{"version":"1.0.0","segments":[{"startTime":0.24,"endTime":4.88,"body":"Why are you not showing up as that"},{"startTime":0.24,"endTime":4.88,"body":"big brand, that dream brand now?"},{"startTime":4.905,"endTime":7.52,"body":"Because you can."},{"startTime":8.4,"endTime":11.26,"body":"1, 2, 3, 4."},{"startTime":11.285,"endTime":13.42,"body":"So you're building a brand online."},{"startTime":13.445,"endTime":15.52,"body":"You've got wild a f dreams."},{"startTime":15.545,"endTime":19.8,"body":"You know you've got the potential to grow"},{"startTime":15.545,"endTime":19.8,"body":"your biz into something pretty dang"},{"startTime":19.825,"endTime":24.06,"body":"incredible, and you wanna"},{"startTime":19.825,"endTime":24.06,"body":"do it all the right way."},{"startTime":24.085,"endTime":24.28,"body":"Hey."},{"startTime":24.305,"endTime":29.8,"body":"I'm Alex, your brand bestie, and this is"},{"startTime":24.305,"endTime":29.8,"body":"Brandology, the podcast that feels like a"},{"startTime":29.825,"endTime":34.28,"body":"coffee chat with a biz friend who's giving"},{"startTime":29.825,"endTime":34.28,"body":"you all the tips and advice on growing"},{"startTime":34.305,"endTime":36.82,"body":"your brand because that's what it is."},{"startTime":36.845,"endTime":41.46,"body":"We're talking strategy, design,"},{"startTime":36.845,"endTime":41.46,"body":"content, messaging, and more."},{"startTime":41.485,"endTime":45.64,"body":"So if you're ready for no BS brand advice"},{"startTime":41.485,"endTime":45.64,"body":"from someone who's done it all"},{"startTime":45.665,"endTime":47.94,"body":"before, this is the pod for you."},{"startTime":47.965,"endTime":50.36,"body":"Let's get into it."},{"startTime":53.48,"endTime":54.36,"body":"Hello."},{"startTime":53.48,"endTime":54.36,"body":"Hello."},{"startTime":54.385,"endTime":59.56,"body":"And welcome back to the Brandology Pod"},{"startTime":54.385,"endTime":59.56,"body":"Thank you so much for joining me today."},{"startTime":59.585,"endTime":66.26,"body":"It is an extra special day because it"},{"startTime":59.585,"endTime":66.26,"body":"is the 100th episode of Brandology."},{"startTime":66.285,"endTime":67.05,"body":"Yay."},{"startTime":67.08,"endTime":71.44,"body":"I'm so excited about that milestone and"},{"startTime":67.08,"endTime":71.44,"body":"really proud to have"},{"startTime":71.465,"endTime":73.49,"body":"reached a 100 episodes."},{"startTime":73.52,"endTime":77.2,"body":"Thank you so much for coming along on the"},{"startTime":73.52,"endTime":77.2,"body":"journey, whether you have been here from"},{"startTime":77.225,"endTime":81.12,"body":"the start, which I know a couple of you"},{"startTime":77.225,"endTime":81.12,"body":"have, or if you've come in along the way"},{"startTime":81.145,"endTime":83.82,"body":"or even if this is the first"},{"startTime":81.145,"endTime":83.82,"body":"episode you're listening to."},{"startTime":83.845,"endTime":88.08,"body":"Thank you so much for being here and for"},{"startTime":83.845,"endTime":88.08,"body":"listening in and I really hope that this"},{"startTime":88.105,"endTime":90.695,"body":"podcast has been useful"},{"startTime":88.105,"endTime":90.695,"body":"to you in some way."},{"startTime":90.72,"endTime":93.68,"body":"I really want you to be able to take"},{"startTime":90.72,"endTime":93.68,"body":"something away from each episode you"},{"startTime":93.705,"endTime":95.76,"body":"listen to and apply it"},{"startTime":93.705,"endTime":95.76,"body":"straight to your brand."},{"startTime":95.785,"endTime":97.18,"body":"That is the goal."},{"startTime":97.205,"endTime":99.98,"body":"So I really hope that"},{"startTime":97.205,"endTime":99.98,"body":"it's done that for you."},{"startTime":100.005,"endTime":102.7,"body":"But, yeah, a 100 episodes."},{"startTime":100.005,"endTime":102.7,"body":"Wild."},{"startTime":102.725,"endTime":103.66,"body":"Very grateful."},{"startTime":103.685,"endTime":109.12,"body":"Also shout out to my podcast manager, Em,"},{"startTime":103.685,"endTime":109.12,"body":"who edits all my podcasts"},{"startTime":109.145,"endTime":111.7,"body":"and schedules them."},{"startTime":109.145,"endTime":111.7,"body":"She's amazing."},{"startTime":111.725,"endTime":114.12,"body":"Absolutely could not have"},{"startTime":111.725,"endTime":114.12,"body":"done this without her."},{"startTime":114.145,"endTime":119.29,"body":"So if you need a podcast manager,"},{"startTime":114.145,"endTime":119.29,"body":"check out Em from Studio Saloona."},{"startTime":119.32,"endTime":121.78,"body":"She's amazing."},{"startTime":119.32,"endTime":121.78,"body":"So shout out to you, Em."},{"startTime":121.805,"endTime":124.57,"body":"Keep doing what you're doing."},{"startTime":121.805,"endTime":124.57,"body":"You're incredible."},{"startTime":124.6,"endTime":131.94,"body":"So for the 100th episode, I wanted to"},{"startTime":124.6,"endTime":131.94,"body":"give you a few of my biggest"},{"startTime":131.965,"endTime":134.02,"body":"lessons in brand building."},{"startTime":134.045,"endTime":137.52,"body":"And this is sort of a little bit of a"},{"startTime":134.045,"endTime":137.52,"body":"combination of some things I've chatted"},{"startTime":137.545,"endTime":142.375,"body":"about in previous episodes and also some"},{"startTime":137.545,"endTime":142.375,"body":"just general things that I've picked up"},{"startTime":142.4,"endTime":144.72,"body":"along the way and that I've"},{"startTime":142.4,"endTime":144.72,"body":"applied to my own brand."},{"startTime":144.745,"endTime":149.52,"body":"So I've got 6 different little lessons"},{"startTime":144.745,"endTime":149.52,"body":"that I want to chat you through, which I"},{"startTime":149.545,"endTime":154.45,"body":"really encourage you to"},{"startTime":149.545,"endTime":154.45,"body":"apply to your brand ASAP."},{"startTime":154.48,"endTime":158.96,"body":"Like these lessons for me, I didn't know"},{"startTime":154.48,"endTime":158.96,"body":"all of these before I started my business."},{"startTime":158.985,"endTime":163.04,"body":"As I said, these are things that I have"},{"startTime":158.985,"endTime":163.04,"body":"learned along the way, whether it's"},{"startTime":163.065,"endTime":167.84,"body":"through making mistakes, figuring things"},{"startTime":163.065,"endTime":167.84,"body":"out as I go, or through coaching"},{"startTime":167.865,"endTime":170.3,"body":"or mentoring that I have received."},{"startTime":170.325,"endTime":173.98,"body":"These are all things that I've taken, I've"},{"startTime":170.325,"endTime":173.98,"body":"applied to my brand, and I have"},{"startTime":174.005,"endTime":178.055,"body":"seen results from bringing"},{"startTime":174.005,"endTime":178.055,"body":"these tips into my business."},{"startTime":178.08,"endTime":181.52,"body":"I'm not saying you're going to see"},{"startTime":178.08,"endTime":181.52,"body":"overnight results from doing these things,"},{"startTime":181.545,"endTime":185.02,"body":"but I can tell you right now that if you"},{"startTime":181.545,"endTime":185.02,"body":"do apply these to your brand,"},{"startTime":185.045,"endTime":186.48,"body":"it is going to strengthen it."},{"startTime":186.505,"endTime":190.56,"body":"It's going to make it more sustainable"},{"startTime":186.505,"endTime":190.56,"body":"and much more likely to succeed and turn"},{"startTime":190.585,"endTime":193.8,"body":"into that dream brand that you've been"},{"startTime":190.585,"endTime":193.8,"body":"wanting to build in the long"},{"startTime":193.825,"endTime":196.34,"body":"term, which is what we want."},{"startTime":193.825,"endTime":196.34,"body":"Okay."},{"startTime":196.365,"endTime":199.7,"body":"So let's dive into the first lesson."},{"startTime":199.725,"endTime":205.61,"body":"And that is that what you do is the least"},{"startTime":199.725,"endTime":205.61,"body":"interesting thing about you"},{"startTime":205.64,"endTime":207.3,"body":"and about your business."},{"startTime":207.325,"endTime":213.38,"body":"So, so many people really"},{"startTime":207.325,"endTime":213.38,"body":"just see themselves as, oh, I'm a designer"},{"startTime":213.405,"endTime":221.02,"body":"or I do brows or I'm a wedding"},{"startTime":213.405,"endTime":221.02,"body":"photographer or I do facials."},{"startTime":221.045,"endTime":224.8,"body":"Like, whatever it is,"},{"startTime":221.045,"endTime":224.8,"body":"so many business owners just see"},{"startTime":224.825,"endTime":227.2,"body":"their brand as, oh, I'm a designer."},{"startTime":224.825,"endTime":227.2,"body":"I'm this."},{"startTime":227.225,"endTime":228.06,"body":"I'm that."},{"startTime":228.085,"endTime":232.98,"body":"And they focus a lot of their marketing, a"},{"startTime":228.085,"endTime":232.98,"body":"lot of their messaging, a lot of their"},{"startTime":233.005,"endTime":237.86,"body":"brand building efforts around"},{"startTime":233.005,"endTime":237.86,"body":"the fact that this is what I do."},{"startTime":237.885,"endTime":239.7,"body":"This is what I offer."},{"startTime":239.725,"endTime":243.24,"body":"And that is not enough to"},{"startTime":239.725,"endTime":243.24,"body":"make someone buy from you."},{"startTime":243.265,"endTime":248.5,"body":"Because, yes,"},{"startTime":243.265,"endTime":248.5,"body":"you are a designer or you do brows,"},{"startTime":248.525,"endTime":255.48,"body":"but so do probably 100, if not 1,000, if"},{"startTime":248.525,"endTime":255.48,"body":"not tens of thousands of"},{"startTime":255.505,"endTime":258.26,"body":"other people across the world."},{"startTime":258.285,"endTime":262.76,"body":"So that in itself is not enough"},{"startTime":258.285,"endTime":262.76,"body":"to stand your brand out."},{"startTime":262.785,"endTime":267.72,"body":"That in itself is not enough to"},{"startTime":262.785,"endTime":267.72,"body":"make your dream client choose you."},{"startTime":267.745,"endTime":272.1,"body":"And this is when people"},{"startTime":267.745,"endTime":272.1,"body":"start to compete on price because"},{"startTime":272.125,"endTime":274.9,"body":"everyone's just saying,"},{"startTime":272.125,"endTime":274.9,"body":"oh, I'm a designer."},{"startTime":274.925,"endTime":276.735,"body":"I do brows."},{"startTime":274.925,"endTime":276.735,"body":"I'm a wedding photographer."},{"startTime":276.76,"endTime":278.04,"body":"But there's nothing else to differentiate."},{"startTime":278.065,"endTime":283.24,"body":"' So then what happens is you might go,"},{"startTime":278.065,"endTime":283.24,"body":"oh, well, I'm not really getting bookings."