Personal Brand Expert: How Gary Vee & Hormozi are Making Millions...

0:00Who are you and what problem do you solve? I'm Ash, first and foremost, and I run a company called Great Influence. And the problem that I've been solving for the past 10 years is helping people in business to have more of an influential voice within their industry and try to provide a platform for the business ventures that they're working on. The first five years of my career with Stephen Bartlett, the last five years I've been working with Gary Neville. Personal branding in if we were doing a mind map, the only reason you would have a personal brand is for opportunities. That's the way I think of it.

0:38And when you think about like what those opportunities could be for somebody with a personal brand, where does your mind automatically go? It's just it's creating leverage so that when you decide what you want to do, you have some kind of influence and control over making that happen. and then also there's like the unknown that you didn't even know that you would be interested in coming and knocking on your door as a result i don't know if you'd have gone back like 10 years and asked steve bartlett like do you think you'd be able to like sit in a room with michelle obama one day he'd have been like no and it probably wasn't even on his radar 10 years ago it's really like the direction that his career has taken him in is taken in into all these things that he probably would have never considered there being something that you would do and i think of like a lot of people that have maybe like built a personal brand i struggle to know what they actually do with their day-to-day it's true like think of a lot of people that might spring to take linkedin for example think of the names what business do they run fuck knows and it just takes a long time like unless the the business is the reason why you're famous if you're famous for you a lot of the time it takes people a bit of time to catch up to what you actually do with your time apart from being like popular online and yeah i think that's why you need like four or five years in the game because it's like it's like the idea of like seven touch points in a sale like it takes so many touch points for someone to be like even now like i get it all the time so what a great influence actually do i'm like i've got a problem like people know me but a lot of the time they might have heard of great influence you might know it's a personal branding agency but what does that mean and i've been doing this for seven years to maybe combat that i'm thinking like alex homozy kind of comes to mind of getting the there's a bit of value in there there's a bit of like here's my gym routine and then there's probably a video closely after here's an offer of something that i can give is there maybe an argument too made of some people are missing the like where's the offer where's the direct link between what you actually can give to someone yeah maybe but what does he do what's acquisition that acquisition acquires companies but what does that mean like what kind of i don't know probably through some crazy smoke and mirrors i don't know it's like caravaner chuck runs an agency i don't know what campaigns he did i'm not i don't think he knows what he does like i know he's got an agency but and i know they're in like marketing advertising but is it is it like across digital social yeah that's interesting yeah yeah the actual weeds of it and i don't i couldn't spring to mind like a campaign that they've worked on and something that they've done and gary v's been kind of in my sphere for the past decade and i know he's running vena media and there's like vena x and things you tend to get like the very top line of what people with influence do but there's a whole like how do you actually it takes five ten years for people to genuinely understand what the business does do you ever speak to people that are at that stage so they're kind of out there a bit they've got like a network an audience already but they're struggling to make that kind of final two-year jump to me there's like take linkedin there's like two different types of people that have built an audience or influence however you want to put it over the past few years one set of them has gone down the route of being like so heavily tied to what they do day to day in business and that's tend to be like the only thing that they talk about and then the other is more like i'll talk about anything that will resonate with people i think the people that are probably getting the most business opportunity now are the first cohort they have the smaller audience but they're probably like got a stronger micro network and it's also very tied into like the names of the springs like joe glover at market meetup like he's never tried to be like joe glover he's joe from the marketing me up you literally just followed me like before we started this podcast right okay great guy um or like i had a call earlier with andy lambert who was part of content cal um and like he's just been very like in b2b and i just know what he's about like and he's never tried to veer outside of that and i think now when it comes like create an opportunity those two people have probably got a lot more they can open a lot stronger doors the the influencer can open more but it's a bit vague and probably a bit weaker whereas they can open quite strong doors directly in the things that they're doing if that makes sense so for that first cohort then so you've got you've got someone that is known for what they do that is your thing okay and i think like we we post every day about sales and cold calling yeah like and that is the goal let's say you never know in 10 years time me and zach we have these dream chats someday that we start a fizzy drinks brand or we start a gummy supplement who knows where the future's going to take how does somebody be over here known for one thing and then transition because surely if you started posting about something completely different everyone's gonna be like wait a minute what's going on who's this guy yeah it's i work with a guy called thomas howl robson carl who runs a company called i say work with a guy he's like somebody wouldn't know who he is he scored one of the most famous goals in wales history um he was a footballer for uh a number of teams arsenal reading west brom uh played in premier league played for wales and he was interested in like right okay the next five years after football is going to be about business and entrepreneurship but everybody knows me for scoring that goal against Belgium how do I go from one to the other um and essentially you have to look at it like he he wants to be over here but he's currently here you can't just like he might be sick of talking about football but the world he's not told the world that he's about anything other than football so of course they're going to ask him about football and there has to be an element of like this is what happened with um thomas is that you take like a phased approach of like right you are this right now and you want to be in this world so you're over here in football you want to be in this world of business entrepreneurship how do you lean into what you are now but do it in a way that resonates with the world over here and um there was an interview with the the player that a reference meeting yesterday i watched an interview that he did and he kind of spoke about like as a footballer the importance of like he was like i am me nobody can change who i am and you've seen it in like he's had disputes with managers a bit of like a kind of bad boy image kind of thing and it's like he spoke about the importance of a footballer being authentic and i pulled that line from the interview and i was like essentially part of the game that you have to do is like you you can take the lesson from over there which is around like the importance of authenticity and you can pull it into that world and they'll be able to link to it because they've seen you as a footballer which is very easy to grasp onto as a concept so you can you've gotten in like that as a thing you can talk about is like the importance of authenticity in business or in branding or in marketing and how that plays out in my world is it looks like this and you talk about the link between the two and you start to reframe in people's heads the idea of who you are and what you're about and you're not talking you're talking not about it as a footballer but somebody in this world who had a previous experience so again it's like you can't just jump from one to the other you almost have to create these like transition phases um and it's something to seem like i've been working with gary neville for five years and very much the exact same thing of like how do you take the experiences from one world and start to create something that connects them to people in the next one but in a way that they associate you with does that yeah yeah that's kind of the way that you do it is like going from one to the other but you have to they have to sit near each other i think i don't think you could go from like i don't know doing b2b tech to selling i don't know pens or something like is the world close enough for the transition to be there and you can find the lines that connect to one another thank you so much thank you