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How I Would Build a Personal Brand in 2027 (If I Had to Start Over) — Transcript

by Alex Hormozi · 3,627 words · 502 segments · language en · Watch on YouTube

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0:00In a world of AI, building a personal
0:01brand is one of the most valuable things
0:02that you can do. And that's what helped
0:05us generate through our portfolio
0:06companies over $250 million a year. And
0:08we recently broke the Guinness World
0:10Record for the fastest selling
0:10non-fiction book of all time. Money
0:13models generate $106 million in sales in
0:1572 hours. So in this video, I want to
0:17show you three stages that I went
0:19through in building a personal brand and
0:20how you can do the same. So starting
0:21with stage one is do epic And the
0:25reason that everyone skips this step
0:28because it's probably the hardest step,
0:30right? Because every 23-year-old wants
0:31to start a personal brand because they
0:32see it online, right? And what everyone
0:34forgets is the personal part. Not making
0:36videos or posting, but actually having
0:38real skills, accomplishments, or
0:40opinions or takes that are worth
0:41watching in the first place. But what
0:42makes an opinion worthwhile, right? You
0:45have unique insights or experience that
0:47the audience doesn't have, and that's
0:48why they value what you're saying. And
0:50so, if you want an epic personal brand,
0:51you have to do epic first. The
0:53proof is in the pudding. And it's not
0:54even in the pudding. The proof is the
0:56pudding. Right? You'll build a bigger
0:58brand making content for 6 months after
1:00a decade of experience than you will off
1:02a decade of content with only six months
1:04of experience. All right? Because no one
1:06cares about your opinion until they know
1:07it's worth something. And so you have to
1:10back up your talk with your walk. And so
1:13think do demonstration. And there's
1:17two ways to win uh in terms of doing
1:19this, which is that you have some thing
1:21that you accomplish, right? or you could
1:23do so much work that people want to
1:25bargain on that work. So, if I make
1:27content that's let's let's say I'm in
1:28the in the relationship romance niche,
1:30right? If I go on a hundred dates and
1:33then I make a video about those 100
1:35dates and it's 12 minutes long, I get
1:38two seasons of The Bachelor in 12
1:39minutes, that's a good deal. And so, if
1:41you think about what humans want out of
1:44content is they want speed. This is
1:46education to be clear. They want speed.
1:48They want to bargain for their time. The
1:50thing that we all feel like we don't
1:51have enough of is time. And so people
1:52will buy with their attention for things
1:55that paid down the time that they don't
1:57have to spend and can get all the
1:58benefits. like why did um cliffnotes uh
2:01boom back in the day which by the way if
2:02you're watching this probably don't know
2:03what cliff notes is because it was
2:04something that I used to spark notes was
2:06something else and people would like you
2:08don't read Shakespeare you read the
2:09cliff notes and you guys just watch it
2:10you know talk to AI and get it but like
2:12back in our day right we we still had to
2:14read the cliff notes to pass the test
2:16right and so people want the cliff notes
2:19but you have to still write the book to
2:21get the cliff notes and the cliffnotes
2:23are going to do more than the actual
2:25book will for many of you when you're
2:27making content right they don't want to
2:28go through five years of
2:29entrepreneurship. They want to learn the
2:30lessons in five minutes. Second stage is
2:33that once you have the cred, you
2:35associate yourself. And again, the
2:37credibility can do from come from volume
2:38of work or volume of accomplishments.
