From the archive: This episode was originally recorded and published in 2019. Our interviews on Entrepreneurs On Fire are meant to be evergreen, and we do our best to confirm that all offers and URL’s in these archive episodes are still relevant.
After working in communications at organizations including The Wall Street Journal and the United Nations, Rachel Gogos launched brandiD, a soulful digital agency building online headquarters that empower changemakers to share their essence and build their business.
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360Reach.me – The first and leading web-based personal brand survey that gets you the critical feedback you need so you can expand your career or business success!
TheBrandiD Website – Try the Deep Target Audience Exercise and get a free digital copy of Rachel’s book
3 Value Bombs
1) A brand is not your logo; a personal brand is a combination of your reputation, personality, and marketing.
2) The more your business grows, the more your mindset has to be in the right place.
3) What makes business growth inevitable? Clarity around where you want to go, who you serve, and how you make people feel after they interact with your brand.
HubSpot: Learn how HubSpot can help your business grow better at HubSpot.com.
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Today’s Audio MASTERCLASS: How to build your brand and grow your business from the inside out with Rachel Gogos
[1:36] – Rachel shares something interesting about herself that most people don’t know.
- Rachel and her husband are 100% Greek, and the band from the movie My Big Fat Greek Wedding was the band at their wedding!
[3:39] – What exactly is a personal brand, and how does it differ from a brand?
- A brand is not your logo; a personal brand is a combination of your reputation, personality, and marketing.
[7:19] – What percentage of entrepreneurs identify themselves as introverts? And do introverts have to get uncomfortable to stand out?
- Rachel thinks that it’s about 60-70%.
- You do not have to get uncomfortable; Rachel and her team will help you define your personality and project it on the web in way that it is aligned with your personality.
- Be authentic, genuine, and transparent.
[11:24] – How can you differentiate your business and stand out in a competitive space?
- Identify your top 3 competitors.
- Analyze them and look at their credentials.
- List your differences and how you can accentuate parts of your personal brand.
- Get feedback on your differentiators and ask leading questions.
[14:26] – How can you figure out what makes you different? And how can you use your uniqueness in a beneficial way?
- Ask your friends, family, and colleagues what stands out about you to them.
- Review your client’s testimonials.
- Take Rachel’s personal brand assessment! 360Reach.me
[19:40] – A timeout to thank our sponsors!
- Podopolo: The best podcast listening app in the world is here! Visit Podopolo.com, download the app for free, mention JLD or EOFire when you sign up, and start listening now!
- HubSpot: Learn how HubSpot can help your business grow better at HubSpot.com.
[19:49] – How does mindset impact your ability to grow your business and the influence that you have?
- The more your business grows, the more your mindset has to be in the right place.
- Rachel talks about the Imposter Syndrome.
- The more you grow in your business, the more influential and more known you become… and the more that feeling of the Imposter Syndrome grows.
- Continue to educate yourself.
- Be clear on your vision and use visual reminders like Sticky Notes.
[24:11] – How “authentic” should one be online?
- Think about what you are offering people professionally, and then think about a personal thing that you want to share with your ideal client.
- “Connection happens in the cracks”.
[27:01] – What are the top 3 actions one can take to reach their audience and expand their reach?
- Be clear on who you are serving.
- Identify where you can find your audience.
- Provide the right vibe to attract the audience you want.
[30:01] – Rachel’s parting piece of guidance
- What makes business growth inevitable? Clarity around where you want to go, who you serve, and how you make people feel after they interact with your brand.
[30:36] – Rachel’s call to action for Fire Nation
- Try the Deep Target Audience Exercise at TheBrandiD Website and get a free digital copy of Rachel’s book – Build Your Personal Brand: The Definitive Guide to Soul-Based Marketing!
[35:41] – Thank you to our Sponsor!
- HubSpot: Learn how HubSpot can help your business grow better at HubSpot.com.
