{"version":"1.0.0","segments":[{"startTime":0.64,"endTime":4.28,"body":"I would like us to go deeper because there"},{"startTime":0.64,"endTime":4.28,"body":"is a lot more there that we can actually"},{"startTime":4.305,"endTime":8.52,"body":"dig into and implement into your brand to"},{"startTime":4.305,"endTime":8.52,"body":"actually make your brand really"},{"startTime":8.545,"endTime":12.44,"body":"special and really unique."},{"startTime":12.92,"endTime":16.54,"body":"One, two, three, four."},{"startTime":16.565,"endTime":18.66,"body":"So you're building a brand online."},{"startTime":18.685,"endTime":21.06,"body":"You've got wild AF dreams."},{"startTime":21.085,"endTime":25.2,"body":"You know you've got the potential to grow"},{"startTime":21.085,"endTime":25.2,"body":"your business into something pretty day"},{"startTime":25.225,"endTime":29.22,"body":"incredible, and you want"},{"startTime":25.225,"endTime":29.22,"body":"to do it all the right way."},{"startTime":29.245,"endTime":35.12,"body":"Hey, I'm Alex, your brand bestie, and this"},{"startTime":29.245,"endTime":35.12,"body":"is Brandology, the podcast that feels like"},{"startTime":35.145,"endTime":39.08,"body":"a coffee chat with the biz friend who's"},{"startTime":35.145,"endTime":39.08,"body":"giving you all the tips and advice on"},{"startTime":39.105,"endTime":42.06,"body":"growing your brand,"},{"startTime":39.105,"endTime":42.06,"body":"because that's what it is."},{"startTime":42.085,"endTime":46.82,"body":"We're talking strategy, design,"},{"startTime":42.085,"endTime":46.82,"body":"content, messaging, and more."},{"startTime":46.845,"endTime":51.16,"body":"So if you're ready for no BS brand advice"},{"startTime":46.845,"endTime":51.16,"body":"from someone who's done it all"},{"startTime":51.185,"endTime":53.06,"body":"before, this is the pod for you."},{"startTime":53.085,"endTime":56.2,"body":"Let's get into it."},{"startTime":58.44,"endTime":62.7,"body":"Hello, and welcome back"},{"startTime":58.44,"endTime":62.7,"body":"to the Brandology podcast."},{"startTime":62.725,"endTime":65.93,"body":"I hope you're doing so well this week."},{"startTime":65.96,"endTime":67.62,"body":"I am really hot."},{"startTime":67.645,"endTime":70.96,"body":"Again, I'm sitting out in the"},{"startTime":67.645,"endTime":70.96,"body":"lounge room, so it's noisy."},{"startTime":70.985,"endTime":72.08,"body":"There's cars going past."},{"startTime":72.105,"endTime":74.57,"body":"I have a fan pointed at me."},{"startTime":74.6,"endTime":76.04,"body":"So Apologies for the noise."},{"startTime":76.065,"endTime":78.49,"body":"And also my dogs are just roaming around."},{"startTime":78.52,"endTime":80.44,"body":"They're probably going to start fighting"},{"startTime":78.52,"endTime":80.44,"body":"at some point, but we're going"},{"startTime":80.465,"endTime":82.655,"body":"to just try and roll with it."},{"startTime":82.68,"endTime":85.24,"body":"I was supposed to record this episode"},{"startTime":82.68,"endTime":85.24,"body":"earlier this morning,"},{"startTime":85.265,"endTime":87.06,"body":"but it didn't happen."},{"startTime":87.085,"endTime":92.32,"body":"So we're taking the time that we can get"},{"startTime":87.085,"endTime":92.32,"body":"and we're doing it."},{"startTime":92.345,"endTime":95.935,"body":"And that's exactly the way that I want you"},{"startTime":92.345,"endTime":95.935,"body":"to be building your"},{"startTime":95.96,"endTime":97.32,"body":"brand every single week."},{"startTime":95.96,"endTime":97.32,"body":"And this is what I do."},{"startTime":97.345,"endTime":99.9,"body":"Sometimes things don't go to plan."},{"startTime":99.925,"endTime":104.84,"body":"Sometimes the things that you've scheduled"},{"startTime":99.925,"endTime":104.84,"body":"in or what you intended to do"},{"startTime":104.865,"endTime":107.1,"body":"didn't happen for some reason."},{"startTime":107.125,"endTime":110.96,"body":"But I want you to try and find the time"},{"startTime":107.125,"endTime":110.96,"body":"that you can find each day to"},{"startTime":110.985,"endTime":112.6,"body":"do a bit of work on your brand."},{"startTime":112.625,"endTime":116.495,"body":"If you can do"},{"startTime":112.625,"endTime":116.495,"body":"20 to 30 minutes of work on your brand"},{"startTime":116.52,"endTime":120.0,"body":"each day, and that could be in terms of"},{"startTime":116.52,"endTime":120.0,"body":"content creation, that could be in terms"},{"startTime":120.025,"endTime":125.38,"body":"of messaging tweaks or writing more"},{"startTime":120.025,"endTime":125.38,"body":"messaging for a new page on your website,"},{"startTime":125.405,"endTime":129.06,"body":"that could be outreach, whatever it is."},{"startTime":129.085,"endTime":133.96,"body":"If you can just find a small snippet of"},{"startTime":129.085,"endTime":133.96,"body":"time each day, it doesn't matter when"},{"startTime":133.985,"endTime":138.3,"body":"it is, to dedicate to your brand."},{"startTime":133.985,"endTime":138.3,"body":"Your brand is going to grow."},{"startTime":138.325,"endTime":143.72,"body":"It's going to become more known,"},{"startTime":138.325,"endTime":143.72,"body":"and it's going to turn into that"},{"startTime":143.745,"endTime":146.22,"body":"brand that you really want it to be."},{"startTime":146.245,"endTime":147.82,"body":"It's not about being perfect."},{"startTime":147.845,"endTime":149.36,"body":"It's about progression every day."},{"startTime":149.385,"endTime":153.08,"body":"A small little piece of progression every"},{"startTime":149.385,"endTime":153.08,"body":"single day is how you"},{"startTime":153.105,"endTime":154.82,"body":"grow a successful brand."},{"startTime":154.845,"endTime":159.8,"body":"So what I actually wanted to chat to you"},{"startTime":154.845,"endTime":159.8,"body":"about today in this episode is something"},{"startTime":159.825,"endTime":162.455,"body":"that comes up with many of my clients."},{"startTime":162.48,"endTime":165.76,"body":"So I wanted to bring this conversation to"},{"startTime":162.48,"endTime":165.76,"body":"you as well because it might be something"},{"startTime":165.785,"endTime":170.7,"body":"that you are thinking about or"},{"startTime":165.785,"endTime":170.7,"body":"you've implemented in your business."},{"startTime":170.725,"endTime":175.16,"body":"But what it is, is saying,"},{"startTime":170.725,"endTime":175.16,"body":"oh, my brand's a luxury brand."},{"startTime":175.185,"endTime":176.8,"body":"My brand is a high-end brand."},{"startTime":176.825,"endTime":179.61,"body":"My brand's a premium brand, for example."},{"startTime":179.64,"endTime":184.26,"body":"And wanting your brand to feel"},{"startTime":179.64,"endTime":184.26,"body":"luxury and high-end premium."},{"startTime":184.285,"endTime":188.88,"body":"And then also being like, okay, I want my"},{"startTime":184.285,"endTime":188.88,"body":"brand to feel this way because I'm trying"},{"startTime":188.905,"endTime":194.02,"body":"to attract high-end clients"},{"startTime":188.905,"endTime":194.02,"body":"and high-ticket clients, for example."