},{"startTime":283.265,"endTime":286.255,"body":"Like, I have a lot of competitors"},{"startTime":283.265,"endTime":286.255,"body":"and no one's booking with me."},{"startTime":286.28,"endTime":287.8,"body":"So I'm going to reduce my prices."},{"startTime":287.825,"endTime":289.22,"body":"I'm going to put on a sale."},{"startTime":289.245,"endTime":291.135,"body":"Blah blah blah, whatever it is."},{"startTime":291.16,"endTime":294.04,"body":"And then your competitor looks at that and"},{"startTime":291.16,"endTime":294.04,"body":"goes, oh, she's getting the bookings"},{"startTime":294.065,"endTime":295.24,"body":"because her prices are cheaper."},{"startTime":295.265,"endTime":298.76,"body":"Well, I'm going to undercut her and make"},{"startTime":295.265,"endTime":298.76,"body":"my prices cheaper so people come with me."},{"startTime":298.785,"endTime":302.72,"body":"And as you can see, that's just a race to"},{"startTime":298.785,"endTime":302.72,"body":"the bottom from that point once you start"},{"startTime":302.745,"endTime":305.36,"body":"looking at price as the"},{"startTime":302.745,"endTime":305.36,"body":"main differentiating factor."},{"startTime":305.385,"endTime":309.2,"body":"And that really comes from"},{"startTime":305.385,"endTime":309.2,"body":"not having anything else to differentiate"},{"startTime":309.225,"endTime":313.44,"body":"your brand because all you're doing is"},{"startTime":309.225,"endTime":313.44,"body":"focusing on the services you offer or the"},{"startTime":313.465,"endTime":318.3,"body":"thing that you sell and what"},{"startTime":313.465,"endTime":318.3,"body":"you do when that is not enough."},{"startTime":318.325,"endTime":323.1,"body":"Honestly, it's the least interesting"},{"startTime":318.325,"endTime":323.1,"body":"thing about you and about your business."},{"startTime":323.125,"endTime":327.28,"body":"So, yes, the people who are coming to you,"},{"startTime":323.125,"endTime":327.28,"body":"your dream clients, are going"},{"startTime":327.305,"endTime":329.26,"body":"to need what it is that you do."},{"startTime":329.285,"endTime":332.24,"body":"But that is not the reason that"},{"startTime":329.285,"endTime":332.24,"body":"they're going to choose you."},{"startTime":332.265,"endTime":336.22,"body":"They're going to choose"},{"startTime":332.265,"endTime":336.22,"body":"anyone who does facials."},{"startTime":336.245,"endTime":338.06,"body":"Anyone who does wedding photography."},{"startTime":338.085,"endTime":340.3,"body":"Anyone who does interior design."},{"startTime":340.325,"endTime":344.3,"body":"But they're looking for a specific kind"},{"startTime":340.325,"endTime":344.3,"body":"of person, a specific kind of approach."},{"startTime":344.325,"endTime":348.08,"body":"Something that speaks to them and the way"},{"startTime":344.325,"endTime":348.08,"body":"that they want to experience things and"},{"startTime":348.105,"endTime":350.14,"body":"the outcome that they want to achieve."},{"startTime":350.165,"endTime":354.7,"body":"So they need to see more than"},{"startTime":350.165,"endTime":354.7,"body":"just, oh, here are my prices."},{"startTime":354.725,"endTime":356.86,"body":"Here are my services."},{"startTime":356.885,"endTime":358.24,"body":"That's it."},{"startTime":358.265,"endTime":362.78,"body":"So what I really encourage you"},{"startTime":358.265,"endTime":362.78,"body":"to do is look beyond what you do."},{"startTime":362.805,"endTime":364.56,"body":"Look beyond services you offer."},{"startTime":364.585,"endTime":368.78,"body":"Look beyond what you are, as"},{"startTime":364.585,"endTime":368.78,"body":"in what your profession is."},{"startTime":368.805,"endTime":371.54,"body":"Because that's not what your"},{"startTime":368.805,"endTime":371.54,"body":"audience is gonna connect with."},{"startTime":371.565,"endTime":374.9,"body":"Yes."},{"startTime":371.565,"endTime":374.9,"body":"They are looking for an interior designer."},{"startTime":374.925,"endTime":378.44,"body":"So they come to your Instagram profile,"},{"startTime":374.925,"endTime":378.44,"body":"they see you're an interior designer."},{"startTime":378.465,"endTime":379.88,"body":"Perfect."},{"startTime":378.465,"endTime":379.88,"body":"We can leave it there."},{"startTime":379.905,"endTime":383.94,"body":"We no longer need to go on about our"},{"startTime":379.905,"endTime":383.94,"body":"services and our prices and"},{"startTime":383.965,"endTime":386.2,"body":"what it is that we actually do."},{"startTime":386.225,"endTime":390.015,"body":"What we need to go on about I'm not saying"},{"startTime":386.225,"endTime":390.015,"body":"the prices and and services and packages"},{"startTime":390.04,"endTime":392.66,"body":"aren't important because, yes,"},{"startTime":390.04,"endTime":392.66,"body":"people need to know those things."},{"startTime":392.685,"endTime":394.84,"body":"But I'm saying that is not the brand."},{"startTime":394.865,"endTime":397.9,"body":"That is not the focus of"},{"startTime":394.865,"endTime":397.9,"body":"what we should be doing here."},{"startTime":397.925,"endTime":402.7,"body":"What we need to be doing and what we need"},{"startTime":397.925,"endTime":402.7,"body":"to be focusing on is our approach,"},{"startTime":402.725,"endTime":405.92,"body":"how we do things, how we"},{"startTime":402.725,"endTime":405.92,"body":"help our clients get results."},{"startTime":405.945,"endTime":409.815,"body":"And this is where a lot of"},{"startTime":405.945,"endTime":409.815,"body":"uniqueness can actually come into it with"},{"startTime":409.84,"endTime":412.32,"body":"how we do things and what our"},{"startTime":409.84,"endTime":412.32,"body":"approach is and our method."},{"startTime":412.345,"endTime":414.6,"body":"Method, we also need to look at us as the"},{"startTime":412.345,"endTime":414.6,"body":"human behind the brand and"},{"startTime":414.625,"endTime":415.24,"body":"bring elements of us into it."},{"startTime":415.265,"endTime":417.04,"body":"So allow our audience to get to know us"},{"startTime":415.265,"endTime":417.04,"body":"through social media, through"},{"startTime":417.065,"endTime":419.58,"body":"what we're popping on there."},{"startTime":419.605,"endTime":425.44,"body":"So helping people get to know us, get to"},{"startTime":419.605,"endTime":425.44,"body":"know our personality,"},{"startTime":427.36,"endTime":431.44,"body":"and actually build a connexion with us as"},{"startTime":427.36,"endTime":431.44,"body":"the human behind the brand because that is"},{"startTime":431.465,"endTime":436.08,"body":"gonna do so much more"},{"startTime":431.465,"endTime":436.08,"body":"to allow them to actually want to choose"},{"startTime":436.105,"endTime":440.135,"body":"us than just by going on about,"},{"startTime":436.105,"endTime":440.135,"body":"I'm a designer."},{"startTime":440.16,"endTime":441.92,"body":"Here are my packages."},{"startTime":440.16,"endTime":441.92,"body":"Here are my prices."},{"startTime":441.945,"endTime":445.2,"body":"Because that in itself is not going to"},{"startTime":441.945,"endTime":445.2,"body":"build any kind of connexion with your"},{"startTime":445.225,"endTime":452.135,"body":"audience, any kind of friendship,"},{"startTime":445.225,"endTime":452.135,"body":"any kind of emotional bond at all."},{"startTime":452.16,"endTime":454.72,"body":"There's none of that is going to be built"},{"startTime":452.16,"endTime":454.72,"body":"just by talking about"},{"startTime":454.745,"endTime":455.94,"body":"those kind of things."},{"startTime":455.965,"endTime":459.56,"body":"We really need to build authority and show"},{"startTime":455.965,"endTime":459.56,"body":"our audience that we"},{"startTime":459.585,"endTime":462.1,"body":"know what we're doing."},{"startTime":459.585,"endTime":462.1,"body":"We can help them get results."},{"startTime":462.125,"endTime":466.44,"body":"We also need to build"},{"startTime":462.125,"endTime":466.44,"body":"a friendship level connexion because"},{"startTime":466.465,"endTime":470.74,"body":"without that, we are not going to be"},{"startTime":466.465,"endTime":470.74,"body":"able to get these clients over the line."},{"startTime":470.765,"endTime":473.535,"body":"You can't have it all 1"},{"startTime":470.765,"endTime":473.535,"body":"way or all the other way."},{"startTime":473.56,"endTime":477.0,"body":"You have to have this mixture of both and"},{"startTime":473.56,"endTime":477.0,"body":"that authority is really through, like I"},{"startTime":477.025,"endTime":480.94,"body":"said, talking about your methodology, how"},{"startTime":477.025,"endTime":480.94,"body":"you do things, your results,"},{"startTime":480.965,"endTime":485.1,"body":"talking about past clients and how you"},{"startTime":480.965,"endTime":485.1,"body":"help them get from a to b,"},{"startTime":485.125,"endTime":486.86,"body":"all those kind of things."},{"startTime":486.885,"endTime":491.68,"body":"And then to build that friendship level"},{"startTime":486.885,"endTime":491.68,"body":"side of things, that's where we really"},{"startTime":491.705,"endTime":495.48,"body":"want to bring in the personal branding"},{"startTime":491.705,"endTime":495.48,"body":"elements and show people a bit more behind"},{"startTime":495.505,"endTime":500.36,"body":"the scenes, what we get up to, who we are,"},{"startTime":495.505,"endTime":500.36,"body":"our personality traits, so they can"},{"startTime":500.385,"endTime":503.375,"body":"actually build a human"},{"startTime":500.385,"endTime":503.375,"body":"level connexion with us."},{"startTime":503.4,"endTime":503.72,"body":"All right."},{"startTime":503.745,"endTime":509.12,"body":"So lesson number 2 is that people"},{"startTime":503.745,"endTime":509.12,"body":"care about what's in it for them."},{"startTime":509.145,"endTime":509.4,"body":"Okay."},{"startTime":509.425,"endTime":513.58,"body":"So this is what you really need to be"},{"startTime":509.425,"endTime":513.58,"body":"thinking about when you"},{"startTime":513.605,"endTime":517.82,"body":"are posting content, when you are talking"},{"startTime":513.605,"endTime":517.82,"body":"about your brand,"},{"startTime":517.845,"endTime":519.9,"body":"whatever it is that you're doing."},{"startTime":519.925,"endTime":523.74,"body":"People do only care about"},{"startTime":519.925,"endTime":523.74,"body":"themselves at the end of the day."