In this episode, we unlock powerful personal branding strategies from industry experts to help you make your brand shine.
With more than 1,000 new people surpassing the one-million-follower mark on social media each month, and over a million people now having over a million social media followers, growing an audience is no longer the measure of a strong personal brand.
Listen to hear how to stand out in the noise in a way that resonates:
- Kasey Brown's "Stop-Stay-Share" framework for creating emotional content that gets noticed and shared (Get the details)
- Jon Evans' strategy for tapping into your unique voice to go from 0 to 50K (See his PDF guide)
- Ruth Gotian's factors that drive success (Subscribe to her new newsletter)
- How major companies like Nike and The North Face are using LinkedIn and social platforms to find creative partners (Ad Age)
- The transformation of LinkedIn from resume platform to "digital storefront" in the creator economy
Whether you’re building a startup or refreshing your brand, this is your blueprint for turning an audience into a tribe.
Subscribe to the weekly Brand Builder Lab newsletter.
Produced by Kai D. Wright. Follow Kai on LinkedIn.
Buy the companion book, "Follow the Feeling: Brand Building in a Noisy World" on Amazon.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome back to Brand Builder Lab.
You know we're all aboutserving up that daily dose of
creative fuel to help you reallylevel up your brand.
Speaker 2 (00:08):
Yeah, and today we're going to be focusing on some
super smart strategies to makeyour personal brand shine.
We're going to be looking atinsights from a few awesome
sources.
Speaker 1 (00:16):
Yep, we're going to be checking out stuff from Kasey
Brown's newsletter Jon Evans.
He had a really interestingLinkedIn post and we'll even
touch on what someone like RuthGotian is doing.
Speaker 2 (00:25):
I like it.
It's like a little power squadof branding wisdom.
Speaker 1 (00:28):
Exactly so.
Let's kick things off withKasey Brown and her stop stay
share framework.
She's all about creatingcontent that actually makes
waves, you know, stuff thatdoesn't just get glanced at but
actually gets people thinkingand sharing.
Right, cuts through all thatnoise, yeah and her whole
approach is broken down intothese three key parts.
So, first up, you've got tostop the scroll.
(00:50):
You need to grab people'sattention instantly.
Speaker 2 (00:53):
It's all about that hook.
Speaker 1 (00:54):
It is, and Kasey had this killer example Instead of
saying you know, I'm excited toshare some thoughts about
leadership.
Speaker 2 (01:00):
Which, let's be honest, no one's clicking on
that.
Speaker 1 (01:02):
Right, you, you got to space it up.
She suggests something like theCEO fired her entire executive
team.
Here's why it was the rightcall.
Speaker 2 (01:11):
Okay, I'm listening.
Speaker 1 (01:12):
Right, you immediately want to know more.
Speaker 2 (01:14):
For sure it piques your curiosity.
Speaker 1 (01:16):
It's like that element of surprise, right.
Speaker 2 (01:18):
Oh boy.
Speaker 1 (01:23):
So then once you've stopped them in their tracks,
you got to make them stay.
This is where you really bringthe value.
You need to give them a freshperspective or some kind of
insight they haven't heard amillion times before.
Speaker 2 (01:32):
You got to keep them engaged.
Speaker 1 (01:33):
Yeah, exactly, and Kasey points out that this is
where a lot of content fallsflat.
It's just regurgitating thesame old advice.
Speaker 2 (01:41):
They've got to be original.
Speaker 1 (01:42):
It does.
It's about adding something newto the conversation, making
people think, hmm, I neverthought about it that way before
.
Speaker 2 (01:49):
Right.
Give them that aha moment.
Speaker 1 (01:51):
Yes.
And then the final piece of thepuzzle is share.
You want people to feel socompelled by your content that
they can't help but share itwith their network.
Speaker 2 (02:02):
It's like a chain reaction.
Speaker 1 (02:03):
It is, and Kasey really emphasizes, that it often
comes down to evoking some kindof emotion in your audience.
Do they feel seen or understoodby your message?
Does it challenge a beliefthey've held?
Speaker 2 (02:16):
If it resonates with them on a deeper level.
