You Are The Brand

1. Your personal brand is your unique identity and expertise

You Are the Brand is a book about building a business around your ideas, expertise, reputation, and personality—through building relationships.

Your brand is you. A personal brand business allows you to monetize your unique combination of skills, experience, and personality. Unlike corporate brands, you can't simply manufacture an image - it must authentically reflect who you are. Focus on developing and showcasing your expertise in a way that builds genuine relationships with your audience. Your unique perspective and approach are what will ultimately differentiate you.

Authenticity is key. Avoid trying to project a false persona or oversharing in an attempt to appear authentic. Instead, thoughtfully share relevant aspects of yourself that provide context for your expertise and build trust. Your goal should be to create a warm, inviting "campfire" that attracts the right people to gather around your brand.

2. Develop a clear point of view to stand out in the market

If you're going to start a business based on who you are, you might as well base it on something you're passionate about.

Clarify your perspective. To develop a compelling point of view, ask yourself three key questions:

• What pisses you off? (Injustice you see)
• What breaks your heart? (Compassion you feel)
• What's the big problem you're trying to solve? (Purpose of your business)

The intersection of these three elements forms the foundation of your unique perspective. Share your stance boldly. Don't be afraid to voice strong opinions - this is what will make you stand out. However, ensure your point of view stems from a place of genuine care for your audience and desire to solve real problems.

3. Use personal stories to create connection and differentiation

Personal stories allow you to do exactly that. The personal stories I've shared with you so far have given you context for why I wrote this book and why I'm so passionate about my work.

Craft compelling narratives. Develop three key types of stories:

1. Founder Story: Why you started your business
2. Business Story: The problem you're solving
3. Customer Story: How you've helped clients transform

Stories create context and connection. Well-crafted personal stories help prospects understand your motivation and expertise while differentiating you from competitors. Focus on pivotal moments and lessons learned rather than your entire life story. Use stories strategically in your marketing to illustrate key points and build rapport.

4. Build your platform strategically over time

Success is sequential, not simultaneous.

Focus on one platform at a time. Rather than trying to be everywhere at once, strategically build your presence on key platforms over time. For example:

• Year 1: Blog
• Year 2: Podcast
• Year 3: Group coaching
• Year 4: Product launch
• Year 5: Live events

Consistency compounds. By focusing on mastering one platform at a time, you'll develop valuable skills and build momentum. This approach allows you to create quality content, grow your audience organically, and avoid burnout. Remember that building a strong brand takes time - be patient and persistent.

5. Position yourself relative to competitors

You must always know who your competitors are.

Map your market. Create a positioning graph with two key variables (e.g. strategy vs tactics, beginners vs experts) to visualize where you sit relative to competitors. This exercise helps clarify your unique value proposition and identify your direct competitors.

Differentiate strategically. Once you understand your position, use your point of view and personal stories to stand out. Consider:

• What can you not offer that others can?
• What unique combination of skills/experience do you bring?
• How does your approach differ from others?

Clearly communicate how you're different to attract the right clients and avoid direct competition.

6. Create and validate products that solve real problems

Business is nothing more than solving a problem for a profit.

Focus on tangible outcomes. When developing products or services, ensure they help people gain or save:

• Time
• Money
• Skills

Validate before creating. Follow this process to ensure market demand:

1. Validate the key problem and desired result
2. Create a beta group to test your solution
3. Refine based on feedback
4. Relaunch the improved offering

This approach minimizes risk and ensures you create products people actually want and will pay for.

7. Price based on value and raise rates strategically

Charge what you're worth, then add 20%.

Use value-based pricing. Consider the client's perceived value rather than just your time or costs. Utilize the 9-Box Method to create pricing options:

• Good, Better, Best service levels
• Least, Regular, Windfall pricing tiers

Raise rates thoughtfully. When increasing prices:

• For new clients: Simply set new baseline rates
• For existing clients: Communicate the increase clearly, highlighting added value and giving advance notice

Remember that as your skills and results improve, you should be compensated accordingly.

8. Craft compelling pitches tailored to awareness levels

The most effective marketing strategy is to simply tell the truth.

Understand awareness levels. Tailor your pitch based on the prospect's familiarity:

• Unaware: Tell stories
• Problem Aware: Share secrets
• Solution Aware: Restate problem/solution
• Product Aware: Make promises
• Aware: Direct offer

Use a proven structure. For sales calls, follow this outline:

1. Set agenda
2. Ask about their challenges
3. Inquire about past attempts to solve
4. Present your solution
5. Answer questions
6. Close or set next steps

Always focus on building trust and providing value, not just making the sale.

9. Leverage partnerships to accelerate growth

Relationships are rocket ships.

Become a valuable case study. One of the fastest ways to build relationships with influencers is to become their best success story. Implement their teachings, share results, and look for ways to contribute to their goals (publicity or profit).

Invest in exclusive opportunities. Participate in high-level masterminds, coaching programs, or events to build your network and skills simultaneously. These connections can lead to valuable partnerships and collaborations.

Contribute your skills. Look for ways to lend your expertise to potential partners, positioning yourself as a collaborator rather than competitor. This approach can open doors to influential relationships and opportunities for growth.

Last updated: November 2, 2024