The Real Reason Customers Choose You (It’s Not What You Think)

Your brand isn’t your logo, colors, or fonts—it’s the feeling people have about your business when you’re not in the room.

In this solo episode, I’m breaking down the real reason customers choose you (hint: it’s emotional), and why brand trust is your biggest growth tool.

I share:

• Why feelings drive loyalty (even with peanut butter)
• How companies like Apple + McDonald’s engineer emotion
• How I built brand trust in my 7-Figure Mastermind
• The $50K investment I made based on brand alone

If you want to build a brand people rave about, even when you're not around, this episode is your blueprint.

Click play to hear all of this and:

[00:00] Brand isn't a logo, website, or font—it's the feeling someone has about your business.

[01:08] Using personal examples to show how nostalgia and emotion shape buying decisions.

[04:57] From iPhone packaging to McDonald's Coke bubbles, branding is an experience.

[06:05] Explaining why a $50K mastermind investment was made before the first session even started.

[07:16] Breaking down the reasons people invest in a person or business—it’s all about how it feels.

[08:11] Sharing strategies used in the 7-Figure Mastermind to deepen trust and brand connection.

Listen to Related Episodes:

• How to Build an Irresistible Brand with Brittany Driscoll
• Expanding Your Personal Brand as a Founder with Candace Nelson
• How to Build Your Personal Brand as a High-Achieving Entrepreneur

📧 Join my Newsletter for a weekly cocktail of insider business strategy, personal reflections, and the journey of being a thought leader: https://jasminestar.com/newsletter 📧

For full show notes, visit jasminestar.com/podcast/episode585

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If you’re ready to build a website that works FOR you—and not against you—head to JasmineStar.com/showit for a 14-day free trial + first month free when you subscribe!

Transcript

Jasmine Star 00:00:00  A brand is what somebody says about you when you're not in the room. So my question to all of us here is, are you giving people the right things to say about your brand? Do you want people to choose your business over others? Do you want people talking about how great the experience was with your business and then telling their friends and family? Do you want your future customers and clients to come directly to you? Well, the good news is you get all of this and more. If you create a brand. Welcome to the Jasmine Starr Show, where I empower entrepreneurs to scale from 7 to 8 figures. And today we are talking all about brand. But before we do that, I need to set some ground conversation expectations frameworks for what is we talking about? When I refer to the word brand, I am not talking about a logo. I'm not talking about a business card. I'm not talking about font or typography or colors or even your website. I am talking about a feeling. Seth Godin says it best that a brand is a set of experiences, memories or expectations that empowers a customer to choose one business over another.

Jasmine Star 00:01:08  And when you think about that, he's talking about stories, experiences, like there is a reason why my mother will still to this day use Pond's facial cream, despite people having, like mixed reviews around whether or not it's actually good for your skin, she'll continue using it because that's what her mom used. Still, to this day, my mom will buy Laura shudders peanut butter. Which if you've never had it, it's kind of like it makes you shudder. It's not jiffy, okay? And it's not like your fun sugar filled peanut butter. No, it's just like straight up peanuts ground up so that it leaves, like, almost like a film on your teeth and on your tongue. And when I grew up, and I would go to, like, a neighbor's house and they would give us like a tablespoon of, like Skippy or Jif, I would think nothing gets better than this. Like, this is the nectar and ambrosia, and I swore to myself as a kid that when I become an adult, there is no way under God's great sky that I'm ever going to subject my daughter to law.

Jasmine Star 00:02:07  Gutters or shutters, or send a chill down your spine and you want to know what is currently in my pantry at this very moment. It ain't skippy. Ladies and gentlemen, my mom was on to something. What could be a healthier version of peanut butter? That's brand. Brand is a set of expectations or memories. A brand is what somebody feels towards your business. I once heard it describe best that a brand is what somebody says about you when you're not in the room. So my question to all of us here is, are you giving people the right things to say about your brand? So I want us to go back and like, think things through. I've been talking about brand, gosh, like almost 20 years. And it's not new to me that when I start talking about brand, people start rolling their eyes and like, insisting that they're just. I'm so busy. You know what, Jasmine? I really need to go wash my hair. I get it, but let's think back a little bit clearer.

Jasmine Star 00:03:01  Think about something you care about, right? Something like you really like things that you've done. Research. Whether something you care about. It could be running shoes. It could be peanut butter. It could be your favorite pair of jeans. Just so, just think about that thing that you care about when you last bought that thing. The running shoes, the peanut butter, the jeans. You didn't just buy anything off the rack. You just didn't go and blindly choose the running shoes or the jeans. You bought those things for one or all of the following. You heard great things about it. Your friends bought it, wear it, use it. People who are the best at what it is that they do. They like it, right? So the best runners, they really love that brand. Your friends who are also runners, they really like that brand. You've heard great things about that brand, or maybe you've worn them forever. You grew up wearing this type of shoe. That type of gene.