2:40All right? It can come from either. So
2:41if you're like, "Ah, but I haven't
2:42accomplished anything." It's yeah, show
2:43the work. Show the work. Do a thousand
2:46uh outreach attempts. Do 10,000 doors
2:48that you knock on and document it. That
2:51is the work. People will happily not
2:53want to do work. Watch you do work and
2:54then get the lessons from it. That's the
2:56idea. So anyways, stage two is once you
2:58have that, associate yourself with
3:01positive things over and over again. So
3:02what do I mean by positive? The positive
3:04has to do with what your audience or
3:06ideal customer finds positive, which
3:08also by the way means that you have to
3:09know who you're going after. Branding
3:11people make feel like it's this big
3:12amorphous thing, but it's just
3:13associating you with something else. So
3:15if you appear on a podcast with someone,
3:17you have a minor association. If that
3:18podcast person becomes your co-host,
3:20it's a stronger association because it
3:22happens more and more times. And so just
3:23think of them these pairings over and I
3:25have paired myself with a beard, a hat,
3:28uh the acquisition.com tank top,
3:30flannels. So much so that there are
3:32Halloween costumes of flannels and and
3:36tank tops, right? Because I've made the
3:38association so strong that people are
3:39like, "Oh, uh that guy's dressing up
3:41like Herozi, right?" But like
3:43fundamentally, like there's nothing
3:44really inherently unique about a flannel
3:46or a tank top. It's that I do it every
3:48single day. Now, if I say black tank,
3:50black turtleneck and jeans and New
3:51Balances, who do you think? Steve Jobs,
3:54right? If I say red S on your chest, I
3:57can just give you that and you know it's
3:59Superman, right? Because in every single
4:01appearance, he looks the same. And so,
4:03the association that's made is strong.
4:05So, that's a visual association. Now,
4:08what we're talking about at a kind of
4:10the 2.0 level is what are the the
4:12nonvisual associations that we're
4:14making, right? And so one is your brand
4:16and the other is the thing that your
4:18audience or customer likes. And so what
4:20you do to do that is you figure out who
4:22your avatar is. Ideally a market that is
4:25growing, that is in pain, has a problem
4:27to solve, can afford your stuff, and
4:29they're easy to find. All right. Now,
4:30the easy to find part is something that
4:32in my first book, Offers, I talk about
4:34because back in the day, uh, algorithms
4:37weren't as good [laughter] as they are.
4:39So you had to like put a beacon out
4:40saying this is for you. But AI knows who
4:42it's for now and just serve it directly.
4:44Now once you know who they are, we have
4:47to figure out what they like. So then we
4:48associate ourselves, our brand through
4:51the thing that they like, which is you
4:53make content about the thing they like,
4:54you make products they like, both free
4:57and paid, and you appear next to the
4:59people they like. And so the example of
5:02this going wrong is uh Dylan Mulvaney
5:05makes an ad for Budweiser and it went
5:09super viral. The problem is it went
5:10viral for the wrong reason because the
5:12people who drink Bud Light and Budweiser
5:15don't like trans people. Now, to be
5:18clear, that's not all Budweiser drinkers
5:20or all Bud Light drinkers. Uh but the
5:22majority of them didn't want that
5:24association. And so, they netted a loss
5:27in revenue. And this is where this is
5:28gets interesting. I make no comment
5:30here. My point is that there is an
5:33audience, a smaller audience that loved
5:35that association. It was just smaller
5:37than the core audience. And so Dylan
5:39Mulvaney might be an amazing brand
5:42association for a different product or
5:44company who has an audience that like
5:47maybe for Starbucks that would be a
5:48better association because they have a
5:50more leftleaning audience. I think so I
5:51want to be clear there's no inherently
5:54good or bad association. It's just is it
5:57a good association for the ideal
5:59customer that you have your ICP your
6:01avatar. And so if they like that
6:03association they will some of that those
6:04cool points will rub off on you. And if
6:07you make a hundred cool associations,
6:08then all of a sudden you can just appear
6:11without the association and some of that
6:13will rub off on you until eventually you
6:15become a brand. Right now, let me give
6:17you one more example of of a bad way of
6:19doing it. And to be clear, some all
6:20these brands I'm talking about have been
6:22masters at branding. And it's only a
6:24parent that made a mistake because of
6:27how strong their brands are, right? And
6:28so what did the what did Budweiser do to
6:31repair that? They made a super strong
6:33association with UFC. And so for their
6:35demographic, UFC uh was a great pairing
6:39for them. And so then they saw some
6:41recovery and they kind of became a
6:42little bit uh you know, they moved to
6:44the right. We'll just call it that way.
