focusing on your values, who you are, what you stand for.

And, you know, it's way more effective and efficient to build that,

what we were talking about earlier, that like, know and trust with an audience

because there's a face they can, you know, attach to and get to know. Hello and welcome. My name is Gino Barbera, one of the co-founders of Jake and Gino. And in today's

podcast, we're going to be talking to Aaron Frazier. He's the founder of the Action Sports

Club and Amazon bestselling author. He's turned a career-ending injury into a mission, teaching

athletes to build personal brands, monetize their passion, land deals, and create real cash flow.

Welcome to the show, Aaron. How you doing, brother? Good, Gino. How you been? I'm doing okay.

A little internet issues. We'll see if we can pull this thing through, brother. It's interesting.

When I saw your book and I was looking at the whole brand, let's dive into the idea of the brand,

because I was talking to you before I hit record. I, to me, think that branding has changed over the last 10, 15 years.

And I don't think people understand that they have a unique opportunity to capture their own brand and to start monetizing on their own brand.

Yeah, absolutely. I see this a lot. And I mean, I've even ran into this mistake, if you will, too, when I first

started as an entrepreneur. I touched the stove to find out that it was hot. And, you know,

it came down to branding. And it's so funny, I focused at first on trying to build what I would

call like an external brand, right, versus a personal brand like me, my name, you know, what I

stand for. And even going to masterminds and going through all these trainings, we even had like branding coaches. And they looked at what I was doing and they're like, hey, it's cool. But you should probably just shift and focus on building around you, your name, your face, because we know that that's the one thing that's going to stay

constant for the rest of your life. I was like, I know, I'm building this cool external brand.

You know, it's, it's awesome. I got a trademarked. You know, it's my thing. And I was thinking

about branding from a place of like logos and design and color, where what I learned is branding

from how I see it now is, it's not what like you tell people it is,

right? Like how the logos look or how the colors look or the schemes or whatever. It's really

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