Jasmine Star 00:03:54  Buying that peanut butter forever. Maybe you had a parent or grandparent or a significant figure in your life. Use or buy the thing that you now use, buy or love. Maybe you like how you feel in the jeans and the shoes. Maybe like how you feel when you eat that peanut butter. Friends, that is brand. Brand. People always say, well, how do you measure it? My response is always, how do you measure a feeling? Because brand is a feeling. I want us to think even more clearly. Like, how do you feel when you open an iPhone? Do you know that at the Apple Store they are instructed to let you, as the consumer, open the box? Why did you know that there's a specific sound when you rip the plastic off the cover of an iPhone? The sound when you lift the box up, all of that has been engineered for a feeling. No, really, it really has. Do you know that McDonald's has a proprietary amount of bubbles that they have in their Coca-Cola products, so that every time you taste that Coke, that sprite from McDonald's, it hits a little different.

Jasmine Star 00:05:02  That's a feeling. Do you know that the feeling you get when you smell In-N-Out burgers as you drive past? Do you know how you feel when you take that first sip of Starbucks? That is all brand. I want us to start having conversations around what are people feeling when they experience what it is that we sell, and what are they actually saying to their friends or family members if they want to endorse or give a testimonial or just talk positively about what it is that we do? I can tell you how it felt when I made my first investment investing in a Gary Vaynerchuk mastermind. I can tell you what I felt. I can tell you what I felt when I was investing in a two day live event in Austin, Texas with Cody Sanchez. I can tell you what I felt as I was interviewing Leila Hermosa. These are all feelings that are connotations to one's personal brand. I spent $50,000 in amassed in a four month mastermind with Gary Vaynerchuk. You want to know what I felt like? It was fricking worth it before I even attended the first event.

Jasmine Star 00:06:05  That is personal brand. So if a brand is something that somebody feels about you and your business, then all we should be focusing on is how do we make somebody feel? And then secondly, how do we get somebody to share how it is that they feel. So we're going to break this down a little bit more. I'm gonna break it down with an example. So I host a mastermind for seven figure founders scaling to eight. These women joined my mastermind. They invested $30,000 for eight months to go alongside these other women as they scale. Now, they could have chosen another mastermind. They have plenty of options, but they chose to come to mine the Jasmine Star seven figure mastermind. At some point, I am not foolish enough to think that I'm special, or sparkly or so much fun that they made that investment. They made a 30,000 investment over eight months because I, at some point in the past, had made them feel something. And the more I made somebody feel something, the more inclined and the more trusting they were to make a pretty significant investment in my business.

Jasmine Star 00:07:16  I had made them feel something. I didn't impress them with my acumen. Maybe I hope, a little bit, but maybe that's just like shining my own head. I had to have made them feel something. Now, if you're wondering why you've never heard that phrase shining my own head, it's just because I've made it up. Sometimes things just come to me.

Jasmine Star 00:07:33  It's like shining my own head. It was kind of like, yeah, you know, it's like you're shining my own. We're just gonna.

Jasmine Star 00:07:38  We're gonna go with it. We're not gonna edit it out. So when you're talking to other people, you're like, maybe I'm just shining my hood. I would see you. I would just, like, fist pump you for that. The whole point of this is just to say, the more expensive an investment gets with your business or brand, the more you have to make somebody feel something. So after making that investment, I if I am playing out the brand strategy after these women made that investment to come into the mastermind, it was important for me to cultivate, to further incentivize this feeling towards a feeling.

Jasmine Star 00:08:11  I wanted them to feel as if they made the right investment. So how could I make them feel something? Well. First up, we had an online virtual meetup, so we all met up via zoom. That's a little hard to create a feeling, right? But I wanted to first identify the feeling and then reiterate the feeling. So everybody met each other. They talked about what their businesses were doing. Then we did a flash fire brainstorming session around business growth strategy. The things that we could be doing. It went extraordinarily well. And then at the end of the call, so it was a two hour call. And at the end of the call the last ten minutes, I asked every single woman to come on and just use one word about how they were feeling. Are you following along here? Some of the women said that they were inspired, excited, hopeful, and I wanted them to identify the feeling. And then I wanted to say that feeling. Why? Because later on throughout the day, if maybe their partners or family or friend had asked how was it, they were already primed to use the word that they had used earlier in the day to annotate a feeling about an experience, which is what building and buttressing my personal brand.

Jasmine Star 00:09:23  I wanted that feeling to confirm their investment. The second way, I wanted to extend my brand and ensure that they felt that it had made a good investment was before our first in-person event. So there are two in-person events here in Newport Beach. So before that first in-person event, I wanted to send a personal note and a small gift. So what I did is I have these personalized note cards. They have my name and they have my face on them. It was like somebody had drawn like an illustrative sketch. Now you might be hearing that and being like, gosh, you must be really into yourself. I am actually talking about creating a personal brand, and if I'm creating a personal brand off my name, face and likeness, well then I'm going to have that on my stationery. That's not for everybody, just a personal decision I made. So I wrote personal note cards to every single woman on my personalized stationery. And then what I did is I commissioned a candle maker here in Newport Beach to package up candles and include this personal note card.

Jasmine Star 00:10:20  As a side note, I commissioned these personal note cards from a small business owner on Etsy, and I also followed her on Instagram. And I really like supporting small female business owners. And if I'm having a mastermind for seven figure female entrepreneurs if I like a nice extension. So just imagine I had these candles commissioned that, say, Jasmine Star mastering on them with a small business owner here in Newport Beach with the Jasmine Star, personalized stationery and a personalized note. But here's one thing they didn't know. So they got the package with my note and the candle before coming. When they arrived to Newport Beach for our in-person event, they each received a Jasmine Star Mastermind notebook, but they received their own personalized stationery with their illustrated faces and their names on those note cards. Why? I wanted to encourage them to continue as an extension to build their personal brands. So I want to make sure that since we're talking about this mastermind and we're talking about a brand, and a brand is aka a feeling, the women in my mastermind have all built seven figure businesses, and they're scaling to eight figures, and they know the power of a personal brand, but they might want to learn ways to scale it.

