$100M CEO Explains How to Build A Brand in 2024

Summary

The speaker shares his remarkable journey of building a $200 million portfolio and amassing a $100 million net worth by age 32, despite skepticism and envy. He delves into the power of branding, explaining it as a deliberate pairing of products with desired outcomes to influence customer behavior. The presentation aims to educate on how understanding branding can lead to higher sales, customer loyalty, and the ability to charge premium prices. The speaker provides actionable insights on building a brand, emphasizing the importance of aligning it with positive associations to drive business growth and profitability.

Takeaways

• 💰 The speaker achieved substantial financial success at a young age, surpassing the combined earnings of CEOs from major companies like McDonald's, Ikea, Ford, Motorola, and Yahoo.
• 📈 The concept of branding is crucial for business success, allowing companies to charge premium prices, maintain customer loyalty, and ensure repeat business.
• 🤔 Branding is often misunderstood, with many marketers failing to grasp its true essence or teach it effectively, which the speaker aims to clarify in the presentation.
• 🏷 Branding is defined as a 'deliberate pairing of things through an outcome,' creating associations in the minds of consumers that influence their purchasing decisions.
• 🔑 Successful branding involves pairing a product or service with elements that the target audience finds appealing, thus creating a positive brand image and driving sales.
• 📉 Poor branding can lead to losses, as seen in the example of Bud Light's collaboration with Dylan Mulaney, which was good advertising but bad branding due to audience backlash.
• 💡 The speaker emphasizes the importance of learning and changing behavior to effectively build a brand, distinguishing between mere knowledge and the application of that knowledge.
• 🚀 Building a strong brand can turn a commodity into a premium product, allowing businesses to command higher prices and attract customers who want to associate with the brand's perceived value.
• 📊 Branding effectiveness can be measured by three metrics: influence (recognition and reaction), direction (whether the reaction is positive or negative), and reach (the number of people affected).
• 🛑 A strong brand doesn't necessarily have to be polarizing; it can be positively strong, with a majority of people reacting favorably towards it, as exemplified by brands like Apple and Taylor Swift.
• 🎁 The speaker concludes by offering free resources for business owners and those looking to start a brand, reinforcing the idea of providing value as part of good branding.

Q & A

What is the main focus of the speaker's presentation?

The main focus of the speaker's presentation is on the concept of branding and how it can be used to build a successful business, increase customer loyalty, and generate higher profits.

Why does the speaker claim to have made more money than the CEOs of major companies?

The speaker claims to have made more money than the CEOs of major companies to emphasize the effectiveness of his branding strategies, which he believes have allowed him to achieve significant financial success at a young age.

What are the three key aspects of branding that the speaker wants to cover in his presentation?

The speaker wants to cover what branding is, why it makes money, and how to start and grow one's own brand.

How does the speaker define 'good branding'?

The speaker defines 'good branding' as a deliberate pairing of a business with positive outcomes that are attractive to the ideal customers, resulting in increased customer loyalty, higher sales, and the ability to charge a premium for products or services.

What is the difference between branding and advertising according to the speaker?

According to the speaker, branding is the pairing that occurs as a result of marketing efforts, while advertising is about making people aware of a product or service.

Why did the speaker mention Bud Light's collaboration with Dylan Mulaney in the presentation?

The speaker mentioned Bud Light's collaboration with Dylan Mulaney to illustrate the concept of good and bad branding. He explained that while the collaboration was good advertising, it was bad branding because it led to a negative reaction from customers, resulting in a loss for the business.

What is the speaker's strategy for recovering from a bad branding decision?

The speaker's strategy for recovering from a bad branding decision is to overwhelm customers with positive pairings that they like until the negative association shrinks into irrelevance.

What are the three main metrics for measuring the strength of a brand according to the speaker?

The three main metrics for measuring the strength of a brand are influence, direction, and reach. Influence measures how likely the brand is to change someone's behavior, direction indicates whether the behavior is changing in the desired way, and reach refers to how many people the brand changes for.

How does the speaker suggest using the concept of branding to increase the price of a product?

The speaker suggests using the concept of branding to increase the price of a product by creating a strong brand that customers associate with positive outcomes. This association allows businesses to charge a premium for their products because customers are willing to pay more for the perceived value that the brand delivers.

What are the two free resources the speaker offers at the end of the presentation?

The speaker offers two free resources: video versions of his books '$100 Million Offers' and '$100 Million Leads' available on his website, and his podcast, which covers the content of his books and is aimed at business owners who prefer to listen rather than watch.

Outlines

00:00

😲 Unveiling the Power of Branding and Unexpected Success

The speaker begins with a provocative claim of achieving financial success surpassing that of CEOs from major companies like McDonald's and Ford at a young age. He outlines the purpose of the presentation, which is to discuss the concept of branding and its impact on business success. The speaker aims to inspire the audience to build a brand that can command premium pricing, ensure customer loyalty, and guarantee sales for any new product launch. He emphasizes the importance of understanding branding to achieve these goals and promises to demystify the concept, focusing on practical strategies rather than abstract ideas.

