Bedros Keuilian Podcast Show - 101. The TRUTH About Building a Personal Brand That Makes Money

Episode Date: September 3, 2024

Hey friends today I have a special episode for you and it’s about personal branding… You see, you might not know this but and everyone else already have a personal brand. Whether or not your brand is seen as positive or negative is a different story. In this episode I’m going to show you how to control the narrative and build a personal brand where you can become a POSITIVE figure in your space and industry dominator. Subscribe if you haven’t already! BEDROS KEUILIAN LIVE 2024 | September 13-14, 2024 in Scottsdale, AZ https://live.bedroskeuilian.com/bk-live-2024 REGISTER FOR THE LEGACY TRIBE Get the Life, Money, Meaning & Impact You Deserve https://bedroskeuilian.com/legacytribe JOIN MY FREE 6-WEEK CHALLENGE: Transform into a Purpose-Driven Man https://bedroskeuilian.com/challenge TruLean Supplements | https://www.trulean.com/pages/bedros Get 50% Off Trulean Subscribe & Save Bundle Use Code: BEDROS Few Will Hunt Apparel | https://fewwillhunt.com/ Get 20% Off Your Entire Order Use Code: BEDROS OPEN A FIT BODY LOCATION A High-Profit, Scalable Gym Franchise Opportunity Driven By Impact https://sales.fbbcfranchise.com/get-started?utm_source=bedros BECOME A MODERN DAY KNIGHT: Join the MDK Project https://www.themdkproject.com/ PODCAST EPISODES: https://bedroskeuilian.com/podcast/ STAY CONNECTED: Website | https://bedroskeuilian.com/ Instagram | https://www.instagram.com/bedroskeuilian/ LinkedIn | https://www.linkedin.com/in/bedroskeuilian Twitter | https://twitter.com/bedroskeuilian

If you don't control your own brand, someone else will. Welcome to the Bedroes Coolian show. Back when Q was rolling with Lorenzo and a Benzo, I was banging with a gang of instrumental. Hey, friends, welcome to the Bedrose Coolian show. I'm Bedroskulean, and today I've got a great episode teed up for you about building your personal brand and what it really means to build your personal brand. But first, I want to kick it off with a story. I was out in beautiful Dana Point, California yesterday. Doho surfing and I got myself a nice, so I've got a lot of surfboards. I've got probably, I don't

know, 10, 12 surfboards and I got this really cool 9 foot 6 Stewart board that I had been wanting to take out. And you all know that I tore my tricept about a year ago and I chose not to get the reconstruction surgery of my triceps. So I am without a tricep on my left arm and surfing requires a lot of repetitive motion, specifically paddling. And so I would get a lot of tendinitis in my left elbow. But recently, I was like, hey, I think surfing is something I can get back into again. So I hadn't surfed for a while. So I waxed up my new board and took it out to Doho yesterday and had a great time surfing.

And the elbow held up. I just wore an elbow sleeve and had an awesome time, man. The beach was packed. It was good waves. The water temperature was about 70. If y'all surf, you know where Doheny, Dohoez, great place in southern California. In fact, the Beach Boys wrote a song about it. It's so awesome.

But anyways, but as I was getting my board off and locking up the truck, I, and y'all know that I got my RAM TRX stolen, so I'm currently driving a rental RAM truck until I get my new 2024 RAM TRX truck. but as I lock up the truck and I'm schlepping my board down and towards the water, this dude's like, yo, aren't you, Badros Koolian? I'm like, yes, I am. He's like, holy shit, dude, I watch your show on YouTube. I'm like, awesome.

He goes, and I read your book man up. I'm like, holy shit, that's awesome. He goes, you're not going to believe this. I'm coming to BK Live in September. I'm like, bro, that is awesome. What do you do? We got to talking. And as it turns out, he actually owns a bakery right in San Clemente.

It's like a family bakery. It's doing well. It's well known. and San Clemente is right next door to Dana Point, and he was out there surfing as well, so we got to shooting the shit. Now, this guy was treating me as though he knew all about me. He's like, man, that part of your book about your anxiety

and that part of your book about having to sell your GTR because the taxes and the finances and you didn't have enough money to make your payroll taxes, and so you had to sell your G. Like, he knew me, right? And I realized in that moment that he watches my show. He is coming to my live event. he's read my book.