Jasmine Star 00:11:35  What I'm about to share with you is a portion, a small, tiny bit of a behind the scenes look at the mastermind, where I gave a conversation and a presentation around building a seven figure brand, and you can also hear a few of their questions at the end of it that I think is going to be super helpful as you build your personal brand. Before I share that video, I want to take a second. If you have found this conversation at all helpful, maybe you pass it to somebody you really care for, another business owner or a friend. As you learn how to scale your businesses together, it would mean the world to me. Thank you so much. Let's get into that video now. So we're going to be talking about the power of personal brand for business growth. We're also going to have Q&A. two two parts of Q&A, one focused on one element and then the other. Okay. I know that Seth Godin's definition of a brand is my favorite. It's a series of stories and opinions that collectively empower a consumer to choose one business over another.

Jasmine Star 00:12:31  That's a brand. A brand is a series of sentiments. And that to me, I've loved it and I used it for years, but I couldn't actually set my teeth into it because what are the stories and sentiments that I could create? And somebody once told me that a brand is what somebody says about you when you're not in the room. And for some reason, that hit me in such a way that I was like, it's a light bulb. And then I started asking myself, well, what do I want people saying about me when I'm not in the room? And so if we don't write our stories, they will be written for us. So there was a JD and I went to New York and we watched Hamilton and of course the play and the music and all of it. The pomp and the circumstance was so moving. But my biggest takeaway from all of that was Alexander Hamilton was a content creator. He buried his competition with content that there were other people like factually and historically in the United States of America, who had stronger and differing opinions.

Jasmine Star 00:13:34  But Alex L wrote them. And to me I thought to myself, there has been a lot of crap that has been said about me and I am just deciding to Alexander this situation. Young, hungry and scrappy. Anybody with me? Okay, so the truth is, a brand is a feeling, and it's very hard to determine the ROI and nearly impossible to measure. How do you measure a brand? It's impossible. So when you are talking to your team or you're talking to investors and you're like, I need to build a brand. And they're like, but how much do we get from your brand building? This is a conversation I have with my CEO often, and she's like, but how do we measure it? And what I have come to is while we can't measure a brand. What I am certain of we can grow a brand. So today, instead of us trying to measure the effect of building a personal brand in addition to building the business brand is we can grow it in.

Jasmine Star 00:14:33  One.

Jasmine Star 00:14:33  Of two ways. Deposits and withdrawals. Fawn Weaver had said to me that when she walks into a room and it makes me sound like I had to be careful, it makes me sound like me and fawn or like BFFs.

Jasmine Star 00:14:45  I interviewed her on my.

Jasmine Star 00:14:46  Podcast, and what she said on my podcast was she walks into a room with only one of two intentions. I'm here to deposit or I'm here to withdraw. I am here to give to others so that what they say about me in the room later, there will be no questions about it, and I'm here to withdraw. If I walk into a room and I know I'm here to learn, then I make no mistakes about it. I'm gonna keep my mouth real quiet, and I am just going to take and learn from others. So if we are to use this philosophy of deposit and withdraw from von Weaver. Then I sat back and I said, okay, what is a deposit for the sake of this conversation? A deposit is giving to other people, businesses and organizations without Expectation of return.

Jasmine Star 00:15:31  Your time, knowledge and expertise. It's giving your time, knowledge and expertise to other people, not expecting anything in return. If you want 1% return, people smell it. We've gotten real good online smelling, B.S. smelling what's in it for them. So your brand is only to give and share without expectation. That is a deposit. So I want to walk through a few deposits of how I build my personal brand. I do it in four main ways. On my podcast, it's a deposit industry specific conversations that highlight your expertise. There was a time that when I created the podcast and I was interviewing, I felt like I was interviewing instead of using it as an opportunity for me to flex what I'm really good at. I'm really good at synthesizing, and I'm really good at strategy. So if it was only a conversation where I was getting responses, that was great for the guest, but it wasn't great for the audience, listening and hearing how I could be positioned as an industry authority, leveraging my skill set.

Jasmine Star 00:16:31  So the conversations on the podcast shifted a little bit so that instead of an interview, it was more of a conversation. What I wanted to do was deposit and share unto others everything that I have learned without expectation. The second way is speaking events long form presentation that shares your insights and your tips. So what I'm doing here is I go in and I know that there's very powerful ways to get lead gen, very powerful ways. So we have a group of people with clipboards in the back and your credit card. I know that that works and I know it's effective for me. I've always looked at stages as a brand play and not a sales play. I don't have an opinion about it. It's just my decision that I'm going to always play brand more than I'm going to play sales. Third way would be interviews, answers to commonly ask questions that position you as a thought leader. We make time every month to ensure that I'm doing interviews even though they don't pay. And even though the outlets might be small, I'm making sure that I'm doing that because the internet always remembers, and it's indexing.