05:01

🤔 Dissecting Common Misconceptions about Branding

In this paragraph, the speaker addresses the confusion surrounding the term 'branding' by examining various definitions provided by popular marketers. He finds these definitions vague and unhelpful for practical implementation. The speaker introduces his own understanding of branding as a 'deliberate pairing of things through an outcome,' using Coca-Cola as an example to illustrate how positive associations with a product can influence consumer behavior. He also discusses the negative impact of poor branding, as seen in an advertisement featuring Dylan Mulaney and Bud Light, which alienated customers and led to business losses.

10:03

💡 The Essence of Branding: Deliberate Pairing for Business Growth

The speaker delves deeper into the concept of branding as a deliberate pairing strategy, emphasizing its importance for business growth. He explains that branding is about creating positive associations with a product or service, which can lead to increased sales and customer loyalty. The speaker contrasts the effects of good and bad branding, using the Bud Light example to show how aligning with the right or wrong partners can significantly impact a brand's success. He also discusses the importance of understanding audience preferences to ensure that branding efforts resonate positively with the target market.

15:04

💰 Understanding the Financial Benefits of Effective Branding

The speaker explores the historical roots of branding, tracing it back to livestock marking, to illustrate the power of branding in influencing behavior. He discusses how modern businesses use branding to create a sense of value and desirability around their products, allowing them to command higher prices and maintain customer loyalty. The speaker also explains how a strong brand can turn a commoditized product into a premium one, and how customers are willing to pay more to associate themselves with the positive outcomes that the brand represents.

20:05

🚀 Strategies for Building and Growing a Brand

The speaker provides a step-by-step approach to building a brand from scratch, likening it to assembling a bouquet of flowers where each flower represents an element of the brand. He emphasizes the importance of deliberate and consistent pairing of the brand with elements that the target audience finds appealing. The speaker also discusses the risks associated with random or distant pairings that can weaken the brand, and the need to curate the brand carefully to ensure it appeals to the ideal audience. He suggests that overcoming branding mistakes involves overwhelming the audience with positive experiences until the negative associations become irrelevant.

25:07

📈 Measuring Brand Success Through Influence, Direction, and Reach

The speaker introduces three key metrics for measuring the success of a brand: influence, direction, and reach. Influence refers to the brand's ability to change behavior, direction indicates whether the change is positive or negative, and reach measures how many people are affected. He explains that a strong brand should have a broad reach, a positive influence, and the desired direction of behavior change. The speaker also discusses the importance of not being deterred by negative feedback and focusing on the overall positive impact of branding efforts.

30:07

🎁 Offering Value to Strengthen Brand Association

The speaker concludes by reinforcing the importance of providing value to the audience to strengthen the brand association. He offers two gifts to the audience: video versions of his books focused on business growth and lead generation, and access to a platform that helps people start and scale their businesses. The speaker aims to further associate himself with delivering value and helping business owners succeed, thereby growing his brand through positive experiences and recommendations from his audience.

Keywords

💡Branding

Branding, as discussed in the video, refers to the deliberate pairing of a product or service with certain values, experiences, or people that the target audience admires or aspires to. This association creates a perception and emotional connection that influences customer behavior, leading them to prefer the branded product over its competitors. The video emphasizes that good branding is not just about logos or colors but about creating a positive outcome in the minds of consumers, which can translate into sales and loyalty. For instance, the speaker mentions how Nike pairs its brand with champions like LeBron James, influencing consumers who admire sports and competition to associate the brand with winning.

💡Customer Loyalty

Customer loyalty in the context of the video is the result of successful branding that leads to repeat purchases and long-term customer relationships. It is achieved when customers have a positive experience with a brand and associate it with desirable values or outcomes. The video gives the example of Apple, where customers become loyal to the brand once they have purchased a product, often leading to a lifetime of purchases from the same brand. This loyalty is a testament to the brand's ability to consistently deliver on its promises and create a strong emotional bond with its customers.

💡Pricing Power

Pricing power, as defined in the video, is the ability of a brand to set higher prices for its products without losing significant market share to competitors. This power is a direct result of strong branding, where customers perceive the brand as offering unique value or status that justifies the premium. The video speaker illustrates this with the comparison of a generic white T-shirt versus one with a strong brand like Nike, where the latter can command a higher price due to the perceived value and desirability associated with the brand.

💡Influence

Influence, in the video, is a measure of how effectively a brand can change consumer behavior. It is about the brand's capacity to make an impact, get recognized, and elicit a response from the audience. The video explains that a brand with high influence will cause a significant number of people to react when they encounter the brand, either by developing a positive association or making a purchase. This is crucial for driving the brand's success and market penetration.

💡Direction

Direction, in the context of the video, pertains to whether the influence a brand wields over consumers is aligned with the brand's objectives. A brand with the right direction will cause consumers to behave in ways that benefit the brand, such as making a purchase or recommending the brand to others. The video underscores the importance of ensuring that the brand's influence leads to positive actions that support the brand's growth and reputation.

💡Reach

Reach, as explained in the video, is the extent of the audience that a brand can affect. It is about how many people are aware of the brand and potentially influenced by it. A brand with high reach will have a broad audience that recognizes it, which is a critical factor in expanding the brand's market influence and potential customer base. The video uses the example of a strong brand like Apple, which has a wide reach and can influence a large number of consumers.