Boom, shake the room. Fire Nation JLD here ends Welcome to Entrepreneurs on Fire brought to you by the HubSpot Podcast Network with great shows like Success Story Podcast. Today, we're pulling a timeless EOFire episode from the archives so the giveaway may not be active and we'll be breaking down how to build your brand and grow your business from the inside out. To drop these value bombs, I brought Rachel Gogos into the EOFire Studios. After working in communications at organizations including the Wall Street Journal and the United Nations, Rachel launched brandiD, a soulful digital agency, building online headquarters that empower change makers to share their essence and build their businesses in Fire Nation.
Today, we’ll be talking about how a brand is not your logo, it's your reputation, your personality, your marketing, and we'll talk about how the more your business grows, the more your mindset has to be in the right place and how to get there and how to make your business growth inevitable and so much more. And a big thank you for sponsoring today's episode goes to Rachel and our sponsors. Looking for a place where you can experience live interactions with your audience, then Speakeasy is for you. I'm loving creating daily content on Speakeasy and I know you will too. Visit getspeakeasy.com to download the app and go live today. Success story hosted by Scott Drey is brought to you by the HubSpot Podcast Network, the audio destination for business professionals success story features Q and A, keynote presentations and convos on sales marketing and more.
0 (1m 33s):
A recent episode on how to protect your business in times of crisis is a must. Listen, listen to success story wherever you get you. Rachel, say what's up to Fire Nation and share something interesting about yourself that most people don't know.
1 (1m 52s):
Hey there John. And hey there, Fire Nation. Super psyched to be here today. So an interesting, I was thinking about this and you already know this about me, but I am a hundred percent Greek and so is my husband. And one fun little side note about us is at our wedding, which took place in Niagara Falls, Ontario, the band from my Big Fat Greek wedding. What was our band?
0 (2m 17s):
Come on. Yeah. Now did you watch the movie and you were like, I need that band, or did you watch movie and was like, that was our bands?
1 (2m 29s):
No, no. I watched the movie but it wasn't like I thought, oh I have to have that band one day. I just, I'm from Buffalo, New York. Our wedding was gonna be in that area anyways and we had a lot of out of town guests and I wanted to hop the border and have people experience a Niagara Falls. And one of the band, that particular band just happened to be based in Toronto, Ontario. So we thought why not have them? They sounded great in the movie and we figured they'd really make our our wedding a blast and they did.
0 (2m 59s):
Totally cool. I love that story. Ever since I saw the movie Old School, I was always like, I want that band from the movie old school to come and sing at my wedding. So who knows? Time will tell. Fire
1 (3m 13s):
0 (3m 15s):
Kate, if you're listening. Yeah. Anyways, Fire Nation, as I mentioned in the intro, our audio masterclass is all about building your brand and growing your business from the inside out. Rachel and I have known each other for years and years and years and she is so good with branding, that's why her business brand is brandiD for obvious reasons. And so she's gonna be an amazing person to chat about all things branding with you and I today. And Rachel, what exactly is a personal brand and how does it actually differ from just your typical corporate or regular brands? Yeah,
1 (3m 52s):
Great question. People always think a brand is just their logo and it's not. Their brand is so much more than that. And when it comes to a personal brand, I like to say it, it's a combination of three things. It's a little bit of your reputation, a little bit of your essence or your dna, you know, your true personality. And the third part is marketing. And not just, you know, the marketing tactics, but actually the feeling that somebody feels after they've interacted with your brand. You know that feeling when you shop in a store, you have a great interaction at a restaurant. It's that that vibe or that energy you infuse in someone when they've come in contact with, with you or your business.
1 (4m 35s):
That's how I describe it.
0 (4m 36s):
So Fire Nation, we're talking reputation, we're talking dna, we're talking personality. Can you maybe go through and give an example of each one of those three and how that can actually operate within a brand?