I don't know. Maybe he wears fuel hunt gear. Maybe he drinks truly supplements or maybe he will down the line. But the point I'm trying to make here, I realize the power of a personal brand. And I think far too often people talk about a personal brand like, oh, you got to develop a personal brand. But they don't really go into the depths of what a personal brand is and how to go about it. So I was like, fuck it.

It ain't rocket science. And I'm going to simplify it for you guys because everyone on social media makes it seem like there's like these branding agencies and these. like listen you don't need all that you don't need all that and I'm going to tell you what a personal brand is and what you need to do how to build your personal brand and you're going to be blown away by it all right so first I understand that every single one of you out there already have a personal brand you're like oh wow look at me that doesn't mean that it's a good positive you know well-established personal brand it's not it may not be so let's say you've got a

Instagram account that you have hazardly post on but you mostly don't post on it you just use it to creep on other people's social media account, right? Or you got a TikTok where you posted for a period of like two months straight and then you stop posting and then you post it again for three weeks and then you stopped posting and you never came back. And then you got a LinkedIn account where you've done the same thing. And then you got a YouTube channel where you maybe have like 10 or 15 episodes of whatever that you put out one a week for 10 or 15 weeks and then boom, you stopped, right?

Maybe you've got a personal website, a website and it's old, it's archaic, it's not even up to date. It's got the wrong address. It's got the wrong phone number. It's got an old picture of you. Like the last blog post on there was from like 1962. Like, guess what all these things say about you? That you are sloppy, that you're inconsistent, that you don't have follow through when you're not a person of, well, authority or celebrity in your space. Because if you were, you would have been consistent. You would have followed through. You would have put out great content and you would have made yourself an authority. So when I say, every single one of us already have a brand. I mean, some of us may be branded as a loser.

Now, what you want to do is be branded as a winner. Now, I'm speaking specifically through the lens of branding yourself with the need or the desire to build a business, right? Because if you've got a product or service and you're like, man, how do I sell more of my product or service? I'm here to tell you, people don't buy from businesses. People buy from people. Well, if we know that, then we have to build a relationship with people. Like, I bet if I told that guy like, dude, I'm having a workshop at HQ or, hey, if we start talking about fuel hunt or my supplements, if he wasn't using it, I can get that guy at the beach to start using it, right?

Now, arguably, your product or your service has to be world class. Let's not make any bones about it. Like, if you've got a shitty product or service where you promise a unicorn but deliver a donkey, I don't care how much of a personal brand you build at the end of the day when enough people buy your product or service and it's shitty and shoddy, your reputation is going to be soiled and ruined, right? So I'm going to make the assumption that you already have a great product or service. Like that is the number one thing in building your personal brand.

Because, I mean, I suppose you can build your personal brand and not have a product or service, not have your own business. You can build a personal brand and start selling other people's products and services, right? You can be a influencer in an industry. you can have sponsors, people who pay you money to sell their products or services. And as long as their product or services are solid and they deliver on the promise and they're a unicorn, great. But at the end of the day, whatever it is, your reputation is your personal brand.

Like, that's the easiest way to tell you. So if you've got a shitty business product or service or if you're about to represent some shitty products or services that are offering you a lot of money, but you, you know, know that they don't follow through on what they say they do. They're, they kind of like to market themselves as a unicorn, but they're really like a crippled donkey. Like, do not promote them because your personal brand is your reputation. And Warren Buffett said something very powerful many, many years ago about your reputation. He says it takes 20 years to build your reputation, and it takes 20 minutes to ruin it. Now, in his time, maybe it took 20 years to build your

reputation these days within within a year I mean within six months you can build your reputation online right you can build a pretty strong social media presence and get people to know like and trust you and respect you and see you as an authority and a celebrity because that's really what your brand is your brand breaks down to three things it's who you are what you do and how you are perceived by the masses who are going to be your future customers or clients And you want your people as in your audience who are going to follow your personal brand to be connected to you, to be bonded with you. You want them to feel emotionally bought in, right? Not just, ah, he or she gives great content, but I don't really know who they are, what they do, what they stand for.