💡Advertising

Advertising, in the video, is described as a means to make people aware of a product or service. It is distinct from branding, which is about creating a lasting impression and association in the minds of consumers. The video explains that while advertising can increase brand awareness, branding is what happens after the consumer has been made aware and starts to form an opinion about the brand based on their experiences and the brand's deliberate pairings.

💡Commodities

Commodities, in the video, are basic goods that are interchangeable with other goods of the same type. The video discusses how branding can transform commodities into premium products by associating them with positive values, experiences, or personalities. For example, a simple white T-shirt becomes a desirable product when branded with a logo like Nike, which has successfully paired itself with winning and excellence in sports.

💡Pairing

Pairing, as used in the video, refers to the strategic association of a brand with certain values, experiences, or personalities that are appealing to the target audience. This deliberate act is at the heart of branding, as it shapes the brand's identity and influences consumer perception. The video speaker explains that successful pairings can elevate a brand and make it more attractive to consumers, as seen with Nike's association with championship athletes.

💡Association

Association in the video is the mental link that consumers make between a brand and the values, experiences, or personalities it is paired with. This connection is a key outcome of effective branding, as it shapes how consumers perceive and relate to the brand. The video speaker argues that by deliberately pairing a brand with positive outcomes, businesses can create a strong association that drives consumer behavior and preference for their products.

Highlights

Speaker achieved significant financial success at a young age, surpassing the combined earnings of CEOs from major companies like McDonald's and Ford.

The speaker built a $200 million pre-tax portfolio and reached a $100 million net worth by age 32.

The presentation aims to inspire and educate a select audience on the principles of branding and its impact on business success.

Branding is defined as a deliberate pairing of things through an outcome, creating a strong association in the minds of consumers.

Good branding is about making money by understanding and leveraging the power of association with positive outcomes.

The speaker emphasizes the importance of learning as the acquisition of new behavior, not just knowledge.

Branding is compared to livestock branding, where the mark influences behavior and perception, even if the brand is not recognized.

The speaker discusses the importance of pairing a brand with positive experiences to create a strong brand identity.

A strong brand can transform a commodity product into a premium product, commanding higher prices and customer loyalty.

The speaker provides examples of good and bad branding, such as Coca-Cola's successful association with positive experiences versus Bud Light's controversial ad campaign.

Branding metrics include influence, direction, and reach, which measure how a brand affects consumer behavior.

Good branding can lead to higher click-through rates, better advertising responses, and long-term customer retention.

The speaker explains how to start and grow a brand by understanding the ideal customer and making deliberate pairings that resonate with them.

Branding is not just about external associations but also about the customer's experience with the product post-purchase.

The speaker offers free resources for business owners, including video versions of his books and a podcast, to further demonstrate the principles of branding.

The presentation concludes with an invitation to join a platform called School.com to get started with building a business and brand.

