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Right now, you are on one of two paths.
Caleb Ralston explains how to build an intentional personal brand through consistent pairings, using Nike and Michael Jordan as an example, and presents his four-question brand journey framework.
Key Takeaways
- Consistent, intentional pairings create brand associations that become the lens through which audiences view you.
- Define your desired outcome and the reputation required to achieve it before creating content.
- Avoid repeatedly pairing yourself with people or ideas that conflict with the reputation you want.
- Build a contrarian belief and pair it with a clear problem and solution to grow a personal brand.
- Use video as the foundation and repurpose it across platforms.
What the video covers
- Personal brands fall into two paths: the forgettable brand that optimizes for views, and the intentional brand that optimizes for trust.
- Branding is defined as a pairing of things; good branding is an intentional, consistent pairing of relevant things, which produces brand as the associations an audience makes.
- The Nike and Michael Jordan partnership illustrates that association is built through consistent repetition, since Jordan wore Nike in every game.
- The brand journey framework uses four questions: desired outcome, required reputation, actions needed to build that reputation, and skills to learn.
- Charlie Munger's inverse thinking can help define the reputation needed by first identifying the reputation that would guarantee failure.
- Reputation is built through actions, not just talking, and the creator should deliberately choose which people and associations to pair with.
- A contrarian belief can be a powerful growth lever, as shown by the example of boring businesses like laundromats and car washes.
- Content should pair a customer's painful problem with a unique solution, and that idea can be attacked from multiple angles.
- Video is the core medium because written, audio, and photographic content can all be extracted from it.
- Creators should choose three platforms to focus on, with one primary platform feeding repurposed content to secondary platforms.
Chapters
- 00:00Two Paths: Forgettable vs. Intentional Brand
- 02:00Defining Branding and the Nike/Michael Jordan Example
- 03:31Introducing the Brand Journey Framework
- 05:20Question Two: Required Reputation and Inverse Thinking
- 07:20Question Three: Actions and Choosing Associations
- 09:00Contrarian Beliefs and Boring Businesses
- 12:20Pairing Problems with Unique Solutions
- 15:20Video as the Core Medium and Multi-Platform Repurposing
Full Transcript — Download SRT & Markdown
Speaker A
views, not trust, which causes your audience to not know whether or not they want to buy from you. The second path is the intentional brand. This is where you're owning the associations that your audience is making with your personal
Speaker A
Path number one is the forgettable brand. You have no strategy to what you're posting. You're just randomly putting sh*t up and hoping that something sticks. You're optimizing for views, not trust, which causes your audience to not know whether or not they want to buy from you.
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the intentional brand. But before we go any further, we need to start with some definitions so that we are on the same page. I define branding as a pairing of things, and I define good branding as a intentional pairing
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The second path is the intentional brand. This is where you're owning the associations that your audience is making with your personal brand, and you're actually optimizing for building trust, not getting views, which causes your audience to be excited to buy from you.
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love to share with this is what Nike did by pairing themselves with Michael Jordan. It's one of the greatest examples of pairing leading to an association. The thing that people mistake on this is they don't recognize that the reason why Nike was able to
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In this video, my goal is to take you from path number one, the forgettable brand, to path number two, the intentional brand. But before we go any further, we need to start with some definitions so that we are on the same page.
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worked if MJ only wore the Nikes or the Air Jordans every once in a while. The reason why this worked, and the reason why the pairing turned into an association, is because he wore the Nikes every single game. And so, what
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I define branding as a pairing of things, and I define good branding as an intentional pairing of relevant things done consistently. And what that produces is the byproduct, which is brand. Brand is when the audience associates you and something else. And these associations become the filter, the lens that your audience views you through.
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only reason why the association was built is cuz he wore them over and over.
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The example that I love to share with this is what Nike did by pairing themselves with Michael Jordan. It's one of the greatest examples of pairing leading to an association. The thing that people mistake on this is they don't recognize that the reason why Nike was able to borrow the brand equity that MJ, Michael Jordan, had, because of his greatness and ability to play basketball like no other human at the time ever could, is that it was a consistent pairing. It wouldn't have worked if MJ only wore the Nikes or the Air Jordans every once in a while. The reason why this worked, and the reason why the pairing turned into an association, is because he wore the Nikes every single game.