Jasmine Star 00:17:33  I'm trying to get my names and my words out as often as possible on outlets that are not my own. And lastly, content sharing your views or helpful education about your industry skill and experience content and educating people will build brand faster than anything else. Talking about your business will not build your brand. It might contribute to the bottom dollar, but when you have people talking about your brand and validating it, that's the thing that will ten x what those sales are. But the issue here is that it takes so much longer. When people say, I want to build my personal brand, I love it. And I'm like, great. So how about we talk in a decade? Like literally building a brand will take about a decade. A personal brand. Now, if you would like to build a personal brand in five years. Great. I need you to annex what everybody else is doing. And if you want to build it in a year and you did a 30 x what everybody else is doing.

Jasmine Star 00:18:30  That's just the fact. So if you're like, I post every day on social media and I want to build my personal brand and a year, great, let's change that 30 to 90. And then let's see how people respond in 90 days. And that's a tall order. So let's talk about how to make the deposits. I'm excited to make deposits. And you are excited to make deposits about your expertise. But you want to know how. Let's break it down with a little bit of a framework. Clear, consistent content consistency is going to be like, I know I say this again and again. There's no magic to this. Speaking another language, learning to ride a bike. Building a personal brand, going to the gym. Results. Come on consistency. I want you to have a clear point of view. I want you to do it your own way. And here again, again. Niche. Niche. Niche. Niche. Niche. Niche. Niche. Own your niche. Earn the right to expand the niche.

Jasmine Star 00:19:28  Only after everybody in that niche you have become the undisputed heavyweight champion of whatever it is you do. Until you are that, do not pass. Go and collect $200 because it gets diluted and diluted and diluted. And soon, five years later, you're like, my personal brand is representing what they don't know. What did Amy Porterfield say on day one? If you walk into a room, she is the undisputed heavyweight champion. When somebody says, I want to build a course, her name is dropped.

Jasmine Star 00:19:54  Period.

Jasmine Star 00:19:54  The end. That level of work has earned her the right to expand into other things until we are all there. You're not deep and wide enough in your niche. I was having a conversation with Deanna, and we'll just be candid and honest. When you see another consistent.

Jasmine Star 00:20:11  Creator.

Jasmine Star 00:20:12  You're going to ask and expect more. I can ask for more from Deanna, because she's consistently creating the type of content that has a very big deal flow and funnel. And she's like, okay, I'm doing all of these things and I'm like, great.

Jasmine Star 00:20:24  You earned the right to be great. Now you got to be interesting. Consistency is the hardest thing, and 98% of people will not do it. If there's somebody who is that level of consistent then great. You got over the smallest hurdle. Now you have to do something different to be seen in an entirely different way. And this then begets the opportunity for your names to be mentioned in other rooms. Because to be totally honest, what somebody in the dietician world might say is like, it's saturated, we all do the same thing. And you're right. Everybody's regurgitating the same content and information, and very few people are regurgitating the same content and information on a daily level. And the minute that you've done that, then great. Now have your own stinking opinion now. Cut through the cultural zeitgeist. So if President Trump signs the health fitness challenge for children, hop on that the next day. Put up your phone. Put on a green screen and give us your opinion on it. It doesn't have to be right.

Jasmine Star 00:21:22  It has to be yours. Because other people are going to say, I really appreciate it that somebody broke this down. And what does this actually mean for my kid? What does that actually mean for me, and what does it actually mean if the president who enacted it can't run the mile? I'm not saying he can or he can. These are all just questions that people are going to be asking. And you want to know what that's the actual that's the hook. That's the hook. And so once we earn the right to consistency then we have to be interesting. That's personal brand. But that's personal brand 2.0. So until you're consistent please don't try to be interesting because you're going to pop off and people are like, what in the world. We don't know enough about you. So the second way to make a deposit is to follow and engage. And this has been very intentional. I want you to leave forward comments. It it wasn't at all happenstance that I'm spotting and collecting seven figure founders out in the wild.

Jasmine Star 00:22:16  Y'all are literally unicorns. If I see a unicorn out in the wild, I'm putting you in my pocket. I'ma cultivate that relationship intentionally and strategically. I'm going to be responding to your stories. I'm going to be responding to your post. I'm going to be watching the way that you work. And if you are of the flock of these unicorns, I'm going to extend an invitation to apply to the mastermind. That's intentional, but that's a long term play on personal brand. I want you to perhaps share their stories and tag them if I want to build relationships, so I followed. I'm not going to say this person's name, but there was a woman in the tech world, very big in venture capital, was CEO of big major, major, major companies kind of creating content. I thought she was really interesting and I followed her and I started engaging and I never got a response. And that's fine because I'm going to still follow and engage and I don't know what had happened. But yesterday, she said on a DM on the ride home.

Jasmine Star 00:23:15  Hey, I went to follow you and I noticed you follow me. I'm really happy to connect and I'm like, oh, oh.

Jasmine Star 00:23:22  Oh.

Jasmine Star 00:23:22  And so that was two years of silence. And then she DMs me her phone number and says, we need to connect.

Jasmine Star 00:23:31  I know.

Jasmine Star 00:23:34  So maybe she'll be a guest speaker at the next mastermind.

Jasmine Star 00:23:36  Yeah. Watch me work that. We're recording.

Jasmine Star 00:23:39  This.