Transcripts

you guys want to hear something

absolutely insane I was able to take

home more than a year than the CEOs of

McDonald's Ikea Ford Motorola and

Yahoo

combined as a kid in his

20s and I have continued to for over

half a

decade which results in a $200 million

pre-year portfolio and $100 million net

worth by age 32 and no one is more

surprised than me me expressing that

fact will create Envy in some anger in

others skepticism in most confusion in

old people and Inspire select few you

are who I made this presentation for but

before I dive in raise your hand if

you'd like any of the following things

to happen to be able to charge two times

five times 10 times more than your

competition for the exact same thing

like Yeti We have basically identical

cups and somehow they're able to charge

$40 versus $10 simply because of what on

the cup if you'd like to be able to have

customers buy from you over and over and

over again without considering

competition like Harley once you're a

Harley guy you stay a Harley guy for

life and if you'd like to virtually

guarantee sales in any new business or

product that you launch like apple a lot

of people just weit and lie they say

just leave my credit card just bill me

and send whatever you're going to come

out with and that's more or less how a

lot of Apple buyers are once they become

an apple person they become an apple

person for life

so if you like that stuff great because

that's what this talk is about and so I

couldn't figure out how these Brands

these companies were able to do this

demand these prices get people to stay

loyal for a really long

time and I felt like for me I always had

to like big borrow and steal and I had

to squeeze and push so hard just to get

people to buy whereas these companies

made it look

effortless and it's because I didn't

understand this one thing and that's the

subject of the talk today

brand and the thing is even people who

claim to understand it often don't and

the few who do understand it do a

terrible job teaching it so this

definitely is going to be marketing

oneon-one class on branding presentation

colors and logos and this definitely

isn't going to be about feelings

presence Intuition or whatever this is

about making

money and this concept that I'm going to

explain to you is How I build a 7.8

million person audience

across all these Platforms in the past

40 months or so I sold over a million

copies of my last two books and your

deals worth hundreds of million dollar

in our holding Cy

acquisition. that is why you build a

brand or at least that's why I built

mine and so today I'm going to cover

three things number one what branding is

you don't know what it is you certainly

can't build one number two why it makes

money because once you have it built

you're like okay well how do I trade

this thing for doll hairs which is what

we want and then third how to start and

grow yours so let's start with the first

one what branding is so when I decided

to build a brand I looked at what many

popular marketers said about it here are

some popular definitions that I have

removed the marketers from them this is

not throwing shade so I'm just saying

them a brand is a person's gut feeling

about a product service or organization

a brand is not what you say it is it's

what they say it is a brand is a set of

expectations memories stories and

relations to that take it together

account for a customer's decision to

choose one product or service over

another a brand is emotional shorthand

for accumulated and assumed information

a brand is present with the value of

what the product service or personality

means to its audience is greater than

what it does for the audience a brand is

a product service or concept that is

publicly distinguished from other

product services or concepts so it can

be easily communicated and usually

marketed branding is the process of

creating and disseminating the brand

name its qualities and personality the

promotion of a particular product or

Company by means of advertising and

distinctive design if these sound vague

and confusing it's because they

are and I was just as confused as you

when I was trying to figure this out

because none of them told me what to do

and so after looking at all these

marketers words I think I pieced it

together at least enough that once I

started thinking about this way in a

different way I'm about to share with

you my brand grew and it grew fast and

the reason this is so important is that

if you don't know what to do nothing's

going to change fundamentally if you

don't change your behavior obviously

nothing's going to change as result

and so I want to Def find this one term

before we get going

learning who here came to learn raise

your hands fantastic all other words

just being talking to the wall so

learning means same condition new

behavior and so if I wanted to teach

someone a phone script then after

teaching you the phone rings again and

you say the new script you learned

learning occurred on the other hand if I

tried to teach you the script and then

the phone Rings again and then you

change nothing no learning occurred you

learned

nothing and that's why none of this

stuff that these guys said helped me

because I didn't know what I could do I

didn't know what Behavior I had to

change as a result of

this so I didn't know how to do it and

so here's how branding happens branding

is a deliberate pairing of

things through an outcome so I'll say

that again bring is a deliberate pairing

of things through an out cup so let's

use Coca-Cola drinking it and liking it

as our example the Yum aka the outcome

that's what people get they pair that

with drinking the action so what they do

to get it with Coca-Cola the

product so the next time you want some

yum you're probably going to reach

for a Coca-Cola if that was paired for

you

successfully and so branding is a

deliberate pairing of things through an

outcome that's it but sometimes

businesses pair stuff pair their stuff

with things that people don't

like that's bad

branding this leads to losses for the

business now some of you guys may have

seen this this is Dylan mulany doing a

collaboration with Bud Light there's a

lot of press around this

advertisement this advertisement was

actually a great advertisement and you

might might think I'm crazy but it was

let me explain it's just not the way you

might think it was this is a great

advertisement because it let a lot of

people know about their stuff it let a

lot of people know about the product

about Bud

Light by the way if you're curious that

is the definition of advertising not

branding advertising is letting people

know about your stuff branding is the

pairing that occurs as a result so it

was good advertising but bad

branding many customers hated this

pairing lots of people found out but a

lot of people hated it good advertising

bad branding

and so as a result of this bad branding

people not liking the pairing fewer

people bought the product which netted a

loss for the

business and so to fix this budlight

paired the product with stuff the

audience

liked like Shane Gillis who is a man's

man comedian and the UFC a man's man of

sports if you will and sales began to

recover so that's the oneone explanation

of branding let's go into

2011 so to go a little deeper because

the better you get at this the more

money you will make like the more Nuance

you can understand how to brand and

build a brand for yourself the more

money you will make I promise you that

and so to some people the dill m m