},{"startTime":194.045,"endTime":199.76,"body":"So This is something that comes up"},{"startTime":194.045,"endTime":199.76,"body":"a lot, as I said, with my clients."},{"startTime":199.785,"endTime":203.335,"body":"Honestly, probably 50 to 60 % of my"},{"startTime":199.785,"endTime":203.335,"body":"clients come to me saying,"},{"startTime":203.36,"endTime":205.08,"body":"I want a luxury brand."},{"startTime":203.36,"endTime":205.08,"body":"I want a premium brand."},{"startTime":205.105,"endTime":206.34,"body":"I want premium clients."},{"startTime":206.365,"endTime":208.86,"body":"So that's why I want this premium brand."},{"startTime":208.885,"endTime":210.34,"body":"And that makes sense on paper."},{"startTime":210.365,"endTime":216.22,"body":"You have a service, for example, that"},{"startTime":210.365,"endTime":216.22,"body":"you're charging high ticket prices for."},{"startTime":216.245,"endTime":221.34,"body":"So you're trying to attract in people who"},{"startTime":216.245,"endTime":221.34,"body":"have enough money to spend on"},{"startTime":221.365,"endTime":222.78,"body":"those services."},{"startTime":222.805,"endTime":229.36,"body":"And so by extension, you want your brand"},{"startTime":222.805,"endTime":229.36,"body":"to feel like it's at that level of value"},{"startTime":229.385,"endTime":234.22,"body":"and that level of premiumness and luxury."},{"startTime":234.245,"endTime":238.56,"body":"So people can immediately be like, oh,"},{"startTime":234.245,"endTime":238.56,"body":"this is a high-end brand."},{"startTime":238.585,"endTime":240.095,"body":"This is a premium brand."},{"startTime":240.12,"endTime":243.24,"body":"And I have the money for that, so I'm"},{"startTime":240.12,"endTime":243.24,"body":"going to hang around and buy from you."},{"startTime":243.265,"endTime":246.18,"body":"So the logic on paper makes sense."},{"startTime":246.205,"endTime":250.495,"body":"But what I have actually found with many"},{"startTime":246.205,"endTime":250.495,"body":"of my clients who've come to me and"},{"startTime":250.52,"endTime":252.92,"body":"chatted to me about this and"},{"startTime":250.52,"endTime":252.92,"body":"said, oh, I have a luxury brand."},{"startTime":252.945,"endTime":259.66,"body":"I have high-end clients, is that they"},{"startTime":252.945,"endTime":259.66,"body":"actually don't have a luxury brand."},{"startTime":259.685,"endTime":263.98,"body":"That's not what we should be using"},{"startTime":259.685,"endTime":263.98,"body":"to describe many of their brands."},{"startTime":264.005,"endTime":264.84,"body":"Not everyone."},{"startTime":264.865,"endTime":269.36,"body":"Some people, yes, really do have"},{"startTime":264.865,"endTime":269.36,"body":"luxury, high-end premium brands."},{"startTime":269.385,"endTime":274.52,"body":"But for a lot of people, this is the"},{"startTime":269.385,"endTime":274.52,"body":"only descriptor they have in their mind."},{"startTime":274.545,"endTime":277.78,"body":"Oh, I'm a high-end brand,"},{"startTime":274.545,"endTime":277.78,"body":"I'm a premium brand."},{"startTime":277.805,"endTime":281.495,"body":"And that alone as a descriptor is"},{"startTime":277.805,"endTime":281.495,"body":"not going to be helpful for you."},{"startTime":281.52,"endTime":283.24,"body":"That's not going to get"},{"startTime":281.52,"endTime":283.24,"body":"you where you want to go."},{"startTime":283.265,"endTime":287.6,"body":"And it's not going to actually result in"},{"startTime":283.265,"endTime":287.6,"body":"you bringing in the clients that you want,"},{"startTime":287.625,"endTime":292.22,"body":"if that's really the main thing that"},{"startTime":287.625,"endTime":292.22,"body":"you're using to describe your business."},{"startTime":292.245,"endTime":296.94,"body":"So what I always encourage my clients to"},{"startTime":292.245,"endTime":296.94,"body":"do when we have this conversation about,"},{"startTime":296.965,"endTime":298.64,"body":"is your brand really a luxury brand?"},{"startTime":298.665,"endTime":303.28,"body":"Is that really how we want to portray it"},{"startTime":298.665,"endTime":303.28,"body":"to bring in your audience?"},{"startTime":303.305,"endTime":307.72,"body":"Because what we're really looking at here,"},{"startTime":303.305,"endTime":307.72,"body":"the only thing that we're using of any"},{"startTime":307.745,"endTime":311.98,"body":"value to us from our audience is their"},{"startTime":307.745,"endTime":311.98,"body":"money and just being like, okay,"},{"startTime":312.005,"endTime":316.26,"body":"this audience group that we're trying to"},{"startTime":312.005,"endTime":316.26,"body":"bring in, they have enough money to spend."},{"startTime":316.285,"endTime":319.46,"body":"And that's all we care about."},{"startTime":319.485,"endTime":325.7,"body":"And that's all we're using in our brand,"},{"startTime":319.485,"endTime":325.7,"body":"our visual brand and our verbal brand"},{"startTime":325.725,"endTime":326.94,"body":"to attract them."},{"startTime":326.965,"endTime":330.695,"body":"And honestly, that's not really fair on"},{"startTime":326.965,"endTime":330.695,"body":"your audience to think like that because"},{"startTime":330.72,"endTime":333.16,"body":"your audience has a lot more going for"},{"startTime":330.72,"endTime":333.16,"body":"them than how much money"},{"startTime":333.185,"endTime":334.08,"body":"they have in their pocket."},{"startTime":334.105,"endTime":339.72,"body":"And at the same time,"},{"startTime":334.105,"endTime":339.72,"body":"you can't judge that someone in your"},{"startTime":339.745,"endTime":342.18,"body":"audience can't afford to work with you."},{"startTime":342.205,"endTime":347.3,"body":"Some people might not have a lot of money,"},{"startTime":342.205,"endTime":347.3,"body":"but they are willing to save up and invest"},{"startTime":347.325,"endTime":349.86,"body":"in this service because"},{"startTime":347.325,"endTime":349.86,"body":"it's so important to them."},{"startTime":349.885,"endTime":353.255,"body":"They might have"},{"startTime":349.885,"endTime":353.255,"body":"parents or a partner who are happy"},{"startTime":353.28,"endTime":354.72,"body":"to help them invest in something."},{"startTime":354.745,"endTime":358.5,"body":"They might be happy to go"},{"startTime":354.745,"endTime":358.5,"body":"on an extended payment plan."},{"startTime":358.525,"endTime":362.06,"body":"Like, whatever the case may be, they"},{"startTime":358.525,"endTime":362.06,"body":"might be able to get a government grant."},{"startTime":362.085,"endTime":362.84,"body":"We don't know."},{"startTime":362.865,"endTime":366.02,"body":"And we should not be"},{"startTime":362.865,"endTime":366.02,"body":"thinking, Oh, I just want to attract"},{"startTime":366.045,"endTime":369.54,"body":"clients with money because that's a"},{"startTime":366.045,"endTime":369.54,"body":"high-ticket client, and"},{"startTime":369.565,"endTime":371.96,"body":"that's what I want in my brand."