1 (4m 48s):
Sure. So I'll just take myself for example cuz in particularly the past year I've spent a lot of time thinking about this is is I've been infusing more and more of my personal brand into our business. But again, going back to that Greek culture that I mentioned, we are known as a culture to be very hospitable. And so our reputation as a web agency is to be very hospitable and to treat our clients like family. In fact, that's one of our core values. And again, you know, family is a really big part of the Greek culture. So our reputation that's out there is treating people like family, treating their businesses like our own. And also that rep, you know, part reputation and part essence are there's a little bit of a blend there, right?
1 (5m 33s):
Cuz our dna, our essence and our reputation are very much intertwined. So part of my core values is integrity. Our reputation is a business brand is being of high integrity and it's something that most of our clients will comment on, especially when it comes to money, right? They say BrandiD spends their money like it's our own money and that's very much true. And then the third one, one you ask or you know, the third part of the cocktail, I call it a cocktail. Sometimes the marketing piece we try like heck that our marketing leaves people feeling that familiar piece with us, that connection to us. And we try that by sharing some of our team stories or you know, blog posts we write, we have our whole team share blog posts.
1 (6m 19s):
So again, we just wanna really increase the connection that people feel with our business and brand
0 (6m 24s):
Fire Nation going down the process. What is your reputation? What is your dna? What is your personality? It's your bringing to your brands. What is the ethos you're embodying in this? If it doesn't jump out at you time to sit down, take a deep breath and dive in. This should be a fun process because I love the process and I go back to it sometimes. And I think about when I was first creating entrepreneurs on fire, cause what I wanted it, you know, to be reputation wise, what I wanted the DNA of this podcast and this branch represented of course what personality I wanted, which is why, you know, from day one with the first 2000 episodes on my daily format, it was are you prepared to ignite? Like I wanted to bring that personality, that energy, that fire into every one of these episodes.
0 (7m 7s):
So what is it that you wanna be bringing in to your brand every single day? And something that's, I'm actually curious, I don't even know what you Rachel would say to this and I'd like to ask you first before I just spell out my number, which is what percentage would you say entrepreneurs are that identify themselves as introverts? Like from zero to a hundred percent, what percentage do you think entrepreneurs that would raise their hand and say I'm an introvert.
1 (7m 34s):
I would say that number is much higher than we would expect. And I am always shocked by entrepreneurs that have tons of visibility, right? And are really influential in our space when they self declare themselves is introvert. So if I had to guess, I'd say probably about 60 to 70% are on the introverted side.
0 (7m 54s):
Cool. I'm glad that we're not totally differing here because I actually wrote down while you were chatting 80 to 85% and I really believe in that number. I mean it could be definitely maybe as low as 70 but holy crap. I mean you look at some of the biggest, you know and most visible entrepreneurs out there, pat Flynn introvert, he's self-proclaimed. Yes, Andy Porterfield, massive introvert. I mean these are people that are absolute introverts. I mean yes you have your extroverts here and there, I mean myself, Chris Ducker, Lewis house, I mean we are extroverts, that's just the reality. But man, I'm telling you, so many people are introverts and I wanna get that message out because so many of you listening to now Fire Nation are introverts and guess what?
0 (8m 36s):
It's a good thing you're in the majority. I mean that is a really good thing. You can still blow it up and succeed on multiple levels. And that's kind of the thing I wanna talk about next is do introverts have to get uncomfortable to stand out?
1 (8m 50s):
No. And I am glad you mentioned those names. I have a couple on my list which are Brendan Bouchard, also self-proclaimed
0 (8m 57s):
My buddy down here in Puerto Rico by the way.
1 (8m 59s):
Oh yeah, that's right. And our mutual friend Jonathan Fields, right? Yeah. Of of Good Life project. Massive introvert. But no, absolutely, there's oftentimes potential clients call me and they say I'm really an introvert so I'm really uncomfortable with this process. And the first thing I say to them is, I'm an introvert too. Yeah. And we're not gonna ask you to do anything you're uncomfortable with. All we're gonna do is help you really define your personality, uncover that essence we just talked about and project it on the web and wave that feel aligned with your personality, right? The last thing we want to help someone do is do something that they're uncomfortable with cuz that's gonna be inauthentic.
