Choice architecture
Choice architecture is the way options are arranged and described before anyone chooses, which decides the choice as much as the options do.
How it works
Choosing is work, and past a certain point more options stop producing better choices and start producing doubt. Eighteen kinds of a thing is a tolerable amount of thinking; seventy-five is paralysis. What people are minimising at that point is not cost or even quality but the risk of regret, which is why a simple good-better-best ladder, or a name that tells them it is good enough, outperforms a fuller catalogue. A brand's first job is to end that search early. The same forces run the other way: when a cheaper channel wins on the only axis being measured, what had been a choice quietly becomes an imposition.
What it changes for a personal brand
Count the number of things you ask a new reader to choose between. Cut it to one obvious entry point and let the rest be found later. You are not simplifying your work; you are removing the moment where someone decides it is easier not to bother.