},{"startTime":371.985,"endTime":377.7,"body":"It's totally fine to be like, Okay, my"},{"startTime":371.985,"endTime":377.7,"body":"services are more of a premium price."},{"startTime":377.725,"endTime":379.62,"body":"They're a higher price."},{"startTime":379.645,"endTime":385.535,"body":"I want people to come in knowing that and"},{"startTime":379.645,"endTime":385.535,"body":"being fully aware of that"},{"startTime":385.56,"endTime":387.48,"body":"before they work with me."},{"startTime":385.56,"endTime":387.48,"body":"I don't want any nasty surprises."},{"startTime":387.505,"endTime":390.9,"body":"I want to make sure that I'm bringing in"},{"startTime":387.505,"endTime":390.9,"body":"the right people who"},{"startTime":390.925,"endTime":394.56,"body":"either have that money or are happy to"},{"startTime":390.925,"endTime":394.56,"body":"save up and earn that"},{"startTime":394.585,"endTime":395.975,"body":"money to invest in me."},{"startTime":396.0,"endTime":397.2,"body":"That's okay to think like that."},{"startTime":397.225,"endTime":401.6,"body":"But if we're just looking at our target"},{"startTime":397.225,"endTime":401.6,"body":"audience and that's the only thing that"},{"startTime":401.625,"endTime":404.015,"body":"we're thinking about is how"},{"startTime":401.625,"endTime":404.015,"body":"much money do they have?"},{"startTime":404.04,"endTime":405.28,"body":"Can they afford to work with me?"},{"startTime":405.305,"endTime":408.5,"body":"Then that is"},{"startTime":405.305,"endTime":408.5,"body":"not the way we should be going about"},{"startTime":408.525,"endTime":411.1,"body":"target audience research or"},{"startTime":408.525,"endTime":411.1,"body":"target audience attraction."},{"startTime":411.125,"endTime":414.36,"body":"And usually, like I said, this is why a"},{"startTime":411.125,"endTime":414.36,"body":"lot of us are like, oh,"},{"startTime":414.385,"endTime":415.88,"body":"I want a premium brand."},{"startTime":415.905,"endTime":419.62,"body":"I want my brand to feel very luxurious and"},{"startTime":415.905,"endTime":419.62,"body":"very high-end,"},{"startTime":419.645,"endTime":423.8,"body":"is because you are thinking, well, I'm"},{"startTime":419.645,"endTime":423.8,"body":"charging a fair amount for my services and"},{"startTime":423.825,"endTime":426.7,"body":"I want people to come in"},{"startTime":423.825,"endTime":426.7,"body":"and be able to pay that."},{"startTime":426.725,"endTime":430.2,"body":"And my experience, a lot of the time, I"},{"startTime":426.725,"endTime":430.2,"body":"think, okay, my experience"},{"startTime":430.225,"endTime":432.22,"body":"is very high-end as well."},{"startTime":430.225,"endTime":432.22,"body":"Okay, great."},{"startTime":432.245,"endTime":433.18,"body":"Great."},{"startTime":433.205,"endTime":436.26,"body":"That's great."},{"startTime":433.205,"endTime":436.26,"body":"But that's So not enough."},{"startTime":436.285,"endTime":438.52,"body":"That's not enough to build a brand around."},{"startTime":438.545,"endTime":440.64,"body":"It's not enough to differentiate you."},{"startTime":440.665,"endTime":443.82,"body":"And I can tell you right now you"},{"startTime":440.665,"endTime":443.82,"body":"have a lot more going for you."},{"startTime":443.845,"endTime":447.18,"body":"Your brand has a lot more going for it"},{"startTime":443.845,"endTime":447.18,"body":"than just being like,"},{"startTime":447.205,"endTime":449.495,"body":"oh, high-end, oh, luxury."},{"startTime":449.52,"endTime":453.12,"body":"So this is why when a lot of people come"},{"startTime":449.52,"endTime":453.12,"body":"to me and say, oh, this is what my brand's"},{"startTime":453.145,"endTime":457.24,"body":"like, this is what I would use to describe"},{"startTime":453.145,"endTime":457.24,"body":"it, I would like us to go deeper because"},{"startTime":457.265,"endTime":460.36,"body":"there is a lot more there that we can"},{"startTime":457.265,"endTime":460.36,"body":"actually dig into and"},{"startTime":460.385,"endTime":462.655,"body":"implement into your brand."},{"startTime":462.68,"endTime":465.08,"body":"And same with your target audience,"},{"startTime":462.68,"endTime":465.08,"body":"there's a lot more we can dig into and"},{"startTime":465.105,"endTime":469.12,"body":"implement to actually make your brand"},{"startTime":465.105,"endTime":469.12,"body":"really special and really unique, really"},{"startTime":469.145,"endTime":476.66,"body":"reflect you, really reflect your audience,"},{"startTime":469.145,"endTime":476.66,"body":"and stand out in your industry as"},{"startTime":476.685,"endTime":479.28,"body":"a lane of one, a category of one."},{"startTime":479.305,"endTime":483.56,"body":"And that's really we're trying to achieve"},{"startTime":479.305,"endTime":483.56,"body":"here with all of the stuff that I teach is"},{"startTime":483.585,"endTime":489.5,"body":"really helping you to become that lane of"},{"startTime":483.585,"endTime":489.5,"body":"your own and be able to stand out"},{"startTime":489.525,"endTime":494.4,"body":"and be the go-to choice for your dream"},{"startTime":489.525,"endTime":494.4,"body":"clients and have it all"},{"startTime":494.425,"endTime":496.22,"body":"feel very natural for you."},{"startTime":496.245,"endTime":499.88,"body":"So if this is you and you are thinking,"},{"startTime":496.245,"endTime":499.88,"body":"oh, yeah, maybe I need to think a little"},{"startTime":499.905,"endTime":503.76,"body":"bit more about my brand or my audience"},{"startTime":499.905,"endTime":503.76,"body":"because I also just have these"},{"startTime":503.785,"endTime":505.32,"body":"words, luxury, premium, high-end."},{"startTime":505.345,"endTime":507.34,"body":"They keep popping up over and over."},{"startTime":507.365,"endTime":508.74,"body":"Have a think about this."},{"startTime":508.765,"endTime":514.16,"body":"So the first thing that I want you to"},{"startTime":508.765,"endTime":514.16,"body":"think about is actually defining what a"},{"startTime":514.185,"endTime":520.32,"body":"high-end or high-ticket or luxury, insert"},{"startTime":514.185,"endTime":520.32,"body":"word here, defining what a"},{"startTime":520.345,"endTime":522.38,"body":"high-end client actually is to you."},{"startTime":522.405,"endTime":526.98,"body":"And this is one of the first things I'll"},{"startTime":522.405,"endTime":526.98,"body":"ask my clients when we go through this,"},{"startTime":527.005,"endTime":533.5,"body":"because a lot of people say, Oh, my dream"},{"startTime":527.005,"endTime":533.5,"body":"client, they are a high-end client,"},{"startTime":533.525,"endTime":535.98,"body":"for example, like their high-end."},{"startTime":536.005,"endTime":539.5,"body":"What does that mean?"},{"startTime":536.005,"endTime":539.5,"body":"What does that mean to you?"},{"startTime":539.525,"endTime":548.32,"body":"Because For one person, that might mean"},{"startTime":539.525,"endTime":548.32,"body":"they pay their invoices on time, they come"},{"startTime":548.345,"endTime":554.12,"body":"to calls on time, they really respect my"},{"startTime":548.345,"endTime":554.12,"body":"expertise and my knowledge, and they're"},{"startTime":554.145,"endTime":559.96,"body":"happy to hand all of the"},{"startTime":554.145,"endTime":559.96,"body":"ideas and whatnot over to me."