pairing was actually good in general

both good advertising and good branding

hear me out for others it was bad

obviously all pairings have positive and

negative results and that's because

everyone's different everyone has

different

preferences but for a business you can

objectively see if a pairing was good or

bad whether it netted you more

money so more people disliked the

Dyan tough date Dy M pairing so SES

suffered making it a bad pairing so this

isn't opinion they objectively made less

money and so this pairing was a bad for

their ideal audience now the 301 version

of this is is there a company or a

product where the D vany pairing could

have been both good advertising and good

branding so that the majority of people

would have bought I think the answer is

yes it just doesn't necessarily mean

it's Bud Light for conservative males as

the primary

audience and on the other hand some

people love the new Gillis and UFC

pairings and some hated it but more of

the audience that is their ideal

customer liked it saw it as good and so

the business netted sales a result and

they made more money good

branding and so for Budweiser and I just

want to call this out this is

specifically for Budweiser in their

customer base it's not that Shen gillers

so the UFC is Magic in some way or Dylan

mulany is unmagic in some way but for

that specific audience yes the pairing

mattered and how much of the base liked

it or disliked

it so if you're anything like me making

money is the point so let's drive this

home if you made a pairing of your thing

and your customer and you got to choose

which outcome you had happen so you have

your product and they drink it there's

an outcome that happens afterwards right

that pairs with it on one hand 75% like

it and 25 hate it or on the other hand

25% like it and 75% hate it which would

be the bottom

example which would you

choose more money good the big the big

green one yes of course the top one

because it would make you the most

money and so to be clear for the 2011

level of understanding branding always

happens branding always

occurs but our goal is good

branding and good branding is a

deliberate pairing of our business with

good outcomes for our ideal

customers and so what you pair your

business with determines two key things

one who pays attention to your business

and two whether they go towards your

business like the UFC example or away

from a business like the Del Mia

example and so at the beginning of this

I said I was going to cover three things

the first thing I said is what is

branding but now that we have gone

through that I want to resay what I

walked us through which is what good

branding is ideally what we're shooting

for so now that we covered that let's

talk about why it makes you money why

good branding makes you money branding

as I toin it happens everywhere all the

time but businesses use it for profit so

let's look at some of the earliest uses

of branding to figure out how we can use

it so these are the first entrepreneurs

who use branding to make

money the earliest version of branding

that we can think of or at least that I

can think of happened on livestock it

was literally a brand they would heat up

metal they'd sear it into the side of a

cattle and they would get a lovely

little logo maybe we'll have a Nike

Swoosh cow someday and so they literally

burn these symbols into animals and

those symbols had a magical effect

so let's say you're walking around and

you see a cow with no bread you say

hello cow the cow says move back and it

has nothing on it this is just a cow you

might leave it

alone and that might be it on the other

hand let's say the cow has a bread you

recognize say it's your neighbors you

might be like hey that's Bill's cow now

if you like Bill you might grab the cow

and pull him by the whatever you pull

cows by and probably return it to Bill

if you hate bill then the cow may stay

lost in the wilderness forever and

become lunch for your family for the

next month or two in the form of

delicious

burgers but either way For Better or For

Worse the brand affected what you did it

affected your

behavior and so to take this to the 2011

level what if you see a branded cow but

you don't recognize the brand you might

be like who this I see a logo but I

don't know anything about it well then

you would treat it how you treat braided

animals in general in that you just know

that it belongs to someone and so you

would treat it the way that you treat it

as though it belong to anybody

else and even if only a tiny bit you

would treat a wild cow different from a

branded cow in general so if you had one

that was wild and you had one that you

didn't recognize but was branded you

would still probably treat them

differently so that just shows you the

power of brand as a concept because it

dictates a tie between that c in a human

being or some complex animal that can

brand

cow and so these are all effects of

brand in general so that's how it

affects what people do and so now I want

to get tactical on how to get how we

translate that concept into getting them

to buy so let's say we pair our brand so

this is where we get really tactial and

this is like okay if you don't have a

brand this is the step byep right now so

you have a weak brand and we say it's a

weak brand because it's starting up you

don't have really a lot of Association

fantastic so now you want to pair with

people experiences other C other stuff

that your ideal customer likes so in

this instance I'm using little Nike

pairing with LeBron and tiger who are

Champions World Class goats Etc and so

people who like sports and competition

would see that probably as a positive

pairing AKA good stuff and so if we do

that pairing or we make that pairing for

the majority of people braining will

occur and so the brand

grows and so the question then follows

what's the benefit of a strong brand

versus a weak

brand and so the the the weak brand is

before the pairing the stronger brand is

after the pairing so a strong brand

turns commoditized products like a $5

white T-shirt plus the strong brand into

a premium product a higher value brand

name

product and preium products with a

strong

brand then get customers to want to pair

themselves with the product so that they

can associate the outcome

themselves with the outcome the brand

delivers which they do with their money

so how do they make that Association

they give money they get the shirt the

association happens based on what

they've seen where that logo has been

elsewhere and so then they go from I

want to be a winner to exchanging money

and saying now I am a winner or I feel

like a winner that's how this works and

so this means that if the ideal customer

likees boards winning and competition

Etc then they're more likely to buy

stuff from a brand paired with those

things

so let's lay it all out weak brand

paired with stuff customers like creates

a strong brand strong brand gets put

onto a winning product transforms a

generic to winning product then the

customers want to associate with that

winning product so they buy the product

and they put money into your bank

account in order to do it and so as long

as you net a positive between what it

cost you to associate with tiger and

LeBron and how many t-shirts you can

sell a result you make

money and so here are some steps in

words for those of you who are more word

people you start with a brand that means

nothing you have a logo just like the

cow that the other person didn't

recognize people know that it is a brand

they just don't know what that brand