},{"startTime":523.765,"endTime":529.02,"body":"And I'm not saying people can't care about"},{"startTime":523.765,"endTime":529.02,"body":"others, but when it comes to purchasing"},{"startTime":529.045,"endTime":533.44,"body":"from you or working with you or that, you"},{"startTime":529.045,"endTime":533.44,"body":"know, your audience is choosing who they"},{"startTime":533.465,"endTime":536.88,"body":"want to work with, they're thinking about"},{"startTime":533.465,"endTime":536.88,"body":"what's in it for them because they"},{"startTime":536.905,"endTime":540.3,"body":"are the ones really taking the risk."},{"startTime":540.325,"endTime":543.9,"body":"They are the ones putting a"},{"startTime":540.325,"endTime":543.9,"body":"large amount of money down."},{"startTime":543.925,"endTime":549.6,"body":"They are the ones that, you know, are"},{"startTime":543.925,"endTime":549.6,"body":"taking a chance on you, hoping that you'll"},{"startTime":549.625,"endTime":552.18,"body":"be able to do what it is that they want."},{"startTime":552.205,"endTime":555.055,"body":"And, you know, we all know"},{"startTime":552.205,"endTime":555.055,"body":"you're amazing at what you do."},{"startTime":555.08,"endTime":557.16,"body":"You are going to be able to"},{"startTime":555.08,"endTime":557.16,"body":"do what your client wants."},{"startTime":557.185,"endTime":560.36,"body":"But we need to show them"},{"startTime":557.185,"endTime":560.36,"body":"that we can do that for them."},{"startTime":560.385,"endTime":566.26,"body":"We need to not convince them, but we need"},{"startTime":560.385,"endTime":566.26,"body":"to prove to them that we"},{"startTime":566.285,"endTime":567.78,"body":"are the correct choice."},{"startTime":567.805,"endTime":572.015,"body":"So we are going to be the ones"},{"startTime":567.805,"endTime":572.015,"body":"that can help them get from A to B."},{"startTime":572.04,"endTime":575.8,"body":"Because if we're not showing ways that we"},{"startTime":572.04,"endTime":575.8,"body":"can do that, we're not building that trust"},{"startTime":575.825,"endTime":580.5,"body":"with our audience,"},{"startTime":575.825,"endTime":580.5,"body":"it is going to feel like a big risk, a big"},{"startTime":580.525,"endTime":583.4,"body":"jump off at the edge of a cliff,"},{"startTime":580.525,"endTime":583.4,"body":"basically, for your audience."},{"startTime":583.425,"endTime":587.135,"body":"And we don't want them to feel like"},{"startTime":583.425,"endTime":587.135,"body":"that when they're investing in us."},{"startTime":587.16,"endTime":589.36,"body":"In fact, that's the last thing"},{"startTime":587.16,"endTime":589.36,"body":"we really want them to feel."},{"startTime":589.385,"endTime":592.46,"body":"We want them to feel super"},{"startTime":589.385,"endTime":592.46,"body":"confident in their decision."},{"startTime":592.485,"endTime":594.4,"body":"Like it's the right decision."},{"startTime":594.425,"endTime":596.38,"body":"It's a safe decision."},{"startTime":596.405,"endTime":598.86,"body":"It's something that is"},{"startTime":596.405,"endTime":598.86,"body":"going to get them results."},{"startTime":598.885,"endTime":602.375,"body":"I'm not saying you have to stand there and"},{"startTime":598.885,"endTime":602.375,"body":"guarantee results of some"},{"startTime":602.4,"endTime":603.44,"body":"kind for your audience."},{"startTime":603.465,"endTime":606.6,"body":"I don't really recommend anyone does that"},{"startTime":603.465,"endTime":606.6,"body":"because there's always other"},{"startTime":606.625,"endTime":608.66,"body":"factors that can come into play."},{"startTime":608.685,"endTime":612.68,"body":"But what I'm saying is we really need to"},{"startTime":608.685,"endTime":612.68,"body":"be showing our audience, sort of like I"},{"startTime":612.705,"endTime":616.02,"body":"mentioned in the first lesson, we need to"},{"startTime":612.705,"endTime":616.02,"body":"really be showing our audience,"},{"startTime":616.045,"endTime":622.04,"body":"here is the process, here is the method,"},{"startTime":616.045,"endTime":622.04,"body":"here is the signature strategy that"},{"startTime":622.065,"endTime":624.02,"body":"I'm going to be taking you through."},{"startTime":624.045,"endTime":627.94,"body":"Here's how I applied this same strategy to"},{"startTime":624.045,"endTime":627.94,"body":"another client,"},{"startTime":627.965,"endTime":632.6,"body":"and here were this client's issues or"},{"startTime":627.965,"endTime":632.6,"body":"struggles, and here's how I adapted the"},{"startTime":632.625,"endTime":635.32,"body":"strategy to fit her brand, or"},{"startTime":632.625,"endTime":635.32,"body":"whatever it is that you do."},{"startTime":635.345,"endTime":639.76,"body":"You know, if you do facials,"},{"startTime":635.345,"endTime":639.76,"body":"speaking about a client's issues, a"},{"startTime":639.785,"endTime":644.4,"body":"client's struggles and, you know, how you"},{"startTime":639.785,"endTime":644.4,"body":"tailored a particular facial or what"},{"startTime":644.425,"endTime":647.92,"body":"facial you used on her and why and"},{"startTime":644.425,"endTime":647.92,"body":"then how that helped, blah blah blah."},{"startTime":647.945,"endTime":650.84,"body":"What we're really trying to do is build"},{"startTime":647.945,"endTime":650.84,"body":"trust here because your"},{"startTime":650.865,"endTime":652.74,"body":"audience cares about themselves."},{"startTime":652.765,"endTime":656.12,"body":"They care about making the best"},{"startTime":652.765,"endTime":656.12,"body":"investments that they can because the"},{"startTime":656.145,"endTime":659.8,"body":"majority of you listening to this, you are"},{"startTime":656.145,"endTime":659.8,"body":"more so in that high ticket"},{"startTime":659.825,"endTime":661.08,"body":"service provider industry."},{"startTime":661.105,"endTime":665.6,"body":"I know a couple of you are product based"},{"startTime":661.105,"endTime":665.6,"body":"businesses and the same can really go for"},{"startTime":665.625,"endTime":670.46,"body":"that as well, where your audience"},{"startTime":665.625,"endTime":670.46,"body":"cares about what's in it for them."},{"startTime":670.485,"endTime":672.16,"body":"This really plays into messaging."},{"startTime":672.185,"endTime":676.3,"body":"I see this both with product based"},{"startTime":672.185,"endTime":676.3,"body":"businesses and service based businesses"},{"startTime":676.325,"endTime":680.56,"body":"where, like, for example, you might be"},{"startTime":676.325,"endTime":680.56,"body":"explaining why something costs so much."},{"startTime":680.585,"endTime":682.78,"body":"I see this a lot with"},{"startTime":680.585,"endTime":682.78,"body":"service based businesses."},{"startTime":682.805,"endTime":686.375,"body":"Like, here's why my photography"},{"startTime":682.805,"endTime":686.375,"body":"services cost so much."},{"startTime":686.4,"endTime":689.76,"body":"And then there's, you know, all this"},{"startTime":686.4,"endTime":689.76,"body":"information about all the work that goes"},{"startTime":689.785,"endTime":692.4,"body":"into what you do and all the effort and"},{"startTime":689.785,"endTime":692.4,"body":"the cost of the equipment"},{"startTime":692.425,"endTime":693.92,"body":"and all that kind of thing."},{"startTime":693.945,"endTime":697.895,"body":"So you're trying to justify your prices"},{"startTime":693.945,"endTime":697.895,"body":"and your audience doesn't care."},{"startTime":697.92,"endTime":699.12,"body":"Your audience does not care."},{"startTime":699.145,"endTime":702.46,"body":"I cringe every time I see that kind of"},{"startTime":699.145,"endTime":702.46,"body":"content because your audience"},{"startTime":702.485,"endTime":703.68,"body":"literally doesn't care."},{"startTime":703.705,"endTime":707.86,"body":"Like, they appreciate the amount of work"},{"startTime":703.705,"endTime":707.86,"body":"and effort that goes into it, yes,"},{"startTime":707.885,"endTime":712.095,"body":"But they don't need to sit there"},{"startTime":707.885,"endTime":712.095,"body":"and read about why it costs so much."},{"startTime":712.12,"endTime":715.48,"body":"If that is the reason you're justifying"},{"startTime":712.12,"endTime":715.48,"body":"your prices, then we need to take a"},{"startTime":715.505,"endTime":718.815,"body":"different approach because that is not how"},{"startTime":715.505,"endTime":718.815,"body":"you should be justifying the"},{"startTime":718.84,"endTime":719.88,"body":"prices that you're charging."},{"startTime":719.905,"endTime":723.08,"body":"In fact, you shouldn't need to justify"},{"startTime":719.905,"endTime":723.08,"body":"your prices at all if you're building the"},{"startTime":723.105,"endTime":726.735,"body":"rest of your brand correctly"},{"startTime":723.105,"endTime":726.735,"body":"and showing value in other ways."},{"startTime":726.76,"endTime":729.88,"body":"So we see that a lot with service based"},{"startTime":726.76,"endTime":729.88,"body":"businesses trying to sort of justify"},{"startTime":729.905,"endTime":733.48,"body":"prices or talk about why things take a"},{"startTime":729.905,"endTime":733.48,"body":"certain amount of time,"},{"startTime":733.505,"endTime":735.135,"body":"why things cost so much."},{"startTime":735.16,"endTime":737.58,"body":"Again, your audience cares"},{"startTime":735.16,"endTime":737.58,"body":"about what's in it for them."},{"startTime":737.605,"endTime":739.36,"body":"They don't care about this."},{"startTime":739.385,"endTime":743.44,"body":"With product based businesses, I see it a"},{"startTime":739.385,"endTime":743.44,"body":"lot where a business might be like, oh,"},{"startTime":743.465,"endTime":747.04,"body":"we're just a small business and we really"},{"startTime":743.465,"endTime":747.04,"body":"appreciate your support"},{"startTime":747.065,"endTime":748.24,"body":"in purchasing from us."},{"startTime":748.265,"endTime":754.055,"body":"And I see this a lot as well with little"},{"startTime":748.265,"endTime":754.055,"body":"thank you cards that you get from small"},{"startTime":754.08,"endTime":756.48,"body":"businesses when you receive the"},{"startTime":754.08,"endTime":756.48,"body":"order and it says, thank you."},{"startTime":756.505,"endTime":759.1,"body":"You've made our day"},{"startTime":756.505,"endTime":759.1,"body":"without with your purchase."},{"startTime":759.125,"endTime":760.94,"body":"I'm doing a happy dance."},{"startTime":760.965,"endTime":763.655,"body":"Like, your audience yes."},{"startTime":760.965,"endTime":763.655,"body":"That's very sweet."