1 (9m 40s):
So you know, things that I share with people that are introverts, we help them get very clear on who they serve and get very clear on what they're really passionate about doing and how they do it. Because when you've got confidence and passion about what you're doing, it's impossible not to talk about it with energy and with extroverted, just an extroverted energy underneath it, right? Whenever I talk about the things that I love to do, it's impossible for me to be introverted about it.
0 (10m 11s):
Fire Nation living your brands, it's being authentic, it's being genuine, is being transparent. And if you're an introvert, all of those things need to be part of your brand. You know, this whole thing that was so hip for a while was fake it till you make it Fire Nation, that's not the way to go. That's not the path that is inauthentic, that is not genuine. People can sniff that out a mile away. Don't fake it till you make it. How about document it until you make it. People love the journey. People love the fact that when I launched Entrepreneurs on Fire, I was a really bad podcast host, I was a really bad interviewer, I was a bad communicator. But guess what? They listen to me struggle and strive and fall down and get back up again and learn and prove a little bit.
0 (10m 55s):
And I could emails people, you know, John, listen for 200 episodes and man, like you actually don't stink anymore. I mean you're not good but like you don't stink anymore. And like they loved that journey that I was going on. They were with it. You know, it's like watching the biggest losers, like you're on the journey of these people, you know, making monumental gains in their health and it's just like you're rooting for them. It's the journey. So document, be authentic, be genuine, live your brand. And the reality is, Rachel, it is allowed in crazy world out there. I mean there's a lot of stuff going on. So how can we differentiate our businesses if we wanna stand out, especially if it's a competitive space.
1 (11m 32s):
I always have have people look at their top competitors, look at their top three competitors and not from a place of fear of those competitors are gonna take away my my business, but more from a place of in inspect them and analyze them. You've gotta know who's out there doing what, what they're doing. Not to emulate them but so you can understand how you are different. So I would say identify your top three competitors and really look at their websites, look at their credentials, look at their messaging and how they position themselves. Look at their experiences and literally just make a chart and list out those things and then list how you are different.
1 (12m 14s):
So you may have some of the same credentials because again, you're probably surfing in the same industry or space if they're your competitors. That's inevitable. But look at it through a lens of how you're different and how you can accentuate especially those parts of your personal brand. We talked about your reputation in your essence in particular in your own messaging, in your own web copy, in your own marketing. Because those are the things that are gonna help you really stand out from the crowd. And for example, you know we, we work in a, in a commodity space, right? Branding, web design and development. You can find people on fiber to help you with with any of those things. Now the quality's gonna differ. But back to, you know, the earlier question John and I discussed about breaking down the, the essence and the reputation piece.
1 (13m 2s):
We have infused literally a five star resort experience in working with us around web projects and branding. We wanna make it fun, we wanna help our clients be infused with confidence. And we know this process of getting clear on all these things is actually a little bit emotional and scary. And so we're really proactive around helping people through parts of this that are are difficult. So those are things that can help our brand stand out. But again, getting clear on your own differentiators and really highlighting those And also making sure when you ask for testimonials or feedback on your service, if you can ask leading questions to help people speak to those differentiators, that's also super helpful.
0 (13m 49s):
Fire Nation list your top three competitors, what are they doing well? What are they doing poorly learn about those things. And then how can you maximize your personal strengths, your business, your brands', personal strengths to stand out now that you have that knowledge. And I love that last point Rachel made about actually engaging individuals like your potential customers and clients or your competitor's customers and clients and asking them those leading questions that is mining for gold Fire Nation, period, end of story. And Rachel, a lot of people know they have to be different. But how can we figure out what makes us different and then how do we use that uniqueness in a beneficial way?