Speaker 1 (02:18):
Exactly, and when your content makes them feel
something, they're way morelikely to share it because it
reflects well on them or theyjust feel passionate about
spreading the message it becomesa part of their own personal
brand.
Right and that's super powerful.
And you know what Kasey's bigtakeaway is you don't need fancy
production or perfect timing,you just need to make sure your
content is actually worthsomeone's attention.
(02:40):
It's all about the substance,not the fluff.
Speaker 2 (02:43):
Quality over quantity 100 percent Okay.
Speaker 1 (02:45):
So let's switch gears a bit and look at some awesome
advice for LinkedIn growth fromJon Evans.
He's the CCO of System One, sohe knows what he's talking about
.
Speaker 2 (02:53):
Yeah, he's built a really impressive following on
LinkedIn.
Speaker 1 (02:56):
He has and he recently shared like 10 key
lessons he's learned along theway.
Speaker 2 (03:01):
Oh, I love these list style posts.
They're so digestible.
Speaker 1 (03:04):
They are.
So one of the first things hestressed was the importance of
create, basically figuring outyour personal brand and your
voice, what sets you apart fromeveryone else.
Speaker 2 (03:14):
What's your unique angle?
Speaker 1 (03:15):
Yes, and this totally ties back into what Kasey was
saying about having a freshperspective, right?
Speaker 2 (03:21):
Definitely you got to have that distinct voice.
You do yeah.
Speaker 1 (03:25):
Then Jon goes on to talk about value and how you
need to be constantly sharingvaluable insights, like becoming
a go-to resource for people inyour field.
Speaker 2 (03:35):
Give them the good stuff.
Speaker 1 (03:36):
The good stuff.
What are the things you getasked about all the time?
That's probably a goodindication of what kind of
content you should be creating.
Speaker 2 (03:42):
Makes sense.
Share your knowledge.
Exactly, and the more you share, the more you build trust and
establish yourself as that go-toexpert.
Speaker 1 (03:50):
It's all about consistency.
Oh, that's actually his nextpoint, consistency.
He actually recommends postingdaily.
Speaker 2 (03:55):
Wow Every day.
Speaker 1 (03:57):
Every day, even weekends.
His philosophy is just get thatcontent out there, don't
overthink it.
Don't let perfection be theenemy of good.
Just be consistent and let youraudience know they can count on
you for regular insights.
Speaker 2 (04:10):
I guess it helps stay top of mind.
Speaker 1 (04:12):
It does, and the more you put yourself out there, the
more opportunities you have toexperiment and see what works.
Speaker 2 (04:18):
Like testing, testing , testing.
Speaker 1 (04:19):
Totally.
Oh, and another tip from Jonthat I thought was interesting
was his emphasis on video,especially portrait-style videos
, and what he calls UGC oruser-generated content.
He says those formats are likegold for engagement.
Speaker 2 (04:35):
I can see that it's more personal.
Speaker 1 (04:37):
It is right.
It's like you're connectingwith people on a deeper level,
you know.
Think about those quick,insightful takes, or even
sharing testimonials from peoplewho've benefited from your work
.
Speaker 2 (04:46):
It feels more authentic.
Speaker 1 (04:48):
It does.
You know.
It's really interesting to seehow all these strategies connect
right.
Speaker 2 (04:52):
Yeah.
Speaker 1 (04:52):
Well, Kasey's stop is all about that initial
attention grab, and Jon's focuson create and value makes sure
that when people stop theyactually find something worth
sticking around for.
Speaker 2 (05:02):
So I stay right.
Speaker 1 (05:03):
Yes, and if it truly resonates, like Kasey was saying
, they'll share it, which tiesdirectly into Jon's tips for
growing on LinkedIn.
Speaker 2 (05:12):
It all works together .
Speaker 1 (05:13):
It does.
You can't have people sharingbland content and grabbing
attention as pointless if youhave nothing of value to offer
once you have it.
Speaker 2 (05:21):
You got to have substance behind the flash.
Speaker 1 (05:23):
Exactly Now.
We also wanted to mention RuthGotian.
She's the chief learningofficer at Weill Cornell
Medicine and she has this greatnewsletter called the Success
Factor.