means yet so it means nothing right now

then you pair that brand with something

or someone that your customers ideally

like third your brand starts to mean the

thing customer likes to

them then they want to associate

themselves with that thing they like or

get more of

it but they can't buy that thing but

they can buy a tiny sliver of that

Association so they buy the shirt with

the logo that means that thing to them

and so they get the shirt you get the

money and it all happened because you

deliberately paired it with something

they

like and this happens everywhere so DOL

and gabana classic example they paired

with Kim Kardashian they made a line

specifically for her and so for a lady

who wants to associate with Fame Beauty

wealth that would be a pairing that

makes sense and so that lady who wants

other people to associate her with Fame

high class money luxury wealth will then

buy DOL and gabana and be like I'm just

like him now she might not say that

directly because she might just

associate with the values but the

transfer still

happens and so when someone looks at two

products that on the surface are

generically the same you've got two

T-shirts one that has a weak brand or no

brand and the other that has the strong

brand the person that has the strong

brand they're going to be more likely to

buy and pay more

for and this happens because they

actually buy the elements that we've

deliberately paired with the brand which

they identify

with and at this point of building a

brand you do this to change customer

behavior and that excuse me that is the

point of building a brand to change

customer Behavior in your favor when

they see it with a

product and so this is a quote from

warff that I like a lot kind of

signifying some of the elements of the

benefits of brand is that the single

most important decision in evaluating

business is pricing power if you've got

the power to raise prices without losing

business to a competitor you've got a

very good business and if you have to

have a prayer session before raising the

price by 10% then you've got a terrible

business and so if we have an unbred

t-shirt for $5 and we say you know what

we think we have a strong enough brand

that we can raise the price

and then boom we can raise the price and

still not lose that many sales but we in

this case 12x the price good branding

drives that premium

pricing good branding also improves

advertising so with the generic brand if

you're marketing this white T-shirt you

might get half a percent of people there

are many white t-shirts there are many

like it this one is mine just kidding so

the point for those of you got the

reference um so if you have a 05%

cluther rate on some that's generic

there's nothing special about it on the

flip side if you have a Nike bread

t-shirt same identical t-shirt and it

has the swoosh now you might get six

times as many people to click and buy at

a higher price see how these things

stack together that is why these Brands

exist for such a long period of time and

make so much money so they get cheaper

customers they get higher returns and

they have better response rates and

advertising and on top of that if if as

if that weren't enough good branding ALS

what drives Customer Loyalty AKA they

buy more stuff more times and so like

the Apple example I gave earlier once

you buy one Apple product you tend to

buy more and you tend to keep buying

them and so this also a good brand also

protects your business from competitors

stealing that customer in the

future and so as I promised in the

beginning who's seeing how this all this

stuff allows you to one be able to

charge 10 times or more than your

competition two get higher returns and

advertising so you can scale that much

more that much faster

and then three get people to keep buying

for Life compounding your money making

skills for good okay which is why

building a brand will make you lots of

money it's also why Brands outperform

Commodities in every single

industry and give a lasting competitive

advantage that to be fair is Theirs to

lose so here's another quote from Uncle

warrant it takes 20 years to build a

reputation and 5 minutes to ruin it if

you think about that you'll do things

differently and so so I said that I was

going to cover three things one what

branding is which we renamed what good

branding is second why it makes you

money then we got that so now let's go

to how to start or grow your own

brand so branding is the deliberate

pairing of things your thing plus what

your ideal customer has through an

outcome and good branding is the Del

paing of your thing with something

good to start a brand we have to know

what we want to pair it with to attract

ideal customers so here we've got light

UFC good outcome for the majority of the

audience and we want to understand that

just as much as we should also

understand which to avoid pairing our

brand with to lose customers like the D

Mia example and so here's how I like to

think about assembling the pairings for

a brand so if you're at Ground Zero you

have you have no brand you've got these

elements that haven't been put together

yet so I think about it

like a table full of flowers so if you

want to put it bouquet together you

start by having lots of different

flowers all over the

place on their own those flowers are not

a bouquet just as products values

experiences people Etc on their own are

not a

brand the flowers are like the brand

elements that we pair with stuff or

audiences

like with enough pairing over and over

and over again they form a

bouquet now replace the word bouquet

with

brand and so that assembly is the

connection it's the association between

those things because the brand

fundamentally doesn't actually exist if

I take the flowers out of the vase and

scatter them across was there ever a

brand to begin with it's simply the

association we make between those things

that creates the oneof one

brand and if we unravel it the brand

disappears and so the deliberate pairing

of those things makes the brand and if

we want to get narrower on our brand so

let's say I talk about tacos lifting and

philosophy if I want to narrow my brand

I'll just talk a bunch about tacos and

then all of my flowers are just Taco

related if I'm only talking about tacos

but I want to expand the stuff I'm

talking about to my audience and maybe

capture a wider audience then I might

talk about tacos quesadillas burritos

things that are tangential and then if I

wanted to expand even broader I might

just talk about food in general and then

I might talk in alcohol then I might

talk in restaurants and then things that

go wider and wider from there and so we

get narrower as we Niche down and we go

double down on one type of topic and we

go broader when we Branch

out but distant and random pairings hurt

a brand because they're so hard to make

the associations

with and this is what most brands are

and

do most people's Brands happen by

accident it's just whatever they appear

next to whatever people associate their

stuff with good branding happens on

purpose because like what are we looking

at with a a bike a single flow some

socks and a burger not a lot not a lot

to hold together there and so think

about it like curating a garden you want

some flowers to grow and you want to

pull out the weeds you have to do both

you have to add the good and take away

the bad in order to assemble the ideal

brand for

you and in the beginning our brand won't

be strong just like yours one if you're

building it then you might only have a