1 (14m 34s):
Yeah, great question. A, a friend of mine always says you can't read your own label from inside the jar. And I find myself saying that over and over and over. It's so hard to really know what makes this different. So one action you can take is ask your friends, your family, your colleagues, what about you really stands out to them, you know, if you're their go-to for something, what is that something when they, when they reach out to you, not only to be a go-to but after they've spent time with you, what do they, what do you leave them feeling? So feel free to ask a couple of those questions. And I know that feels a little vulnerable and uncomfortable, but if you ask some people that are closer to you, you know, you'll be able to get some really good insight and also ask 'em what stands out.
1 (15m 21s):
Also, again, ask your clients those, some of those same questions, obviously you're closer clients cuz it might sound a little strange, right? If you're asking these really personal questions. But if you have some repeat clients or, or people that you've really grown a tight relationship, feel free to ask them. Another thing you can do is review those client testimonials because over time you're gonna start to see common messaging or common themes in your testimonials and those are things then you can turn around and start using in your messaging. Cuz if people are recognizing those things about you, chances are they really stand out to them. And then the third thing is there is a personal brand assessment out there.
1 (16m 3s):
It's created by a company that I, I'm not connected to but I use this assessment with all my clients and the domain, sure we can put in the show notes, but they have a free assessment and they also have a paid assessment. And what this assessment includes is projective exercises. So for example, one of the questions are if John was a kitchen appliance, what appliance would he be and why? Another example is if John were a dog, what type of dog would he be and why? And you will get such gold in those responses. And it's actually not specifically the type of appliance or the type of dog dog John would be, it's the, it's the reason why John is that type of dog or the reasons why John is that kitchen appliance.
1 (16m 52s):
That's where you're gonna find, again, either a lot of consistency or variability, but it's gonna tell you exactly how you show up as a brand and what are the attributes people associate with you as a brand.
0 (17m 4s):
I love that. I think if you would ask Kate that question, she would say, John is a blender because he just mixes stuff up all the time and I'd be like, that's me. But Fire Nation, ask your friends, ask your family, ask your colleagues, ask them, hey, if somebody was to ask you what is John Good at? How would you respond to that question? Like how would you respond to that? And just put them in that third person place and just have them kind of speak that and see what they say. You know, review those client testimonials is another great way. And then this personal brand assessment, is there anything Rachel, that they can Google to find it? We'll also put the, the link in the show notes too. Yeah,
1 (17m 43s):
So the URL is 360, the numbers 360 reach me, they can find it there.
0 (17m 51s):
360 reach me. And so if we go through this process that you've talked about, like maybe what's, what's one, maybe two ways that we can use this uniqueness, this information that we're gathering in a beneficial way,
1 (18m 8s):
You can definitely infuse it into your positioning. So for example, your about page on your website, which tends to be one of the top red pages on anybody's website. You can even list some of those attributes that pop up on this assessment. If you know, depending on your writing style and how that bio is written, you can actually just put a section where you know, these are the things that people often say about me, right? And bullet, bullet bullet. Another thing you can do again in your, in your marketing tactics. So whether you use Facebook or Instagram, it doesn't matter. But if let's say, you know, John said he's a mixer or Kate would define him as a mixer and he likes to blend things.
1 (18m 48s):
So you know that's an attribute about you when you're sharing a podcast episode or when you're in person, it's fine to again take actions that really reinforce that blender analogy, right? So for you it might be you're gonna, maybe you host a party at a big event, you know that's mixing, you're trying to connect people, mix them together. And you're also mixing your business life with your personal life a little bit.
0 (19m 19s):
Fire Nation, nothing wrong with mixing your personal life with your business life when it makes sense for your brand. And we have so much coming up Fire Nation, after we get back from the break, we're gonna be talking about the top three actions we can take to reach our audience and expand that reach when we get back from thanking our sponsors ready to ditch your subpar podcast listening app and download an app that has every feature you want and need with more great features being added all the time. The app is Podopolo and you can download it for free and start listening right now at Podopolo.com. Podopolo gives you access to every podcast at your fingertips with easy, discoverability, audio and video, podcast and every genre and language and instant recommendations.