},{"startTime":559.985,"endTime":564.535,"body":"They fully trust me and my direction and"},{"startTime":559.985,"endTime":564.535,"body":"my skills, and they're"},{"startTime":564.56,"endTime":565.76,"body":"not trying to micromanage."},{"startTime":565.785,"endTime":569.24,"body":"So for example, that could just be one"},{"startTime":565.785,"endTime":569.24,"body":"person's definition of what they want a"},{"startTime":569.265,"endTime":572.84,"body":"high-end client to look And"},{"startTime":569.265,"endTime":572.84,"body":"then for somebody else, a high-end client"},{"startTime":572.865,"endTime":578.36,"body":"might look like someone who pays in full,"},{"startTime":572.865,"endTime":578.36,"body":"never goes on a payment plan, picks the"},{"startTime":578.385,"endTime":583.3,"body":"highest tier package that you have to"},{"startTime":578.385,"endTime":583.3,"body":"offer, always resigns,"},{"startTime":583.325,"endTime":588.5,"body":"asks a lot of questions, really immerses"},{"startTime":583.325,"endTime":588.5,"body":"themselves in the process, communicates"},{"startTime":588.525,"endTime":591.12,"body":"with you regularly, whatever it is."},{"startTime":591.145,"endTime":595.74,"body":"You need to have a think about, what does"},{"startTime":591.145,"endTime":595.74,"body":"a high-end client actually mean to me?"},{"startTime":595.765,"endTime":598.56,"body":"What do I value in a client like that?"},{"startTime":598.585,"endTime":605.24,"body":"And if I could build my perfect"},{"startTime":598.585,"endTime":605.24,"body":"client, what would I have them do?"},{"startTime":605.265,"endTime":606.82,"body":"What would I have them be like?"},{"startTime":606.845,"endTime":609.28,"body":"And how would I have them"},{"startTime":606.845,"endTime":609.28,"body":"approach working with me?"},{"startTime":609.305,"endTime":615.52,"body":"And payments, and what services they'd"},{"startTime":609.305,"endTime":615.52,"body":"book, and if they would come back for"},{"startTime":615.545,"endTime":619.695,"body":"more, or if they'd tell their friends, or"},{"startTime":615.545,"endTime":619.695,"body":"how involved they would"},{"startTime":619.72,"endTime":620.6,"body":"be with the process."},{"startTime":620.625,"endTime":624.1,"body":"So these are all things that I really want"},{"startTime":620.625,"endTime":624.1,"body":"you to think about and note down,"},{"startTime":624.125,"endTime":628.22,"body":"because that's going to be very, very"},{"startTime":624.125,"endTime":628.22,"body":"helpful when it comes to then"},{"startTime":628.245,"endTime":633.16,"body":"figuring out how we want your brand"},{"startTime":628.245,"endTime":633.16,"body":"to and feel and sound and act."},{"startTime":633.4,"endTime":638.4,"body":"Because if we don't know the client that"},{"startTime":633.4,"endTime":638.4,"body":"we're trying to bring in, we're not going"},{"startTime":638.425,"endTime":640.28,"body":"to know the brand that we need to build."},{"startTime":640.305,"endTime":646.135,"body":"And like I say many times,"},{"startTime":640.305,"endTime":646.135,"body":"I've said it so often, we We need to"},{"startTime":646.16,"endTime":647.52,"body":"look at our brand from two angles."},{"startTime":647.545,"endTime":652.735,"body":"We need to look at it from our angle as in"},{"startTime":647.545,"endTime":652.735,"body":"us as the business owner, particularly for"},{"startTime":652.76,"endTime":654.32,"body":"solopreneurs, we need to love the brand."},{"startTime":654.345,"endTime":658.095,"body":"We need to be able to back the brand, back"},{"startTime":654.345,"endTime":658.095,"body":"the messaging, back the visuals, and"},{"startTime":658.12,"endTime":659.64,"body":"really be obsessed with all of that."},{"startTime":659.665,"endTime":664.2,"body":"But then on the other hand, we need to"},{"startTime":659.665,"endTime":664.2,"body":"also build it around our audience and make"},{"startTime":664.225,"endTime":666.775,"body":"sure it's something that"},{"startTime":664.225,"endTime":666.775,"body":"they're going to love as well."},{"startTime":666.8,"endTime":669.36,"body":"If we have only half of the equation,"},{"startTime":666.8,"endTime":669.36,"body":"we're not going to be able to"},{"startTime":669.385,"endTime":671.3,"body":"create the brand that we want."},{"startTime":671.325,"endTime":674.04,"body":"It's going to fall short"},{"startTime":671.325,"endTime":674.04,"body":"somewhere along the line."},{"startTime":674.065,"endTime":678.495,"body":"It might be in a few weeks, it might be"},{"startTime":674.065,"endTime":678.495,"body":"in a year, it might be in a few years."},{"startTime":678.52,"endTime":681.32,"body":"But we need to make sure we have both"},{"startTime":678.52,"endTime":681.32,"body":"those halves coming in to actually"},{"startTime":681.345,"endTime":683.1,"body":"build a sustainable brand."},{"startTime":683.125,"endTime":687.08,"body":"But a lot of this really comes"},{"startTime":683.125,"endTime":687.08,"body":"back to knowing your audience."},{"startTime":687.105,"endTime":690.96,"body":"And it's something I go on about"},{"startTime":687.105,"endTime":690.96,"body":"so much because it is so important."},{"startTime":690.985,"endTime":697.18,"body":"If we don't know who we're selling to and"},{"startTime":690.985,"endTime":697.18,"body":"we don't know who the ideal fit is for our"},{"startTime":697.205,"endTime":702.58,"body":"service, the ideal fit"},{"startTime":697.205,"endTime":702.58,"body":"who is going to actually"},{"startTime":702.605,"endTime":706.735,"body":"really experience an amazing"},{"startTime":702.605,"endTime":706.735,"body":"transformation from what it is we do,"},{"startTime":706.76,"endTime":709.72,"body":"then we're not going to be able to"},{"startTime":706.76,"endTime":709.72,"body":"build a brand that will attract them."},{"startTime":709.745,"endTime":710.895,"body":"It's as simple as that."},{"startTime":710.92,"endTime":713.54,"body":"If you don't know who you're talking"},{"startTime":710.92,"endTime":713.54,"body":"to, you don't know what to say."},{"startTime":713.565,"endTime":717.92,"body":"It's like someone came to me and said,"},{"startTime":713.565,"endTime":717.92,"body":"Alex, I need you to do a presentation on"},{"startTime":717.945,"endTime":721.42,"body":"branding and you're going to be"},{"startTime":717.945,"endTime":721.42,"body":"presenting it to a group of people."},{"startTime":721.445,"endTime":724.38,"body":"The first thing I would want"},{"startTime":721.445,"endTime":724.38,"body":"to know is, okay, great."},{"startTime":724.405,"endTime":725.295,"body":"Love that."},{"startTime":725.32,"endTime":727.9,"body":"But who was the group of people"},{"startTime":725.32,"endTime":727.9,"body":"that I'm presenting it to?"},{"startTime":727.925,"endTime":731.06,"body":"I need to know, is it year six students?"