Three-part framework for building a personal brand from scratchfrom @briarcochran

Transcript

Okay. What makes a great personal brand? First, I've worked with, like, five or six very large personal rank, like, three to 7,000,000 followers from a Navy Seal that you all know, a, like, biohacker, you probably all know, a bodybuilder, you probably all no. And there are specific ingredients that make a great personal brand. For them, that's actually different than for the average person watching this video. Now, we're gonna break it down into three things, and this is for, like, your first year or two. It changes completely if you have probably, like, 20,000 followers across platforms. So this is for your first year or two, people just getting started. If you have 20,000 followers or more, like, DM me for any questions of how you wanna scale to a 100,000 followers and more. Better start with this. Number one, you just have to start. Just start. Get over it. Find rank account where nobody knows you and just start posting. Okay. We got that. Move that to side. If you are not starting, there's there's literally nothing anybody can tell you besides start. Just tier. Start Now let's get into the details. Number one, you need to think of brand pillars. K? I get this from Caleb Ralston, who is Alex Hermozy's old creative director and Gary Vee's old creative director. He kind of talks about, like, if you talk about three to four things over and over and over again and they are relevant, that is your brand. Okay? So you need to have your three brand pillars. Mine are business and mindset business mindset, marketing rank content, content marketing. And then, you know, I haven't really decided on my third one. It might be my faith. It might be golf. It might be wrestling and work ethic. I don't really know. Okay? But my the first two are for sure my brand pillars. The next thing is your brand pillars need to have, like, niches all the way down. So, like, whenever I talk business mindset, I talk more so work ethic because that's, like, a very specific part of business mindset, work ethic, and risk that I'm really passionate about. So I'm gonna talk about that more. My marketing and content, everyone talks about storytelling. I'm gonna lean more into, like, AI automations and data, which you're actually gonna see later in this video. So get down three to four brand pillars. Let's just do a quick exercise. You wanna reverse engineer this of who you want to be known as and who do you wanna be known for. K. That's another thing from Caleb Ralston. And you have to make it, like, realistic. Like, I know so many of you you guys wanna be, like, YouTubers and gamers. Okay? Like, great. If you wanna make serious money, you need to conquer a niche that's like gardening or freaking architecture or chopping trees. I'm not even kidding. All three of those are probably better niches to build a personal brand off of than just, like, some hobby like video game. Video games very well could be, but just clipping you playing is not the right direction. It's having these brand pillars. Okay. Next, you wanna counter position against popular people in your niche. Okay? So for me, I am in this, like, online business niche. Okay? Specifically marketing, but I'm competing with a lot of these guys who are young. They wear these Van Cleef bracelets. They drive Porsche nine elevens, and they all sell an info course. Okay? That just is what it is. I live a very modest lifestyle. Okay? I live in Omaha, Nebraska. I drive a 2005 Lexus. I am very shocked about the fact that I'm making $40 a month. That is my counter positioning. I don't sell you anything, and I'm just gonna be like, holy like, how is this happening to me? Because that's how I feel. That is literally how I feel. How is this happening? And what that does is that gives a refreshing angle for you to slide into the market. Okay? If I tier to go against Ben Bader and go against Rob Rank and go against Jimmy Farley and go against x y z x y z, Tier, all these people, they're gonna be like, oh, it's just another guy. And that's also not who I am. Okay? So, like, Bryson DeChambeau, a great example of counter positioning. He's a little bit more of this, like, edgy golfer. Phenomenal idea. Who's another good example of someone who's counter positioned? Even Andrew Huberman, that's, like, a long time ago, but, like, his counter position was really good. He took this medical place or this, like, self help world and turned it very, like, scientific and medical, which most people were not doing. So if I were you, I would look at who's winning in my niche. K. Let's pick gardeners best for, like, a crazy example. You go and you find the top five gardeners. Okay? What are they doing? K. There's a chance that, you know, maybe it's a stay at home mom who also does, like, the whole homestead and, you know, sourdough, and she's, you know, very cute and has kids. Maybe you go the opposite example, and you literally, like, go you're like a a savage. You're like a crazy person. Maybe you're the one that, like, is all about cars and