0 (20m 5s):
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0 (20m 48s):
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0 (21m 29s):
So what are you waiting for? Visit getspeakeasy.com to download the app. Check me out at John Lee Dumas and let's start Rock and Speakeasy together. That's getspeakeasy.com. I look forward to interacting with you Fire Nation, are you looking for a place where you can exchange ideas, share knowledge, and find invaluable mentors, co-founders and investors? Sounds too good to be true, right? Thanks to HubSpot it exists and right now you can get instant access to a community of 16,000 plus business builders at trends.co/mfm. Trends is a HubSpot community for founders and entrepreneurs that tells you what the next big thing is gonna be months before everyone else and delivers access to analyst, vetted business ideas and market signals straight to your inbox every single week.
0 (22m 15s):
Inside trends, you also have access to live virtual business training and Q and A sessions that feel like MBA lectures where you can learn everything from advanced marketing techniques to how to get fundraising from venture capitalists. A seven day trial of trends is yours for only $1 in a yearly subscription plus access to the community is $299 per year. Get a seven day trial of trends for only $1 at trends.co/mfm. That's trends.co/mfm. So Rachel, we're back and man mindset is so huge in this entrepreneurial world. Talk to us about how mindset impacts our ability to grow our business and the influence that we have.
1 (22m 59s):
It's huge, right? It's the number one thing I think in my opinion, having been at this for 11 years, I realize that the more my business grows, the more my mindset has to be in the right place. And you know, one, one thing I wanna mention here is the concept of imposter syndrome. And I remember distinctly John, when we met six years ago, you said something that really stuck with me and you said that the more you grow in your business, the more influential you become and more know you become, the more that feeling of imposter syndrome actually grows. It grows. Which really surprised me. But again, just having been at this for a long time, I I I get that, I totally get that feeling
0 (23m 41s):
And lemme get a job in there to just kind of expound because the, the reality of Fire Nation is like when you're a nobody or not a nobody essentially, but when you haven't like built a brand or an influence yet people don't expect that much from you because you know, you just haven't really done anything yet that's, you know, they're aware of. But then when you've kind of established, you know, a name and a brand and an influence and you're looked at as an authority in a niche, man, people start to expect something of you. And then when you really start to blow up, then it's like they are expecting the world. And now every time you're getting on stage to speak or you're interacting with anybody, it's like man, if I don't like change this person, this person's life, I'm failing. Where before it was just like, oh, you know, if I could just drop one little tiny value bomb like I did with Rachel with this, you know, imposter syndrome thing, like that's huge.
0 (24m 27s):
I've already over delivered for her because you know, that was six years ago. But now that Impost syndrome just keeps growing and growing and growing, it's so real. So that's why this mindset is so important. Keep on rolling Rachel,
1 (24m 38s):
Thanks for sharing that. And, and so the more you can read books or the more that you're around people that help reinforce the fact that you really know what you're talking about and again just your own continuing education too is gonna, I think personally help with that imposter syndrome feeling and also just do your research right on your own ideas, on your own theories. Cuz the longer you're in business, the more you're starting to connect, the dots are about the people and the the situations that you're seeing and you're living and you're helping people solve, right? So do the research that backs up what you're actually seeing and hearing from clients that you might be working with or patients you might be working with.
1 (25m 21s):
Anytime you can put more data, anytime you can be more prepared about something that you're gonna talk about or share online, the more it's gonna help you feel confident and solid on what you're about to share. So you know, you can never be over prepared enough. And the other thing is just be clear on your vision in who you wanna be and I, I personally leave little sticky notes that are just positive statements that I see when I'm getting ready in the morning or see when I first wake up in the morning. And those things really just help put my mindset in the right place from the beginning of the day. And in fact, it's gotten to the point that my kids will actually, if they know I have something big going on in a day, I'll find a little note.