},{"startTime":731.085,"endTime":735.08,"body":"If so, I'm going to need to really"},{"startTime":731.085,"endTime":735.08,"body":"simplify this down and go back to absolute"},{"startTime":735.105,"endTime":739.34,"body":"basics that a 12 year old is"},{"startTime":735.105,"endTime":739.34,"body":"going to understand and absorb."},{"startTime":739.365,"endTime":742.5,"body":"Am I presenting this"},{"startTime":739.365,"endTime":742.5,"body":"to new business owners?"},{"startTime":742.525,"endTime":749.7,"body":"Am I presenting this to branding experts"},{"startTime":742.525,"endTime":749.7,"body":"who lead brand teams in big businesses?"},{"startTime":749.725,"endTime":751.96,"body":"What group of people am"},{"startTime":749.725,"endTime":751.96,"body":"I presenting this to?"},{"startTime":751.985,"endTime":756.655,"body":"So then I can tailor the content and"},{"startTime":751.985,"endTime":756.655,"body":"tailor what I'm saying to those people."},{"startTime":756.68,"endTime":757.32,"body":"So it's just like you."},{"startTime":757.345,"endTime":762.1,"body":"You know what you are selling"},{"startTime":757.345,"endTime":762.1,"body":"and what it is that you do."},{"startTime":762.125,"endTime":763.94,"body":"And you know you have to sell it."},{"startTime":763.965,"endTime":768.0,"body":"But unless you know the specific group of"},{"startTime":763.965,"endTime":768.0,"body":"people that you are speaking to, you're"},{"startTime":768.025,"endTime":772.48,"body":"not going to know what to say, how to say"},{"startTime":768.025,"endTime":772.48,"body":"it, and how to visually design the brand"},{"startTime":772.505,"endTime":777.64,"body":"to make sure that the message hits home"},{"startTime":772.505,"endTime":777.64,"body":"and it speaks to the right person, it"},{"startTime":777.665,"endTime":781.18,"body":"speaks to their soul, and it makes them"},{"startTime":777.665,"endTime":781.18,"body":"go, oh, my God, I need So"},{"startTime":781.205,"endTime":785.295,"body":"this is where we really have to get ultra"},{"startTime":781.205,"endTime":785.295,"body":"abundantly crystal clear"},{"startTime":785.32,"endTime":786.12,"body":"on our dream client."},{"startTime":786.145,"endTime":788.72,"body":"So the first step is going, okay, what"},{"startTime":786.145,"endTime":788.72,"body":"does a high-end client mean to me?"},{"startTime":788.745,"endTime":792.535,"body":"If I am wanting to attract high-end,"},{"startTime":788.745,"endTime":792.535,"body":"high-ticket clients, what"},{"startTime":792.56,"endTime":793.24,"body":"does that mean to me?"},{"startTime":793.265,"endTime":798.44,"body":"Let's design my perfect client, how they"},{"startTime":793.265,"endTime":798.44,"body":"act, how they think, how they speak, how"},{"startTime":798.465,"endTime":801.6,"body":"they go about the process,"},{"startTime":798.465,"endTime":801.6,"body":"and then start from there."},{"startTime":801.625,"endTime":805.94,"body":"But beyond that,"},{"startTime":801.625,"endTime":805.94,"body":"we need to know, in general,"},{"startTime":805.965,"endTime":809.0,"body":"external of thinking of them as"},{"startTime":805.965,"endTime":809.0,"body":"a high-end and premium client."},{"startTime":809.025,"endTime":811.615,"body":"We need to know What are"},{"startTime":809.025,"endTime":811.615,"body":"they experiencing right now?"},{"startTime":811.64,"endTime":814.16,"body":"What are their struggles?"},{"startTime":811.64,"endTime":814.16,"body":"What are they wanting to solve?"},{"startTime":814.185,"endTime":815.84,"body":"And why do they want to solve it now?"},{"startTime":815.865,"endTime":818.3,"body":"Why should they want it solved now?"},{"startTime":818.325,"endTime":819.8,"body":"What are they experiencing?"},{"startTime":819.825,"endTime":821.015,"body":"What are they feeling?"},{"startTime":821.04,"endTime":823.08,"body":"And then we also want to look"},{"startTime":821.04,"endTime":823.08,"body":"at the other side of the coin."},{"startTime":823.105,"endTime":825.34,"body":"How do they want things to feel?"},{"startTime":825.365,"endTime":827.74,"body":"How do they want things to be solved?"},{"startTime":827.765,"endTime":833.0,"body":"How do they want to be experiencing life"},{"startTime":827.765,"endTime":833.0,"body":"or business or parenting or whatever"},{"startTime":833.025,"endTime":834.84,"body":"the thing is that you help them with?"},{"startTime":834.865,"endTime":837.38,"body":"How do they want to be"},{"startTime":834.865,"endTime":837.38,"body":"experiencing that after?"},{"startTime":837.405,"endTime":839.78,"body":"Like, what is their ultra dream state?"},{"startTime":839.805,"endTime":843.095,"body":"And And then we want to identify"},{"startTime":839.805,"endTime":843.095,"body":"that pathway between A and B."},{"startTime":843.12,"endTime":845.16,"body":"So there's something that"},{"startTime":843.12,"endTime":845.16,"body":"they're missing along the way."},{"startTime":845.185,"endTime":846.48,"body":"That's why they can't get there."},{"startTime":846.505,"endTime":848.22,"body":"That's why they need your help."},{"startTime":848.245,"endTime":850.36,"body":"We need to identify what that gap is."},{"startTime":850.385,"endTime":852.9,"body":"And then we need to"},{"startTime":850.385,"endTime":852.9,"body":"educate them around that."},{"startTime":852.925,"endTime":858.175,"body":"We need to communicate that gap and show"},{"startTime":852.925,"endTime":858.175,"body":"them that we have the answer to that gap."},{"startTime":858.2,"endTime":861.6,"body":"We can help them fill that gap and get to"},{"startTime":858.2,"endTime":861.6,"body":"that dream state that they want to be in."},{"startTime":861.625,"endTime":865.54,"body":"So we need to look at all these other"},{"startTime":861.625,"endTime":865.54,"body":"areas as well as"},{"startTime":865.565,"endTime":871.375,"body":"what does my dream high-end client look"},{"startTime":865.565,"endTime":871.375,"body":"like and what makes them high to me?"},{"startTime":871.4,"endTime":874.84,"body":"Because honestly, what you'll probably"},{"startTime":871.4,"endTime":874.84,"body":"find from doing this process is there's"},{"startTime":874.865,"endTime":880.72,"body":"other areas that you can hone in on other"},{"startTime":874.865,"endTime":880.72,"body":"than, oh, they're high-end because they"},{"startTime":880.745,"endTime":884.82,"body":"can afford my services, for example,"},{"startTime":880.745,"endTime":884.82,"body":"or they're looking to spend X amount."},{"startTime":884.845,"endTime":889.055,"body":"That's not the most interesting thing"},{"startTime":884.845,"endTime":889.055,"body":"about your client, and that's not the"},{"startTime":889.08,"endTime":890.84,"body":"thing that's going to make"},{"startTime":889.08,"endTime":890.84,"body":"them go, Oh, yeah, okay."},{"startTime":890.865,"endTime":895.52,"body":"Well, because her brand looks"},{"startTime":890.865,"endTime":895.52,"body":"fancy, I'm going to invest my thousands of"},{"startTime":895.545,"endTime":897.695,"body":"dollars with her just"},{"startTime":895.545,"endTime":897.695,"body":"because it feels fancy."