},{"startTime":763.68,"endTime":766.6,"body":"And your audience will probably feel a bit"},{"startTime":763.68,"endTime":766.6,"body":"warm and fuzzy because"},{"startTime":766.625,"endTime":767.7,"body":"they've made you happy."},{"startTime":767.725,"endTime":771.24,"body":"But do you see the issue"},{"startTime":767.725,"endTime":771.24,"body":"here, where this is about you?"},{"startTime":771.265,"endTime":773.06,"body":"You're making it about you."},{"startTime":773.085,"endTime":777.8,"body":"You're making it about"},{"startTime":773.085,"endTime":777.8,"body":"why you do things this way or how you're"},{"startTime":777.825,"endTime":781.78,"body":"feeling, when it actually"},{"startTime":777.825,"endTime":781.78,"body":"needs to be about the audience."},{"startTime":781.805,"endTime":787.14,"body":"It needs to be about the customer and how"},{"startTime":781.805,"endTime":787.14,"body":"they are feeling and how"},{"startTime":787.165,"endTime":791.72,"body":"they're going to experience the product or"},{"startTime":787.165,"endTime":791.72,"body":"the service or why they're"},{"startTime":791.745,"endTime":793.56,"body":"purchasing the product or service."},{"startTime":793.585,"endTime":798.18,"body":"We need to shift the focus"},{"startTime":793.585,"endTime":798.18,"body":"to make it about them"},{"startTime":798.205,"endTime":800.44,"body":"Because they are number 1 to themselves."},{"startTime":800.465,"endTime":803.4,"body":"Like, they're their own number"},{"startTime":800.465,"endTime":803.4,"body":"1, as as they should be."},{"startTime":803.425,"endTime":807.46,"body":"You know, everyone should be"},{"startTime":803.425,"endTime":807.46,"body":"number 1 in their own eyes."},{"startTime":807.485,"endTime":811.4,"body":"So the more we can make our brand about"},{"startTime":807.485,"endTime":811.4,"body":"our audience and I'm actually going to"},{"startTime":811.425,"endTime":815.695,"body":"touch on this in another lesson a little"},{"startTime":811.425,"endTime":815.695,"body":"later the more we can shift the brand to"},{"startTime":815.72,"endTime":819.32,"body":"make it about the audience and, like, put"},{"startTime":815.72,"endTime":819.32,"body":"the spotlight on the audience in these"},{"startTime":819.345,"endTime":822.255,"body":"kind of situations,"},{"startTime":819.345,"endTime":822.255,"body":"the better it's going to be."},{"startTime":822.28,"endTime":823.48,"body":"Because that's why they're buying."},{"startTime":823.505,"endTime":825.72,"body":"They're buying to improve their own life."},{"startTime":825.745,"endTime":832.0,"body":"They're not buying to improve your"},{"startTime":825.745,"endTime":832.0,"body":"life necessarily or do you a solid."},{"startTime":832.04,"endTime":837.16,"body":"They're probably happy they can support"},{"startTime":832.04,"endTime":837.16,"body":"you, but they're buying the thing or"},{"startTime":837.185,"endTime":841.72,"body":"they're investing in you to make their"},{"startTime":837.185,"endTime":841.72,"body":"life better, to improve their life, to"},{"startTime":841.745,"endTime":846.175,"body":"solve a problem, solve a challenge,"},{"startTime":841.745,"endTime":846.175,"body":"get closer to their dream"},{"startTime":846.2,"endTime":847.16,"body":"version of themselves."},{"startTime":847.185,"endTime":850.575,"body":"And that's what we need to focus on in a"},{"startTime":847.185,"endTime":850.575,"body":"lot of our messaging and"},{"startTime":850.6,"endTime":851.44,"body":"a lot of our content."},{"startTime":851.465,"endTime":855.82,"body":"We need to make it about them because"},{"startTime":851.465,"endTime":855.82,"body":"their purchase is about them."},{"startTime":855.845,"endTime":860.22,"body":"And without them purchasing, we don't even"},{"startTime":855.845,"endTime":860.22,"body":"have a business at the end of the day."},{"startTime":860.245,"endTime":863.9,"body":"So we need to make sure that"},{"startTime":860.245,"endTime":863.9,"body":"we keep a focus on that."},{"startTime":863.925,"endTime":865.04,"body":"Okay."},{"startTime":863.925,"endTime":865.04,"body":"3rd lesson."},{"startTime":865.065,"endTime":869.92,"body":"This is probably my favourite lesson of"},{"startTime":865.065,"endTime":869.92,"body":"all, is that you have to show up as the"},{"startTime":869.945,"endTime":873.74,"body":"brand that you wanna be before"},{"startTime":869.945,"endTime":873.74,"body":"you are that brand."},{"startTime":873.765,"endTime":876.64,"body":"Okay?"},{"startTime":873.765,"endTime":876.64,"body":"So this is like in a nutshell."},{"startTime":876.665,"endTime":879.18,"body":"If you're not into"},{"startTime":876.665,"endTime":879.18,"body":"manifestation, I'm sorry."},{"startTime":879.205,"endTime":885.9,"body":"But it really applies well to branding"},{"startTime":879.205,"endTime":885.9,"body":"from a very practical perspective."},{"startTime":885.925,"endTime":889.28,"body":"So it's really about thinking, okay."},{"startTime":889.305,"endTime":891.36,"body":"This is the kind of brand that I wanna be."},{"startTime":891.385,"endTime":892.88,"body":"Like, I wanna look like this."},{"startTime":892.905,"endTime":894.32,"body":"I want to sound like this."},{"startTime":894.345,"endTime":897.1,"body":"I want people to feel this way about me."},{"startTime":897.125,"endTime":899.74,"body":"I wanna show up like this."},{"startTime":897.125,"endTime":899.74,"body":"Okay."},{"startTime":899.765,"endTime":904.08,"body":"So if you have this vision for your brand,"},{"startTime":899.765,"endTime":904.08,"body":"why are you not showing"},{"startTime":904.105,"endTime":905.82,"body":"up as that right now?"},{"startTime":905.845,"endTime":912.46,"body":"Why are you still showing up as the"},{"startTime":905.845,"endTime":912.46,"body":"DIY, sort of thrown together in Canva"},{"startTime":912.485,"endTime":916.4,"body":"brand and you know it's a bit of a"},{"startTime":912.485,"endTime":916.4,"body":"mishmash of colours and fonts and you know"},{"startTime":916.425,"endTime":922.0,"body":"that, you know, you're chat gpt for every"},{"startTime":916.425,"endTime":922.0,"body":"caption and you don't have a unique voice"},{"startTime":922.025,"endTime":927.36,"body":"or unique personality or, you know, people"},{"startTime":922.025,"endTime":927.36,"body":"aren't flocking to you and seeing"},{"startTime":927.385,"endTime":930.26,"body":"you as the leader in your space."},{"startTime":930.285,"endTime":933.54,"body":"People aren't buying"},{"startTime":930.285,"endTime":933.54,"body":"from you like hotcakes."},{"startTime":933.565,"endTime":938.1,"body":"Why are you not showing up as that"},{"startTime":933.565,"endTime":938.1,"body":"big brand, that dream brand now?"},{"startTime":938.125,"endTime":939.32,"body":"Because you can."},{"startTime":939.345,"endTime":943.96,"body":"Like, it's not going to happen for you"},{"startTime":939.345,"endTime":943.96,"body":"before you start showing up as that."},{"startTime":943.985,"endTime":947.8,"body":"So if you're still showing up as that,"},{"startTime":943.985,"endTime":947.8,"body":"like, side hustle energy, that hobby"},{"startTime":947.825,"endTime":953.295,"body":"energy, that DIY thrown together,"},{"startTime":947.825,"endTime":953.295,"body":"almost uncaring energy, your"},{"startTime":953.32,"endTime":954.76,"body":"audience is going to pick up on that."},{"startTime":954.785,"endTime":956.82,"body":"Your audience is going to absorb that."},{"startTime":956.845,"endTime":958.26,"body":"They're going to see that."},{"startTime":958.285,"endTime":959.86,"body":"They're gonna feel that."},{"startTime":959.885,"endTime":963.64,"body":"And it's highly likely they're not going"},{"startTime":959.885,"endTime":963.64,"body":"to invest in you when it looks like you"},{"startTime":963.665,"endTime":967.94,"body":"can't even invest time or energy"},{"startTime":963.665,"endTime":967.94,"body":"or effort into your own brand."},{"startTime":967.965,"endTime":972.095,"body":"I know this sounds a bit harsh, but it is"},{"startTime":967.965,"endTime":972.095,"body":"honestly something that I see so much"},{"startTime":972.12,"endTime":975.4,"body":"where I like, there's a business owner"},{"startTime":972.12,"endTime":975.4,"body":"with this big dream, big vision for"},{"startTime":975.425,"endTime":977.06,"body":"how they want their brand to be."},{"startTime":977.085,"endTime":980.92,"body":"But their branding"},{"startTime":977.085,"endTime":980.92,"body":"and their messaging and their visuals and"},{"startTime":980.945,"endTime":986.495,"body":"everything still looks really half assed"},{"startTime":980.945,"endTime":986.495,"body":"and really, like, we've"},{"startTime":986.52,"endTime":987.64,"body":"just slapped it together."},{"startTime":987.665,"endTime":989.14,"body":"We don't really care."},{"startTime":989.165,"endTime":992.495,"body":"And I'm not saying you can't start like"},{"startTime":989.165,"endTime":992.495,"body":"that and you can't continue like"},{"startTime":992.52,"endTime":993.8,"body":"that because you absolutely can."},{"startTime":993.825,"endTime":999.04,"body":"I'm just saying if you want a fast track"},{"startTime":993.825,"endTime":999.04,"body":"to your success, this is gonna help so"},{"startTime":999.065,"endTime":1003.96,"body":"much because you can shift"},{"startTime":999.065,"endTime":1003.96,"body":"how your audience thinks about your brand"},{"startTime":1003.985,"endTime":1008.36,"body":"and how they feel about your brand"},{"startTime":1003.985,"endTime":1008.36,"body":"simply by changing how your"},{"startTime":1008.385,"endTime":1010.02,"body":"brand looks and sounds."},{"startTime":1010.045,"endTime":1011.78,"body":"It is really that simple."},{"startTime":1011.805,"endTime":1013.62,"body":"It's not rocket science."},{"startTime":1013.645,"endTime":1018.64,"body":"You can make changes today to your visuals"},{"startTime":1013.645,"endTime":1018.64,"body":"and your messaging that will shift how"},{"startTime":1018.665,"endTime":1022.32,"body":"your audience sees you, how"},{"startTime":1018.665,"endTime":1022.32,"body":"your audience feels about you."},{"startTime":1022.345,"endTime":1027.12,"body":"And how your audience sees you and feels"},{"startTime":1022.345,"endTime":1027.12,"body":"about you is going to determine"},{"startTime":1027.145,"endTime":1029.25,"body":"whether or not they buy from you."},{"startTime":1029.28,"endTime":1030.56,"body":"And this is everything."},{"startTime":1030.585,"endTime":1033.09,"body":"Like this is brand in a nutshell."