CrossFit, and you love watching football while you water your plants. It's a terrible example. But you do do you see the because there are people out there who care about gardening that like all these different things, and you best bad to find your piece of the market by counter positioning against some of the best in your niche. Feel good? So so far, you have created your three brand brand pillars. These are topics that you're gonna talk about. Now you've created how you're gonna talk about tier, the counter position against the others in your niche. Then the third thing is you need to be able to create a ton of volume a ton of volume. I'm talking at least I'm talking the minimum is one post a day. The goal is three posts a day. And why? Why should you do this? Not for reach. It is not for growth. It is for data. If I post three times in a day and I get a 100 viewed video, a 100 viewed video, and a 400 viewed video, I have an anomaly. Okay? This is something that that is in this book, Hardball, that I'm talking about, that I've talked about before, where true great marketers and business owners find anomalies. Why is something winning in their business? They reverse engineer it, why they think they might be winning, and then they double down on the principles. K? So you find the 400 view video, then the next day, you try to make three of that 400 view video. Then your your overall, like, bar rises. Now you make a 400 view video, 400 view video, and then a 800 view video. Okay. Let me go look at that 800 view video. What was it? Oh, I started talking about carrots. I think my fans might like carrots the most. Okay. We're gonna make three videos on carrots tomorrow. Boom. Boom. Boom. It goes 800, 800, 1,500. Oh, that's weird. What was it in the 1,500 video? Okay. I was talking about carrots, but then I started talking about the weight of the carrots. This is a crazy example. You just gotta bear with me. Okay. Now I'm gonna talk about the weight of carrots tomorrow. One, two, three. But now I'm gonna try to adjust a little bit. Let's go talk about the weight of the watermelon, which was one of my 100 viewed videos, but let's see if the weight is a win. Okay. The weight was a little bit of a win for the next day, but carrots are a huge win. Weight is a huge win. Now let's innovate again. So volume is not to try to get a bunch of reach. It's to have a really, really fast feedback loop no you can figure out what is winning. If you go look at my previous videos, what I'm doing is I'm looking at what is winning. Okay? This hook of I think I just got tier, I haven't done it in a while, but I know that that is a hook that is going to win because my very first video went viral with it. I had another video that went pretty viral with it. And then I do these long videos just because I like to do them. This is not part of the feedback loop, really. But you get the concept, and what's gonna happen is it's gonna keep evolving. You're gonna see more and more of the same stuff. I know if I talk about 40 in a month, my videos are gonna do better though I don't even like really talking about numbers because my income goes up and down. Like, you know, next month, I'm not gonna do 40 k. I'm gonna do, like, 26. Okay? Like, that's just business. But if my best month was 40, so I'm gonna keep talking about it. I'm gonna get back to 40. So they're just angles like that. You need volume, and you need to have a format that is really easy to produce. Okay? I literally sit tier, and I talk to the camera. Okay? Now there's so much that actually goes into this. What you don't know is I have mapped out exactly how long I'm gonna talk about each thing, how I'm gonna talk about it, when I'm gonna talk about it, where what stories I'm gonna talk about it. Whenever I talked about this book, I'd already planned that I was gonna talk about this book because I talked about it in my viral video. And so now I'm thinking, do I need to talk about it again? That's what it is. So you need no have an easy format. If you're a gardener, maybe it's you just literally post up the camera while you garden, and you put a mic on you, and you literally just garden while you talk. K? Maybe it's you cooking, so you get a top down angle, and you're chopping up your carrots. You get a top down angle, you pull in the carrot, and then you chop it up, and then you throw it in the skillet. Like, just something that's so easy for you. Something that's gonna take twenty minutes max. This video took me ten minutes to prep, ten minutes to record. Now I move on with my day. I do this three tier. It's been an hour of content, and it will change my life. K. That is how you build a personal brand to the first 10 k. Brand pillars, topics they're gonna talk about, counter position, how you're gonna talk about it, and then volume and data to get that feedback loop really, really, really, really, really tight no you continue to improve. You do that for a year, your life will change forever. There's a quote that said you'll never have to worry about money again if you post content every day for a year.