Speaker 2 (05:32):
I've heard of that.
Speaker 1 (05:33):
Yeah.
So even though we don't havespecific tips from her latest
newsletter on hand right now,the fact that she's so
consistent with it that she'sconstantly putting out this
valuable content it's like amasterclass in personal branding
.
Speaker 2 (05:46):
Makes sense.
It's building that connection.
Speaker 1 (05:48):
It is, and she's really positioned herself as an
expert in her field, someonewho's dedicated to helping
people grow.
Speaker 2 (05:54):
Especially given her background in learning and
coaching.
I bet her newsletter is packedwith great advice.
Speaker 1 (05:59):
Oh for sure, and you know, it reminds me of something
really interesting thathappened this past week.
Speaker 2 (06:05):
What's that?
Speaker 1 (06:06):
Ad Age, the marketing publication, reported that a
lot of big companies, even likeNike and the North Face, are
using LinkedIn to find potentialagencies and creative partners.
Speaker 2 (06:17):
Seriously, they're looking for agencies on LinkedIn
.
Speaker 1 (06:19):
Yep, and apparently it's becoming more and more
common.
Speaker 2 (06:21):
Wow, I guess that really shows how important a
strong personal brand is thesedays.
It does?
Speaker 1 (06:26):
Your LinkedIn profile isn't just a resume anymore.
It's how people are finding andevaluating you.
Speaker 2 (06:32):
It's like your digital storefront.
Speaker 1 (06:33):
Exactly so, whether you're focusing on creating
those scroll-stopping hooks,like Kasey suggests,
consistently sharing yourexpertise, like Jon advises, or
building that direct line toyour audience with valuable
content, like Ruth's newsletter,remember, building a strong
personal brand is a marathon,not a sprint.
Speaker 2 (06:52):
It's a long game.
Speaker 1 (06:53):
It is.
You've got to be in it for thelong haul.
Speaker 2 (06:55):
Absolutely so.
Think about what resonated withyou today.
What's one thing from Kasey'sframework or Jon's advice that
you can start implementing rightnow?
How can you begin providingconsistent value in a way that's
uniquely you?
Speaker 1 (07:09):
Love that and for more inspiration and those
bite-sized insights to help youlevel up your brand.
Keep coming back to BrandBuilder Lab, your daily dose of
creative fuel.
Speaker 2 (07:19):
Here's a final thought for you With LinkedIn
becoming such a huge platformfor connections and
opportunities, what's one smallbut impactful thing you can do
today to make your presence evenstronger and start building
those valuable relationships?
Speaker 1 (07:31):
That's a great question to leave everyone with.
Until next time, keep building,keep shining.
Welcome back to Brand Builder Lab.
You know we're all aboutserving up that daily dose of
creative fuel to help you reallylevel up your brand.
Speaker 2 (00:08):
Yeah, and today we're going to be focusing on some
super smart strategies to makeyour personal brand shine.
We're going to be looking atinsights from a few awesome
sources.
Speaker 1 (00:16):
Yep, we're going to be checking out stuff from Kasey
Brown's newsletter Jon Evans.
He had a really interestingLinkedIn post and we'll even
touch on what someone like RuthGotian is doing.
Speaker 2 (00:25):
I like it.
It's like a little power squadof branding wisdom.
Speaker 1 (00:28):
Exactly so.
Let's kick things off withKasey Brown and her stop stay
share framework.
She's all about creatingcontent that actually makes
waves, you know, stuff thatdoesn't just get glanced at but
actually gets people thinkingand sharing.
Right, cuts through all thatnoise, yeah and her whole
approach is broken down intothese three key parts.
So, first up, you've got tostop the scroll.
(00:50):
You need to grab people'sattention instantly.
Speaker 2 (00:53):
It's all about that hook.
Speaker 1 (00:54):
It is, and Kasey had this killer example Instead of
saying you know, I'm excited toshare some thoughts about
leadership.
Speaker 2 (01:00):
Which, let's be honest, no one's clicking on
that.
Speaker 1 (01:02):
Right, you, you got to space it up.
She suggests something like theCEO fired her entire executive
team.
Here's why it was the rightcall.