1 (26m 6s):
You know, like the latest one was, everything's going to work out for the best for you for my little
0 (26m 11s):
11 day. Oh that's adorable. Although I wish she would've said, you are prepared to ignite mom.
1 (26m 18s):
Well today's message was you are going to be phenomenal mom. And she said it with a fist, you know, like putting her fist in the air and then she had me repeat it back to her.
0 (26m 27s):
That is so cool. I love that Fire Nation. The sticky note idea. I mean visual reminders, they're huge. They're huge. I mean that's why I wanted to create physical products with the Freedom Journal, the Mastery Journal, the podcast journal and what is the first thing you're filling, filling out on those journals? It's right there. It's visuals on your bedside wherever, on your desk, wherever it is, it's visual reminds you. And the first thing today, I am grateful for just sharing something that you're grateful for. I mean that's shifting that mindset into the right direction to start your day on fire. And Rachel, we talked about authenticity earlier and I think it's such an important topic, especially when it comes to brands.
0 (27m 8s):
How authentic should we be online?
1 (27m 11s):
That's a really personal question for everybody, right? But I think it's important to think about what you're offering people professionally and then think about what that personal thing is that you wanna share. And just think about it from the perspective of working with your ideal client, right? If they hear this about you, are they gonna wonder if you can do the work that they may hire you to do? And if the answer is no, obviously don't share that. So it's a fine line that we walk when figuring that out. But I will also share that as an introvert myself, I personally have a very hard time about sharing anything personal about myself online until I went to a workshop a couple years back, a, a friend of mine wrote a book called Perfection Detox and something she said in that workshop really stuck with me and it was a statement which is connection happens in the cracks.
1 (28m 9s):
And when I heard that I thought, wow, it is okay to share some of those little hiccups that we all inevitably have as humans and business owners, right? It's really important to share those things because those are the things that make it clear that we are reachable, that we're humble, that we're, you know, in this together. And no matter what the revenue someone is making or you know, the level of visibility they have, we are all struggling with the same things at the end of the day. And if that can serve as inspiration for somebody else, then I think it's great to share it, right? And again, it just shows your authentic side and allows people to connect with you more deeply.
0 (28m 54s):
Connection happens in the cracks. I mean Fire Nation, the value in that one sentence is enormous. And it's going back to documents like don't fake it till you make it. I mean share your life as much as you're comfortable, but share your journey. Share your business because you don't know where that connection's gonna happen for different people. Some people come to me because they love the fact that I have a military background because maybe they do as well or they're big military family. Some people come to me because they're from the northeast and they just love the fact that I'm from the Northeast as well. You know, you just don't know the connections that are gonna happen. You know, I have so many people now that I'm in Puerto Rico who are listening to entrepreneurs on fire because they're Puerto Ricans and they're just like, John, like when I heard that you were on our islands and you live here now, like I knew I had to to follow you.
0 (29m 42s):
And like that's the connection because I share this, I'm very public about where I am, what I'm doing, who I'm with, all these different things. Cuz connection happens in the cracks and we're getting down to it. Rachel, this is something that I'm definitely looking forward to. I've got my pen, I've got my pad of paper out. Let's talk about the top three actions that we can take to reach our audience and to expand that reach once we've actually connected with them.
1 (30m 6s):
The first thing I would say is just be super crystal clear on who you're serving. And many people talk about this and the importance of it, but it's super important to actually take the time and think through it down to write out your ideal target persona. Like that fictitious person that you're writing copy to, whether it's a post or a blog or whatever, any sort of messaging. Actually write it to a specific person and think through what that person's day is typically like. Think through their pains, think through what they're doing or not. We already talked about what they're doing from nine to five, but also at the end of the day, what their day is like, how much money they're earning, what are the publications they read when they have free time, what are they doing in that free time?