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importantly, what you shouldn't be pairing yourself with. I believe this comes down to a very simple framework that I like to utilize with every single person that we work with at Ralston, which is the brand journey framework.
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And so, what this looks like for you is understanding what are the pairings that you need to make consistently. In a world where everybody says, "I don't want to talk about the same sh*t over and over," well, look at the example with MJ. The only reason why the association was built is because he wore them over and over.
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outcome? What do I want to have happen?" And what I recommend is I want you to define what your selfish outcome is. Are you wanting to write a book? Are you wanting to reach new clients? Are you wanting to get into rooms that you've
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And so, we need to be picking the things that we want to be known for and then pairing ourselves with those things as often as humanly possible. So how do you know what you should be pairing yourself with? And arguably more importantly, what you shouldn't be pairing yourself with?
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get that outcome, what would I need to be known for? What is the rep- -utation that is going to lead me to this outcome? I think you and I both know that a lot of great things come to us in
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I believe this comes down to a very simple framework that I like to utilize with every single person that we work with at Ralston, which is the brand journey framework. What we're doing is trying to define what good looks like for your personal brand and then reverse engineer our way to today. It's four simple questions.
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And so, that's the second question that we need to answer. But before we move to the third question, some people struggle with like not knowing what reputation they need to have to reach their desired outcome. And that makes total sense to
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The first question that you need to answer is, "What is my desired outcome? What do I want to have happen?" And what I recommend is that you define what your selfish outcome is. Are you wanting to write a book? Are you wanting to reach new clients? Are you wanting to get into rooms that you've never previously been invited to? I know for me, I want to be able to work with the biggest gangsters in whatever field I find interesting. And so, that's my desired outcome.
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Once you figure out what that reputation would be, then you just define the opposite of that. And that's going to give you clarity on what rep you need to get the outcome you desire. Now, moving on to question number three, we start
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The second question that we need to answer is, in order to get that outcome, what would I need to be known for? What is the reputation that is going to lead me to this outcome? I think you and I both know that a lot of great things come to us in our life, in our business, in our career because of a reputation that we have. As an employee, one of the reasons why people get promotions is the reputation that they have. You can escalate this or de-escalate this as much as you want. And so, that's the second question that we need to answer.
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this allows you to identify what actions you need to take to build that reputation. The fourth and final question here is, what do I need to learn so that I can do the thing to get the reputation to get the outcome I
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But before we move to the third question, some people struggle with not knowing what reputation they need to have to reach their desired outcome, and that makes total sense to me. So what I would argue you should do instead of just sitting and debating is, knowing what your desired outcome is, use Charlie Munger's inverse thinking here. What reputation would guarantee that you never get the outcome that you desire? Once you figure out what that reputation would be, then you just define the opposite of that. That's going to give you clarity on what rep you need to get the outcome you desire.
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to get the reputation to get the outcome. I promise you, if you do the hard work of actually answering these questions and doing the brain journey framework, you will be blown away at the level of clarity that you have on what
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Now, moving on to question number three, we start getting a little bit more tangible here. What would I need to do in order to be known for the thing to get the outcome I want? Our reputation isn't just built by talking, it's built by the actions that we take. And so, this allows you to identify what actions you need to take to build that reputation.
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associations we don't want. And so, what I want you to do is the very simple version of this is just identify, what are two things that you want your personal brand associated with? And then I want you to do the opposite. I want
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The fourth and final question here is, what do I need to learn so that I can do the thing to get the reputation to get the outcome I desire? Typically, this looks like a much longer list. Often times, in question number three, the things that you need to do are chunked down into many different skills and behaviors that you need to learn in order to do the actions to get the reputation to get the outcome. I promise you, if you do the hard work of actually answering these questions and doing the brand journey framework, you will be blown away at the level of clarity that you have on what good looks like, what working is for your personal brand, which is determining what your desired associations are.
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that you want to be known for and the two that you don't want to be known for, a beautiful thing happens. You have a greater understanding and a framework for deciding what you do and do not do in building your personal brand. What
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Once we know the outcome that we want and the reputation we need to get that, that then informs us of what associations we want and what associations we don't want. The very simple version of this is just identifying two things that you want your personal brand associated with. Then I want you to do the opposite. Identify two things that, no matter how tempting it is, you never want your personal brand to be associated with. You never want to be known in this way.