Right. And so you have to be known, liked, trusted, respected, and seen as a authority, even a celebrity in the space. whatever space you're in. And remember, these days, we can manufacture authority and celebrity in the space through social media, through YouTube, through podcast, through Instagram, TikTok, LinkedIn, Facebook, all the different platforms by putting out content on a consistent basis. Now, I'm not going to go into the nuances of like how many times a day should you post on Instagram versus TikTok, what your podcast should be in terms of topic and what frequency should you put up stuff, but at the very, very basic level, every day you ought to be posting on every social

media platform, right? Understand that. Every day you should be posting on every single social media platform. And it might be YouTube shorts every single day and Instagram reels and posts and carousels and shit like that every single day and TikTok and LinkedIn, depending on where your audience is. Like if you're going to be working with business professionals, maybe you're going to be more on Facebook and LinkedIn. If you're going to be working more with people who are looking to, you know, arts,

food, music, coaching, education, whatever. Maybe you're going to be more on Instagram and YouTube on the how-to platforms, right? Like how to play the guitar, how to trade crypto, how to make more money, how to get fit and lean, whatever it is. But you've got to be posting everywhere. And then your long-form content, things like a podcast or a YouTube show, you've got to do at least one a week on a consistent basis. But that's just putting out content.

Think about how many people and platforms there are that put out content. on a consistent basis every day and every week in terms of short and long form. However, you're like, I don't know this motherfucker. And quite honestly, I don't trust this motherfucker. Well, why is that? Because there is no emotional buy-in with that person. Emotional buy-in is, would you wait in line to talk to them, take pictures with them, shake hands with them, get their autograph? If yes, they've built a great personal brand. Emotional buy-in is, do you know anything about them beyond what they teach or what say on social media, right? Like, y'all know I've got a family. You all know that I've got two kids, Andrew and Chloe. You all know that, you know, I was molested as a kid growing up in Armenia. You

all know that I come from a communist country that we escape. You all know that I had a hard time growing up in Section 8 housing. You all know that I've had my ups and downs in business. You all know the last 15 years I've been crushing it in business because I had to take my licks and keep going. You all know that I'm brutally honest and I like to be as transparent and vulnerable as possible because I respect and look up to people that will show me their wins and their losses and not just their wins because surely you've had some fucking losses in your life, Mr. Guru. And you can't just go around showing me your wins and making me feel like I'm a fucking

dumb shit if I actually do something wrong or lose a little bit of money or fall flat on my face because that's going to happen in your journey. And I've always respected those mentors and gurus and coaches who were, very open, honest, vulnerable, and transparent about their personal and professional life. I told you guys that I will, my gym membership is about nine grand a month because I bought a building and I built out BK strength, my private gym because I don't want to work out in a public gym unless I have to, right? Now, I do that because I love having my equipment. I love being barefoot when I'm working out. I love making content in my own gym when I want. And so I've done.

the things and I showcase my gym and I showcase the parts of my life in the backyard of my house with the pool in the house, et cetera. Like you've got to be able to show all that. Building a personal brand means showing them everything, the wins, the losses, the chinks in the armor. And from time to time, you have to be polarizing. Now, don't be polarizing just to be a fucking arrogant dick of an asshole, right? But odds are you have a feeling, a thought about something that is contrary to what most people think. Maybe it's politics. I mean, look how people get triggered on my YouTube show in the comments when I talk about Kamala or Trump. Like, Pedro, stay in your lane. Stay in your lane. I watch this show and I listen to this show because,

well, your show is all about personal development and I watch it so that I'm, I can become a better person. Okay, motherfucker. Well, guess what? We live in the United States, and my first amendment is freedom of speech. And since the show is free for you, and it cost you exactly $0.0 and zero cents, can I talk about what I feel like talking about on my show? But look how triggered people get. But also look how many people are like, yeah, that's right. I believe in you. I believe in what you're saying. I believe in the way you think. And I agree with how you process things. And so I'm going to follow you. I'm going to buy your products. I'm going to support you.

So as many people who will hate on me for not staying in my lane of business and personal growth and development on the social media platforms when I talk about politics, 20 times that will end up following me, doing business with me, coming out to my events because we are congruent and aligned. But if I was trying to play it safe on my brand, on my personal brand, and I was trying to play it safe and I was trying to be like everybody else, not show vulnerable. just be a perfect thought leader and guru. How fucking boring for one.

