Transcript
A (0:00)
When you attach your name to something, that thing becomes valuable and people will buy it like your name means something. Okay. Again, it has to be outside of what you already do. Everyone has a personal reputation. Not everyone has a personal brand. My mom has a reputation. She ain't got a brand. Welcome back, everybody. This is episode two of this ongoing dialogue with Matt Essom. He. He's a friend and a person who coaches for the future community. And we've been talking a lot about personal branding. So if you haven't done so, it's really important that you go listen to the previous episode. We'll include the link to that episode down below in the description. The reason why is because in episode one, we kind of set the general framework for understanding or having the proper mindset around building a personal brand. We went through probably more of what it isn't versus what it is. And so naturally, we've taken a short break here and we're back. So Matt has a lot of thoughts and questions, and so I hope to continue to dive down deeper into this.
B (1:01)
I think I would love to pick up the conversation around content because a lot of people, myself included, aren't 100% clear on what content to be creating in order to build the right kind of personal brand, but also to have an impact at the same time. And. And also, I guess the other thing is, like, how do you know where to draw the line between what to share and what not to share? I've always equated in my mind, when you talk about personal branding or when I hear people talk about personal branding, it's like, oh, I have to be like a hormozy, or I have to be a Christo or I have to be a Steven Bartlett before I get any kind of level of success. So I guess to start with, it's like picking up from where we left off. Can you just speak to audience size versus kind of impact and income and how personal brand is related to those three things?
A (2:02)
Yeah, let's break it down. I don't think there's any connection between audience size and income. Somebody could be the most unknown person to do a hundred billion dollars a year and we would never know about them. And then they'd be very successful. But we would kind of argue that they don't have a personal brand. So part of the personal brand is having the reputation that precedes you in life and in on social. Now, everybody that knows you has an impression of you, and even the barista at the coffee shop who sees you every once a Day has an impression, he's kind, he's not kind, he's very curt. And that's part of your brand. And if we were to say somehow get the hundred people that are, that know you, your family, your friends, your partner, your co workers, and we kind of assess what they all think of you, we would get some sense of your brand. What we do is we throw away the edge cases where people are like, he's super generous, but only two people have said that, or he's a total a hole when only two people said that. We kind of look at the thing in the middle and that's you having your personal brand. And everyone has something like that. But we won't call it personal brand, we just call it, you have a reputation. It's not until this reputation exceeds your immediate primary and secondary circle of people that you know that we start to say like, you have a personal brand. Now, I'm going to borrow a little bit from Marty Neumeyer and I will as often the case when we talk about branding, he says when enough people come to a similar gut feeling about who you are, then you have a brand. And that's deliberately vague and nebulous, because what is enough people we don't know, but we know it. When we know it, we can tell. And so when your reputation precedes you, people are talking about you when you're not in the room. Now, you could be the poorest person, by the way, you could be the poorest person, broke living hand to mouth and have amazing personal brand. They're not connected. Conversely, you could be the most unknown person and be the richest mother effer in the world and have no personal brand. They're not connected concepts and we have to decouple these ideas.