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in building your personal brand versus tactics that maybe would move you further away from that desired outcome that you identified in the brand journey framework. A couple of things that I want to be known for is being a
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Once you identify the two that you want to be known for and the two that you don't want to be known for, a beautiful thing happens. You have a greater understanding and a framework for deciding what you do and do not do in building your personal brand. This helps you identify not only who you should pair yourself with and who you shouldn't, but also which subject matters you should pair yourself with and which you shouldn't. It informs what tactics you should use in building your personal brand versus tactics that would move you further away from the desired outcome you identified in the brand journey framework.
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For the first one, wanting to be known as a trustworthy character, it informs me what individuals I should not repeatedly pair myself with. You know, the scammy sketchy kind of characters online that are clearly and obviously grifters that
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A couple of things that I want to be known for are being a trustworthy person and providing more usefulness than the majority of individuals in my space. And knowing that, there are a couple of things that influences. For the first one, wanting to be known as a trustworthy character, it informs me what individuals I should not repeatedly pair myself with. The scammy, sketchy kind of characters online that are clearly and obviously grifters, taking advantage of people and not trying to actually provide value, are not in any way, shape, or form something I want to be associated with, which means I cannot repeatedly pair myself with those individuals. Because if I do that consistently, guess what? Just like Nike and MJ, if I show up with scammy, sketchy characters, eventually you start viewing me through that lens, which means that is not a good thing for me to do.
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Because if I do that consistently, guess what? Just like Nike and MJ, if I show up with scammy sketchy characters, eventually you start viewing me through that lens, which means that is not a good thing for me to do. Now, the second
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Now, the second thing that I identified is wanting to make some of the most useful content in my niche. The way that plays out in my decision-making is that we are very intentional with the kinds of videos that we make. We always do our best to make a video that is very clear to the audience, the person watching, you watching this, about what actions you need to take a
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best to make a video that is very clear to the audience, the person watching, you watching this, what actions you need to take after watching. What a lot of content online is doing is making the creator sound smart, and it's making the
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viewer feel smart while they're watching it, but all it actually ends up doing is just wasting time because they don't do anything different after they consume the content. It's not just the viewers problem, it's also the creator's problem. So, by identifying these
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associations, these desired associations that I have, it gives me the framework to make decisions on what I do and do not do. Now, if you watch any of my videos, what you will start to recognize pretty quickly is one thing that I am
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really trying to hammer and very much consistently pair myself with is my contrarian belief. My contrarian belief goes as follows. I believe that entrepreneurs building a personal brand to grow their business should optimize for trust, not virality. And I am
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constantly trying to pair myself with that contrarian belief. Why? Because I want that to be an association with my personal brand. I want you to think, when you think of my personal brand, that I stand for trust, not views and
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virality. The only way that becomes an association is by consistently pairing myself with it. But for you, you're probably wondering, "Well, how do I identify my contrarian belief?" This is probably the most compelling thing that you can do to grow your personal brand.
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And a couple examples that I like to share is one, the man, the myth, the legend, Mr. Gary Vaynerchuk. Gary V has been on the scene and making content online longer than a good amount of you have been alive.
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[laughter] But something that a lot of people that know Gary V now don't recognize is, after he had built his father's wine business, he went on to build his own marketing agency. And this is going to sound insane, but he was literally one
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of the first people pioneering the idea that brands should be investing in social media, both organic and paid.
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Paid meaning your paid ads. What I find very interesting is at the time, the majority of Fortune 500 and 100 companies weren't even thinking about Facebook or Instagram or YouTube. It wasn't even on their radar. They thought it was a fad. And what's really
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interesting is obviously that wasn't true. But Gary's out there being like, "There's this crazy thing called Facebook. And maybe instead of just sending direct mailers, you should consider paid advertising on Facebook to target your ideal customer in a more
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localized, targeted way." This was a wild contrarian take, and it took a lot longer for these brands to catch on. Another great example of this is Cody Sanchez. In a world where the majority of content online in 2020 to
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2022 was talking about the only way to be rich and successful is to be a tech bro founder. You have to have some sort of SAS or tech company that you built.
