Dear Chase,
I'm constantly back and forth on the "brandwagon".
Some days I wake up and feel the urge to build a disgusting direct response funnel to sell prostate pills to the elderly.
Other days I feel like building a strong brand that's based on integrity and authenticity that has the power to last for generations.
Fortunately for society, today I'm feeling the latter.
Over the years of studying brands and attempting to build them, I've noticed a handful of things that make a great brand.
If you can implement these 3 things that I'm about to list off for you, you're set.
Tip #1: Have a catchphrase.
Sounds kind of silly, but there are a ton of brands that have this. This is usually implemented with personal brands, but even faceless brands can do this.
This is something that your followers or customers can do to signify solidarity between one another, and between you and them.
Daddy Wellness, big IG guy, has this little thing that he does that sounds like a bird call. He'll point finger guns up in the air and let out a sound that sounds like "SIIIUP" really loud.
When people recognize him in public, that's usually the first thing they do when they see him.
It's just something he started doing in every video he made, and now it's a thing.
Another example:
Flips4Miles uses the phrase "chadscaling" a lot. Although this isn't original to him, his audience only knows this phrase because of Miles.
His people will comment on his pics and reply to his emails about how they're "chadscaling" on Amazon.
It's something for them to connect over.
Tip #2: Create lore (aka storytelling)
Beyond just a catchphrase, it's important for a brand to have some history behind it, or even just a little side-story that people can invest in.
If done correctly, this will lead back to sales for the brand.
A good example of this is a guy named Tom Cruz, who teaches how to build a Section 8 portfolio of real estate.
He has a tenant who's been on and off for years now, and his name is Sticky. That's what he goes by.
He's known for having a super long rap sheet, and is always scheming up some weird way to make money.
In one particular series, Sticky rented out one of Tom's properties that was supposedly haunted.
Sticky was charging $20 to random people to go on a ghost tour of his haunted rental.
Now, every time someone sees Tom in public they ask him if Sticky is real.
Apparently, he is.
If there's a storyline somewhere within your brand, it makes it more memorable and relatable.
Tip #3: DO NOT CHANGE.
The biggest and most important thing.
When people create brands, they usually start off as a reflection of where the founder is at in life. How they talk, what they're interested in, etc.
The problem is that people change. And they think that the brand needs to change, too.
No. Don't touch it.
Keep the brand consistent no matter what.
If people started loving the brand because of one thing or identity, keep that forever.
Flips4Miles (mentioned above) is a great example of this.
Most people don't realize how rich he is. He's made a TON of money in the last 2-3 years.
But he never shows it.
His brand is based on relatability. Just being the kid down the block that makes $20-30k a month with Amazon.
If Miles started showing off like crazy, flying private, driving a crazy car, his people would stop following him. Because that's not what he got popular for.
You can probably think of hundreds of brands that changed up their style and went bust because of it.
Just don't touch a single thing. Keep everything exactly the same.
And you will have longevity.
Make sense, Chase?
Yours truly,
Alex.
Sent from my Lava Lamp
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