For two, it's untrue. I've got fears. I've got frustrations. I've got things that keep me awake at night. I've got doubts. Why don't I share those? Why don't I share what my beliefs are about our country and where we're headed? Why don't I talk about now that I'm 50?

It's even harder to stay lean to put on muscle. But I've managed to do it. because I've made more money, bought back more of my time, and I'm spending more time in the gym. Ironically, not working out. More time in the gym, Ed, mobility, flexibility, cardio, shit that I used to not do. I used to be able to out-train a somewhat of a bad diet. Today, I got to keep my diet dialed in. I've got to do mobility and flexibility, even before I start working out.

That all takes more time. I go out to the park and do my cardio. That takes more time. Because my knees, even though I'm 50, my knees are transgender. They identify as 74 years old. And so because of that, you know, the first mile or two of my walking, jogging around the park, it's a little cumbersome. It's a little painful until it's like the fucking tin man's knees,

until my knees start opening up and getting lubricated. And then boom, I'm able to fly like a gazelle through the park. But I share this with you guys because I love sharing all of it. You might see a sweaty video of me from the park talking about what happened when I was a kid and when they called my parents and said he's got ADD and OCD and we're going to put him in the, what did they call it, in the special ed classes, right? Like I was literally in the classes with the special ed kids because I had ADD and OCD. And I was like, all right, so I, fifth period, I go to that bungalow out there while everyone else is in a normal class.

Like, how did that make me feel? I talk about that because maybe you can relate to that, right? I talk about everything that's happened in my life. Now, are you willing to do that? If you are, you're going to have what's known as vulnerability and transparency. And people connect with people and then they buy the product that the people promote. Let me say that again. People connect with people and then they buy the product that those people promote.

And it's not all about like, think about your most favorite television or movie star, right? Their personal brands, for the most part, are perfectly. curated by publicists and PR agents and their managers and their handlers and all these people. That's why you're like, all right, I don't even know who they are, what they stand for until they come out and make some political statement or the, hey, go buy my goofball tequila or whatever, right? Or come see my show or they go on a late night show with Jimmy Fallon, who are the fuck is on TV these days? I don't even know if Jimmy Fallon's on TV.

But they go on TV on a late night show to promote their movie. Then you got someone like the Rock. Let's face it. I've said this a million times. I think the Rock is fucking awesome. I've been a big fan of the Rock. I've been a big fan of the Rock ever since he was a wrestler in WWF, which later turned to WWE.

However, he ain't the best actor on the planet. And I hope one day he gets an Oscar, but it's unlikely he's ever going to win an Oscar, right? However, why do we all like him? Because we can relate to him. Because he's transparent. He shows what his sloppy meals are, that he's eating for a cheat meal, right?

He shows us that he's working out or one at two in the morning in his gym, the Iron Paradise, and we're like, man, I could relate to that. I want to be that guy. That is something that I could aspire to. I want to be the type of person that he talks about the dark thoughts that he has, right?

Like, hey, woke up angry, woke up upset or just not feeling it today. So I'm taking that out on the gym. The man shows relatability. He talks about how when he was broke, he had seven bucks in his pocket and he and his family got kicked out of Hawaii. You're like, well, I could relate to that.

I haven't been kicked out of Hawaii, but I've been kicked out of apartment complexes. Right? Like, he openly talks about everything in his life. And this is why he's the highest paid actor today. And quite honestly, whether it's, it's not like Termana Tequila is the best tequila on the planet. I don't drink tequila. I don't drink any alcohol anymore. But I have a lot of friends who are alcohol snobs.

And they tell me, they're like, man, Termana is not necessarily the best tequila on the planet. but it is one of the highest selling tequila's on the planet, right? Same with Zoha energy drink. I mean, you can take your pick of all the energy drinks out there, but if you like the rock, you're likely going to drink the Zoha energy drink. Same with the Project Rock apparel that he's partnered with Under Armour, right? You like the Rock, so you're going to buy his shit when he promotes it. The point of this is that he puts out a movie, you're going to go wait in line to see it.

