September 7, 2023 • 24 mins
Ready to unlock the secrets to building a seven-figure business? I promise you this episode is going to be a game-changer. We're peeling back the curtain on the real power of branding and why it's the golden key to success, helping you create a path for your customers to trust and follow. We'll discuss how a strong brand can help you navigate the tricky terrains of hiring, scaling, and pricing. And here's a hint: it's not just about your company's brand, but also your personal brand.
But what's a brand without a story? We'll delve into the art of crafting a compelling narrative for your business. You’ll learn how industry giants like Apple and Disney use their stories to build world-renowned brands. We'll also explore how to create a powerful message and offer that ensures you're not leaving money on the table. If you've been looking for tips on building a brand that can rake in profits, you've come to the right place. Plus, we've got a special guest with insights on all things money. Buckle up for some invaluable lessons on the power of brand.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
And we're live and money, money, money, money,
money.
What do I do with it?
How do I make it?
How do I make more of it?
You're in the midst of a moneyseries.
I Want to say one word and oneword to you.
Only brand, as Wild as it mayseem, and you might be thinking
to yourself well, tiffany,shouldn't you be talking about
(00:21):
savings accounts and where toinvest my money, and all of the
above?
Yeah, but as I was gettingready for day two of this series
, I said to myself you know what?
What is so true that mostpeople think that it is the
their ability to do the nextcreative thing that is going to
get them to the win, and thetruth of the matter Is that has
nothing to do with the nextcreative thing.
(00:42):
You know what?
It has everything to do withthis word called brand.
Let me say this and say thiscleanly brand is the name of the
game.
Building a brand is whatallowed me to jump from here to
there.
Building a brand is how I leftknocking on 45 doors a day
(01:05):
myself, and then I I was able toattract other people who would
be willing to learn how tomaster the sales game and To
knock on 40 doors a day as well.
Brand is what will fix yourhiring problem.
It will fix your scalingproblem.
Brand will fix your Retentionproblem.
(01:26):
Brand will fix your pricingproblem.
Brand will fix your dot dot dot.
You fill in the link.
I Can't tell you how many peopleor CEOs come to me and they're
like Tiffany, we're doing fouror five million dollars, but I
feel like I am drowning and I'mlike up.
I know how that feels, tiffany.
I have all these things goingon, but I'm still doing 70 80
(01:46):
hours a week and I'm like up.
I know exactly how that feels.
And as tempting as it is for meto say let's go build all the
systems.
All of the systems are theproblem or the answer, all the
solution?
No, not at all.
If I had to bet on one thingthat has changed the game for me
and I'm gonna say this wordfinancially.
But I want to be transparent.
(02:09):
Financially is not just indollars.
For me right now.
Financially also has to do withmy health, has to do with my
mental sanity, has to do with medoing this and Lifting all by
myself.
You really want to buildsomething bigger than yourself
or you want to build more.
You want to build faster, youwant to fix whatever it is the
(02:31):
name.
Let me put this where I want tomake sure you can see it,
because I don't want you to belike Tiffany you didn't tell me,
yes, I did tell you.
It is brand.
Every CEO has two things.
So I know this is a whole wordand me fixing, changing,
challenging what's happening infront of you with money.
There are two brands that everysingle CEO needs to be aware of
(02:53):
.
Okay, the first brand is thecompany's brand.
The company's brand.
The company's brand I'm lookingfor a box.
Yes, so the company's brand.
Now, here, there, the companyhas an identity and in this
identity it says this is who weare to the market.
We think that that's a logo, wethink that that's some visual
(03:14):
items, but you know it's not.
It is so much more than that.
I built a seven-figure business.
Thank you so much.
I built a seven-figure businessin a state, in a state where I
was not even entertained.
A black woman was definitelynot the coolest kid on the block
(03:34):
.
A Black woman was definitelynot the most Interesting.
She was not the most palatable.
Can I even say that when we sitdown as I say that word because
they're all even ready for that.
A black woman is not palatable.
Well, you know what she mighttaste good, but actually she
might taste really good.
You ever had chocolate?
Let me just go.
I'm sorry, you guys are notready for this.
We, on Tuesday, we're on juston Tuesdays, not even night
(03:56):
school.
So the Realities that I went tothis state.
I'm from Florida, I head toNorth Carolina and I said to
myself holy smokes, what am Igoing to do?
All of these people are tryingto run me from this state
instead of me focusing on justbuilding systems and Processes.
I actually went to try to builda brand.
(04:17):
Now, transparently, I built anamateur version of what I run
today.
I Knew that having a visualidentity was really important to
myself and to the customers andclients, but that's not what I
needed.
First, in order to save moremoney, in order to make more
money, I needed to duplicatemyself.
You cannot duplicate yourselfeffectively without saying to a
(04:39):
person out there in the worldsomewhere I don't care if this
is a VA, I don't care if this isa full-time contractor across
the country, I don't care ifit's an employee walking in your
door every day, or maybe it'snot.
Maybe it's a family.
I know this sounds wild, butsome of you are running huge
businesses and it's a familymember that comes to save the
day.
