She dares to bare her muscular arms to diplomats and wear a cardigan to meet royalty. She declared her primary role in the White House to be Mom in Chief. She broke with tradition and gave the commencement speech at a high school in Washington. In addition to being a well-dressed trailblazer and emotionally intelligent parent, Michelle Obama is making her mark in the minds and hearts of a lot of people. You could say she is creating a brand – and it’s powerful.

Politics aside, Michelle (we’ve never met but I think she would want me to call her by her first name) embodies qualities that are fundamental – and often elusive – to creating a strong brand:

Authenticity: She’s not trying to be Hilary, Laura or any other former First Lady. She’s focused on being the best version of Michelle. And while she may accept guidance from advisers and stylists, you have the sense that she makes decisions that align with who she is. She lives in integrity.

Clarity: She is clear about who she is while remaining open to feedback. Her clarity is innate – not manufactured or dictated solely by research.  Has her sense of self changed over time? I hope so. That’s what healthy people and brands do – they evolve and grow.

Connection: She exudes compassion without being disingenuous. She connects emotionally with warmth and intelligence. (I want to be friends with her.)

Consistency without being boring: The hair, the clothes, the garden, the guests, the speeches. She’s not afraid to take risks and I can hardly wait to see what she’s going to do next. I know, though, it will be within certain boundaries. She’s Michelle, after all.

Confidence and humility: She holds her own with one of the most powerful men in the world and is simultaneously unassuming about the privileges of being First Lady. (And, is there really any question about who has the power in Michelle’s marriage?)

Distinction: Michelle is exploring what can be done differently in the White House rather than what’s been done before. She is redefining what is deemed proper. In some cases, she is turning “proper” on its head.

Most importantly, Michelle inspires people and we aspire to the qualities she represents. We trust her.  Collectively, this is what makes her different in our minds. Is she perfect? Of course not, but perfection is not reality (or interesting) for people or brands. Yes, Michelle is becoming powerful in her own right and in her own way. A recent cover story in TIME suggested that she is not interested in power. Paradoxically, the less interested she is in power, the more she seems to have.   

Shine on, Michelle.