Jasmine Star 00:23:41  I'm gonna shoot my side.

Jasmine Star 00:23:43  So you want to cultivate.

Jasmine Star 00:23:46  People.

Jasmine Star 00:23:47  With no expectation.

Jasmine Star 00:23:49  And no attachment?

Jasmine Star 00:23:51  Whatever content that you're creating, let's say you have a podcast or you're doing connective content with somebody else and they don't collaborate or share with it, that's okay. They're not reposting your stuff. That's okay. Your personal brand is only controlled by your actions without attachment. And I say without attachment with specificity, because there was a while I was like, well, why aren't they posting it like I it's good. Why aren't they doing it?

Jasmine Star 00:24:15  I can't.

Jasmine Star 00:24:15  Control you.

Jasmine Star 00:24:17  And.

Jasmine Star 00:24:17  I can't control what anybody else does.

Jasmine Star 00:24:19  My personal brand is about me, and the intention behind it is to serve other people. So if I'm so concerned with that other purpose of sharing, the intention was off and people smelled it. So I.

Jasmine Star 00:24:26  Create.

Jasmine Star 00:24:27  I put out, and the person that's supposed to find it will find. I really, really love the feature of repurposing or doing a duo stitch with somebody else that's really, really, really powerful. We've seen it work extraordinarily well in other industries, so to do it in the education space, like taking a hot take on somebody else, is a really great way to get attention and build alliance. When you highlight somebody else's work with your perspective, that person likes you more. It's reciprocity at its finest. Do you want to get somebody else's attention? Take your beautiful big platform and share their stuff. They become an ally real quick. That is 100% a deposit. So I would love for you to interweave and highlight their work. When I want to strategically connect and deposit with somebody else, I will be very intentional with the things that I'm doing.

Jasmine Star 00:25:16  So let's break this down into a real story. I went to an event with Gabrielle Lyon. I heard by a gentleman by the name of Rich DaVinci speak, and he blew. I had no idea who he was. He blew my mind. And he talked about setting short horizons and moving through hard, difficult things by setting simple benchmarks. But his framework was so simple. And I'm sitting there and I'm like, this is freaking amazing. And what I did was I went up to him and I introduced myself, and I said, I would love to get you on my podcast. That's not the move, ladies. I did it wrong and I know I did it wrong. I was like, hi Rich, so nice. We were just walking the hallway and there was nobody else was just walking. I was like, I'm just gonna pitch them on my podcast. I'm like, I'm going to show my shot. That's not the swag it is to introduce yourself and follow up. So don't do it like me, I knew better, but I got overexcited.

Jasmine Star 00:26:01  So we spoke and I sent him a DM and I said, thank you so much. If you're ever in the Newport Beach area, I'd love to connect. And he's in Virginia Beach and probably not going to be here for a minute. But on my team, we have it. You guys saw yesterday that notion of potential podcast guest. So I created a card for Rich Devaney, and I added Washington, D.C. because if I ever decide to go to Washington, D.C., I can search notion for Washington, D.C. and find a list of people that I can get on my podcast. So what I did to highlight Rich, to let him know I really, really see you. And I love what you do. I wrote a newsletter on the breakdown of what I learned from Rich. Send a link to his website. I did a podcast around the the framework that I learned from Rich, and I shouted him out. And then here again, publicly, I shot my shot. I was like, Richard, come on my podcast one day.

Jasmine Star 00:26:49  I don't know when, but he is. And like most of our repurposing, that thing ended up on my blog. So SEO friendly shout out. Friendly link. Friendly podcast. Predict deposit in his brand with the hopes that one day he can return it. I don't have any expectation for that. So what I want to do now is really break down, because the natural question I get is, well, how are you getting all those podcasts? How are you getting all those inbound speaking requests? This is the big secret. I made deposits for a freaking long time so that I got big podcasts. Because I was on smaller podcast for years. I got the paid speaking events because I did free speaking events for years. I got print articles because I would sit with the small online journalist before they actually made it to the print world. And I just said, I see you and as you climb, take me on me. Don't forget your girl here again without intention. I got long featured articles because I was willing to do the short featured articles.

Jasmine Star 00:27:48  And if you know anything about writing, it's about the same amount of time for an interview if you get a long feature or a short feature. So most people are like, what kind of feature is it going to be? I'd be like, yes, yes, I'd say yes to everything. I have a deep network of people because I was cultivating a small network without expectation, and I was able to grow large socials by connecting with people when the following was very, very small. I still to this day will respond to DMs. You probably you posted a story yesterday. I'm like, oh my God, I love it so much. It matters. That stuff freaking matters. So when it comes to building a brand, oftentimes what we want are those tier one podcasts. But you will never get on a tier one podcast until you have done hundreds of tier three. That's just the fact that is just the nature of the game. And I will tell you that the people who are surprising the people who blow up the the overnight successes, they remember when you did it, when they weren't that success.

Jasmine Star 00:28:46  And they're really, really good to you later. So what I would like to do now is to take a little bit of time for Q&A on deposits, anything that we can ask any other open way, and then I'm going to get into withdrawals and we'll talk about all that. So we'll go to Erica and then we'll go to Lauren.

Erica 00:29:04  Hi. So I have a question about the niche portion. So I'm new to newer to social media. I started real estate my followings very small. And then I'm now just talking about fashion. and my question is sometimes, like in stories, I just talk about whatever. Are you saying like, don't do that and just talk about fashion?