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Cody came onto the scene and was like, "There is actually a totally different way. There's this thing called boring businesses. You can actually buy a laundromat, or you can buy a car wash and produce a very strong income. It
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might not be as sexy as building Facebook, but it can provide you a very meaningful income and make you rich." This was a wild contrarian take, and it's no secret or surprise that Cody has blown up. Obviously, her brand has
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expanded since then, but that was a big catalyst, in my opinion, of why she really came out of the gate very hard.
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Now, there's so much more that I could cover on your brand positioning, but for the sake of time, I think we have a very good understanding, and now it's time to talk about your content strategy. This is how we're going to take the work that
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we've done in your brand positioning, in getting clarity in defining what your personal brand stands for and what you're trying to accomplish, and now we need to amplify that with content.
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Because clarity alone ain't going to be helpful. You can be clear as [ __ ] sitting in the room alone. And so we need to get people to start understanding and seeing this clarity that we have reached with our personal
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brand. And the mistake that the majority of people make and that I think that you are going to be very tempted to follow is optimizing your content for massive amounts of views and virality. And I understand the thinking. The thinking
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here is, "Okay, I'm going to capture a massive amount of attention and a certain percentage of those people I will then be able to convert into my offer." On the surface, that logic actually makes total sense. I I don't
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necessarily disagree with the logic in a vacuum. The problem is is how this actually plays out in reality, in the real world. Because when you optimize your content for views and virality, it causes you typically to take on
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behaviors that might not produce a trusted personal brand. I can't tell you how many people that I have spoken to that have spent years going viral. I mean, getting millions of views but having the [ __ ] hardest time
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converting any of those viewers into actual customers. I don't know about you, but I can't pay my bills with views. What I'm not saying, and I have to make sure this is super clear, I'm not saying going viral is bad. My six
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and a half hour free course, that has 1.3 million views. I would call that for a six and a half hour course, fairly viral, especially within my niche. Did I optimize it for virality? No. I actually did the exact opposite. In a world where
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the majority of my YouTube strategist friends were saying, "Six and a half hours, that's not one video, that's 13 videos. You get a lot more traction that way. By optimizing for trust, and part of optimizing for trust was optimizing
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for ease of consumption. Rather than people having to go find all the different videos and stitch them all together, I wanted everything to exist in one place. And instead of picking topics and subject matters that I'm going to talk about because I think it's
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going to have a wider TAM, total addressable market, there's going to be more people that want to watch that, what I do is I have extreme clarity on who my ideal customer is, and then what I do is I identify what are the painful
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problems that they are experiencing in trying to grow their personal brand. And then I do this crazy thing.
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I try to help you solve those problems. I pair your painful problem with my unique solution. And what that gives me is an idea. But what's really cool is that idea can be attacked from many different angles. And so taking it back
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to that OG six and a half hour course that just absolutely crushed. And real quick, before I go any further, I need to be very clear here. It didn't just crush on views, okay? It got 1.3 million views, but it has produced over 45,000
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leads for my business. To be very clear, I am optimizing for a business result, not fame, okay? And so 1.3 million views was never in the cards for me. My goal was like 10,000 views in the first year.
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It far exceeded that, but that's not how I wrote it. I didn't write it to get a million views. I wrote it to build trust. And what you hear a lot of times on the internet right now is the more
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watch time that you get with somebody is the more trust that you establish. When I go on podcasts a lot of times, the host might assign that as the reason why we have established trust. They're like, "Oh, yeah, people have spent six and a
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half hours with you." Here's what I would argue. If I spent six and a half hours giving you [ __ ] advice that wasn't usable and wasn't built on actual practices, like what I've actually done, accomplished, the failures and successes
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I've had in my career, and it was just bobo, I don't think that's going to create more trust. And so, it's not watch time, it's back to the ideation formula. It's the amount of problems solved in the time spent with me. Are
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you starting to see how this is different? You're not picking topics because you think it's going to get the most amount of views, you're picking topics because it's going to solve the biggest pain point for your ideal customer. And what's really cool is if
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your customer is a human, they probably have many different pain points. So, you have many different things that you can solve and many different angles that you can attack solving those problems through. Now, before we actually go and
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make this content, we have two things that we need to make sure that we have locked in. The first one is the medium.
