The Think Media Podcast: Episode 385 - "The NEW RULES of Personal Branding in 2025"

Release Date: January 30, 2025
Host: Sean Cannell
Guest: Dane Walker, CEO of Rival and author of 90 Day Brand Plan

1. Introduction

In this episode, Sean Cannell welcomes Dane Walker, a renowned expert in personal branding and digital media. Dane shares his extensive experience in building multiple successful brands and offers invaluable insights into the evolving landscape of personal branding in 2025.

2. The Changing Landscape of Personal Branding

Dane emphasizes that personal branding is undergoing significant shifts due to increased competition and changing audience expectations. The traditional "talking head" content is becoming saturated, and creators must adapt to remain relevant.

Dane Walker [02:04]: "People want to see someone building something or doing something. It's like, take me on the journey with you."

3. The Three Biggest Enemies of Branding and How to Overcome Them

a. Tired of Talking Head Content

Dane points out that audiences are growing weary of static, conversational videos. Instead, they crave dynamic content that showcases creators actively building or engaging in their ventures.

Dane Walker [05:12]: "People are starting to build reality shows around their businesses. You can't just get in front of a camera and pretend you have a business anymore. People want to see proof and evidence that you're actually doing something substantial behind the scenes."

b. Market Saturation

With the influx of content creators, standing out has become more challenging. Dane advises creators to remain agile, adapt to platform changes, and continuously improve their content quality to capture and retain audience attention.

Dane Walker [05:25]: "The enemy is that the tides are changing. Platforms and algorithms are evolving, and you have to maneuver and adapt. If you slow down during tough times, others will speed up and take advantage."

c. Building a Theme Around Yourself

Establishing a distinct theme is crucial for personal branding. Dane recommends that creators develop five core themes to rotate their content around, ensuring clarity and consistency in their messaging.

Dane Walker [15:36]: "Having five key themes forces you to get clear. You could talk about logos, color psychology, messaging, strategy, and advertising. Rotate these themes to see which resonate most with your audience."

4. Emotional Content and Virality

Emotions play a pivotal role in making content shareable and viral. Dane identifies seven key emotions that drive viral traction:

1. Sex
2. Humor
3. Inflammatory Content
4. Strangeness
5. Prolific Content
6. Aspirational Content
7. Danger

Dane Walker [36:10]: "Emotion sells content. If you can understand how humans react emotionally, you can start to get pretty good at creating engaging content."

These emotions can be subtly integrated into content without compromising the creator's authenticity, making it more relatable and shareable.

5. The 90 Day Brand Plan

Dane introduces his 90 Day Brand Plan, a structured approach to building and refining a personal brand. The framework is divided into three phases:

• First 30 Days: Establishing consistency in content creation.

  Dane Walker [65:48]: "The first 30 days is like taxiing to the start of the runway. Just focus on producing content consistently without overanalyzing the results."

• 30 to 60 Days: Analyzing data and refining strategies based on audience feedback.

  Dane Walker [65:48]: "Look at the data. What resonates? What doesn't? Use this information to guide your content strategy."

• Final Sprint (60 to 90 Days): Scaling efforts and solidifying brand identity.

  Dane Walker [65:48]: "By the end of 90 days, you'll have gathered enough data to make informed decisions and start building meaningful audience relationships."

This plan encourages creators to commit fully for three months, allowing ample time to gather insights and adjust strategies accordingly.

6. Personal Brands vs. Corporate Brands

Dane contrasts personal brands with corporate brands, highlighting that personal brands build trust faster due to their focus on character and relatability.

Dane Walker [58:05]: "Personal brands are about character, style, and story. Corporate brands are typically about capability and producing products or services. People connect more deeply with individuals than with faceless corporations."

He argues that in today's digital age, a strong personal brand can provide a competitive edge, as audiences are more inclined to engage with relatable and authentic individuals.

7. Recommended Resources

Dane shares a selection of books that have significantly influenced his approach to branding and business:

1. "The 10X Rule" by Grant Cardone - Encourages thinking ten times bigger and harder.
2. "Zag" by Marty Neumeier - Advocates for differentiation by doing the opposite of market trends.
3. "Buy Back Your Time" by Dan Martell - Focuses on time management and productivity.
4. "The Richest Man in Babylon" - Offers timeless financial wisdom.

These resources provide foundational knowledge and actionable strategies for creators aiming to enhance their personal brands.

8. Final Thoughts and Mindset for 2025

Dane concludes by urging creators to balance creativity with commercial savvy. He emphasizes the importance of being "wildly creative but ruthlessly commercial," ensuring that creative endeavors align with business objectives.

Dane Walker [77:50]: "If you want to win, you have to start thinking like an athlete. Be wildly creative, but also be ruthlessly commercial. Understand where the money is and invest your time wisely."

Sean echoes this sentiment, highlighting the delicate balance between maintaining creativity and ensuring financial viability.

Notable Quotes with Timestamps

1. Dane Walker [02:04]: "People want to see someone building something or doing something. It's like, take me on the journey with you."
2. Dane Walker [05:12]: "You can't just get in front of a camera and pretend you have a business anymore. People want to see proof and evidence that you're actually doing something substantial behind the scenes."
3. Dane Walker [15:36]: "Having five key themes forces you to get clear. You could talk about logos, color psychology, messaging, strategy, and advertising. Rotate these themes to see which resonate most with your audience."
4. Dane Walker [36:10]: "Emotion sells content. If you can understand how humans react emotionally, you can start to get pretty good at creating engaging content."
5. Dane Walker [58:05]: "Personal brands are about character, style, and story. Corporate brands are typically about capability and producing products or services. People connect more deeply with individuals than with faceless corporations."
6. Dane Walker [77:50]: "If you want to win, you have to start thinking like an athlete. Be wildly creative, but also be ruthlessly commercial. Understand where the money is and invest your time wisely."

Key Takeaways for Building a Personal Brand in 2025

1. Adapt Content Strategies: Move beyond static talking head videos to dynamic, engaging content that showcases real-time business activities and journeys.
2. Develop Core Themes: Establish and rotate around five core themes to maintain clarity and avoid being pigeonholed.
3. Leverage Emotions: Integrate key emotional drivers into content to enhance shareability and virality.
4. Commit to Consistency: Follow the 90 Day Brand Plan to build momentum, gather data, and refine strategies over three months.
5. Focus on Personal Branding: Prioritize building a relatable and authentic personal brand to foster trust and differentiate from corporate entities.
6. Balance Creativity and Commerciality: Maintain a harmonious blend of creative expression and business acumen to ensure both engagement and profitability.

Next Steps

1. Implement the 90 Day Brand Plan: Commit to a three-month strategy of consistent content creation, data analysis, and strategy refinement.
2. Explore Recommended Resources: Dive into the books recommended by Dane to gain deeper insights into effective branding and business strategies.
3. Engage Emotionally with Your Audience: Focus on creating content that taps into the seven key emotions to enhance engagement and shareability.
4. Define Your Core Themes: Identify and rotate around five core themes that align with your brand objectives and resonate with your target audience.
5. Develop Your Personal Brand: Invest time in building a relatable and authentic personal brand to foster stronger connections with your audience.

For a comprehensive guide, consider reading Dane Walker's 90 Day Brand Plan and explore his online personal branding program available at danewalker.com and rivalryl.com.

Conclusion

Episode 385 of The Think Media Podcast provides a thorough exploration of the new rules governing personal branding in 2025. Dane Walker's expertise offers creators actionable strategies to navigate the saturated market, harness emotional content for virality, and build a resilient personal brand. By embracing these insights and committing to structured branding efforts, creators can significantly enhance their online presence and business growth.