You consistently hear that it takes years to build a brand, but we disagree. While brands certainly grow over time, the foundational act of building a brand can be accomplished in just a few weeks. Let’s dive into what that means and exactly how we approach it.

What’s the Difference Between Building a Brand and Growing Your Brand?

Building a brand means intentionally crafting the message and image you want to convey. It involves a strategic process: defining your ideal prospects, pinpointing what truly sets you apart in your market, positioning yourself effectively within that space, and then creating all the necessary messaging, along with the visual look and feel, that aligns with what you aspire to be known for.

These are the essential building blocks of a great brand. You simply can’t grow something if you haven’t built it first. Why? Because you must first define what it is you’re trying to grow.

What Does It Mean To Grow Your Brand?

Growing your brand happens through consistent promotion of your established brand. Successful brands will continue to grow over time, especially if you remain committed to their message and identity. However, the truth is, time isn’t the main factor in a brand’s success once it’s properly built. The primary determinant of a brand’s growth is exposure. The more you effectively put your message and image out there, the more your prospects are exposed to it. In other words, your brand grows:

• Every time you introduce yourself using your brand identifier.
• Every time you post on social media using your brand’s voice and visuals.
• Every time you share your story through an interview.
• Every time you advertise with your distinct branding elements.
• Every time you appear on a podcast or a stage.
• And so on.

Every one of these examples centers on maximizing exposure.

Why You Still Need To Prospect After Building Your Brand

You can create or build the greatest brand in the world, but if you don’t continuously put it out there, it will never grow. It’s like meticulously decorating for an elaborate party but forgetting to send out the invitations.

You still have to actively promote your brand. You still need to prospect. You still have to advertise or market yourself. The reality is that if you’ve branded yourself correctly:

• You’ll spend less on your marketing over time.
• You’ll market with a more defined and effective approach.
• You’ll find yourself chasing fewer leads and attracting more ideal clients.

Without a well-defined brand, you often waste time, money, and effort with a “spray & pray” marketing approach that leaves you frustrated and, frankly, sometimes bitter.

So ask yourself: How and how often are you making an impression? Remember, it’s not only about quantity; it’s about reaching the right customers with the right message. And that’s precisely what we mean by building a brand correctly before promoting it.

The Takeaway: The Foundation of Brand Building

Building a brand is fundamentally different from promoting or growing a brand. That’s why we analyze 77 different criteria to develop your unique “secret sauce.” If your personal brand needs a makeover, we’re here to help. Explore what it’s like when you build a brand that is customized to you and designed to serve its #1 purpose: to precede you.