How To Build An Irresistible Online Brand
People only care about two things.
People don’t care that you don’t have experience.
People don’t care how many coaching calls you give away for free.
People only care about two things: where you’re leading them, and if you’re a good company.
Can you take them to where they want to be?
And, if you can, are you someone who’s fun to walk with?
That’s all.
How do you communicate that to your people? You communicate it with your brand.
There are two types of solopreneurs.
The ones who struggle to sell anything, even though they show up and put in the work;
The ones who sell on autopilot because everyone wants a piece of them.
There aren’t that many differences between the two, to be honest.
The big one is that the first type of solopreneurs seem a bit boring, a bit blah, a bit I’ve-seen-this-before-a-thousand-times.
The second ones make us drool; they make us nod vigorously; they make us dream and believe in ourselves, and throw our wallets at them.
That’s what branding does.
The best way to go from begging people to buy something to being eaten alive anytime you launch a new product, is to develop your brand.
Secret to Success: Build an irresistible brand.
In this newsletter:
What isn’t your brand, or why many people die with their million-dollar brands still in them.
What is your brand — according to million-dollar solopreneurs.
Building your brand: the concept. Or how to create your own irresistible brand. (For paid subscribers only)
Building your brand: in practice. Or how to communicate your irresistible brand so your audience throws their bras your way. Well… You know what I mean. (For paid subscribers only)
What ISN’T your brand?
The internet is full of crap advice about personal branding. Oh, tell people your story, your why; talk about you, you, you.
Naturally, beginners choke when they read this advice. They don’t know what’s special about them. Which normal person walks around focused on how special they are? This often keeps awesome solopreneurs stuck for years.
So, before I offer you the simplest concept in the world of what a solopreneur brand is, let’s start with what it is not:
Your brand isn’t you. You are the foundation of your brand, of course, but your brand is something different. It’s your alter ego. It’s your ultra-confident, awesome self.
Your brand isn’t numbers. Numbers will help you build your brand, but they’re not the most important thing. If you don’t have years of experience or millions of followers, don’t worry. You can still build an amazing brand and attract the numbers.
Your brand isn’t your content strategy. We don’t care that you send e-mails every day or you make money with SEO. Good for you, but that’s not your brand.
What IS your brand?
Put in the simplest, most effective terms possible:
Your brand is your goal. Dan Koe is what all solopreneurs want to be. The guy closed on approximately $4 million dollar year in 2023 and does it with 2–3 hours of work per day. Dan Koe says your brand is your goal, and I think it’s the best way anyone has ever put it. We’ll unpack this in more detail in a few paragraphs.
Your brand is the emotions (experiences) you sell. I recently graduated from a Branding Course at the University of London. Let me sum it up in one word for you: experiences. Branding is about offering specific experiences around your core product, which, when it comes to writing, comes down to emotions.
Your brand is the aspirational part of your business, according to 7-figure business coach Marie Forleo. It’s the dream you’re selling, and I don’t mean that in the fake IG way.
Now that we’ve scratched the surface, let’s go deeper and help you use this branding concept to create your own irresistible brand.
Your Brand: The Concept.
The first — and most fun — step of branding is coming up with the concept of your brand.
To do this, we’ll consider the 3 important pillars of your brand and put them into questions you can answer.