},{"startTime":897.72,"endTime":898.84,"body":"That is not going to be enough."},{"startTime":898.865,"endTime":903.16,"body":"So that's why you need to do these"},{"startTime":898.865,"endTime":903.16,"body":"ideal client exercises to help you figure"},{"startTime":903.185,"endTime":906.32,"body":"out what else is actually super"},{"startTime":903.185,"endTime":906.32,"body":"interesting about your ideal client"},{"startTime":906.345,"endTime":908.98,"body":"that you can infuse into your brand."},{"startTime":909.005,"endTime":913.84,"body":"Another thing a lot of people do is they"},{"startTime":909.005,"endTime":913.84,"body":"say in their Instagram bio, on their"},{"startTime":913.865,"endTime":917.04,"body":"website or whatever, premium branding."},{"startTime":917.065,"endTime":920.72,"body":"If you're a brand designer, you might have"},{"startTime":917.065,"endTime":920.72,"body":"in your bio premium branding for small"},{"startTime":920.745,"endTime":922.74,"body":"businesses or something like that."},{"startTime":922.765,"endTime":925.72,"body":"If you're a wedding"},{"startTime":922.765,"endTime":925.72,"body":"photographer, I see this so much."},{"startTime":925.745,"endTime":928.98,"body":"I see people say, oh,"},{"startTime":925.745,"endTime":928.98,"body":"luxury wedding photography."},{"startTime":929.005,"endTime":934.28,"body":"Okay, so if If you are using words like"},{"startTime":929.005,"endTime":934.28,"body":"that in your messaging, I want you to step"},{"startTime":934.305,"endTime":938.0,"body":"back and think, why am"},{"startTime":934.305,"endTime":938.0,"body":"I using those words?"},{"startTime":938.04,"endTime":941.16,"body":"You shouldn't have to necessarily say"},{"startTime":938.04,"endTime":941.16,"body":"those words to communicate that"},{"startTime":941.185,"endTime":942.92,"body":"your brand is a high-end brand."},{"startTime":942.945,"endTime":945.96,"body":"It means that something else is"},{"startTime":942.945,"endTime":945.96,"body":"lacking somewhere along the line."},{"startTime":945.985,"endTime":949.88,"body":"And also, again,"},{"startTime":945.985,"endTime":949.88,"body":"just saying that word is not going to be"},{"startTime":949.905,"endTime":955.34,"body":"enough to make a client who you deem"},{"startTime":949.905,"endTime":955.34,"body":"as high ticket want to buy from you."},{"startTime":955.365,"endTime":960.12,"body":"So I want you to think if I'm saying"},{"startTime":955.365,"endTime":960.12,"body":"premium branding or if I'm saying luxury"},{"startTime":960.145,"endTime":964.68,"body":"luxury wedding photography or luxury"},{"startTime":960.145,"endTime":964.68,"body":"wedding florals or whatever it is that you"},{"startTime":964.705,"endTime":970.22,"body":"do, if you're saying words like that,"},{"startTime":964.705,"endTime":970.22,"body":"what does that actually mean to you?"},{"startTime":970.245,"endTime":973.74,"body":"So again, I want you to go a little bit"},{"startTime":970.245,"endTime":973.74,"body":"deeper here and think about,"},{"startTime":973.765,"endTime":977.42,"body":"if I'm offering luxury wedding"},{"startTime":973.765,"endTime":977.42,"body":"photography, what do I actually"},{"startTime":977.445,"endTime":979.14,"body":"see as Luxury Wedding Photography?"},{"startTime":979.165,"endTime":981.76,"body":"What does Luxury Wedding"},{"startTime":979.165,"endTime":981.76,"body":"Photography mean to me?"},{"startTime":981.785,"endTime":985.54,"body":"What are the elements that go"},{"startTime":981.785,"endTime":985.54,"body":"into Luxury Wedding Photography?"},{"startTime":985.565,"endTime":989.935,"body":"What is the difference between Wedding"},{"startTime":985.565,"endTime":989.935,"body":"Photography and Luxury"},{"startTime":989.96,"endTime":992.14,"body":"Wedding Photography?"},{"startTime":989.96,"endTime":992.14,"body":"It cannot just be the price."},{"startTime":992.165,"endTime":993.12,"body":"It can't be the price."},{"startTime":993.145,"endTime":994.76,"body":"There has to be more that"},{"startTime":993.145,"endTime":994.76,"body":"goes into it than that."},{"startTime":994.785,"endTime":996.9,"body":"So I really want you to start identifying."},{"startTime":996.925,"endTime":1001.58,"body":"And even if you don't use this language in"},{"startTime":996.925,"endTime":1001.58,"body":"your messaging, but you think of yourself"},{"startTime":1001.605,"endTime":1007.98,"body":"as a luxury service provider, a high-end"},{"startTime":1001.605,"endTime":1007.98,"body":"or premium XYZ,"},{"startTime":1008.005,"endTime":1013.4,"body":"thinking about what is the difference"},{"startTime":1008.005,"endTime":1013.4,"body":"between normal brand design or normal"},{"startTime":1013.425,"endTime":1017.42,"body":"wedding photography or whatever, and"},{"startTime":1013.425,"endTime":1017.42,"body":"high-end luxury brand design, and"},{"startTime":1017.445,"endTime":1019.64,"body":"high-end luxury wedding photography."},{"startTime":1019.665,"endTime":1021.655,"body":"What I see as the difference."},{"startTime":1021.68,"endTime":1024.6,"body":"So I really want you to go through that as"},{"startTime":1021.68,"endTime":1024.6,"body":"well, because that's going to be really"},{"startTime":1024.625,"endTime":1029.01,"body":"helpful in identifying"},{"startTime":1024.625,"endTime":1029.01,"body":"some additional avenues"},{"startTime":1029.04,"endTime":1034.6,"body":"of messaging that you can start to bring"},{"startTime":1029.04,"endTime":1034.6,"body":"in to your brand rather than just using"},{"startTime":1034.625,"endTime":1039.8,"body":"the word luxury or high-end, which are"},{"startTime":1034.625,"endTime":1039.8,"body":"honestly severely overused at this"},{"startTime":1039.825,"endTime":1041.98,"body":"point in time in many, many industries."},{"startTime":1042.005,"endTime":1046.44,"body":"Because at the end of the day, a lot of"},{"startTime":1042.005,"endTime":1046.44,"body":"people think, I want a high-end"},{"startTime":1046.465,"endTime":1049.09,"body":"brand so I can get high-end clients."},{"startTime":1049.12,"endTime":1050.4,"body":"That is the thought Process."},{"startTime":1050.425,"endTime":1053.22,"body":"And like I said at the start of the"},{"startTime":1050.425,"endTime":1053.22,"body":"episode, that is okay to think that"},{"startTime":1053.245,"endTime":1057.88,"body":"there's nothing wrong with thinking"},{"startTime":1053.245,"endTime":1057.88,"body":"that because on paper you are right."},{"startTime":1057.905,"endTime":1058.98,"body":"That's how it works."},{"startTime":1059.005,"endTime":1063.56,"body":"But when we look more deeply into it, we"},{"startTime":1059.005,"endTime":1063.56,"body":"look into the competitive space and what's"},{"startTime":1063.585,"endTime":1069.695,"body":"going on with other people out online who"},{"startTime":1063.585,"endTime":1069.695,"body":"have similar businesses, that is not going"},{"startTime":1069.72,"endTime":1071.04,"body":"to be enough to make your brand stand out."