},{"startTime":1033.12,"endTime":1038.16,"body":"If you can influence and impact how they"},{"startTime":1033.12,"endTime":1038.16,"body":"feel, you can influence and impact"},{"startTime":1038.185,"endTime":1040.22,"body":"whether or not they're gonna buy."},{"startTime":1040.245,"endTime":1043.735,"body":"That's it."},{"startTime":1040.245,"endTime":1043.735,"body":"It's as simple as branding really is."},{"startTime":1043.76,"endTime":1046.04,"body":"And, like, yes, there's obviously a lot"},{"startTime":1043.76,"endTime":1046.04,"body":"that goes into it and it's"},{"startTime":1046.065,"endTime":1047.8,"body":"actually building that out."},{"startTime":1047.825,"endTime":1051.98,"body":"But you can absolutely start to"},{"startTime":1047.825,"endTime":1051.98,"body":"make changes today to your brand."},{"startTime":1052.005,"endTime":1057.18,"body":"And if you wanna do that, I would actually"},{"startTime":1052.005,"endTime":1057.18,"body":"recommend jumping into The Brand Lab,"},{"startTime":1057.205,"endTime":1062.935,"body":"which is my programme that takes you"},{"startTime":1057.205,"endTime":1062.935,"body":"through my method of brand building."},{"startTime":1062.96,"endTime":1066.16,"body":"So we look at brand strategy, we look at"},{"startTime":1062.96,"endTime":1066.16,"body":"brand messaging, we look at content,"},{"startTime":1066.185,"endTime":1068.38,"body":"and we look at visual design."},{"startTime":1068.405,"endTime":1069.895,"body":"And it's self paced."},{"startTime":1069.92,"endTime":1072.16,"body":"You can walk through each"},{"startTime":1069.92,"endTime":1072.16,"body":"module at your own pace."},{"startTime":1072.185,"endTime":1074.04,"body":"You can also purchase individual modules."},{"startTime":1074.065,"endTime":1076.18,"body":"You don't have to buy all the modules."},{"startTime":1076.205,"endTime":1079.29,"body":"But if you want to start making changes to"},{"startTime":1076.205,"endTime":1079.29,"body":"your brain today,"},{"startTime":1079.32,"endTime":1083.775,"body":"grab 1 or all of those modules and start"},{"startTime":1079.32,"endTime":1083.775,"body":"working working through that and applying"},{"startTime":1083.8,"endTime":1087.32,"body":"that to a brand because that in itself is"},{"startTime":1083.8,"endTime":1087.32,"body":"gonna make a huge difference to your brand"},{"startTime":1087.345,"endTime":1091.94,"body":"when you start applying my methods"},{"startTime":1087.345,"endTime":1091.94,"body":"and strategies to what you're doing."},{"startTime":1091.965,"endTime":1092.2,"body":"Okay."},{"startTime":1092.225,"endTime":1098.18,"body":"So if you know that you are still showing"},{"startTime":1092.225,"endTime":1098.18,"body":"up in that DIY slapped together hobby"},{"startTime":1098.205,"endTime":1103.44,"body":"energy, but you have big brand energy that"},{"startTime":1098.205,"endTime":1103.44,"body":"you want to tap into, or you have these"},{"startTime":1103.465,"endTime":1108.24,"body":"big visions and dreams and goals of how"},{"startTime":1103.465,"endTime":1108.24,"body":"you want your brand to look and feel and"},{"startTime":1108.265,"endTime":1114.01,"body":"sound and how you want people to"},{"startTime":1108.265,"endTime":1114.01,"body":"experience it, please start taking steps"},{"startTime":1114.04,"endTime":1117.38,"body":"to show up as that big"},{"startTime":1114.04,"endTime":1117.38,"body":"brand today because you can."},{"startTime":1117.405,"endTime":1120.57,"body":"There is no reason why you can't."},{"startTime":1120.6,"endTime":1124.36,"body":"And until you start showing up as that"},{"startTime":1120.6,"endTime":1124.36,"body":"brand, your audience is never"},{"startTime":1124.385,"endTime":1126.01,"body":"going to see you as that brand."},{"startTime":1126.04,"endTime":1129.48,"body":"They're never going to see you the way you"},{"startTime":1126.04,"endTime":1129.48,"body":"want to be seen if you keep"},{"startTime":1129.505,"endTime":1133.38,"body":"showing up in this small energy."},{"startTime":1133.405,"endTime":1133.8,"body":"Alright."},{"startTime":1133.825,"endTime":1137.8,"body":"So lesson number 4 is visuals are the open"},{"startTime":1133.825,"endTime":1137.8,"body":"door and messaging is"},{"startTime":1137.825,"endTime":1138.88,"body":"what makes them stay."},{"startTime":1138.905,"endTime":1144.38,"body":"So there is such a huge interconnection"},{"startTime":1138.905,"endTime":1144.38,"body":"between your visual branding, so logos,"},{"startTime":1144.405,"endTime":1147.92,"body":"colours, fonts, patterns, illustrations,"},{"startTime":1144.405,"endTime":1147.92,"body":"packaging, all that kind of"},{"startTime":1147.945,"endTime":1149.9,"body":"thing and then messaging."},{"startTime":1149.925,"endTime":1153.84,"body":"So messaging being what you're"},{"startTime":1149.925,"endTime":1153.84,"body":"saying and how you're saying it."},{"startTime":1153.865,"endTime":1158.76,"body":"There is such a huge connexion between"},{"startTime":1153.865,"endTime":1158.76,"body":"these and you must have both nailed down"},{"startTime":1158.785,"endTime":1161.01,"body":"in order to have a successful brand."},{"startTime":1161.04,"endTime":1164.08,"body":"You're not gonna find a successful brand"},{"startTime":1161.04,"endTime":1164.08,"body":"that only has 1 half of the equation"},{"startTime":1164.105,"endTime":1169.36,"body":"because what happens if your visuals,"},{"startTime":1164.105,"endTime":1169.36,"body":"your visual branding, is on point but the"},{"startTime":1169.385,"endTime":1174.4,"body":"messaging is not, is people are going to"},{"startTime":1169.385,"endTime":1174.4,"body":"see the visuals, your ideal client or"},{"startTime":1174.425,"endTime":1177.655,"body":"customer will see them go, oh, love, and"},{"startTime":1174.425,"endTime":1177.655,"body":"like in their mind"},{"startTime":1177.68,"endTime":1178.72,"body":"they're attracted to it."},{"startTime":1178.745,"endTime":1180.33,"body":"They're aligned to it."},{"startTime":1180.36,"endTime":1184.2,"body":"But then as they continue reading because"},{"startTime":1180.36,"endTime":1184.2,"body":"they're thinking about buying from you"},{"startTime":1184.225,"endTime":1187.935,"body":"because you've hooked them in with the"},{"startTime":1184.225,"endTime":1187.935,"body":"visuals, they're thinking about buying"},{"startTime":1187.96,"endTime":1189.32,"body":"from you, but they're reading now."},{"startTime":1189.345,"endTime":1192.44,"body":"So they're reading your content or they've"},{"startTime":1189.345,"endTime":1192.44,"body":"picked your packaging off the shelf."},{"startTime":1192.465,"endTime":1194.76,"body":"They're reading the box."},{"startTime":1192.465,"endTime":1194.76,"body":"Whatever it is."},{"startTime":1194.785,"endTime":1197.135,"body":"They're reading your website."},{"startTime":1197.16,"endTime":1200.12,"body":"That messaging, if it's not on point,"},{"startTime":1197.16,"endTime":1200.12,"body":"it's not going to speak to them."},{"startTime":1200.145,"endTime":1201.4,"body":"It's actually going to feel a bit weird."},{"startTime":1201.425,"endTime":1205.855,"body":"It's going to feel a little bit"},{"startTime":1201.425,"endTime":1205.855,"body":"disconnected from the rest of the brand."},{"startTime":1205.88,"endTime":1209.4,"body":"It's going to feel a bit disjointed, and"},{"startTime":1205.88,"endTime":1209.4,"body":"that's going to break a bit of trust with"},{"startTime":1209.425,"endTime":1213.14,"body":"your audience, which is likely"},{"startTime":1209.425,"endTime":1213.14,"body":"going to turn them off buying."},{"startTime":1213.165,"endTime":1216.04,"body":"They were thinking about"},{"startTime":1213.165,"endTime":1216.04,"body":"it, but your messaging tipped"},{"startTime":1216.065,"endTime":1218.84,"body":"them back the other way to a no."},{"startTime":1218.865,"endTime":1222.09,"body":"Let's go find somewhere"},{"startTime":1218.865,"endTime":1222.09,"body":"else I can buy this from."},{"startTime":1222.12,"endTime":1222.77,"body":"Okay."},{"startTime":1222.8,"endTime":1227.495,"body":"Now if you have visuals that aren't on"},{"startTime":1222.8,"endTime":1227.495,"body":"point, that your messaging is on point,"},{"startTime":1227.52,"endTime":1230.88,"body":"people unfortunately aren't even going to"},{"startTime":1227.52,"endTime":1230.88,"body":"get to the messaging because they're"},{"startTime":1230.905,"endTime":1232.32,"body":"gonna be turned off by the visuals."},{"startTime":1232.345,"endTime":1236.215,"body":"Your dream client or customer will see the"},{"startTime":1232.345,"endTime":1236.215,"body":"visuals and go, oh, or, like, oh,"},{"startTime":1236.24,"endTime":1237.57,"body":"that doesn't look very trustworthy."},{"startTime":1237.6,"endTime":1240.615,"body":"That is not very professional,"},{"startTime":1237.6,"endTime":1240.615,"body":"whatever it is."},{"startTime":1240.64,"endTime":1243.04,"body":"So they're not even gonna get to"},{"startTime":1240.64,"endTime":1243.04,"body":"the point of reading your content."},{"startTime":1243.065,"endTime":1247.09,"body":"They're not even gonna get to the point of"},{"startTime":1243.065,"endTime":1247.09,"body":"reading the amazing copy on your packaging"},{"startTime":1247.12,"endTime":1249.33,"body":"because they've been"},{"startTime":1247.12,"endTime":1249.33,"body":"turned off by the visuals."},{"startTime":1249.36,"endTime":1252.6,"body":"So the way I like to look at it, the"},{"startTime":1249.36,"endTime":1252.6,"body":"visuals, that that's the"},{"startTime":1252.625,"endTime":1253.92,"body":"open door to your brand."},{"startTime":1253.945,"endTime":1256.38,"body":"It's a welcoming open door."},{"startTime":1256.405,"endTime":1260.38,"body":"So we want people walking into your brand"},{"startTime":1256.405,"endTime":1260.38,"body":"and then the messaging"},{"startTime":1260.405,"endTime":1262.48,"body":"is sort of the rest of the house."},{"startTime":1262.505,"endTime":1265.9,"body":"You know, the furniture inside and the"},{"startTime":1262.505,"endTime":1265.9,"body":"decorations on the walls,"},{"startTime":1265.925,"endTime":1267.415,"body":"that makes them stay."},{"startTime":1267.44,"endTime":1268.88,"body":"Then they're like, oh,"},{"startTime":1267.44,"endTime":1268.88,"body":"this is really nice."},{"startTime":1268.905,"endTime":1269.76,"body":"Okay."},{"startTime":1268.905,"endTime":1269.76,"body":"I'm gonna hang around."},{"startTime":1269.785,"endTime":1271.36,"body":"I'm gonna stay."