6:46Real quick, I'm going to show you the
6:47exact 10-stage road map from zero to 100
6:50million plus that less than 1% of
6:52companies finish. I've now done multiple
6:54times. And so I can say with a lot of
6:55confidence that these are the stages as
6:57headcount increases that you need to get
6:59through. And I broke each of these down
7:02by eight different functions of the
7:03business. what the constraint feels
7:05like, like what are the symptoms of it
7:06when you're going through it, and then
7:07what steps we actually took to graduate.
7:09And we've done this across software,
7:11physical products, uh, service,
7:13businesses, brickandmortar, all of this,
7:15and it works. And it's my gift to you.
7:17It's absolutely free. And so, the link's
7:19in the description, but you just go
7:20acquisition.com/roadmap.
7:22Just enter your info and it'll spit it
7:23right back to you. All free. So, let me
7:24give you another example of a big brand
7:26that made a big brand mistake. And you
7:28wouldn't even think about it at the
7:28onset, but let's dive a little deeper.
7:30So Coca-Cola Classic made an ad around
7:33Christmas time that was like an AI
7:34Christmas ad. And so I can almost think
7:36about the meeting of like it's like
7:37listen we got to lean into AI it's the
7:39future all this stuff right and what
7:42ended up happening is that people
7:44backlashed against it because what is AI
7:46associated with with the everyone well
7:49many people are very afraid of AI right
7:51and Coca-Cola has a very like I would
7:53say vanilla Coca-Cola classic open
7:56happiness it's about as broad and
7:59general America and now global obviously
8:01but like they want to just get everyone
8:03to drink their drink right they're not
8:04trying to be polar on any side of the of
8:07the of the the train tracks, but AI is a
8:09very polarizing issue because so many
8:10people are afraid of it. And so by
8:12associating themselves, because people
8:14would tell that it was AI uh with AI,
8:17then they're associated with job cuts,
8:19job losses, big Fortune 500 companies
8:22cutting people out of creative
8:23departments, what about all the actors
8:24they used to pay, blah blah blah blah
8:26blah blah, right? And it creates this
8:27wrong narrative. And so it wasn't even
8:29that the ad was made with AI. It was
8:31that AI itself has a brand, which it
8:34does, and the pairing of Coca-Cola with
8:36it was not good. Now, could Nvidia have
8:38an AI ad? Absolutely. Could Microsoft
8:41have an AI ad? For sure. Right? All of
8:43these could have AI um ads and it would
8:46have been great. So, was an AI ad
8:48inherent inherently bad or good? It
8:50depends on the brand. It depends on the
8:51reinforcement history, the associations
8:53that that brand made over time. And so
8:55let me show you another big company that
8:58I would say is less cutting edge
8:59ironically, but Apple. And I would say
9:02that if Steve Jobs were there, Siri
9:04probably would have been one of the
9:05first voice AIs and we would have had a
9:06different product than they have, but
9:08that's okay. Um, anyways, um, but Apple
9:12made an ad purely with the human touch
9:15side, but the idea was that was very
9:17wellreceived. And so if you think about
9:18Apple, like they're so big now that
9:20they're like everybody's got iPhones.
9:22Like they're they're like Coca-Cola.
9:24They're general popular. They're
9:24technically bigger than Coca-Cola, but
9:26like they're they're mass market, right?
9:28And so if you're ma marketing a mass
9:30market, you have to think about mass
9:31market wants, which is a lot of times
9:33not necessarily what the people who are
9:34making the ads like or what, which is
9:36why it's always about the customer. And
9:37so long term in the second step, we
9:40associate oursel with cooler cooler
9:42things and people and we make content
9:44about it. And we just want to make sure
9:45that our products match our promises. So
9:47we create a virtuous cycle of branding.
