99% of people have no clue what “brand” means.

They think it’s about “meaning”.

They think it’s about “purpose”.

They think it’s about "finding their passion".

But they’re all wrong.

Brand isn’t about any of these things.

In fact, a few days ago I spent 37 minutes watching an Alex Hormozi video which confirmed how I’ve personally thought about “brand” for a long time now.

And rather than make you sit through the full video like I had to, I’ve summarised it all into this quick ~2 minute email.

And, as a special bonus…

I’ve related it all back to X to make it feel a bit more “relatable” to you.

So, let’s clear up this whole “brand” mystery once and for all, shall we?

Because the way I see it, brand is about one thing and one thing only":

Your brand is about associative behaviour change.

(And this is the way Hormozi sees it too, in case you think I’m full of shit haha).

What do I mean by “associative behaviour change”?

Let me illustrate with an example:

Amateur golfer likes Tiger Woods.

Amateur golfer sees Tiger Woods wearing Nike clothing.

Amateur golfer watches Tiger Woods win the PGA Tour.

Amateur golfer associates Nike clothing with winning.

And what happens then?

Well, the next time Mr. Amateur Golfer is shopping for gear that’ll help him win his next tournament, he ends up buying Nike clothing.

Why?

Because Nike has used Tiger Woods to associate themselves with winning!

And that’s what your brand needs to do too.

You need to:

1. Decide what behaviour change (i.e. transformation) you want people to associate with your brand
2. Lead by example with your own transformation
3. Use your content to encourage other people to follow suit.

And when you do this you achieve something very special…

You’re starting a movement

And I’ll illustrate this with myself as an example (fuck me I’ve talked about myself a lot recently, lol):

I am “The Common Sense Creator”.

I set out to quit my 9-5 and become a full-time creator (my behaviour change).

I achieved this transformation myself via common sense marketing and copywriting principles.

Now I’m using my content to encourage other people to become full-time creators via applying my “common sense” principles.

How?

By showing the benefits of this transformation (time freedom, financial gain, sense of purpose etc.) and associating this with my common sense mechanism.

And what ends up happening?

People see my transformation.

They read how “common sense” helped me achieve this.

They associate common sense with winning.

And then they end up following me (or even working with me).

All because I’ve created a positive association in their mind between common sense and an outcome they desire.

And before some cheeky fucker puts pops up and says “yeah, well that’s alright for you. I haven’t achieved that transformation yet so what the fuck am I supposed to do?”

It’s pretty simple…

Do exactly what I did when I had ZERO followers and ZERO brand presence:

1) State an ambitious transformation you want to achieve.
My initial goal on X was grow to 10k followers in under 365 days while working a 9-5 (not so applicable now I’ve escaped my 9-5, lol).

But for you, it could be building a $10k/month freelance copywriting business to support your family).

2) Find the unique mechanism you’re going to use to achieve this transformation.
For me, this was common sense.

Unfortunately, you’re going to have to use that big ol’ brain of yours to figure this one out on your own…

3) Every time you take one step closer to it (gaining 100 followers, earning your first $1 online, launching a successful giveaway etc.), post content which associates that success to your unique mechanism.

That’s quite literally how I got people on the common sense bandwagon:

Grow to 100 followers.

Tweet about how common sense and simplicity helped me get there.

People start associating common sense with growth/progress.

This fuels more progress.

Grow faster.

More tweets about how common sense is helping me grow on X or make money.

More people start associating common sense with these outcomes.

My brand name spreads faster.

And before I knew it, people were tweeting about common sense and quoting it in without me saying a word.

Pretty fucking magical once the exponential network effects set in if you ask me.

And if that all sounds too much like common sense to you…

Well, then I clearly still have some work to do hahah.

Talk soon,

Harry

PS. I built a $10k/month brand in under 4 months.

Want to do the same?

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