},{"startTime":1269.785,"endTime":1271.36,"body":"I really like it here."},{"startTime":1271.385,"endTime":1272.86,"body":"And then they buy from you."},{"startTime":1272.885,"endTime":1274.64,"body":"So 1 thing leads to the next."},{"startTime":1274.665,"endTime":1278.72,"body":"Visuals lead to the messaging, which leads"},{"startTime":1274.665,"endTime":1278.72,"body":"to the purchase as long as you've"},{"startTime":1278.745,"endTime":1280.81,"body":"done the other 2 things correctly."},{"startTime":1280.84,"endTime":1285.88,"body":"So this is why I really encourage people"},{"startTime":1280.84,"endTime":1285.88,"body":"to look at both of these things together."},{"startTime":1285.905,"endTime":1289.96,"body":"And this is why with many of my clients, I"},{"startTime":1285.905,"endTime":1289.96,"body":"work on visuals and messaging with"},{"startTime":1289.985,"endTime":1291.695,"body":"them instead of just 1 or the other."},{"startTime":1291.72,"endTime":1293.8,"body":"There are some clients where"},{"startTime":1291.72,"endTime":1293.8,"body":"I might just do visuals."},{"startTime":1293.825,"endTime":1297.16,"body":"It all depends on timelines and"},{"startTime":1293.825,"endTime":1297.16,"body":"budgets and what they want to achieve."},{"startTime":1297.185,"endTime":1302.66,"body":"But I would say 80% of my clients,"},{"startTime":1297.185,"endTime":1302.66,"body":"we do visuals and we do messaging work"},{"startTime":1302.685,"endTime":1306.2,"body":"because it is that important"},{"startTime":1302.685,"endTime":1306.2,"body":"to have all of these things things in"},{"startTime":1306.225,"endTime":1311.48,"body":"alignment, feeling really cohesive,"},{"startTime":1306.225,"endTime":1311.48,"body":"to build that trust with your audience,"},{"startTime":1311.505,"endTime":1313.695,"body":"to encourage them to buy from you."},{"startTime":1313.72,"endTime":1317.16,"body":"And as I mentioned before, I do have a"},{"startTime":1313.72,"endTime":1317.16,"body":"messaging module inside the Brand Labs."},{"startTime":1317.185,"endTime":1320.96,"body":"If you want to explore messaging in more"},{"startTime":1317.185,"endTime":1320.96,"body":"detail, you can either work with me"},{"startTime":1320.985,"endTime":1324.24,"body":"directly on that or you can jump into the"},{"startTime":1320.985,"endTime":1324.24,"body":"Brand Lab and start exploring"},{"startTime":1324.265,"endTime":1325.9,"body":"that in your own time."},{"startTime":1325.925,"endTime":1329.33,"body":"And I'll have that all linked down in"},{"startTime":1325.925,"endTime":1329.33,"body":"the show notes if you're interested."},{"startTime":1329.36,"endTime":1331.98,"body":"Okay."},{"startTime":1329.36,"endTime":1331.98,"body":"Lesson number 5."},{"startTime":1332.005,"endTime":1335.86,"body":"You are the centre"},{"startTime":1332.005,"endTime":1335.86,"body":"of your brand's universe."},{"startTime":1335.885,"endTime":1340.76,"body":"So what I mean by this is I'm kind of"},{"startTime":1335.885,"endTime":1340.76,"body":"counteracting a little bit of what I said"},{"startTime":1340.785,"endTime":1344.52,"body":"earlier in the episode, but I have said"},{"startTime":1340.785,"endTime":1344.52,"body":"this quite a few times in the past."},{"startTime":1344.545,"endTime":1347.175,"body":"So bear with me, it'll make sense."},{"startTime":1347.2,"endTime":1350.32,"body":"Your audience is extremely important and"},{"startTime":1347.2,"endTime":1350.32,"body":"we need to focus on our audience"},{"startTime":1350.345,"endTime":1351.28,"body":"and a lot of what we do."},{"startTime":1351.305,"endTime":1354.855,"body":"So when I was talking about, you know,"},{"startTime":1351.305,"endTime":1354.855,"body":"your audience wants to know what's in it"},{"startTime":1354.88,"endTime":1357.28,"body":"for them, they're just thinking about"},{"startTime":1354.88,"endTime":1357.28,"body":"themselves, they really"},{"startTime":1357.305,"endTime":1359.09,"body":"just care about themselves."},{"startTime":1359.12,"endTime":1361.6,"body":"We need to consider them with"},{"startTime":1359.12,"endTime":1361.6,"body":"everything that we're doing."},{"startTime":1361.625,"endTime":1365.04,"body":"We need to make sure things are aligned to"},{"startTime":1361.625,"endTime":1365.04,"body":"them and that they're going to be able to"},{"startTime":1365.065,"endTime":1368.0,"body":"see the value,"},{"startTime":1365.065,"endTime":1368.0,"body":"experience what it's going to be like to"},{"startTime":1368.025,"endTime":1371.02,"body":"work with you, see what's in it for them."},{"startTime":1368.025,"endTime":1371.02,"body":"All of the things."},{"startTime":1371.045,"endTime":1375.975,"body":"But at the same time, I am a firm believer"},{"startTime":1371.045,"endTime":1375.975,"body":"that you are the centre"},{"startTime":1376.0,"endTime":1377.12,"body":"of your brand's universe."},{"startTime":1377.145,"endTime":1381.02,"body":"You are the most important person"},{"startTime":1377.145,"endTime":1381.02,"body":"in your brand."},{"startTime":1381.045,"endTime":1387.44,"body":"And I feel like not enough business owners"},{"startTime":1381.045,"endTime":1387.44,"body":"realise this because what happens when you"},{"startTime":1387.465,"endTime":1391.84,"body":"put only the focus on your audience and"},{"startTime":1387.465,"endTime":1391.84,"body":"you take yourself out of the equation"},{"startTime":1391.865,"endTime":1394.05,"body":"is you build a brand for your audience."},{"startTime":1394.08,"endTime":1397.52,"body":"And that's not necessarily a bad thing,"},{"startTime":1394.08,"endTime":1397.52,"body":"but the issue when we remove ourselves"},{"startTime":1397.545,"endTime":1400.48,"body":"from the equation is that we aren't"},{"startTime":1397.545,"endTime":1400.48,"body":"ourselves from the equation is that we"},{"startTime":1400.505,"endTime":1401.92,"body":"aren't building a brand that we also love."},{"startTime":1401.945,"endTime":1405.815,"body":"We're building something that other people"},{"startTime":1401.945,"endTime":1405.815,"body":"are gonna love and other people are gonna"},{"startTime":1405.84,"endTime":1408.88,"body":"buy from, but is that gonna be sustainable"},{"startTime":1405.84,"endTime":1408.88,"body":"in the long term, especially"},{"startTime":1408.905,"endTime":1411.2,"body":"if we are solopreneurs?"},{"startTime":1413.72,"endTime":1414.495,"body":"No."},{"startTime":1414.52,"endTime":1417.64,"body":"Because you're going to fall out of love"},{"startTime":1414.52,"endTime":1417.64,"body":"with what you've created because you"},{"startTime":1417.665,"endTime":1419.8,"body":"haven't created it from your heart."},{"startTime":1419.825,"endTime":1422.26,"body":"You're creating it for the"},{"startTime":1419.825,"endTime":1422.26,"body":"hearts of other people."},{"startTime":1422.285,"endTime":1426.04,"body":"And I just feel really strongly about this"},{"startTime":1422.285,"endTime":1426.04,"body":"because I have experienced this myself"},{"startTime":1426.065,"endTime":1428.52,"body":"in my own business a number of times."},{"startTime":1428.545,"endTime":1432.02,"body":"Like it does happen from time to time"},{"startTime":1428.545,"endTime":1432.02,"body":"where I realise,"},{"startTime":1432.045,"endTime":1433.86,"body":"sort of, what I've been building."},{"startTime":1433.885,"endTime":1438.6,"body":"It hasn't, like, really been for me"},{"startTime":1433.885,"endTime":1438.6,"body":"necessarily or parts of my business"},{"startTime":1438.625,"endTime":1440.76,"body":"have not been centred around me."},{"startTime":1440.785,"endTime":1446.4,"body":"And so it's led to, you know, some kind of"},{"startTime":1440.785,"endTime":1446.4,"body":"feeling of a little bit of frustration or"},{"startTime":1446.425,"endTime":1450.255,"body":"a little bit of anger with my business"},{"startTime":1446.425,"endTime":1450.255,"body":"and then I have to change things."},{"startTime":1450.28,"endTime":1452.68,"body":"Whatever it may be, a lot of us have"},{"startTime":1450.28,"endTime":1452.68,"body":"experienced this from"},{"startTime":1452.705,"endTime":1454.5,"body":"time to time, I'm sure."},{"startTime":1454.525,"endTime":1458.36,"body":"But it's really about we need to think,"},{"startTime":1454.525,"endTime":1458.36,"body":"okay, me as the business owner and the"},{"startTime":1458.385,"endTime":1462.84,"body":"brand owner, the person who is the"},{"startTime":1458.385,"endTime":1462.84,"body":"backbone here, why am I not"},{"startTime":1462.865,"endTime":1464.76,"body":"building my brand to suit me?"},{"startTime":1464.785,"endTime":1468.44,"body":"Why am I not building my brand into"},{"startTime":1464.785,"endTime":1468.44,"body":"something that I love and"},{"startTime":1468.465,"endTime":1470.175,"body":"I'm obsessed with first."},{"startTime":1470.2,"endTime":1472.76,"body":"So this is the way I want you"},{"startTime":1470.2,"endTime":1472.76,"body":"to think about brand building."},{"startTime":1472.785,"endTime":1476.74,"body":"I want you to think about you"},{"startTime":1472.785,"endTime":1476.74,"body":"at the centre of the universe."},{"startTime":1476.765,"endTime":1480.98,"body":"You're building a brand that you're"},{"startTime":1476.765,"endTime":1480.98,"body":"obsessed with and that you love."},{"startTime":1481.005,"endTime":1486.96,"body":"And then we start to look at, okay, now"},{"startTime":1481.005,"endTime":1486.96,"body":"what kind of audience can we bring in that"},{"startTime":1486.985,"endTime":1490.22,"body":"is going to be just as"},{"startTime":1486.985,"endTime":1490.22,"body":"obsessed with this as me?"},{"startTime":1490.245,"endTime":1493.42,"body":"So instead of building it around your"},{"startTime":1490.245,"endTime":1493.42,"body":"audience first,"},{"startTime":1493.445,"endTime":1495.02,"body":"we build around them second."},{"startTime":1495.045,"endTime":1496.22,"body":"You are first."},{"startTime":1496.245,"endTime":1500.415,"body":"We build around you first and then we"},{"startTime":1496.245,"endTime":1500.415,"body":"identify the right kind of person who's"},{"startTime":1500.44,"endTime":1502.5,"body":"going to come in and resonate"},{"startTime":1500.44,"endTime":1502.5,"body":"with what we've built."