9:49what we say is the first level of
9:51branding about ourselves. And then
9:54people consume our product and it's what
9:56other people say. And then finally, you
9:58have a customer who heard what other
9:59people said and they buy it and then
10:01it's about what they say. And if you buy
10:03a product, it doesn't matter how good
10:05the marketing was, you're going to make
10:06a decision about it. My favorite example
10:07of this is like if you go to a movie,
10:09you're going to see a trailer. You might
10:11think, "Oh, that trailer was
10:12interesting." And then a friend of yours
10:13sees the movie and you say, "Oh, how was
10:15it?" And the person might say, "Oh, the
10:17movie was great." And then you say,
10:18"Fine, I'll go see it." And then when
10:19you see the movie, you will make the
10:21decision and you will not care about the
10:23trailer and you will not care about what
10:24your friend said. Uh you will just care
10:26what you think. And so ultimately, if
10:29that movie was good, you're more likely
10:31to see a movie with that actor or about
10:33that topic or from that director or from
10:36that production studio as a result of
10:37that because they fulfilled their
10:39promise, right? And so the idea is that
10:41once you do that process, the virtuous
10:43cycle of branding is you continue to do
10:44that and then basically wait 5 years and
10:46don't give up. Now, the third and final
10:48step is what I'll call defending the
10:50belt. All right? And so, what Coca-Cola,
10:53what Apple, what UFC, what these what
10:55these large brands have to do is once
10:57you get to the top, you have to stay
10:59relevant, right? Because that's actually
11:00the thing that degrades these kind of
11:02empires. So, like Rome was defeated by
11:04the barbarians, not by an on a head-on a
11:08head-on match, but because they nibbled
11:10away at the borders, right? And so,
11:12brands once they're big, they get
11:13nibbled away into irrelevance, right?
11:15All these little players do things that
11:16are a little bit more relevant for
11:17smaller audiences and they start gaining
11:19market share. And so what does a big
11:21brand do to stay a big brand? You have
11:24to fight newer, hungrier challenges to
11:27defend the belt. Like somebody can't
11:28just win the UFC and then say, "I've won
11:31forever, right? They've got to stay in
11:33the title spot and let people take shots
11:36at them to usurp them, right?" And so a
11:40couple like one of my favorite examples
11:42is obviously like Red Bull when they did
11:43a jump from outer space, right? Like why
11:45would an energy drink do a jump from
11:47outer space because they have to take
11:48the most extreme example of craziness of
11:51like that guy must have been hopped up
11:52on so much stuff to do something that
11:54insane and if he if he was able to do
11:56that then you know what maybe if I'm a
11:58little bit tired they'll give me a
11:59little boost this afternoon. Right? And
12:01so you're defending the belt is doing an
12:03aspirational thing that your audience
12:06finds cool or interesting. All right.
12:08And so the thing is is that if if if Red
12:11Bull did that, but if they just stopped
12:13doing advertisements and they stopped
12:14doing big brand moments like that,
12:16eventually they would fade into
12:17irrelevance when another uh energy drink
12:20company comes along that's new and hip.
12:22So they've got to they got to show they
12:24got to kind of like put their fallus on
12:25the table, if you will, right? They got
12:27to show people what's up. They got to
12:28show who daddy is. Like still remind
12:30them or mommy, what you know, whatever
12:31your vibe is, right? Um you still got to
12:34say who's boss, who can still who can
12:36still show up. like can Jon Jones still
12:38show up and still put a hurting on
12:40someone, right? And so let me give you a
12:42couple examples of this. Like Apple, you
12:44know, and Steve Jobs famously did these
12:46big big huge keynotes like those were
12:48these huge events, these brand moments
12:50of their innovations, what they had
12:51done, right? Uh Elon is famous for doing
12:53these these big uh you know Tesla, he
12:55did the robo taxis, he did the Optibbots
12:58for us. We do our, you know, we did the
13:00book launches. We did the launch for the
13:02leads book. We did the launch for the
13:04money models book. I sold the company.