},{"startTime":1071.065,"endTime":1074.56,"body":"And if your brand doesn't stand out in the"},{"startTime":1071.065,"endTime":1074.56,"body":"right way to the right people, you are"},{"startTime":1074.585,"endTime":1078.29,"body":"simply not going to find the success"},{"startTime":1074.585,"endTime":1078.29,"body":"that you want with your brand."},{"startTime":1078.32,"endTime":1084.77,"body":"So just simply thinking, I want my brand"},{"startTime":1078.32,"endTime":1084.77,"body":"to use a neutral colour palette and"},{"startTime":1084.8,"endTime":1093.29,"body":"editorial style fonts and really"},{"startTime":1084.8,"endTime":1093.29,"body":"flowery, descriptive, pretty messaging."},{"startTime":1093.32,"endTime":1098.76,"body":"That's what I want in order to create this"},{"startTime":1093.32,"endTime":1098.76,"body":"luxury feeling, then what that really"},{"startTime":1098.785,"endTime":1103.96,"body":"shows is that you are primarily focused"},{"startTime":1098.785,"endTime":1103.96,"body":"on, I charge a good amount of money for my"},{"startTime":1103.985,"endTime":1106.66,"body":"services and I want people"},{"startTime":1103.985,"endTime":1106.66,"body":"to know that straight away."},{"startTime":1106.685,"endTime":1110.695,"body":"And that also says to me"},{"startTime":1106.685,"endTime":1110.695,"body":"that you You haven't looked"},{"startTime":1110.72,"endTime":1113.84,"body":"deeply enough into your ideal client, you"},{"startTime":1110.72,"endTime":1113.84,"body":"haven't looked deeply enough into your"},{"startTime":1113.865,"endTime":1117.52,"body":"brand in itself to figure out what else is"},{"startTime":1113.865,"endTime":1117.52,"body":"special and unique about"},{"startTime":1117.545,"endTime":1119.01,"body":"it that you can bring in."},{"startTime":1119.04,"endTime":1123.415,"body":"And like I said, there are some people"},{"startTime":1119.04,"endTime":1123.415,"body":"where this is the method"},{"startTime":1123.44,"endTime":1124.28,"body":"that's going to work."},{"startTime":1124.305,"endTime":1127.62,"body":"There are some brands that genuinely, like"},{"startTime":1124.305,"endTime":1127.62,"body":"when you look into it,"},{"startTime":1127.645,"endTime":1129.04,"body":"this is the way forward."},{"startTime":1129.065,"endTime":1134.2,"body":"But for most people who want a luxury"},{"startTime":1129.065,"endTime":1134.2,"body":"brand, this is not the pathway I would go"},{"startTime":1134.225,"endTime":1138.175,"body":"down because it's going to just have you"},{"startTime":1134.225,"endTime":1138.175,"body":"blend in to an ocean of other people who"},{"startTime":1138.2,"endTime":1140.28,"body":"have the same thought process"},{"startTime":1138.2,"endTime":1140.28,"body":"and are doing the same thing."},{"startTime":1140.305,"endTime":1147.9,"body":"Because I have done many luxury brands"},{"startTime":1140.305,"endTime":1147.9,"body":"for clients that don't look"},{"startTime":1147.925,"endTime":1150.175,"body":"necessarily like luxury brands."},{"startTime":1150.2,"endTime":1153.76,"body":"And that doesn't mean that they don't look"},{"startTime":1150.2,"endTime":1153.76,"body":"beautiful and they don't look enticing and"},{"startTime":1153.785,"endTime":1156.33,"body":"they don't look sophisticated"},{"startTime":1153.785,"endTime":1156.33,"body":"or whatever it is."},{"startTime":1156.36,"endTime":1159.88,"body":"It just means like they don't follow the"},{"startTime":1156.36,"endTime":1159.88,"body":"traditional luxury brand"},{"startTime":1159.905,"endTime":1162.29,"body":"playbook that I just mentioned."},{"startTime":1162.32,"endTime":1167.57,"body":"And some that I'm thinking of off the top"},{"startTime":1162.32,"endTime":1167.57,"body":"of my head, one is a little bit more"},{"startTime":1167.6,"endTime":1173.0,"body":"feminine and almost a little bit boho-y"},{"startTime":1167.6,"endTime":1173.0,"body":"Like quite organic, raw, natural, a bit"},{"startTime":1173.025,"endTime":1177.53,"body":"boho-y, but very high-end, very lux."},{"startTime":1177.56,"endTime":1180.94,"body":"The whole experience is very lux when you"},{"startTime":1177.56,"endTime":1180.94,"body":"work with her,"},{"startTime":1180.965,"endTime":1182.98,"body":"when you go into her clinic."},{"startTime":1183.005,"endTime":1189.46,"body":"It's a very beautiful start to finish"},{"startTime":1183.005,"endTime":1189.46,"body":"experience and her prices are quite high."},{"startTime":1189.485,"endTime":1194.095,"body":"So whilst she's attracting in high-end"},{"startTime":1189.485,"endTime":1194.095,"body":"clients, they're not coming in"},{"startTime":1194.12,"endTime":1194.88,"body":"just because they have money."},{"startTime":1194.905,"endTime":1198.05,"body":"They're coming to her because they have"},{"startTime":1194.905,"endTime":1198.05,"body":"other reasons and other things that allow"},{"startTime":1198.08,"endTime":1203.05,"body":"them to connect with her brand because"},{"startTime":1198.08,"endTime":1203.05,"body":"she's actually made that"},{"startTime":1203.08,"endTime":1206.92,"body":"clear in the visuals and the messaging and"},{"startTime":1203.08,"endTime":1206.92,"body":"that overall start to finish"},{"startTime":1206.945,"endTime":1209.05,"body":"experience that she's created."},{"startTime":1209.08,"endTime":1213.66,"body":"And there's another one that I have almost"},{"startTime":1209.08,"endTime":1213.66,"body":"finished working with"},{"startTime":1213.685,"endTime":1218.29,"body":"where the brand has some fairly"},{"startTime":1213.685,"endTime":1218.29,"body":"bright colours coming in, a"},{"startTime":1218.32,"endTime":1220.46,"body":"couple of bright pops of colour."},{"startTime":1220.485,"endTime":1223.4,"body":"We've got some really fun little"},{"startTime":1220.485,"endTime":1223.4,"body":"hand-drawn illustrations"},{"startTime":1223.425,"endTime":1224.81,"body":"coming into the brand."},{"startTime":1224.84,"endTime":1228.32,"body":"She is a high-end premium brand."},{"startTime":1228.345,"endTime":1231.9,"body":"She charges high-end premium"},{"startTime":1228.345,"endTime":1231.9,"body":"in prices for what she does."},{"startTime":1231.925,"endTime":1236.33,"body":"Her clients have the money to invest"},{"startTime":1231.925,"endTime":1236.33,"body":"in this particular thing that she does."},{"startTime":1236.36,"endTime":1241.04,"body":"And the brand,"},{"startTime":1236.36,"endTime":1241.04,"body":"whilst it's not that traditional luxury"},{"startTime":1241.065,"endTime":1244.29,"body":"look, it stands out"},{"startTime":1241.065,"endTime":1244.29,"body":"beautifully in her space."},{"startTime":1244.32,"endTime":1248.38,"body":"But most importantly, it's very aligned to"},{"startTime":1244.32,"endTime":1248.38,"body":"her and her personality and"},{"startTime":1248.405,"endTime":1251.22,"body":"her style that she brings into her work."},{"startTime":1251.245,"endTime":1254.29,"body":"She's a florist, so that makes sense."