},{"startTime":1502.525,"endTime":1506.74,"body":"This is going to be so much easier when it"},{"startTime":1502.525,"endTime":1506.74,"body":"comes to creating content,"},{"startTime":1506.765,"endTime":1512.5,"body":"creating new services or packages,"},{"startTime":1506.765,"endTime":1512.5,"body":"when it comes to showing up on socials"},{"startTime":1512.525,"endTime":1517.28,"body":"with your own face, your own voice, when"},{"startTime":1512.525,"endTime":1517.28,"body":"it comes to doing calls with"},{"startTime":1517.305,"endTime":1519.81,"body":"clients, for example, on Zoom."},{"startTime":1519.84,"endTime":1524.72,"body":"When it comes to anything like this,"},{"startTime":1519.84,"endTime":1524.72,"body":"having a brand that you have built for you"},{"startTime":1524.745,"endTime":1528.84,"body":"first and that you are completely obsessed"},{"startTime":1524.745,"endTime":1528.84,"body":"with means you can back your own brand and"},{"startTime":1528.865,"endTime":1534.5,"body":"you can really stand up from the rooftops"},{"startTime":1528.865,"endTime":1534.5,"body":"and go I am amazing at what I do."},{"startTime":1534.525,"endTime":1536.5,"body":"I know I can get you results."},{"startTime":1536.525,"endTime":1537.64,"body":"I love my brand."},{"startTime":1537.665,"endTime":1540.38,"body":"My brand is gonna change your life."},{"startTime":1540.405,"endTime":1541.36,"body":"Blah blah blah."},{"startTime":1541.385,"endTime":1545.12,"body":"Like you can really back yourself because"},{"startTime":1541.385,"endTime":1545.12,"body":"you love what you've built"},{"startTime":1545.145,"endTime":1547.02,"body":"and you fully believe in it."},{"startTime":1547.045,"endTime":1550.28,"body":"And I just have seen this happen so much,"},{"startTime":1547.045,"endTime":1550.28,"body":"particularly with past clients"},{"startTime":1550.305,"endTime":1552.46,"body":"who've come to me for a rebrand."},{"startTime":1552.485,"endTime":1556.72,"body":"A lot of them had fallen so far out of"},{"startTime":1552.485,"endTime":1556.72,"body":"love with their old brand that they just"},{"startTime":1556.745,"endTime":1558.455,"body":"refused to market themselves anymore."},{"startTime":1558.48,"endTime":1560.08,"body":"They refused to shop on social media."},{"startTime":1560.105,"endTime":1562.05,"body":"They don't want to show"},{"startTime":1560.105,"endTime":1562.05,"body":"anyone their website."},{"startTime":1562.08,"endTime":1564.56,"body":"And can you imagine what"},{"startTime":1562.08,"endTime":1564.56,"body":"that is doing to their brand?"},{"startTime":1564.585,"endTime":1566.615,"body":"Like, they're not getting any interest."},{"startTime":1566.64,"endTime":1567.68,"body":"They're not getting inquiries."},{"startTime":1567.705,"endTime":1570.32,"body":"They're not getting sales, whatever it is,"},{"startTime":1567.705,"endTime":1570.32,"body":"because they're not showing up"},{"startTime":1570.345,"endTime":1571.6,"body":"because they don't love their brand."},{"startTime":1571.625,"endTime":1573.32,"body":"Because they didn't"},{"startTime":1571.625,"endTime":1573.32,"body":"build the brand for them."},{"startTime":1573.345,"endTime":1576.295,"body":"That's when we have to go back to square 1"},{"startTime":1573.345,"endTime":1576.295,"body":"and go, okay, let's"},{"startTime":1576.32,"endTime":1577.36,"body":"build this brand for me."},{"startTime":1577.385,"endTime":1579.72,"body":"I'm building this brand for me into"},{"startTime":1577.385,"endTime":1579.72,"body":"something that I love"},{"startTime":1579.745,"endTime":1580.6,"body":"and I'm obsessed with."},{"startTime":1580.625,"endTime":1583.16,"body":"And then I'm gonna make sure that it's"},{"startTime":1580.625,"endTime":1583.16,"body":"gonna suit the right"},{"startTime":1583.185,"endTime":1584.72,"body":"kind of audience as well."},{"startTime":1584.745,"endTime":1587.68,"body":"So I look at it as the"},{"startTime":1584.745,"endTime":1587.68,"body":"branding sweet spot."},{"startTime":1587.705,"endTime":1591.2,"body":"I've mentioned this a few times where if"},{"startTime":1587.705,"endTime":1591.2,"body":"you think of a Venn diagram with 2"},{"startTime":1591.225,"endTime":1595.9,"body":"circles, in 1 circle we've got you and in"},{"startTime":1591.225,"endTime":1595.9,"body":"the other circle we've got your audience."},{"startTime":1595.925,"endTime":1599.02,"body":"And we're gonna overlap those 2 circles."},{"startTime":1599.045,"endTime":1603.5,"body":"And in that overlap section in the"},{"startTime":1599.045,"endTime":1603.5,"body":"middle, that is where your brand lives."},{"startTime":1603.525,"endTime":1607.44,"body":"That is what we have to find because"},{"startTime":1603.525,"endTime":1607.44,"body":"that's the intersection of what you love"},{"startTime":1607.465,"endTime":1610.4,"body":"and what you're obsessed with and what"},{"startTime":1607.465,"endTime":1610.4,"body":"your audience loves and"},{"startTime":1610.425,"endTime":1611.7,"body":"what they're obsessed with."},{"startTime":1611.725,"endTime":1615.055,"body":"Because, again, if we go too far 1 way or"},{"startTime":1611.725,"endTime":1615.055,"body":"too far the other, we're not"},{"startTime":1615.08,"endTime":1616.52,"body":"going to have a successful brand."},{"startTime":1616.545,"endTime":1619.64,"body":"If our audience loves everything, but we"},{"startTime":1616.545,"endTime":1619.64,"body":"hate it as the business owner,"},{"startTime":1619.665,"endTime":1621.56,"body":"we're going to stop showing up."},{"startTime":1619.665,"endTime":1621.56,"body":"We're going to stop marketing."},{"startTime":1621.585,"endTime":1623.38,"body":"The business is going to die."},{"startTime":1623.405,"endTime":1627.135,"body":"If we love it, but our audience doesn't,"},{"startTime":1623.405,"endTime":1627.135,"body":"we're not going to make sales"},{"startTime":1627.16,"endTime":1628.52,"body":"because they don't connect with it."},{"startTime":1628.545,"endTime":1629.92,"body":"They don't align with it."},{"startTime":1629.945,"endTime":1634.38,"body":"So we have to have that overlap, but"},{"startTime":1629.945,"endTime":1634.38,"body":"I want you to start with you first."},{"startTime":1634.405,"endTime":1636.26,"body":"Always with you first."},{"startTime":1636.285,"endTime":1641.22,"body":"And then my last lesson is focused around"},{"startTime":1636.285,"endTime":1641.22,"body":"your audience and it is"},{"startTime":1641.245,"endTime":1645.54,"body":"your audience is more than an"},{"startTime":1641.245,"endTime":1645.54,"body":"age, location, and a hobby list."},{"startTime":1645.565,"endTime":1651.08,"body":"So the traditional way of identifying your"},{"startTime":1645.565,"endTime":1651.08,"body":"target audience is, oh, how old are they?"},{"startTime":1651.105,"endTime":1652.26,"body":"Where do they live?"},{"startTime":1652.285,"endTime":1654.015,"body":"How much do they earn?"},{"startTime":1654.04,"endTime":1655.32,"body":"What what are their hobbies?"},{"startTime":1655.345,"endTime":1657.88,"body":"What are their personality traits?"},{"startTime":1655.345,"endTime":1657.88,"body":"Do they have kids?"},{"startTime":1657.905,"endTime":1659.46,"body":"Do they have pets?"},{"startTime":1659.485,"endTime":1665.26,"body":"All these kind of things that just almost"},{"startTime":1659.485,"endTime":1665.26,"body":"dehumanises them in a way."},{"startTime":1665.285,"endTime":1669.57,"body":"And I know this way has been used"},{"startTime":1665.285,"endTime":1669.57,"body":"for so long and it's not wrong."},{"startTime":1669.6,"endTime":1672.29,"body":"It's just not enough."},{"startTime":1672.32,"endTime":1676.32,"body":"It's not going deep enough into"},{"startTime":1672.32,"endTime":1676.32,"body":"the human that they actually are."},{"startTime":1676.345,"endTime":1680.38,"body":"Because when we do it the traditional way,"},{"startTime":1676.345,"endTime":1680.38,"body":"like I said, it feels a bit dehumanising."},{"startTime":1680.405,"endTime":1684.375,"body":"It just feels sort of like we're filling"},{"startTime":1680.405,"endTime":1684.375,"body":"in a form for the government or something"},{"startTime":1684.4,"endTime":1686.84,"body":"and we're just filling in"},{"startTime":1684.4,"endTime":1686.84,"body":"basic details about ourselves."},{"startTime":1686.865,"endTime":1689.64,"body":"Like they don't actually care about"},{"startTime":1686.865,"endTime":1689.64,"body":"who we are and what we're all about."},{"startTime":1689.665,"endTime":1691.62,"body":"They just need basic details."},{"startTime":1691.645,"endTime":1694.33,"body":"And your audience is"},{"startTime":1691.645,"endTime":1694.33,"body":"so much more than that."},{"startTime":1694.36,"endTime":1698.9,"body":"There's so much more that goes on in their"},{"startTime":1694.36,"endTime":1698.9,"body":"mind and in their world"},{"startTime":1698.925,"endTime":1705.88,"body":"that you need to tap into in order to"},{"startTime":1698.925,"endTime":1705.88,"body":"create content, create services, create a"},{"startTime":1705.905,"endTime":1709.36,"body":"brand that is gonna"},{"startTime":1705.905,"endTime":1709.36,"body":"speak so deeply to them."},{"startTime":1709.385,"endTime":1711.9,"body":"That is gonna actually change their lives."},{"startTime":1711.925,"endTime":1715.57,"body":"So what I really want you to think about"},{"startTime":1711.925,"endTime":1715.57,"body":"when it comes to defining"},{"startTime":1715.6,"endTime":1721.33,"body":"your dream audience and your dream client"},{"startTime":1715.6,"endTime":1721.33,"body":"is what are they thinking?"},{"startTime":1721.36,"endTime":1723.09,"body":"What are they feeling?"},{"startTime":1723.12,"endTime":1724.94,"body":"What are they experiencing?"},{"startTime":1724.965,"endTime":1727.5,"body":"3 really simple categories."},{"startTime":1727.525,"endTime":1729.26,"body":"Thinking, feeling, experiencing."},{"startTime":1729.285,"endTime":1733.88,"body":"And then I want you to do that"},{"startTime":1729.285,"endTime":1733.88,"body":"with what are they thinking, feeling, and"},{"startTime":1733.905,"endTime":1737.88,"body":"experiencing before they work with"},{"startTime":1733.905,"endTime":1737.88,"body":"you, before they buy from you."},{"startTime":1737.905,"endTime":1738.2,"body":"Okay."},{"startTime":1738.225,"endTime":1741.78,"body":"So in that before state and then in the"},{"startTime":1738.225,"endTime":1741.78,"body":"after state"},{"startTime":1741.805,"endTime":1746.36,"body":"of how they want to be feeling, how they"},{"startTime":1741.805,"endTime":1746.36,"body":"wanna be thinking, what they wanna be"},{"startTime":1746.385,"endTime":1750.62,"body":"experiencing after they work with you,"},{"startTime":1746.385,"endTime":1750.62,"body":"after they've achieved the result."