Speaker 2 (01:11):
Okay, I'm listening.
Speaker 1 (01:12):
Right, you immediately want to know more.
Speaker 2 (01:14):
For sure it piques your curiosity.
Speaker 1 (01:16):
It's like that element of surprise, right.
Speaker 2 (01:18):
Oh boy.
Speaker 1 (01:23):
So then once you've stopped them in their tracks,
you got to make them stay.
This is where you really bringthe value.
You need to give them a freshperspective or some kind of
insight they haven't heard amillion times before.
Speaker 2 (01:32):
You got to keep them engaged.
Speaker 1 (01:33):
Yeah, exactly, and Kasey points out that this is
where a lot of content fallsflat.
It's just regurgitating thesame old advice.
Speaker 2 (01:41):
They've got to be original.
Speaker 1 (01:42):
It does.
It's about adding something newto the conversation, making
people think, hmm, I neverthought about it that way before
.
Speaker 2 (01:49):
Right.
Give them that aha moment.
Speaker 1 (01:51):
Yes.
And then the final piece of thepuzzle is share.
You want people to feel socompelled by your content that
they can't help but share itwith their network.
Speaker 2 (02:02):
It's like a chain reaction.
Speaker 1 (02:03):
It is, and Kasey really emphasizes, that it often
comes down to evoking some kindof emotion in your audience.
Do they feel seen or understoodby your message?
Does it challenge a beliefthey've held?
Speaker 2 (02:16):
If it resonates with them on a deeper level.
Speaker 1 (02:18):
Exactly, and when your content makes them feel
something, they're way morelikely to share it because it
reflects well on them or theyjust feel passionate about
spreading the message it becomesa part of their own personal
brand.
Right and that's super powerful.
And you know what Kasey's bigtakeaway is you don't need fancy
production or perfect timing,you just need to make sure your
content is actually worthsomeone's attention.
(02:40):
It's all about the substance,not the fluff.
Speaker 2 (02:43):
Quality over quantity 100 percent Okay.
Speaker 1 (02:45):
So let's switch gears a bit and look at some awesome
advice for LinkedIn growth fromJon Evans.
He's the CCO of System One, sohe knows what he's talking about
.
Speaker 2 (02:53):
Yeah, he's built a really impressive following on
LinkedIn.
Speaker 1 (02:56):
He has and he recently shared like 10 key
lessons he's learned along theway.
Speaker 2 (03:01):
Oh, I love these list style posts.
They're so digestible.
Speaker 1 (03:04):
They are.
So one of the first things hestressed was the importance of
create, basically figuring outyour personal brand and your
voice, what sets you apart fromeveryone else.
Speaker 2 (03:14):
What's your unique angle?
Speaker 1 (03:15):
Yes, and this totally ties back into what Kasey was
saying about having a freshperspective, right?
Speaker 2 (03:21):
Definitely you got to have that distinct voice.
You do yeah.
Speaker 1 (03:25):
Then Jon goes on to talk about value and how you
need to be constantly sharingvaluable insights, like becoming
a go-to resource for people inyour field.
Speaker 2 (03:35):
Give them the good stuff.
Speaker 1 (03:36):
The good stuff.
What are the things you getasked about all the time?
That's probably a goodindication of what kind of
content you should be creating.
Speaker 2 (03:42):
Makes sense.
Share your knowledge.
Exactly, and the more you share, the more you build trust and
establish yourself as that go-toexpert.
Speaker 1 (03:50):
It's all about consistency.
Oh, that's actually his nextpoint, consistency.
He actually recommends postingdaily.
Speaker 2 (03:55):
Wow Every day.
Speaker 1 (03:57):
Every day, even weekends.
His philosophy is just get thatcontent out there, don't
overthink it.
Don't let perfection be theenemy of good.
Just be consistent and let youraudience know they can count on
you for regular insights.
Speaker 2 (04:10):
I guess it helps stay top of mind.
Speaker 1 (04:12):
It does, and the more you put yourself out there, the
more opportunities you have toexperiment and see what works.
Speaker 2 (04:18):
Like testing, testing , testing.
Speaker 1 (04:19):
Totally.
