3 Levels of Building a Personal Brand | Ep 984

**Alex Hormozi** (0:00)
In a world of AI, building a personal brand is one of the most valuable things that you can do. And that's what helped us generate, through our portfolio, economies over $250 million a year. And we recently broke the Guinness World Record for the fastest-selling non-fiction book of all time. Money models generate $106 million in sales in 72 hours. So in this video, I want to show you three stages that I went through in building a personal brand and how you can do the same. So starting with stage one is do epic shit. And the reason that everyone skips this step is because it's probably the hardest step, right? Because every 23-year-old wants to start a personal brand because they see it online, right? And what everyone forgets is the personal part. Not making videos or posting, but actually having real skills, accomplishments, or opinions or takes that are worth watching in the first place. But what makes an opinion worthwhile, right? You have unique insights or experience that the audience doesn't have, and that's why they value what you're saying. And so if you want an epic personal brand, you have to do epic shit first. The proof is in the pudding. It's not even in the pudding. The proof is the pudding, right? You'll build a bigger brand making content for six months after a decade of experience, then you will have a decade of content with only six months of experience, because no one cares about your opinion until they know it's worth something. And so you have to back up your talk with your walk. And so think, do shit, demonstration, and there's two ways to win in terms of doing this, which is that you have some thing that you accomplish, or you do so much work that people want to bargain on that work. So if I make content that's, let's say I'm in the relationship romance niche, right? If I go on 100 dates, and then I make a video about those 100 dates, and it's 12 minutes long, I get two seasons of The Bachelor in 12 minutes. That's a good deal. And so if you think about what humans want out of content, is they want speed. This is education, to be clear. They want speed. They want to bargain for their time. The thing that we all feel like we don't have enough of is time. And so people will buy with their attention for things that pay down the time that they don't have to spend and can get all the benefits. Like why did Cliff Notes boom back in the day, which by the way, if you're watching this, probably don't know what Cliff Notes is because it was something that I used to watch. Spark Notes was something else. And people would like, you don't read Shakespeare, you read the Cliff Notes, and you guys just watch it, you know, talk to AI and get it. But like back in our day, right, we still had to read the Cliff Notes to pass the test, right? And so people want the Cliff Notes, but you have to still write the book to get the Cliff Notes. And the Cliff Notes are going to do more than the actual book will for many of you when you're making content, right? They don't want to go through five years of entrepreneurship. They want to learn the lessons in five minutes.
Second stage is that once you have the cred, you associate yourself, and again, the credibility can come from volume of work or volume of accomplishments, right? It can come from either. So if you're like, oh, but I haven't accomplished anything, it's yeah. Show the work. Show the work. Do a thousand outreach attempts. Do ten thousand doors that you knock on and document it. That is the work. People will happily not want to do work. Watch you do work and then get the lessons from it. That's the idea. So stage two is once you have that, associate yourself with positive things over and over again. So what I mean by positive, the positive has to do with what your audience or ideal customer finds positive, which also, by the way, means that you have to know who you're going after. Branding people make feel like it's this big amorphous thing, but it's just associating you with something else. So if you appear on a podcast or something, you have a minor association. If that podcast person becomes your cohost, it's a stronger association because it happens more and more times. And so just think of them, these pairings over, and I've paired myself with a beard, a hat, theacquisition.com tank top, flannels, so much so that there are Halloween costumes of flannels and tank tops, right? Because I've made the association so strong that people are like, oh, that guy is dressing up like Hormozi, right? But fundamentally, there's nothing really inherently unique about a flannel or a tank top. It's that I do it every single day. Now, if I say black turtleneck and jeans and new balances, who do you think?