},{"startTime":1750.645,"endTime":1754.375,"body":"Because what this is gonna do is give you"},{"startTime":1750.645,"endTime":1754.375,"body":"a really clear idea of what they were"},{"startTime":1754.4,"endTime":1757.68,"body":"thinking before and after, what they were"},{"startTime":1754.4,"endTime":1757.68,"body":"feeling before and after, what they"},{"startTime":1757.705,"endTime":1759.615,"body":"were experiencing before and after."},{"startTime":1759.64,"endTime":1762.4,"body":"And we know that the after hasn't happened"},{"startTime":1759.64,"endTime":1762.4,"body":"yet because they haven't"},{"startTime":1762.425,"endTime":1763.57,"body":"yet worked with you."},{"startTime":1763.6,"endTime":1767.5,"body":"But we want to tap into"},{"startTime":1763.6,"endTime":1767.5,"body":"how they want that to look."},{"startTime":1767.525,"endTime":1771.255,"body":"We want to tap into the dreams that they"},{"startTime":1767.525,"endTime":1771.255,"body":"have for themselves, the dreams they have"},{"startTime":1771.28,"endTime":1774.6,"body":"for their life or their business or their"},{"startTime":1771.28,"endTime":1774.6,"body":"skin or their kids or whatever it is"},{"startTime":1774.625,"endTime":1777.05,"body":"that you specialise in and you do."},{"startTime":1777.08,"endTime":1780.76,"body":"And this is how we actually create content"},{"startTime":1777.08,"endTime":1780.76,"body":"that is gonna really speak to your"},{"startTime":1780.785,"endTime":1783.8,"body":"audience rather than"},{"startTime":1780.785,"endTime":1783.8,"body":"just going, oh, alright."},{"startTime":1783.825,"endTime":1786.09,"body":"You're 30 years old."},{"startTime":1783.825,"endTime":1786.09,"body":"You're a woman."},{"startTime":1786.12,"endTime":1787.46,"body":"You live in Sydney."},{"startTime":1787.485,"endTime":1793.22,"body":"You love breakfast and hot Pilates"},{"startTime":1787.485,"endTime":1793.22,"body":"and going out for coffee"},{"startTime":1793.245,"endTime":1795.46,"body":"and spending time with your dogs."},{"startTime":1795.485,"endTime":1799.055,"body":"Versus, this is how you're"},{"startTime":1795.485,"endTime":1799.055,"body":"thinking and feeling right now."},{"startTime":1799.08,"endTime":1800.84,"body":"Like, I understand what"},{"startTime":1799.08,"endTime":1800.84,"body":"you're going through."},{"startTime":1800.865,"endTime":1802.6,"body":"I know the challenges and the struggles."},{"startTime":1802.625,"endTime":1804.36,"body":"Like, here's what you're experiencing."},{"startTime":1804.385,"endTime":1807.375,"body":"But I also know that this"},{"startTime":1804.385,"endTime":1807.375,"body":"is how you want to feel."},{"startTime":1807.4,"endTime":1809.08,"body":"This is how you want your life to look."},{"startTime":1809.105,"endTime":1812.68,"body":"And you can visualise"},{"startTime":1809.105,"endTime":1812.68,"body":"doing this in the morning instead"},{"startTime":1812.705,"endTime":1814.12,"body":"of what you're doing right now."},{"startTime":1814.145,"endTime":1817.64,"body":"Like, that's going to be so much more"},{"startTime":1814.145,"endTime":1817.64,"body":"powerful and speak to someone so much more"},{"startTime":1817.665,"endTime":1822.84,"body":"deeply than just surface level,"},{"startTime":1817.665,"endTime":1822.84,"body":"here's a little bit about this person and"},{"startTime":1822.865,"endTime":1825.46,"body":"what they like to do in their spare time."},{"startTime":1825.485,"endTime":1828.26,"body":"Like, that is not going"},{"startTime":1825.485,"endTime":1828.26,"body":"to attract people in."},{"startTime":1828.285,"endTime":1832.62,"body":"Knowing things like their age"},{"startTime":1828.285,"endTime":1832.62,"body":"and their income and,"},{"startTime":1832.645,"endTime":1838.48,"body":"you know, things they might like to do can"},{"startTime":1832.645,"endTime":1838.48,"body":"help when it comes to thinking about how"},{"startTime":1838.505,"endTime":1842.48,"body":"we want to say things, what words we want"},{"startTime":1838.505,"endTime":1842.48,"body":"to use, or what references we might want"},{"startTime":1842.505,"endTime":1845.04,"body":"to use in our content, but"},{"startTime":1842.505,"endTime":1845.04,"body":"that's not deep enough."},{"startTime":1845.065,"endTime":1847.81,"body":"That's just like a little"},{"startTime":1845.065,"endTime":1847.81,"body":"sprinkling on top kind of thing."},{"startTime":1847.84,"endTime":1853.4,"body":"The real juice of it and the real crux of"},{"startTime":1847.84,"endTime":1853.4,"body":"it is getting into their brain, getting"},{"startTime":1853.425,"endTime":1857.455,"body":"into their head and understanding how"},{"startTime":1853.425,"endTime":1857.455,"body":"they're thinking, how they're feeling"},{"startTime":1857.48,"endTime":1859.16,"body":"and what they're experiencing right now."},{"startTime":1859.185,"endTime":1863.46,"body":"That is what is going to be the biggest"},{"startTime":1859.185,"endTime":1863.46,"body":"difference when it comes to attracting"},{"startTime":1863.485,"endTime":1865.7,"body":"the right people into your brand."},{"startTime":1865.725,"endTime":1869.88,"body":"And if you want to explore this 1 further,"},{"startTime":1865.725,"endTime":1869.88,"body":"I have a master class"},{"startTime":1869.905,"endTime":1871.8,"body":"called Audience Attraction."},{"startTime":1871.825,"endTime":1873.24,"body":"It is an epic master class."},{"startTime":1873.265,"endTime":1878.66,"body":"It's super cheap as well and it goes"},{"startTime":1873.265,"endTime":1878.66,"body":"through my whole process of identifying"},{"startTime":1878.685,"endTime":1881.08,"body":"my target audience and how I do that."},{"startTime":1881.105,"endTime":1884.36,"body":"And it also comes with a spreadsheet as"},{"startTime":1881.105,"endTime":1884.36,"body":"well so you can apply it"},{"startTime":1884.385,"endTime":1886.29,"body":"straight to your own audience."},{"startTime":1886.32,"endTime":1889.12,"body":"So if you're interested in that,"},{"startTime":1886.32,"endTime":1889.12,"body":"jump down into the show notes."},{"startTime":1889.145,"endTime":1891.18,"body":"The link will be there to grab it."},{"startTime":1891.205,"endTime":1895.36,"body":"And what I'm also gonna do in the show"},{"startTime":1891.205,"endTime":1895.36,"body":"notes is pop in some links to some of my"},{"startTime":1895.385,"endTime":1899.74,"body":"other podcast episodes that go into some"},{"startTime":1895.385,"endTime":1899.74,"body":"of these topics in more detail"},{"startTime":1899.765,"endTime":1903.88,"body":"because I've got a few episodes where if"},{"startTime":1899.765,"endTime":1903.88,"body":"you were interested in, like, 1 or a few"},{"startTime":1903.905,"endTime":1908.5,"body":"of these lessons and you wanna learn more"},{"startTime":1903.905,"endTime":1908.5,"body":"and hear more of my thoughts around that,"},{"startTime":1908.525,"endTime":1911.8,"body":"jump down into the show notes and you'll"},{"startTime":1908.525,"endTime":1911.8,"body":"find those podcast links below"},{"startTime":1911.825,"endTime":1915.22,"body":"so you can dive even deeper."},{"startTime":1915.245,"endTime":1916.92,"body":"So I hope this was helpful."},{"startTime":1916.945,"endTime":1920.12,"body":"I hope you enjoyed this episode"},{"startTime":1916.945,"endTime":1920.12,"body":"and these brand building lessons."},{"startTime":1920.145,"endTime":1924.81,"body":"As I said, these are all things I've"},{"startTime":1920.145,"endTime":1924.81,"body":"applied to my business over time."},{"startTime":1924.84,"endTime":1928.655,"body":"I use all of these lessons on"},{"startTime":1924.84,"endTime":1928.655,"body":"a daily basis in my business."},{"startTime":1928.68,"endTime":1932.2,"body":"And as I said, I highly recommend that you"},{"startTime":1928.68,"endTime":1932.2,"body":"start to bring some of these into your"},{"startTime":1932.225,"endTime":1937.16,"body":"brand if you haven't already because these"},{"startTime":1932.225,"endTime":1937.16,"body":"brand building tips are going to really,"},{"startTime":1937.185,"endTime":1940.81,"body":"really help you build into"},{"startTime":1937.185,"endTime":1940.81,"body":"that brand that you wanna be."},{"startTime":1940.84,"endTime":1942.52,"body":"So thank you so much for listening in."},{"startTime":1942.545,"endTime":1946.02,"body":"Thank you so much for being here"},{"startTime":1942.545,"endTime":1946.02,"body":"on the 100th episode of Brandology."},{"startTime":1946.045,"endTime":1947.96,"body":"I'm so grateful to have you here."},{"startTime":1947.985,"endTime":1955.0,"body":"I hope you have an amazing week,"},{"startTime":1947.985,"endTime":1955.0,"body":"and I'll see you next time."},{"startTime":1955.025,"endTime":1958.7,"body":"Thank you so much for tuning in"},{"startTime":1955.025,"endTime":1958.7,"body":"to another episode of Brandology."},{"startTime":1958.725,"endTime":1960.64,"body":"I am so happy to have you here."},{"startTime":1960.665,"endTime":1963.5,"body":"I hope you got something"},{"startTime":1960.665,"endTime":1963.5,"body":"out of this episode."},{"startTime":1963.525,"endTime":1967.28,"body":"If you did, I would so love it if you"},{"startTime":1963.525,"endTime":1967.28,"body":"could hit that follow button"},{"startTime":1967.305,"endTime":1969.26,"body":"on your podcast platform."},{"startTime":1969.285,"endTime":1973.2,"body":"And if you really loved it, it would be so"},{"startTime":1969.285,"endTime":1973.2,"body":"amazing if you could leave"},{"startTime":1973.225,"endTime":1975.74,"body":"a review on Apple Podcasts."},{"startTime":1975.765,"endTime":1978.22,"body":"It really, really helps."},{"startTime":1978.245,"endTime":1982.78,"body":"I would also love it if you could share"},{"startTime":1978.245,"endTime":1982.78,"body":"this podcast with your business besties"},{"startTime":1982.805,"endTime":1988.08,"body":"because I'm dropping"},{"startTime":1982.805,"endTime":1988.08,"body":"new episodes every week all about the soul"},{"startTime":1988.105,"endTime":1992.76,"body":"and strategy behind"},{"startTime":1988.105,"endTime":1992.76,"body":"building Fearless Brands, and I would love"},{"startTime":1992.785,"endTime":1996.81,"body":"to spread the word to as"},{"startTime":1992.785,"endTime":1996.81,"body":"many entrepreneurs as I can."},{"startTime":1996.84,"endTime":2001.16,"body":"Thank you so much for listening, and"},{"startTime":1996.84,"endTime":2001.16,"body":"I'll be back in your ears next week."}]}