1 (30m 54s):
Super important to be hyper clear on who you're, who you're serving, because then everything else is gonna fall in line behind that. The next action is where do you find those people? And if you've done the homework for the first thing I just mentioned, it's gonna be really easy to answer that question. So something that always comes up for, for the clients that we work with is they feel like they need to be active on every social media platform. And that's just simply not true. If somebody was active on every social media platform, that would become their full-time job, right? If they, if they had to do it well enough. So just figure out where your target audience is and be visible and active on those platforms.
1 (31m 35s):
And don't bite off more than you can chew, just identify the first one, then maybe the second one and, and bring up those platforms to a place where you're engaged and you are able to respond quickly to people who interact with you there. And then the third thing is your energy level, right? Back to what we just talked about around imposter syndrome and getting clear on your mindset. Your energy is so important because they're not to sound too woo woo, but subliminally, you know, we're all kind of sending energy out there. And when you are in a good place, you are gonna also just attract people who are in a good place.
1 (32m 14s):
When you're clear on your audience, you're going to start attracting those folks. It's amazing how that works. It might be a little bit law of attraction, it might be something else, but it truly, truly works. So you gotta provide the right vibe to attract the tribe that you want.
0 (32m 30s):
Fire Nation, three steps. 1, 2, 3. This is all encompassing. It's not like do number two and skip one and three. You need to go to go through this process. You need to take these three steps because that's what's gonna help you build not the right brands, the right brands for you. And that's the key, that's the right answer every single time. So Rachel, you've dropped Value Bomb after value bomb. Give us the key takeaway. The one thing, if there was only one thing that Fire Nation would walk away with, what would that be?
1 (33m 2s):
Clarity, right? Clarity around where you wanna go. Clarity around who you serve. Clarity around how you make people feel after they interact with your brand. Once you've got that clarity around all those areas, your it's inevitable that your business can grow.
0 (33m 22s):
Rachel, you have served Fire Nation in the past. You are ready to serve Fire Nation in the future. What do you have for us today?
1 (33m 31s):
I actually have a really deep target audience exercise that I'd love to share with everyone so they can find that at thebrandid.com/fire. And I also have a book that I wrote recently. It's available on Amazon but will also make it available to Fire Nation for free if they want a digital copy and just the cost of shipping if they want a physical copy. But this book takes you through our Soul ID process of personal branding. It's all the introspective pieces and then culminates in some of the external actions you can take to actually build your brand and create a thriving business.
0 (34m 11s):
Fire Nation, you are the average of the five people you spend the most time with and you have been hanging out with RG and JLD today. So keep up the heat and head over to EOFire.com. Type Rachel in the search bar, her children's page will pop up with all the links to everything we've talked about today. Plus you can listen to the other episode we've done with Rachel, which was on fire, and of course head over to the brandiD.com/fire for all those goodies that Rachel was talking about today. Make it happen. Fire Nation, your brand is, your brand is your priority, period. Rachel, thank you for sharing your truth, your value bombs with Fire Nation today.
0 (34m 54s):
For that we salute you and we'll catch you on the flip side.
1 (34m 58s):
Thanks so much for having me, John.
0 (35m 0s):
Hey Fire Nation, today's value bomb content was brought to you by Rachel and I know that you understand how podcasts can ignite your business. But I mean the planning, the creating, the collaborating with the guests, the producing the distributing, take it from me. Podcasting can be intense. That's why I am fired up for you to check out Auxbus. Auxbus has an end to end podcast creation platform for entrepreneurs just like you. Visit Auxbus.com/jld and try it for free. That's A U X B U S.com/jld. I'll catch you there, Fire Nation, or I'll catch you on the flip side, Looking for a place where you can experience live interactions with your audience, then Speakeasy is for you.
0 (35m 50s):
I'm loving creating daily content on Speakeasy and I know you will too. Visit getspeakeasy.com to download the app and go live today. Success story hosted by Scott D. Clarey is brought to you by the HubSpot Podcast Network, the audio destination for business professionals success story features Q and A, keynote presentations and convos on sales marketing In more. A recent episode on how to protect your business and times of crisis is a must. Listen, listen to success story wherever you get your podcasts.
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