Jasmine Star 00:29:24  So because of your edge assessment, I'm very familiar with your business. And so you have built a seven figure business in a I can't say the word brick and mortar mortar. I can't say it. So a physical location I can't try my best. Okay. You guys.

Jasmine Star 00:29:38  Literally open.

Jasmine Star 00:29:39  Where you come in and you help people get into large scale retailers and boutiques.

Jasmine Star 00:29:44  Right. So if I was using my personal brand to be ancillary to that business, I would be talking about what positions me to be the strongest and most insightful when it comes to fashion and when it comes to boutique boutique life. Okay, now here's the thing. People who build a personal brand. Ten different personal brands are going to tell you ten different pieces of advice. Yeah, but what I will tell you, just from my perspective is I'm an introvert. I don't have very much time. I hate social media with the passion. So if I'm going to show up, I'm gonna be like, how is this connected to my bottom dollar? Okay, I don't really think I live in interesting life and I'm really freaking private. I don't want to be an influencer. I don't want to give people another reason I get asked all the time mom questions. I'm not. I'm intentionally not answering well here in the mastermind. Absolutely. I don't do mom content on the outside because number one, that doesn't contribute to my bottom dollar and it's just more bandwidth for me to get distracted.

Erica 00:30:33  Okay? Because sometimes in stories I was like, oh, you're showing your personality. I can talk about makeup, I can talk about whatever I want. But like, real advice, like, maybe don't do that.

Jasmine Star 00:30:41  Like, I'm not saying don't do that. I'm saying what would slay would be you doing your makeup, talking about fashion.

Erica 00:30:46  Okay.

Jasmine Star 00:30:47  Like do what it is you.

Jasmine Star 00:30:48  Would if you are baking.

Jasmine Star 00:30:50  Bake and be like, I love my chocolate chip cookies. And there's three secret ingredients. Same secret ingredient that it's gonna take for a business. So get your chocolate chips. Then you got your relationships, and then you got your flower, and then you got your marketing. It's like we got to start connecting the dots for people. Like, there has to be a singular red thread that goes through the things that you are creating so that people still remember. Remember when somebody goes into a room, if they say, oh, tell me about Erica and you're like, oh, she's so awesome.

Jasmine Star 00:31:14  She's amazing. Fantastic. What does she do if it's not like, very clear, our personal brand is not doing its job.

Erica 00:31:21  Okay. Okay, cool. Thank you.

Jasmine Star 00:31:23  Thank you Lauren. That was part of my question. So this one crazy is a lead magnet a deposit, or since you're asking, there's a clear exchange.

Jasmine Star 00:31:33  There's a clear exchange.

Jasmine Star 00:31:34  Yeah. Okay. I like how that is great. Is 100% giving not giving behind a gatekeeping email. Yeah. I mean, it's kind of like.

Jasmine Star 00:31:43  Kind of like a gray area because like really great content and somebody receives and gives it and they have a sentiment. Right. And it's an extension of what it is. Your specialty is. Sure. But people also know the game now. Yeah. And so it's a grey area. I would definitely classify it as as a withdraw. Yeah. So you're going to get a lot of withdraws. The stronger your personal brand becomes. Like, I know the longer I wait and build my personal brand and don't ask.

Jasmine Star 00:32:09  And then I drop a lead magnet. More people are going to sign up for it because I have deposited so, so many times. But I definitely look at a lead magnet as a withdrawal. Okay, beautiful.

Jasmine Star 00:32:18  Okay, so.

Erica 00:32:20  It took me 11 years to have junk. Gypsy finally noticed me. I felt like I was.

Jasmine Star 00:32:25  A stalker, like trying to get on their radar. Okay, so my question is like trying who.

Jasmine Star 00:32:31  Is Junk Gypsy and where do they fit in the spectrum of your business?

Jasmine Star 00:32:35  They're my favorite company, Texas Company, and they just love their brand. And I wanted to do a paint party on their lawn. So I had a vision board for 11 years of literally me painting on their lawn. Got it. You know, like.

Jasmine Star 00:32:47  To you is a a dream collaboration in the future brand to brand dream collaboration.

Jasmine Star 00:32:51  And it finally happened. and then they asked me back to their other source. I've had two interactions and now we messaged like all the time. And so I see where it works.

Jasmine Star 00:33:00  My next question is I've kind of been doing that with Sara Blakely. Like the same kind of thing. And so would you suggest like just making a list of those people? And do these people need to have do they have to be in the art world, or could it be like Junk Gypsy where I went like my other big fish is I want to get Dave Ramsey. So I have like these certain people I want. What would be your recommendation other than like making my list? They don't have to technically be art people. They just have to fit with what I'm going to do. One hand collaborate.

Jasmine Star 00:33:33  And and you have to get much not not not that you're not is like my big focus would be like, how do you bring your audience along and have it make sense for them of why Junk Gypsy is really important to you when you understand? But this is a conversation we had yesterday. It's like, if you're going to come and come back to the mastermind and tell your team about the changes, It's not enough for your personal brand with your team and your team culture, for you to say, I'm coming back and making changes.