couple flowers there and it's because

you have haven't had that many instances

to pair your brand for that

customer but the more good stuff we pair

with our brand for the customer the

stronger it gets you go from one flower

to many red flowers or many red roses

that become a bouquet of red roses

that's what you're about and the more

you're about it the more the brand

strengthens now what if we make a

branding mistake and pair with the wrong

thing cuz it's going to

happen one bet pairing can absolutely

hurt a brand so if I now give my this

lovely red rose uh bouquet to my wife

and I say hey don't you love this

bouquet and she sees this rotten flower

sticking out the front she might be like

e this bouquet sucks or this brand sucks

or hey that guy got a DUI and I thought

he was this Paramount of good

ethics well that would hurt the

brain and so just like one ugly flower

messes up the whole bouquet it changes

how everyone sees the Brand This bouquet

sucks

now to recover from something like that

you just have to overwhelm customers

with the stuff they like until

eventually the bad pairing shrinks into

irrelevance so we don't try and

eliminate the DUI we don't try and

eliminate the dead row it happened

there's nothing we can do about it but

what we try to do is just overwhelm it

with way more of the stuff that the

majority of our people actually like and

so Kanye for example has said some

things that people don't

like but he also comes out with products

that people love he made a Super Bowl ad

he sold shoes

he just came out with an album that came

out after having some cancel culture

stuff around him and things he had said

and so over time people forgot the bad

stuff and Associated the good stuff back

with him and purchased they still

bought and so you need to decide what

values people experien Etc that you want

to use to connect the audience to your

product and equally importantly what

things you want to avoid remove or

ignore from the stuff they hate

and so it goes without saying that even

if you say you're premium but people

think your thing sucks that suck will

stick and so up to this point everything

I've talked about has been the things

external to the product they've been the

people you associate the product with

now almost all of that occurs prior to

purchase so you can absolutely get

someone to buy the thing but how many

experiences are people are going to have

with the thing once they've purchased it

probably far more than they have with

your advertisement

and so the advertisement can let people

know about it The Branding makes a good

Association for the person they make the

purchase and then afterwards the product

does a lot of The Branding after that

because if I buy that amazing Nike

t-shirt and there's a hole in the armpit

when it comes in I might say if this is

the first time I ever bought a Nike

product this product sucks therefore

Nike sucks and then I think the whole

thing is a sham and then I also start to

hate LeBron for even recommending right

starts to transfer

backwards now on the flip side

brand can influence how people see the

product so if the product is what I

would call good enough so it's it

doesn't have any holes in it now is it

the highest quality it possibly could be

maybe not but it's good enough that no

one's going to find an immediate problem

with the product that's where brand can

carry you the extra distance to still

make it a positive experience for the

person and so brand in a very real way

can affect how people perceive value

through

products now me personally this a pro

tip here

if I'm going to charge a premium price I

absolutely want to make sure that the

product is dialed so that I only further

reinforce how much they like my brand

rather than let my brand carry me or at

worst have it conflict with the

impression that I gave them of the thing

they were going to buy prior to them

buying it this is a quote from Warren

your premium brand had better be

delivering something special or it's not

going to get the business and the only

tweak I'd have on this is it it's not

going to keep the business you'll get

the first purchase you just won't get

the ones after that

and so all the things are like okay got

it so brand is pairing I get how the

pairing makes me money I have these big

margins I got more ctrs more people buy

and as long as my thing doesn't suck and

ideally that it's good people will keep

buying awesome but how do I measure

that so braad has three main metrics one

which is influence which is How likely

it is to change someone's Behavior so if

I show someone a brand and they react in

any way they recognize it and they they

they do something about it then we have

influence second is direction are they

changing the way we wanted or are they

running

away and third how many people it

changes

for that's it so if I show room up 100

people and 100 people react versus two

people react the 100 person reacting at

least recognition that is the reach how

many people it changes it for so taking

to the hypothetical extreme a small weak

and neutral brand very few people

recognize and the people that do don't

care that much about it either way and

on the other polar extreme you have a

large large strong positive brand so

that would be lots of people recognize

the brand it changes Behavior when they

see the brand and the behavior is

generally towards so they try do in

accordance with what that brand is

asking someone to

do and I want to make this

point a lot of people have this misn

that any strong brand is polar that

because lots of people love it lots of

people Al have to ha it now I say this

by percentage not necessarily by

absolute if you have if the whole United

States knows who you are you're going to

have a percentage of people that hate

you just because there's crazy people

and that's how we're talking about I'm

saying is there a brand that can't have

that kind of status that isn't polar so

I'll give a polar example first so I

have the silhouette of Donald Trump here

and he has a very strong brand he has a

big reach lots of people recognize him

even just the silhouette alone people

recognize he a strong influence as in

the percentage of people that when they

see this have a reaction in either

direction positive or negative but just

that they react shows that he has strong

influence and then third is the

direction now for him he is polar

meaning many people move towards him

very strongly and many people move away

from him very

strongly and so many assume that all

brands are that way and that's just

because there are many examples of that

but that doesn't mean it has to be that

way and so I'll give you a different

example so some Brands manage to change

change many people's behavior towards

them all at once and so like Taylor

Swift sure I'm sure she's got some

crazies don't get me wrong but the vast

majority of people who see Taylor Swift

recognize her she changed their behavior

and most of the time it's towards her so

she is a large positive strong brand

this is also personally why I think the

idea of like seeking out controversy

absolutely gets you recognized but you

don't have to make that trade you can't

absolutely just build a strong positive

brand Mother Teresa has a strong

positive brand a lot of people know her

influenced a lot of behavior did a lot

of good stuff must be work like I hate

Mother Teresa some people do but most

people don't and the same thing goes

with apple a lot of people like their

products I'm sure there are some techs

that are like Android's way better right

