1 00:00:00,000 --> 00:00:04,020 Would you say that that's your why as well? 2 00:00:04,020 --> 00:00:05,060 Yes. 3 00:00:05,060 --> 00:00:10,060 So my why is to try and educate people. 4 00:00:10,180 --> 00:00:12,560 When they say they wanna be a brand, 5 00:00:12,560 --> 00:00:16,300 really understand what is it you're trying to achieve. 6 00:00:17,220 --> 00:00:19,620 Today, I hear so many people talk about 7 00:00:19,620 --> 00:00:21,660 the tactics of branding. 8 00:00:22,700 --> 00:00:26,620 And we're now using, because we have social media, 9 00:00:26,620 --> 00:00:30,980 we have digital abilities to broadcast. 10 00:00:32,020 --> 00:00:37,020 We've all now been trained or told we have to be a brand. 11 00:00:37,180 --> 00:00:39,460 And that's all they're actually telling you 12 00:00:39,460 --> 00:00:43,580 is they want you to put content out there. 13 00:00:44,780 --> 00:00:48,020 And I can be cynical and say that, 14 00:00:48,020 --> 00:00:51,980 is this driven by social media? 15 00:00:51,980 --> 00:00:55,620 Because for them to exist, 16 00:00:55,620 --> 00:00:58,780 we have to create content. 17 00:00:58,780 --> 00:01:00,300 That is true. 18 00:01:00,300 --> 00:01:04,060 So they want the best content as possible. 19 00:01:04,060 --> 00:01:06,780 So I keep hearing to build your brand, 20 00:01:06,780 --> 00:01:08,140 your personal brand, guess what? 21 00:01:08,140 --> 00:01:10,040 You've gotta have a presence in social. 22 00:01:11,500 --> 00:01:14,580 And I'm going, it's bigger than that. 23 00:01:14,580 --> 00:01:15,420 You actually do. 24 00:01:15,420 --> 00:01:18,940 If you are the product or the service, 25 00:01:18,940 --> 00:01:22,980 first most important element for a brand 26 00:01:22,980 --> 00:01:25,180 is you've gotta have something that you're selling. 27 00:01:25,180 --> 00:01:30,100 It's some transaction between the thing that you have, 28 00:01:30,100 --> 00:01:32,800 the product and a customer. 29 00:01:34,700 --> 00:01:36,900 Outside that, it becomes a relationship. 30 00:01:37,940 --> 00:01:40,020 And a relationship, I have relationships every day. 31 00:01:40,020 --> 00:01:42,140 I have people that I know today 32 00:01:42,140 --> 00:01:43,900 that are very close friends. 33 00:01:43,900 --> 00:01:45,240 I have associates. 34 00:01:46,300 --> 00:01:48,260 Those aren't transactions. 35 00:01:48,260 --> 00:01:50,440 Those are just relationships. 36 00:01:51,540 --> 00:01:54,300 A brand has to have a transaction. 37 00:01:54,300 --> 00:01:56,840 Otherwise, the definition has to change. 38 00:01:57,860 --> 00:02:01,260 And you can't compare yourself to a box of cereal. 39 00:02:01,260 --> 00:02:06,180 But I can compare all the attributes of a box of cereal 40 00:02:06,180 --> 00:02:09,060 and how to build that brand. 41 00:02:09,060 --> 00:02:12,640 I build it through what I call the five Cs of branding. 42 00:02:14,940 --> 00:02:18,880 And that is about consistency, it's about content, 43 00:02:18,880 --> 00:02:22,220 it's about community, and it's about construct, 44 00:02:22,220 --> 00:02:24,340 and it's about commitment. 45 00:02:25,900 --> 00:02:30,180 So if you want to build a brand because you are a consultant, 46 00:02:30,180 --> 00:02:31,940 you're trying to sell your services, 47 00:02:31,940 --> 00:02:33,780 you're trying to sell your ideas, 48 00:02:34,660 --> 00:02:39,340 then yeah, you should probably think about building a brand. 49 00:02:39,340 --> 00:02:44,340 But understand you have to give up some of your personality, 50 00:02:44,700 --> 00:02:46,220 some of the things that you, 51 00:02:46,220 --> 00:02:50,420 because otherwise people get, they can't understand. 52 00:02:50,420 --> 00:02:53,500 We are complex, people are complex. 53 00:02:53,500 --> 00:02:58,500 So if I show my full self, that's not a brand. 54 00:02:58,780 --> 00:03:01,140 A brand is about a box. 55 00:03:01,140 --> 00:03:02,860 And I keep using the cereal box 56 00:03:02,860 --> 00:03:05,140 because I think it's a really good example 57 00:03:05,140 --> 00:03:08,860 of a finite aspect of a brand. 58 00:03:10,660 --> 00:03:14,620 Because to be consistent, you have to live consistently 59 00:03:14,620 --> 00:03:19,620 with the attributes and the things that you are offering, 60 00:03:19,620 --> 00:03:20,460 consistently.