},{"startTime":1254.32,"endTime":1258.29,"body":"And also just elements of her personality"},{"startTime":1254.32,"endTime":1258.29,"body":"that her clients are going to interact"},{"startTime":1258.32,"endTime":1260.53,"body":"with during the experience with her."},{"startTime":1260.56,"endTime":1264.8,"body":"So we wanted to bring in all of this into"},{"startTime":1260.56,"endTime":1264.8,"body":"the brand to make sure that the"},{"startTime":1264.825,"endTime":1266.48,"body":"right clients were coming to her."},{"startTime":1266.505,"endTime":1271.2,"body":"And yes, whilst they were more high-end"},{"startTime":1266.505,"endTime":1271.2,"body":"clients and they were dream clients for"},{"startTime":1271.225,"endTime":1274.935,"body":"her, we didn't want them coming to her"},{"startTime":1271.225,"endTime":1274.935,"body":"purely on the basis of"},{"startTime":1274.96,"endTime":1278.48,"body":"She looks like she has a luxury brand, so"},{"startTime":1274.96,"endTime":1278.48,"body":"therefore I'm happy to spend my money"},{"startTime":1278.505,"endTime":1280.33,"body":"with her because that's not how it works."},{"startTime":1280.36,"endTime":1284.36,"body":"We have put other connexion points"},{"startTime":1280.36,"endTime":1284.36,"body":"embedded within her brand to give her"},{"startTime":1284.385,"endTime":1291.5,"body":"audience things to connect to"},{"startTime":1284.385,"endTime":1291.5,"body":"other than just the cost of services."},{"startTime":1291.525,"endTime":1295.2,"body":"So overall, I just want you to remember,"},{"startTime":1291.525,"endTime":1295.2,"body":"you can have a high-end brand, you can"},{"startTime":1295.225,"endTime":1299.0,"body":"have a high-ticket brand, you can bring in"},{"startTime":1295.225,"endTime":1299.0,"body":"high-end luxury clients, but I don't want"},{"startTime":1299.025,"endTime":1302.01,"body":"that to be the main focal point"},{"startTime":1299.025,"endTime":1302.01,"body":"of everything you're doing."},{"startTime":1302.04,"endTime":1306.04,"body":"I don't want that to be the only thing"},{"startTime":1302.04,"endTime":1306.04,"body":"your brand has going for it, because in"},{"startTime":1306.065,"endTime":1308.53,"body":"truth, it has so much more going for it."},{"startTime":1308.56,"endTime":1310.055,"body":"And so does your ideal client."},{"startTime":1310.08,"endTime":1313.52,"body":"We just need to dig a little bit deeper,"},{"startTime":1310.08,"endTime":1313.52,"body":"figure out what that is, and then embed"},{"startTime":1313.545,"endTime":1317.54,"body":"that into your brand elements, so into"},{"startTime":1313.545,"endTime":1317.54,"body":"your visual branding, into your messaging."},{"startTime":1317.565,"endTime":1324.54,"body":"So we can still communicate what service"},{"startTime":1317.565,"endTime":1324.54,"body":"this is, what experience you're offering,"},{"startTime":1324.565,"endTime":1327.68,"body":"while we're creating a really nice"},{"startTime":1324.565,"endTime":1327.68,"body":"feeling, a perception of what it's"},{"startTime":1327.705,"endTime":1333.44,"body":"actually like to work with you rather than"},{"startTime":1327.705,"endTime":1333.44,"body":"just making you this generic luxury brand"},{"startTime":1333.465,"endTime":1337.76,"body":"that really doesn't have as much"},{"startTime":1333.465,"endTime":1337.76,"body":"personality to it and your dream clients"},{"startTime":1337.785,"endTime":1341.33,"body":"can easily overlook in favour of another"},{"startTime":1337.785,"endTime":1341.33,"body":"luxury brand that's"},{"startTime":1341.36,"endTime":1342.38,"body":"sitting right over there."},{"startTime":1342.405,"endTime":1346.4,"body":"But don't let this deter you from thinking"},{"startTime":1342.405,"endTime":1346.4,"body":"of your brand as luxury or high-end"},{"startTime":1346.425,"endTime":1347.88,"body":"or you want high-end clients."},{"startTime":1347.905,"endTime":1352.36,"body":"But it's really just about going deeper"},{"startTime":1347.905,"endTime":1352.36,"body":"with what that means and then being able"},{"startTime":1352.385,"endTime":1356.32,"body":"to communicate that,"},{"startTime":1352.385,"endTime":1356.32,"body":"plus those external things I chatted about"},{"startTime":1356.345,"endTime":1360.33,"body":"in this podcast episode, like externally,"},{"startTime":1356.345,"endTime":1360.33,"body":"what your dream client is like,"},{"startTime":1360.36,"endTime":1365.32,"body":"externally, how we want people to feel"},{"startTime":1360.36,"endTime":1365.32,"body":"and interact with your brand, bringing all"},{"startTime":1365.345,"endTime":1368.98,"body":"of that in to your overall"},{"startTime":1365.345,"endTime":1368.98,"body":"identity and your messaging."},{"startTime":1369.005,"endTime":1370.68,"body":"So I hope that was helpful."},{"startTime":1370.705,"endTime":1373.72,"body":"I hope you got a few golden"},{"startTime":1370.705,"endTime":1373.72,"body":"nuggets from this episode."},{"startTime":1373.745,"endTime":1377.96,"body":"If you are someone who has that luxury"},{"startTime":1373.745,"endTime":1377.96,"body":"premium high-end mindset around your"},{"startTime":1377.985,"endTime":1382.44,"body":"services, thank you so much for joining me"},{"startTime":1377.985,"endTime":1382.44,"body":"this week, and I will see you back"},{"startTime":1382.465,"endTime":1385.96,"body":"here next week for another episode."},{"startTime":1386.64,"endTime":1391.57,"body":"Thank you so much for tuning in"},{"startTime":1386.64,"endTime":1391.57,"body":"to another episode of Brandology."},{"startTime":1391.6,"endTime":1393.52,"body":"I am so happy to have you here."},{"startTime":1393.545,"endTime":1396.42,"body":"I hope you got something"},{"startTime":1393.545,"endTime":1396.42,"body":"out of this episode."},{"startTime":1396.445,"endTime":1400.16,"body":"If you did, I would so love it if you"},{"startTime":1396.445,"endTime":1400.16,"body":"could hit that follow button"},{"startTime":1400.185,"endTime":1401.78,"body":"on your podcast platform."},{"startTime":1401.805,"endTime":1406.08,"body":"And if you really loved it,"},{"startTime":1401.805,"endTime":1406.08,"body":"it would be so amazing if you could"},{"startTime":1406.105,"endTime":1408.68,"body":"leave a review on Apple podcast."},{"startTime":1408.705,"endTime":1410.74,"body":"It really, really helps."},{"startTime":1410.765,"endTime":1415.56,"body":"I would also love it if you could share"},{"startTime":1410.765,"endTime":1415.56,"body":"this podcast with your business besties"},{"startTime":1415.585,"endTime":1421.8,"body":"because I'm dropping new episodes every"},{"startTime":1415.585,"endTime":1421.8,"body":"week all about the soul and strategy"},{"startTime":1421.825,"endTime":1424.68,"body":"behind building feel-less brands."},{"startTime":1424.705,"endTime":1429.74,"body":"And I would love to spread the word"},{"startTime":1424.705,"endTime":1429.74,"body":"to as many entrepreneurs as I can."},{"startTime":1429.765,"endTime":1431.44,"body":"Thank you so much for listening."},{"startTime":1431.465,"endTime":1436.48,"body":"And I'll be back in your ears next week."}]}