13:06This, that was kind of my first big
13:07brand moan, if you will, um, of selling
13:09the company for just under 50 million
13:10bucks. And so each of these things are
13:12brand moments that are aspirational for
13:14the target audience, right? Um, Open AAI
13:16and, uh, and Claude, when they when they
13:18go make their updates, they make big
13:19fanfare about it. And so, you have to
13:21have these belt moments. And what I
13:24think is really interesting, I'd say for
13:26me as a business owner, shifting a
13:27little bit towards uh business, it
13:29underpins branding is that internally I
13:32can tell you when you have this big goal
13:34and it has to be public. That's the
13:36thing. It's like you have to kind of
13:37like set the date, make the shot across
13:40the bow, and you've got to let the world
13:41know that you're going to do this thing.
13:43And the amount of energy that it incites
13:46within the team and the alignment of
13:48where we're going is unbeatable. And
13:50this is why you hear the Steve Jobs and
13:52the Elon Musks talk about these insane
13:54timelines and they're so demanding
13:56because they know they've got this
13:57public thing that they can't cancel.
13:59There is a reason that sports has
14:01maintained relevance for such a long
14:02time. And why is that? Because they play
14:05a championship every year. Literally 7
14:06days after the championship over like no
14:08one even pays attention to it. They're
14:09literally all the commenters are talking
14:11about what's next season going to look
14:12like, who's who's on the waiver wire,
14:14who's getting traded, what coaches are
14:16moving around. people move on, but they
14:18need to have this thing. And you know
14:20what? You're only as good as your last
14:21season, right? If you were Super Bowl
14:23champ and the next season, you go one in
14:25one in, you know, 15 or one and 16 or
14:27whatever it is, um, you're no longer
14:29relevant. So, you have to keep defending
14:31the belt, right? You have, if you want
14:32to create a brand, you're trying to
14:33create a dynasty. What do you do right
14:35now? Number one, do epic in terms
14:36of volume or a quality outcome. So, big
14:39accomplishment or lots of work that you
14:41can show your work for. And that becomes
14:43your initial content. Then we continue
14:45with this loop by associating with the
14:47stuff that people want. So business
14:49owners want to make money. Uh girls want
14:51to get pretty or they want to lose
14:52weight. We associate with those things
14:53and we associate with the people that
14:55those people find cool or interesting.
14:57And we do that pairing over and over and
14:58over again. And then some of those
14:59people say, "Wow, this person uh is cool
15:02and so I want to buy their stuff." And
15:03you just need to make sure that your
15:04stuff fulfills the promise and is also
15:06cool and good. When that happens, you
15:08start to build yourself a brand. You now
15:10have a brand at that point. When you've
15:11completed that loop, at this point, you
15:12just continue that loop as much as you
15:14can, but you still need to have the
15:15third step, which is you have to defend
15:17the belt. You got to find these big
15:18moments, these big external goals that
15:20you can drive towards things that scare
15:22you, things where you actually have real
15:24stakes. That's the thing that people
15:25make like you have to have stakes. You
15:27have to have skin in the game.
15:29Otherwise, it's not interesting. What is
15:30the first thing that happens in every
15:31reality show? They show the big amount
15:33of money, right? Who wants to be a
15:34millionaire? There's a million dollars.
15:35There's inherent stakes. And so you have
15:38to create stakes both within the company
15:39because if we don't do this, we're going
15:40to be humiliated. We're going to miss
15:42our goals. Uh we could we could lose a
15:43lot of money and that puts everyone's
15:45jobs at risk. Like there's real stakes
15:47inside the company, but because of that
15:49people out on the outside, it makes you
15:51and the goal more interesting. And so
15:53what do they do? They pay you the
15:55attention.

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