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What kind of content are you making? Is it video, audio, written, or photo/graphic content? And then the second thing is what platform or platforms are you going to be distributing this medium on? The first thing that we want to tackle is your
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medium. And what I would argue is too many people spend way too much time debating this. Here's what I'm going to do. I'm going to make this very simple for you.
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How do you feel about making a video on YouTube? Scared? Terrified? Well, let's not worry about that right now. How do you feel about making videos on Instagram? A little bit easier? Okay, cool. Maybe that's where you start. Or
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if video in general scares the [ __ ] out of you, maybe you start with written content. Pick the thing that you actually feel most comfortable with.
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And I know this goes against the whole, you know, choose discomfort mantra that's out there, but I believe if you try that approach, you're less likely to actually stick with this. We get more comfortable making content by doing repetition. And
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the only way we're going to do repetition is if we're willing to start. Pick a medium that you feel comfortable starting with knowing that you can expand what that medium is. Now, the quick qualifier that I have to give,
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video is always going to be the undefeated champion of the world. The reason why is it's not inherently better than written, audio, or photographic, it's because you can extract all of the other three mediums from your video content. You can take your video and
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turn it into an audio podcast. You can take that video, transcribe it, and turn it into a written blog post, article, LinkedIn post, whatever the [ __ ] you post to, an email newsletter. If you do choose video, understand that you have
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the highest leverage medium. I'm not telling you to pick the highest leverage medium, I'm telling you to pick the one that you're going to start with and that you can expand upon later. Now, when it comes to platforms, I have two schools
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of thought here. If you are a solo creator, meaning you don't have any other team members helping you build your personal brand, I don't expect as much I'm everywhere all at once from you. Pick a primary platform, as in this
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is your main place that you're optimizing your content for. And then I want you to pick a secondary platform where you are repurposing from that primary to post to the secondary. The reason why we're doing this is I do not
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believe it is ever intelligent or worthwhile to just double down on one platform. Algorithms change, sure that's a problem, but the bigger problem is the amount of times that somebody who is only investing in one platform then gets
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that platform or their handle taken down for whatever reason. And how shitty would it be if the majority of your leads for your business were coming in through your Instagram account and it was taken down and you don't have access
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to get those leads. Not good. This is why we always want at least a second platform so that we have a backup channel to be able to still reach our audience through. On the contrary, if you do have a team like myself, then I
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expect more from you. Pick three different platforms that you are going to optimize content for, and then you have your secondaries, that's where you're going to repurpose from the main to the secondaries. What do I do with all three of these platforms? How do I
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optimize for all of them at the same time? And the truth is, unless you have a massive team, I'm talking like 10 plus people, or the teams that I've been a part of, which are like 20 plus people,
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what I want you to do is apply a method that I, a Lord of the Rings nerd, like to call the Eye of Sauron. And the way this works is instead of trying to kill it on all three platforms at the same
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time, what you do is you have two of your platforms on what I call maintenance mode. It's not that you're not posting, it's that you're not putting your innovation effort and resources towards those platforms.
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You're putting all of that innovation, effort, and resource into the one platform that your eye is on at the time. And what you do is you get that platform up and running, and you build a consistent system that allows you to
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consistently hit the goals that you have, whether that's a certain view count every video, or more importantly, and the thing that I care about more importantly, the amount of leads generated from a video. Once you reach a consistent baseline there, you then turn
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your eye to the next platform. Do the same thing there, then onto the third.
