mogul and entrepreneur, has shared her insights on running a personal brand in 2026 during a recent conversation with PEOPLE. At 85 years of age, Stewart has established herself as a leader in the industry, overseeing Martha Stewart Living Omnimedia, a diverse enterprise that encompasses a variety of media and merchandising brands, generating substantial annual revenue.
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Stewart’s journey began in 1982 when she released her first cookbook, “Entertaining.” This marked the inception of her personal brand, which has since evolved into a multi-faceted empire. Before her widespread success, Stewart operated a catering business from her home basement in Westport, Connecticut. It was during this humble beginning that she met Alan Mirken, a publishing executive who played a pivotal role in getting her first book published.
Reflecting on her entry into the world of publishing, Stewart recalls using a typewriter and carbon paper, a far cry from the digital age we live in today. “We didn’t have Instagram, we didn’t have social media, we didn’t have computers,” she remembered. This contrast highlights the significant changes that have taken place over the past four decades.
In her view, launching a personal brand is now “so much easier,” primarily due to the widespread nature of brand building. Stewart notes that when she first started, iconic names such as Estée Lauder, Calvin Klein, and Donna Karan represented the rare few who had successfully established brands. Today, the landscape is markedly different, with a multitude of individuals embracing the concept of living brands.
Stewart emphasised that contemporary audiences have become much more accepting of the social dimensions involved in brand building. “We’re all living brands,” she stated, speaking to the shift in public perception regarding personal branding. This change has undoubtedly made it more accessible for aspiring entrepreneurs to carve out their niches.
Since the release of her inaugural cookbook, Stewart’s branding strategy has transformed significantly. One of the more recent developments in her brand is her active presence on Instagram, where she shares a more personal and candid side of herself with her followers. In a refreshing twist, she has even embraced the occasional playful post, affectionately dubbed “thirst traps.”
While Stewart acknowledges her casual approach on social media, she also draws a line between her style and that of modern influencers, who often adopt a more curated, “very studied” persona. Nevertheless, she has earned the title of a pioneer in the influencer space, recognising her own role in shaping this contemporary format of content creation. “I still think I’m influencing on my account,” she asserted, highlighting the educational aspect of her posts.
Through her social media platforms, Stewart continues to impart knowledge on various subjects, including gardening, cooking, and home design. Her approach remains deeply rooted in her longstanding self-identity as a lifestyle expert. “I teach a lot about gardening design, I teach a lot about cooking, I teach a lot about homekeeping, homemaking — all the stuff I do is all within the subject of ‘living,’” she explained.
When asked about her relaxed on-screen demeanour, Stewart responded cheerfully, “Because it’s fun — and that’s how I really am.” This statement encapsulates her essence, offering a glimpse into the authentic personality behind one of the most successful brand owners in contemporary media.
In summary, Martha Stewart’s reflections offer invaluable insights into the evolution of brand building from her early days in the 1980s to the present. As she continues to adapt to the changing landscape of media and marketing, her wisdom remains a guiding force for both aspiring entrepreneurs and established brands alike. With her extensive experience, Stewart’s approach serves as a reminder that authenticity and enjoyment are paramount in successfully navigating the world of personal branding.