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The Pressure To Stay "On Brand" | Rebranding Your Personal Brand With Auric Blackwood
Not Nice. Clever. | Personal Branding, Marketing & Business Growth For Introverted Entrepreneurs
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Today on Not Nice, Clever we’re talking to Auric B, the former aesthetics industry “Insta celebrity” once known as Tox Josh, who went from packed clinics, global stages, and 70K+ followers… to realizing he’d become a puppet to the very machine he built.
Inside this episode, we dig into:
- The rise of Tox Josh: how “just be yourself on video” turned into viral content, brand deals, and creating a personal brand that positioned him as an industry leader.
- The near-fatal filler reaction, lawsuits and the moment he admitted, “I don’t even know who I am anymore”
- Why hustle culture + algorithm-chasing + people-pleasing is the quickest way to lose your identity (and your joy)
- The real difference between authentic optimism and toxic positivity—especially when you’re deep in burnout.
- The personal brand strategy Auric is using to rebrand and build a new era
This isn’t a polished “I figured it all out” story. It’s the messy middle, the chrysalis, the part most people hide. If you’re craving an honest look at rebranding your life and business without selling your soul, press play.
This just might be the key that unlocks your brand growth in the new year!
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