Jasmine Star 00:33:58  We can do that. But that level of leadership is lower on the totem pole. The ultimate version of leadership is to come back, explain the transformation that you had. Explain why you would want to make any sort of changes. Explain that they might be feeling a certain way about those changes, but then when you recast the vision, invite them into that and say, this is what happens when we change course now. Now they feel informed and they feel safe. Followers are the same way. They want to understand. So I remember why do I have this brain? I just told my husband today. I'm like, I think I have ADHD and he's like, I'm not sure. And I laid out a few cases. He's like, I think you might. So I remember these really, really details of Heidi and her daughter pixie in the car, going and driving in Franklin to pitch themselves at Ramsey, and then walking back with their supplies to the car. And she was just like, so Ramsey said no, and she's just embarrassed.

Jasmine Star 00:34:46  And I'm watching and I'm like, this is Pure gold. That is pure gold because it's a human on the living inside out, showing her rejection. But I think it's gold because we we identify and like her as a human. But her buyers are saying she's just been rejected by Dave Ramsey. I can get rejected by the local mom and pop shop when I have one. I have my paint party. So when she goes into her paint community and she talks about rejection, they saw it. And that to me is the gold. So if you want to get Sarah Blakely, well then what you need to do is connect the dots. Why your followers should care about Sarah Blakely. If you go to their compound and her and Jesse, he's having a marathon on one side and you're having a pay party with wine on the other, right? Like, we have to understand. Like, why does that matter? Why should we care? Why do we want to root you on? Why do we want to buy a ticket to your event? That's personal rant, but until you ask for somebody to buy a ticket to the personal event, you got a deposit, deposit, deposit, deposit, deposit.

Jasmine Star 00:35:47  And by doing that posting, which I'm sharing her stuff, posting her stuff, I just probably need to talk more openly about her.

Jasmine Star 00:35:53  You need to talk more openly about her stuff and you need to contextualize. But here's again, now we're getting super nuanced and like level ten expert on what this actually means is people are constantly looking at Sarah in that iconic status, and she's not dumb. Everybody wants a piece of that magic. She's going to be very judicious with who she allows to withdraw from her. It's not likely that Sarah Blakely will have height. It's not impossible. It's not likely versus the junk gypsy who doesn't have a lot of people going to them and saying, hey, we just want to highlight more of you. So we have to understand that the amount of effort it will probably take us to land a Sarah Blakely will be ten x, then it would have a local business extend collaboration with personal brand. Does that make sense? Okay, let's go quickly just so that we stay on time to our withdraws.

Jasmine Star 00:36:43  Okay. So what's a withdrawal from your personal brand? Withdraws. Taking, using or asking for opportunities and favours from others based on the brand credibility you've created. This is when you know it's time to take it to the bank. Example withdraws. Same for categories. Podcast industry specific conversations with guests to travel to my studio. That is a withdraw. I do in-person interviews. I live in Newport Beach. It's not easy to get to me. When I ask somebody, I know I'm going to be withdrawing speaking events. Long form presentations exclusive for my communities. Every person that came as a speaker, I am taking a brand withdrawal. That's just the fact of it. I care so much about this mastermind in this community. I'm going long tail and building out deep relationships, because I'm asking somebody to lie in and spend an hour with you. That's a big withdrawal. Interviews, exclusive content for my communities I'm going to be asking for a withdrawal. But the only way I ask for withdrawal if I've gone really deep with a deposit.

Jasmine Star 00:37:48  And lastly, content. It is very common if I want to get something out that I'm going to be asking for, withdraw from other people to amplify that message. It's very clear in my mind what is a deposit and what is a withdrawal? And if I became hard pressed on saying, well, how many deposits should I be making to my withdrawals? As long as you can humanly wait, the longer you deposit into other relationships, the larger the ask and the more sincere that time to take a withdraw will become. So the general rule of thumb that I would use, because right now, the state of where we are were all seven figure business owners. All of us are looking to scale and bring out teams we might have to be asking for withdraws from, like, can you connect me with that recruiter? Can you help me? Give me your performance improvement plan framework like these are going to be withdrawals. So where we are right now, but outward facing, as you build your personal content, I want you to go higher than 80 whenever and however possible.

Jasmine Star 00:38:50  Great. So always remember the following. The more deposits you make for your personal brand without taking a withdraw, the stronger your personal brand becomes. We've seen this happen with book launches where people will just give, give, give, give, give, give, give for eight months. And then finally ask somebody to buy a 2999 book. The more you give, the more likely I've had people who will just buy whatever it is and they say, I'm not going to participate. I've just enjoyed listening to your podcast so much and I'm like, cool. That right there is. I've just deposited without an expectation and people want to find ways to connect. So what we're going to do is answer any other questions in terms of withdrawals or just any other personal brand questions right now? Okay, so I think I'm at that point of like needing.

Jasmine Star 00:39:42  To be more interesting because I.

Erica 00:39:44  Am the name.

Jasmine Star 00:39:45  That people will bring up with, like Pete feeding world like.

Jasmine Star 00:39:47  In.

Jasmine Star 00:39:47  A room like, go take her first.

Jasmine Star 00:39:48  Do.

Jasmine Star 00:39:48  This.

Jasmine Star 00:39:48  Right.

Jasmine Star 00:39:49  So I've sun down the other business, by the way, from the conversation we had last night, the.