Because we like him. We feel like we know him. and trust him and we respect him and we can relate to him. We know his backstory. We know that he's seen the ups and downs in life. And he showcases all of it. All of it. He does cool shit like when he's going to go to a make a wish thing.

Like he'll sometimes share that and you'll see a tear coming out. Right. Like, hey, you know, this young girl was dying. Her wish was to meet me and wanted me to do the song from, what's that movie? Moa, Moana? Moana, right? My daughter Chloe loved that when she was small. And he'll go and he'll sing that in person and whatever and he'll talk about it.

You'll see a tear in his eye. Like, I don't know, maybe the publicist or the agents or PR people for like another celebrity. We're like, whoa, whoa, we can't do that. We can't show tears. We can't show vulnerability. But he's just like, hey, I'm doing this. And I share this with you guys because if you're going to build a personal brand, you have to understand that it takes more than just standing in front of a Lamborghini or a

the fucking tower of Pisa and taking a picture. It's a lot more than that. It's really about connection, transparency, vulnerability. And if you're like, well, but to build a personal brand, I got to post frequently and put out a lot of content. And I can't think of any original content. There is no original content because it's 2024 and the world has. has seen every single thing out there. It's not like you're Marcus Aurelius

where we're gonna go back to the fucking, you know, 1,300 BC and come up with something new. You're not. You're not. So don't worry about original content, but can you take content that you believe in and say it in a way that creates connection? Self mastery means doing what you have to do

because you're called to do it over what you want to do because you don't feel like doing it. He exceeded my expectations. Incredibly epic event, incredibly inspired. Surrounding yourself with these millionaires and billionaires and them openly sharing their concepts, their steps. And at BKLab, every single speaker has been there, done that 10 times over.

So much energy, so much motivation and just want to strive to be better just by being here alone. And therein lies the problem, right? You start overthinking what you should be posting, what you should be talking about on social media, on your podcast, on your YouTube show. And when you start overthinking, you start getting paralysis by analysis. And then you don't put out any content. which goes back to what I said earlier. We all have a brand, but now you become the guy or gal that's got a shitty brand

because you seem unreliable, inconsistent, right? You seem like you're putting out junk for content and then you just disappear in ghost. And then when you need money all of a sudden, you show up back on social media, desperately putting out content. I'm looking for more customers or more coaching clients or whatever. And that reeks of desperation. There's no way you're going to fill up the bank account without first filling up the Goodwill Bank account and the Goodwill Bank account is done by filling up your social media platform with consistent content on a specific topic over and over and over and over again

while also sharing the ins and outs of your life. Like just today, I put up a picture of me and Chloe, I do that all the time. I always mix up Chloe and Cookie, my daughter and my dog. Now I love them both equally. I do love my daughter substantially more. However, ever since Chloe, Chloe, and Cookie were puppies. I call Chloe Cookie, and I will call Cookie Chloe. But I recently posted a picture with me and Cookie, my dog, in my gym, right? And I'll talk about how sometimes I love dogs more than humans because dogs are consistent. You know what you're getting with them. There is no beating around the bush. There is no backstabbing. There is no any of that stuff. I'm like, hey, if you can relate, let me know. Like, I want the world to know that I've got a dog.

I want the world to know that I've got my own gym. I want the world to know that I have days where I get up on the asshole side of the bed. And I'm like, man, it's going to be a fucking grind to put a smile on my face. I've got to work extra hard to not snap at my coaching clients on a coaching call today because I just don't feel it. Right. And I share that on social media. I share that with you here because if I don't, you're going to be like, well, this motherfucker, he's so perfect. Of course he's rich.

But the rest of us can't be perfect. So I guess I can't be rich. I mean, you want to talk about a personal brand. look at Elon Musk, some cat from South Africa who created PayPal. And if you read his autobiography, it's a fucking fascinating story about how he created PayPal. Like he and his brother were literally like in a one bedroom apartment. They're just sleeping and coding, sleeping and coding. Like one guy's coding, the other guy's sleeping.

And then he wakes up. He starts coding. And then the other guy sleeps. And they created PayPal parlayed that money. He created Tesla. Right? He created Tesla. Like everyone knows.

If I say, hey, who is the CEO of Tesla? You're like, oh, Elon Musk. Well, why do you know? Elon Musk because he's got a personal brand. He's put it out there. You're like, yeah, Bezos, but he owns SpaceX. He owns Twitter now, X, right? Before all of that, he was there trolling people.

