How to start or grow your own brand.

So if branding is the deliberate pairing of things,

your thing plus what your ideal customer has through an outcome,

and good branding is the deliberate pairing of your thing with something good,

to start a brand, we have to know what we want to pair it with to attract ideal customers.

So here we've got Bud Light, UFC, good outcome for the majority of the audience.

And we want to understand that just as much as we should also understand what to avoid pairing

our brand with to lose customers, like the Dillamil-Milvaney example.

And so here's how I like to think about assembling the pairings for a brand.

So if you're at ground zero, you have no brand. You've got these elements that haven't been put

together yet. So I think about it like a table full of flowers. So if you want to put a bouquet

together, you start by having lots of different flowers all over the place.

On their own, those flowers are not a bouquet.

Just as products, values, experiences, people, et cetera,

on their own are not a brand.

The flowers are like the brand element

that we pair with stuff our audiences like.

With enough pairing over and over and over again, they form a bouquet.

Now replace the word bouquet with brand.

And so that assembly is the connection, it's the association between those things.

Because the brand fundamentally doesn't actually exist.

If I take the flowers out of the vase and scatter them across, was there ever a brand to begin

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