Jasmine Star 00:39:53  Activators, we go and take action last night. She's like, so talk to me about this business. I was like, you already know the answer. She's like, I should shut it down. You should absolutely shut it down this morning. Get shut down. Everyone replies yes. Everybody needs to do the most is focus, focus, focus.

Erica 00:40:07  Okay A.D.D., I fired everyone this morning.

Jasmine Star 00:40:09  It was fabulous. Okay, so.

Erica 00:40:12  So I guess personal brand wise, what I'm trying to figure out. Because I told you all so last night. Like, I'm having this, like, little identity crisis. Like I am no longer in the weeds. I don't assess and treat the patients anymore. And I feel like that's the content people are maybe seeking is interesting content around, like pediatric feeding and bio functional therapy. And so while I can have my team create something and I can show up on camera, like sometimes it just doesn't feel super authentic and I feel like that's.

Jasmine Star 00:40:37  So I'm a big basketball fan. Born and raised Lakers. Like I'm just I don't care what anybody says. Even when we stack our team, I love it. I will listen to Phil Jackson talk about his time with the Lakers, and I don't think that he needs to be actively playing now. Okay, I would listen when LeBron retires and listen to him about the game, even if he's not playing the game. Got it. There are different levels. If you have mastered the level, then you could still talk about it without actually having to say, I'm an active clinician, I'm working and you can actually ask somebody on your team or ask one of the coaches in your community, like, give me a three second hook and you're going to explain what hook is and then give me two insights. And so what you can do is you come in and this person pops in and being like, can you believe X? And you're like, That's Sarah. She's one of my coaches. We talk about these three principles.

Jasmine Star 00:41:30  And then she comes in and shares those three principles. And then you go in and like inside of the community, those are the things that we talk about. That's another way to leverage the people who are on the inside, highlighting the inside, and then working yourself out of being in the weeds. Stay out of the weeds. You built that really successful business. Now you can actually talk about the game and educate from the game, but you don't actually have to be in the game.

Erica 00:41:50  Amazing.

Jasmine Star 00:41:50  Thank you. Thank you. Any other questions?

Erica 00:41:53  Erika, about deposits on your podcast with Jen Gottlieb. She talks about, like, you make a list of 20 people that can help you. I think, like, do you have other? And I keep racking because same in the real estate world. People are like, you know, offer to help or offer to like, what are some other ways to do? Sorry, deposits. That's what I meant. How it draws deposits. Like, because I feel like if you go up to someone and you're like, oh, I can help you, they're kind of just like, you got to come to them with something that you can.

Erica 00:42:20  Oh. Absolutely not. Like, don't.

Jasmine Star 00:42:21  Think a busy person okay to think about how you can help them.

Erica 00:42:25  Yeah. Like, I was wondering if you have any. Yeah, exactly. Because it's more work, but do you have any examples of something you did or.

Jasmine Star 00:42:32  I mean, I mean some really, really small examples. If somebody is saying like, I'm, I'm, I'm planning on going on vacation on the Italian Riviera or something, and I'll just be like, I really loved this book. If like if you are into fiction. I loved this book about reading on the like on the Like a Family on the Italian Riviera. It might be a nice airport read. Do I think they're going to get it? No. But does it show that I'm just like, so can you tell me about the ROI on like, right. And so I'm just like, oh, you know, Gwyneth has this really great facial sunscreen that I use when I'm on vacation. I absolutely loved it.

Jasmine Star 00:43:03  Okay. Right. So you can have the human human connection just to kind of, like, raise your hand and tell them that you're there or I've seen a lot of people say something about X. So we are recently together with a group of women, and one of the women was talking about how she wants to start incorporating more of her faith in her content, just like I think it might be ostracizing. And I had said, oh, I recently saw a few articles about how the amount of millennial men, the the amount that they're going to church, has increased 34%. So I just sent her a link to the article. And so these are things it's like whatever you're seeing or doing help connect the dots for people to actually move into that direction. I have created the realest of real relationships with people who will show up and speak to my life outside of the thing that I'm teaching, because I was like, oh, like, you get it? You get the details, which it's very common for me to set my own recurring task for me to check in with people and just follow up with the text message or a DM because you know, how the algorithm works is like the people who I wanted in the room.

Jasmine Star 00:44:04  I had reminders to make sure that I was going over to your stuff so that you would pop into my stories again. It's very intentional about the relationships that were that were building. And so in order to understand how you can deposit into somebody, you have to study them. And it's the people who study the nuances that a big difference is, is me. What an honor it has been to share part of my personal branding journey. I want to say thank you for being here. Now I want to highlight. It's like, let's keep the main thing, the main thing. If a brand is what somebody feels towards your business. The first thing we should focus on is creating and generating feelings towards a thing that you offer, and secondly, empower them to share that feeling with others. I want to say thank you for listening to this podcast, and I want to say thank you for sharing and tagging me in this podcast on social media. Why? That's brand. That's brand. If we want to have a brand experiment around what somebody is saying, creating content and having other people share it is brand.

Jasmine Star 00:45:05  Thank you in advance for tagging and sharing this so that I can reach out and personally say thank you for being part of this branding journey, this branding experience, and this branding experiment. I hope that what you are doing for me, other people will do for you. And that, my friends, is how we extend and build our personal brands. I want to say thank you for watching and listening to the Jasmine Star Show.