He was there putting out thought-provoking content. We knew about his life. He made himself a public figure without necessarily going on Fox News or CNN or the evening show or Good Morning America or The View. He used social media to showcase his life. He used social media to talk about how he thinks it'd be a great idea to start drilling a massive tunnel from L.A. to San Francisco so that we can alleviate traffic. And he created the boring company, as in like boring through the earth.

Motherfucker, people were freaking out because this motherfucker's about to drill through the earth in Southern California right by the San Andreas fault where earthquakes happen. But he's a bold dude, right? And even today, love him or hate him. He's like, you know what? I think Trump is the way. I think Trump is the way is what Elon says. Now, I say this because he shares his opinion and he gets a lot of hate, but he gets

10x, 20x, 100x to love. And because of that, Tesla sells more electric cars than GM, Ford, Chrysler, Toyota, Honda, Nissan, all these legacy car companies individually aren't able to sell more cars that are electric than Tesla. So you got some nerd from South Africa who created PayPal knows nothing about cars and creates a car brand that is massively profitable now.

And if you actually study how Tesla makes their money, it's not just selling the car, they actually sell EPA credits Environmental Protection Agency credits back to Ford, GM, Chrysler, like these car companies that are making gas-guzzling cars, right, that I own. But they need the EPA credits to be able to keep making these gas-guzzling cars. So Elon sells exclusively, as you know, electric cars. And then he has a surplus of EPA credits.

and he sells them back for millions of dollars to the U.S. automotive manufacturers. That's another income stream for him. And if you're like, wow, so he sells cars and he sells EPA credits because of those cars, well, don't for a moment think that he's in the car business either. He's in the data gathering business because those Teslas are gathering so much data,

not only inside of the car, in terms of human behavior and interaction, where your eyes are tracking, where your hands are going, but he's also gathering data on the planet where all those cars are. He is in the data business, right? But the real point of this is Elon Musk has developed such a brand of himself. He shares his thoughts, feelings. He shares his political position.

He talks about the things that others aren't willing to talk about. He'll go on the Joe Rogan show and he'll smoke a joint with him. Yes, the Tesla prices fell for a few days, but then boom, they skyrocketed, right? And the point of this is a dude who is not even from the automotive industry is outselling all the legacy automotive brands because he is a brand and you know like, trust and respect him, see him as a authority and celebrity and therefore end up buying the electric car that he sells. And I'd argue that there's actually higher quality electric cars out there. Rivian, lucid. Those are both higher, better quality, better fit and finish in terms of electric cars. But we buy Tesla, you buy Tesla simply because you love the man and you will buy that man's product.

And that is what it's about. That's what you want to do. You're like, yeah, but I want to play it safe. I want to market to everybody. You don't think that Elon has completely polarized himself away from the liberal party? He absolutely has. And do you think SpaceX, the boring company or Tesla are making any less money? No, they're making more.

He is actually micromanishing himself down and making more money. So if you're like, well, I'm going to offer a product or service. I'm going to talk about fitness or nutrition or clothing or whatever your thing is, but we're everything to everyone. I want to sell to men and women. Bad idea. Bad idea. Pick who you're going to sell to.

Men or women, right? The more you can drill down, the more specific you can make your message. It's not lost on me that 90, what? 91% I think of my audience on my podcast is male. So that 9% who are female, we'll get messages in our DMs like, hey, B, I'm a woman. I listen to your show. It absolutely resonates with me. I love it. Thank you for putting it out. But what am I doing? I'm specifically talking to dudes. I'm specifically talking to men who I can connect with, who I can bond with, who I can see eye to eye with. If I was to put out general information, I would get

general results. I would just be one of many. It'd be mediocre average results. But I'm specifically speaking to men. But women are welcome to listen to my message and benefit from it. Like, I know who my avatar is. I know who my market is. And when you're building a personal brand,

you have to speak to the person who's your avatar. You have to speak in the language that they know, that they understand. Like on my YouTube communities, every time it's just natural for me. Like when I'm talking to a group of dudes, I'm like, yo, fellas, hey dude. And so on my YouTube communities, when I put up a post, I'm like, fellas, and then I'll

write down whatever the caption is and share it. Well, guess what? If I was like, ladies and gentlemen, for what? Like, I know who my market is. I know who I'm out to serve. I want to serve the world, but I'm called to serve men. I speak to men. I'm transparent to men.