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By the time that you've gotten to the third, that first one is probably lagging behind. And so then you need to turn your attention back towards it. One thing that I have noticed with all of the personal brands, at least the ones
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that have had the biggest success, is whatever platform the creator, the person behind the personal brand, is putting their attention on, is what grows the most at that time. And so we can take that and be more intentional,
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not just having the person behind the personal brand operating this way, we can actually orient the media team, whether it's full-time or contractors, to operate in the same fashion. Now, as you begin posting in this chosen medium on your chosen platforms, you're going
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to run into a little bit of a problem that a lot of people run into, which is like what's working, what's not, how do I find out what's working, how How find out what my audience wants more of? Why
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am I stuck in 300 view jail? And one method that we like to utilize over and over and over again because it is so wildly effective is something that I call the accordion method. Just like an accordion expands and contracts to make
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beautiful music, we're going to expand and contract your volume to make a beautiful personal brand. And so what this looks like is in the beginning, you actually need to do higher volumes of content. Why? Not because I want you to
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show up everywhere all at once, but it's because you are not the arbiter of quality. You don't determine what quality is, your audience is who determines what quality content is. And the way that we find out what our
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audience is saying is quality quicker is by posting more. And so what I want you to do is in the beginning phase, you're going to expand the accordion and you're going to do as much volume as humanly possible. And the main goal here is to
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test new concepts and ideas, aka solving different problems in your content and seeing what problem the majority of your ideal audience actually needs help with.
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And what's really cool about this expansion phase is if you are in that 300 view jail, if you post, let's say 10 times a week. Of those 10 posts, maybe the majority of them are at 300 views, but one of them might get 459 or 713 or
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1,029 views, right? And sure, that's not like an insane amount more, but in the beginning, that's all you got. That's the only information that you have to determine what your audience wants more of. And so once you've expanded the
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accordion and you have this data on the two or three videos that hit with your audience, what I want you to do is actually contract the accordion. But what this looks like is you take the same level of effort,
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the same resources, time, attention, thoughtfulness, that you were putting into those 10 pieces of content, and you actually contract the volume. You do less volume, but the majority of what you are making is based off the data that you have of what your audience
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wants more of. And this will work for a little while, and then your content will fatigue, and you'll need to find out what the next thing is that your audience wants more of. Then, again, you expand the accordion, thus making
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beautiful music because the way that your content strategy is going to look at a high level is expanding the volume, contracting the volume, expanding the volume to find out what we need to make in the future, contracting based on what
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we know the audience wants more of, and we can put more effort into these videos. And this is a lifelong cycle.
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You are going to constantly be expanding and contracting in order to always be making content not that you think is high quality, but that your audience has actually told you is high quality. So, now that we have your brand positioning
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and your content strategy at a high level, I would recommend that you reset your expectations. So many people go into building their personal brand thinking that they're going to get to 10,000 followers in 6 months. And sure, there's plenty of examples of that
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happening, but there are a million times more examples of that not happening. I would recommend you go into building and amplifying this personal brand not expecting any meaningful outcomes for the first 36 months. That's 3 years. Now, are there
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plenty of examples where people pop way earlier? Yeah, I'm one of them. I went into building my personal brand expecting nothing meaningful to really happen in the first 3 years. And I believe by having that expectation, it causes you to do things differently. You
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take on different behaviors instead of feeling this pressure to need to grow so fast and need to hit this crazy target and talk about [ __ ] that's going to leave you closer to that target rather than building the brand that you're
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proud of. If you have the expectation that's going to take 3 years, well then you know that in the first year you don't have to have anything get a massive amount of views. You don't optimize for views and virality, you
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optimize for depth and trust. And so having this 36-month expectation, I believe will actually lead you to a higher likelihood, no promises here, but a higher likelihood of popping earlier than 36 months because you did the behaviors necessary to actually build
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the audience that you want rather than just trying to go viral and get a million views every shot you can. And so in a world where everyone is trying to hit 100,000 followers, 10K followers, a million followers in some crazy
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unrealistic timeline, I want you to not expect any big outcomes in the first 36 months, but do the actions necessary to get those big outcomes. And the big outcomes we're talking about are for your business, not your vanity. You need to
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optimize for trust and build depth with your audience, not search for the widest thing that you can cover. If you do this, I believe you have the proper expectations to be able to stick with it because the only way that you win the
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game of personal branding is by sticking with it. Now, the next thing that we want is we want a loyal audience. And the way we build a loyal audience is by building a world that they never want to
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leave. Click here to learn about the seven world-building elements that you can apply to your personal brand.
Topics:personal brandingbrand buildingbrand journey frameworktrustNikeMichael Jordanreputationcontrarian beliefcontent repurposingCaleb Ralston