Oh, and another tip from Jonthat I thought was interesting
was his emphasis on video,especially portrait-style videos
, and what he calls UGC oruser-generated content.
He says those formats are likegold for engagement.
Speaker 2 (04:35):
I can see that it's more personal.
Speaker 1 (04:37):
It is right.
It's like you're connectingwith people on a deeper level,
you know.
Think about those quick,insightful takes, or even
sharing testimonials from peoplewho've benefited from your work
.
Speaker 2 (04:46):
It feels more authentic.
Speaker 1 (04:48):
It does.
You know.
It's really interesting to seehow all these strategies connect
right.
Speaker 2 (04:52):
Yeah.
Speaker 1 (04:52):
Well, Kasey's stop is all about that initial
attention grab, and Jon's focuson create and value makes sure
that when people stop theyactually find something worth
sticking around for.
Speaker 2 (05:02):
So I stay right.
Speaker 1 (05:03):
Yes, and if it truly resonates, like Kasey was saying
, they'll share it, which tiesdirectly into Jon's tips for
growing on LinkedIn.
Speaker 2 (05:12):
It all works together .
Speaker 1 (05:13):
It does.
You can't have people sharingbland content and grabbing
attention as pointless if youhave nothing of value to offer
once you have it.
Speaker 2 (05:21):
You got to have substance behind the flash.
Speaker 1 (05:23):
Exactly Now.
We also wanted to mention RuthGotian.
She's the chief learningofficer at Weill Cornell
Medicine and she has this greatnewsletter called the Success
Factor.
Speaker 2 (05:32):
I've heard of that.
Speaker 1 (05:33):
Yeah.
So even though we don't havespecific tips from her latest
newsletter on hand right now,the fact that she's so
consistent with it that she'sconstantly putting out this
valuable content it's like amasterclass in personal branding
.
Speaker 2 (05:46):
Makes sense.
It's building that connection.
Speaker 1 (05:48):
It is, and she's really positioned herself as an
expert in her field, someonewho's dedicated to helping
people grow.
Speaker 2 (05:54):
Especially given her background in learning and
coaching.
I bet her newsletter is packedwith great advice.
Speaker 1 (05:59):
Oh for sure, and you know, it reminds me of something
really interesting thathappened this past week.
Speaker 2 (06:05):
What's that?
Speaker 1 (06:06):
Ad Age, the marketing publication, reported that a
lot of big companies, even likeNike and the North Face, are
using LinkedIn to find potentialagencies and creative partners.
Speaker 2 (06:17):
Seriously, they're looking for agencies on LinkedIn
.
Speaker 1 (06:19):
Yep, and apparently it's becoming more and more
common.
Speaker 2 (06:21):
Wow, I guess that really shows how important a
strong personal brand is thesedays.
It does?
Speaker 1 (06:26):
Your LinkedIn profile isn't just a resume anymore.
It's how people are finding andevaluating you.
Speaker 2 (06:32):
It's like your digital storefront.
Speaker 1 (06:33):
Exactly so, whether you're focusing on creating
those scroll-stopping hooks,like Kasey suggests,
consistently sharing yourexpertise, like Jon advises, or
building that direct line toyour audience with valuable
content, like Ruth's newsletter,remember, building a strong
personal brand is a marathon,not a sprint.
Speaker 2 (06:52):
It's a long game.
Speaker 1 (06:53):
It is.
You've got to be in it for thelong haul.
Speaker 2 (06:55):
Absolutely so.
Think about what resonated withyou today.
What's one thing from Kasey'sframework or Jon's advice that
you can start implementing rightnow?
How can you begin providingconsistent value in a way that's
uniquely you?
Speaker 1 (07:09):
Love that and for more inspiration and those
bite-sized insights to help youlevel up your brand.
Keep coming back to BrandBuilder Lab, your daily dose of
creative fuel.
Speaker 2 (07:19):
Here's a final thought for you With LinkedIn
becoming such a huge platformfor connections and
opportunities, what's one smallbut impactful thing you can do
today to make your presence evenstronger and start building
those valuable relationships?
Speaker 1 (07:31):
That's a great question to leave everyone with.
Until next time, keep building,keep shining.
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