And men connect with me for that reason. And the moment you start doing that, you start getting known, liked, and trusted. You control the perception. You control your own narrative. Because here's the other thing about a personal brand, man. If you don't control your own brand, someone else will. Right? Someone else will start writing blog posts and creating YouTube videos and content about you

and telling the world maybe that your product or services average at best, that you are a horrible coach, that you don't really care. about your clients and customers. Like we all have hate stuff put out about us, right? Like you want an overabundance of undeniable proof of positivity that you can control. If you've got clients and customers who love you, why wouldn't you ask them for a selfie video to share it across your platforms about how awesome your product or your services? Because inevitably there's going to be someone who gives you bad reviews across YouTube

or fucking Yelp or something. social media platform. So if you're going to get the bad reviews anyway, wouldn't it make sense to preemptively put out a whole bunch of great content of social proof, of testimonials from clients and customers that actually rave about your product or evangelical about your product? So that if people see the negative review, they're going to be overwhelmed by the positive review and go, oh, that might have been a fluke. Or maybe that person just has a axe to grind with this guy or gal.

Or maybe they're just an asshole of a customer. Like nothing irks me more than when I go to Amazon and I'm reading reviews about a product and then some knucklehead gives it a one star review because the packaging was busted when it got to my house. Whoa, whoa, whoa, wait a minute, bro. Does the frying pan actually work? Do eggs stick to it when you're fucking making moons over my hammy at home? No, no, the eggs don't stick. So the actual pan works, but you gave it a one star review because, the packaging from Amazon was busted up.

So either some knucklehead in an Amazon fulfillment center didn't package it upright or UPS or the Amazon driver or FedEx decided to fucking spike it like a football at your front door. But you're going to give it a one-star review and say the pan is worthless because the packaging. Right? So you have to have an overabundance of proof. Like, this is what brand building is. You'll never see Tesla have more followers than Elon. Like, people buy from people, and then they buy the product that the people sell.

And so if we know that, then, we need an overabundance of content put out there that shows vulnerability, emotions, thoughts, opinions, a lot of how to, a lot of social proof on a consistent basis. And then once you have done this and you've done it well, you amplify this message by finding your way onto other podcasts, YouTube shows, stages, platforms, seminars, virtual summits, where you can share your message on other people's platforms. That's one of the biggest things that I tell my coaching clients when I'm working with them. I'm like, listen, now that you are consistently building your own brand across your own social media platforms, Think how many social media platforms are out there

that already have your future customers and clients but those people have never heard of you. Think how many podcasts are out there, YouTube shows are out there, that have your ideal customer or client, but these people have never heard of you. Now you've got to find a way to get on those platforms and again, share your message,

get known, liked, trusted, respected. Because if that person who runs that podcast or that event or that YouTube show puts you on their show, and platform, you are now buying their credibility, don't you see? If they go, hey, Bezos is an expert of X, Y, and Z, then now I'm buying their credibility. Now I have to go on their show and be articulate and demonstrate my content and really actually know what the fuck I'm talking about, right? And then I might take a percentage of that audience over to my side of the fence and over time get them to know like and trust me even more and want to do

business with me. That is what personal branding is. It is controlling your reputation over time across many platforms, compounded by other people's platforms, specific to a product or service that you want to sell. And if you can do that for six to 12 months on a consistent basis, you will have absolutely changed your personal economy and put yourself in a whole new tax bracket. Now, if you got value from this episode,

please do me a favor, like and share it on social media platforms. And if you're on YouTube, consider subscribing. It cost you nothing. And 70%, 74% of you actually watching this on YouTube are not subscribed. Now, if you're coming to BK Live in a couple of weeks, I can't wait to see you in BK Live in beautiful Scottsdale, Arizona. The link for the last few tickets to register is right in the description box across the platforms that we are watching or listening to this on.

And finally, remember this, that averages the enemy, that success, is your responsibility and change can take place in an instant if you are willing to flip the switch. I'll see you next time.