#35: Annie F. Downs—The Strategy Behind Her Breakthrough Personal Brand (RE-RELEASE)

Why That Worked – Presented by StoryBrand.ai

StoryBrand.ai

Marketing, Story, Bmsu, Businessmadesimple, Brand, Business, Bms, Storybrand, Entrepreneurship, 474622, Storytelling

4.8 • 2K Ratings

🗓️ 1 September 2025

⏱️ 41 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Hopefully you're getting a chance to recharge this summer—but that doesn’t mean you have to lose momentum. Fall is just around the corner, and before you know it we’ll be heading into the final stretch of the year. That’s exactly why we’re rereleasing several of our high-impact episodes—designed to give you clarity, sharpen your message, attract the right customers, and ultimately drive more revenue, so you’re not stuck playing catch-up when it matters most!

What makes someone trust you enough to follow you, buy from you, or even just listen? In the noisy world of personal branding, it’s easy to assume you need a slick image or a viral strategy to break through. But that’s not what people are looking for. They want someone who feels real and honest. But how much is too much to share? And how do you stay grounded when your face becomes your brand? These are the questions that haunt creators, entrepreneurs, and professionals alike. So how do you strike the right balance?

In this week’s episode, Donald Miller and Kyle Reed sit down with bestselling author and speaker Annie F. Downs, who’s built a deeply human, wildly successful personal brand rooted in hope and honesty. They unpack how Annie shaped her brand over the years, how she discovered her “controlling idea,” and why she’s leaned into the very things she used to avoid. You’ll learn the role of consistency, why timing matters more than transparency, and how to craft a message that’s strategic and soul-aligned. Listen in for a candid conversation about what it really takes to build a personal brand that lasts.

Click HERE to check out Annie F Downs' website and HERE for here "That Sounds Fun" pocast!

Click HERE to find a StoryBrand certified marketing coach to help you grow your business!

Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai. It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai.

Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0. Order it now on Amazon or wherever you buy books!

Transcript

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0:00.0	You're listening to the Why That Work podcast presented by storybrand.a.I.
0:07.7	If you've ever wondered why certain brands, trends, or cultural phenomena find success while others don't, you're in the right place.
0:13.9	Every week we unpack why something worked, then give you actionable insights that you can use in your own life.
0:19.5	Now let's dive in with your hosts, Donald
0:21.3	Miller and Kyle Reed. If you're trying to build a personal brand, and by the way, every
0:27.4	professional needs to build a personal brand, the biggest question you might have on your mind
0:31.6	right now is how do you do it? Well, today's guest is none other than Annie Downs, a best-selling
0:37.3	author, speaker,
0:38.5	podcast host of that that sounds fun and one of the most trusted voices when it comes to showing
0:43.8	up authentically and having a lot of fun in a very noisy world. Annie has built a personal platform
0:49.3	that feels anything but gimmicky. It feels human. It feels generous. It feels fun. And if you're a business owner, coach, creator, or someone wondering how do you actually connect with people online, today's conversation is going to be a powerful masterclass in building a personal brand. Annie Downs, thanks for joining us today. That is such a generous introduction, Kyle. Thank you. That was really kind. It was only like the fifth time I've read it. No, no, no. I mean, it was so kind. Thank you. That meant a lot, Kyle. Thank you. I try. It was only like the fifth time I've read it.
1:11.1	No, no, no.
1:11.6	I mean, it was so kind.
1:12.8	Thank you.
1:13.1	That meant a lot to me.
1:14.1	Thank you.
1:14.8	So, Annie, Don, Annie and I have been friends for a very long time. And I go all about with. We've been friends. We've all been stuck around each other. 10 years longer. No, no, like six or seven.
1:07.8	So it makes this extra fun.
1:09.0	Sitting and talking with friends about business is one of my favorite things.
1:12.4	So you're going to have to tell me to stop because this is what I live for. So it makes this extra fun. Sitting and talking with friends about business is one of my favorite things.
1:28.7	So y'all are going to have to tell me to stop because this is what I live for right here. Well, Annie, we asked you on the show because you have built a personal brand, but you've built a business off that. And going back to when I met you, you were kind of in that, you're an author, you're starting into that. but one of the things as Don and I were talking about this episode is we've talked about the power of
1:27.6	building that and why every professional needs to do that. But we thought you're a perfect person to talk about that. But take me back to when you first started. Yeah. Where did you begin? Yeah. What were you kind of thinking? Was it planned? Where were you at in that moment? And long before it was a brand, it was writing books. That was the real goal was to be an author.
	...

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