Would you say that that's your why as well?
Yes.
So my why is to try and educate people.
When they say they wanna be a brand,
really understand what is it you're trying to achieve.
Today, I hear so many people talk about
the tactics of branding.
And we're now using, because we have social media,
we have digital abilities to broadcast.
We've all now been trained or told we have to be a brand.
And that's all they're actually telling you
is they want you to put content out there.
And I can be cynical and say that,
is this driven by social media?
Because for them to exist,
we have to create content.
That is true.
So they want the best content as possible.
So I keep hearing to build your brand,
your personal brand, guess what?
You've gotta have a presence in social.
And I'm going, it's bigger than that.
You actually do.
If you are the product or the service,
first most important element for a brand
is you've gotta have something that you're selling.
It's some transaction between the thing that you have,
the product and a customer.
Outside that, it becomes a relationship.
And a relationship, I have relationships every day.
I have people that I know today
that are very close friends.
I have associates.
Those aren't transactions.
Those are just relationships.
A brand has to have a transaction.
Otherwise, the definition has to change.
And you can't compare yourself to a box of cereal.
But I can compare all the attributes of a box of cereal
and how to build that brand.
I build it through what I call the five Cs of branding.
And that is about consistency, it's about content,
it's about community, and it's about construct,
and it's about commitment.
So if you want to build a brand because you are a consultant,
you're trying to sell your services,
you're trying to sell your ideas,
then yeah, you should probably think about building a brand.
But understand you have to give up some of your personality,
some of the things that you,
because otherwise people get, they can't understand.
We are complex, people are complex.
So if I show my full self, that's not a brand.
A brand is about a box.
And I keep using the cereal box
because I think it's a really good example
of a finite aspect of a brand.
Because to be consistent, you have to live consistently
with the attributes and the things that you are offering,
consistently.