they're like PC is awesome and that's

great that's good for them but the vast

majority of people who encounter the

product like it which is why they're one

of the largest companies in the

world so all those examples that I gave

to you up to this point have a assumed a

large audience and I do that because

this is a pration and it makes more

sense for me to work with you on stuff

that you already know but this concept

carries independent of whether you have

large reach and this is why it applies

to you so if you had a small audience

with high influence what would you

have got Mom and Dad they are high

influence as in most people when they

see their parents their behavior

changes they have low reach because for

you they're only your parents they might

have any they might be some other

people's parents but not very many

people's parents as you have low reach

um and it will be your behavior will

towards for some and a way for others

meaning some people hate their parents

and don't want to do anything they say

and some people like their parents and

do whatever they say and there's a lot

of people in

between and so that's how we measure if

what we're doing to grow our brand is

actually working are more people finding

out about

it are more people changing their

behavior when they do it and ideally are

they doing that towards the direction

that we want them to go so if I say hey

everybody go click here go download this

thing go attend this event go buy this

product whatever it is if a lot of

people do that then we know that the

brand is

growing and so we want when we want to

build our brand we want to pair our

stuff with the things the highest

percentage of our ideal audience like

and so whenever we pair anything with a

brand because especially if you're

starting out everything is new and so

every new pairing has risk and so you

risk losing a certain percentage of your

audience who has a bad experience with

the thing you pair there's always that

risk there's always going to be some

people who don't like something you do

if anyone seen a small town band go hit

it big some of the old Towners are like

oh they sold out they did whatever but

what they did was they gambled the

short-term loss of that local audience

potentially for a much broader bigger

audience so they made a bet they did

lose people they did gain people they

just gained more than they lost and so

to the same degree when you make that

bet as the local band you risk gaining

other people who have had a positive

experience with this new thing and

ideally we have more green than red and

so those news pairings the new pairings

you make with a brand always lose

audience right he's sold out I like the

old stuff better this also happens with

content by the way and so this person is

the red bucket

fantastic and the new stuff might also

cause people to say no this new stuff

rocks and that person is in the green

bucket and so whenever you try to grow

and you make any new pairing meaning you

make new content you make a new genre

you make a new song you make a new

anything you make a bet that more people

for where ideal audience will like the

pairing than people who don't tldr that

you'll net an increase in reach

influence and positive

direction and so my ask for here is

don't let the five mean comments stop

you from Gaining the 500 new people who

like the new

thing so let me finish the real life

example to make this whole thing real

for you I want to associate myself with

business value so I associate self with

making people money and growing their

businesses so there's me there's me

making content and then ideally money

and so the best way I can do this is

make content for the small business

owner to consume and books for them to

read and use so that they then

profit the good thing and then they

associate that growth and profit with me

and so then they consume more of my

stuff they drink the next soda they buy

the next

shirt and so the next time they want it

to happen again they take the action or

they have a higher likelihood of taking

the desired action and equally important

people who don't like business stuff

won't like my stuff or they'll just

prefer to watch other things so you've

got this married couple they say we hate

people who talk about money they're

probably not going to like my stuff and

that's

okay but people

who like business have a business or

trying to start one might want more and

this grows the brand because people

consume the stuff and they say hey you

got to check out herzi stuff and then

that person they tell to says right on

they J it out they get that positive

outcome they make the pairing as well

and the brand grows and ideally with my

ideal audience and so to see this in

action if you use this information from

today to make money good branding has

occurred and so I said I was going to

cover three things what branding is IDE

what good braiding is why it makes you

money and how to start and grow yours so

hopefully you feel like I fulfilled

those three things and so now we can

test if the pairing good branding

actually

occurred so if you are my ideal customer

so here's a business owner okay awesome

a lot of you

fantastic we can see objectively if this

provided value did we get a good

positive outcome a neutral outcome or a

negative one you might be like I hate

this guy talk about money or you know

what I think this could make me a ton of

money well we'll see so I want you

further associate myself with value and

making you money and growing your

business so I going to give you guys two

gifts for

free the first is for existing business

owners who want to scale so most you

guys should raise your hands I have two

books $100 million offers $100 million

leads people say they made their money

there's a lot of five star reviews on

them fantastic and I mean video versions

of these books that you can get

absolutely free on my site at acis.com

tring this is me further associating if

you if you like this you're going to

love that and they'll make you more

money for free that's what it looks like

on the inside these are legit

courses and you can get those video

versions on my site again absolutely

free acc.com trining now if you're like

man I don't like watching stuff I like

listening to stuff I want to provide

value for a different type of Ideal

audience which is still business owners

but business owners who listen rather

than business owners who watch which is

also fine and so if you are somebody

who's not a reader or not a watcher I've

got the books on my podcast absolutely

free it's called the game they started

episode 570 something and so that's what

I have for business owners who hears

earlier on and they're like I want to

start a brand Okay cool so this is for

you so I just became a co-owner of

school.com really awesome platform helps

people get started their business um and

so anybody here who watches this or

listening to this and wants the tools

the training and a community of other

people starting brands with a little

friendly competition and some prizes we

made a step-by-step process on school to

help you get started and you can start

for

free so hopefully I succeed in providing

value and a good pairing occurred aide

good branding happened otherwise I'm

sorry everybody else I hope good bandic

occurred um and for those of you who

either start the school games for free

or use my stuff to grow your business I

will see you guys soon so go to school

games school.com games a.com trining and

I will see you guys all there thank you

guys so much for your time