I cannot tell you how manyfamily members have come to save
the day For and let me just putthis PSA for the person who's
(05:02):
like oh I don't work with family, you're nuts.
I Can't even begin to thinkabout what my life would be like
without building with family.
That's a different conversation.
My, my ability to Buildsomething that allows me to
build trust out in the market iswhat has allowed me to to sell
(05:25):
in multiple layers, to have aphysical brick-and-mortar space
that we can breathe in and outfrom, and Without brand, there's
nothing for them to stand on,there's nothing for them to
trust, there's nowhere for themto go.
Let me just stay there just fora moment.
Brand allows you to create apaveway.
Create a paveway for you to gosomewhere and for other people
(05:49):
to come to you.
Now, today, one of one of thecompanies that I own or run is a
brand that is known in themarket as DTDT.
Right, and just in case wedecide to run trap paid traffic
to this, I have to leave thename.
I can't say the name, but youcan see what's here now.
This is one of the mostexciting brands that I've ever
(06:10):
been able to build and and Don'tget me wrong, it didn't.
It wasn't easy, because whatbrand does is it says to the
market this is who we are.
This is our promise.
Now, for me, that started withme asking myself Well, what are
we here to do?
In order to sell higher ticket?
In order to make more moneyeasier?
(06:32):
In Order to attract the righttype of employees and vendors
and etc.
You have to have a brandpromise that's actually real,
that we can go and eat and goholy, that was delicious.
Our brand promise is prettysimple.
It says that we are here, wesolely exist To tap into the
world's untapped potential.
(06:52):
We exist to tap into theworld's untapped Potential and
that is rooted in Every singlepotential.
Enough, I could have felt.
Potential would be really,really, actually POT.
I'm gonna put an L at the endand call it a day.
Yeah, I know there's an Lsomewhere.
Okay, so the world's untappedpotential.
(07:16):
Every time that I talk to avendor, a contractor, an
employee or someone I can'treally sell or position this is
where we are I really actuallyhave to say hey, this is where
we're going.
My responsibility to the marketis to be clear on where are we
going, what are we doing once weget there and what is an in it
for you brand?
Now, brand comes in a couple offorms, but I'm gonna I'm going
(07:42):
to Boil them to some questions.
So one of the first is voice.
What is your brand voice?
What does it sound like?
Does your brand voice soundlike 50 cent, 50 cent?
I have to say that for thepeople who may not be able to
handle the hood version of mesaying it, but the there's a
(08:06):
voice there.
Does your voice sound likeMichael Jackson?
Does your voice sound likeOprah?
Does your voice sound like drPhil?
Does your voice sound like, youfeel, wendy Williams?
There's a big differencebetween Wendy Williams and Oprah
.
Your voice has a has to be clear, it has to be distinguished,
(08:26):
and I want you to give it anaward.
I want you to give it a, anadjective.
I An adjective could beanything simple as nurturing,
scientific.
It could be profound, artistic.
I want you to give, to askyourself right now do you have a
clear voice, not a clearmessage, a clear voice.
(08:49):
And if you say yes, tiffany, Ihave a clear voice.
I go Eureka, fantastic, this isamazing, super awesome.
Next is does it have a message?
Every single business should beable every person and every
business should be able toidentify what their message is
(09:10):
to the world.
That's first.
The second thing that should beable to do with ease is say and
tell their entire businessstory in three sentences.
Year today, I probably taughtwell over 100,000 people
directly and indirectly maybe amillion on how to actually tell
their story.
Here's this ridiculous idea outin the business world that we
(09:32):
create the brand, we create thestory first, we create the story
first and then we go back andbuild the brand.
I'm like what are you talkingabout?
Every time I hear brand story,is that the right thing?
I literally feel like I'm justgoing to run for the hills
because I'm like I've neverheard of something so backwards
(09:54):
and I can't wait for the personto challenge me.
I'm here and ready for it.
Let me tell you why.
It's not brand the story orit's not story brand.
You know what?
Let me be clear on the sequence.
You don't decide on what thestory is.
(10:17):
You own the story for what itis.
You don't decide on what thestory is.
You own the story for what itis and then, once you own the
story for what it is, then atthat moment, then you go and say
, great, this is the message,the tone, the essence of it, and
here's the brand we're going tobuild around the story that
(10:40):
already is.
Do not get, get, don't miss theopportunity to own the story
for what it is.
Every time that I hear in themarket that the market wants us
to create a brand, just have thebrand and then, all of a sudden
, we create the story to go withthe brand.
If I've never heard ofsomething so backwards there,
(11:02):
disney came first.
It is his story.
It is Walt's story that camefirst, and then we created a
brand around it.
It is Steve Jobs that comesfirst in his vision and view
with the world, and then wecreated a brand around that.
Don't get it backwards.
I have built not only so manybusinesses, but I've hired tons
(11:26):
of people.
I have had to sell my knowledge, a product, a widget, from
anywhere from 5k to a million,and it doesn't change the fact
that I have a responsibility toknow what the story is and then
allow the brand to speak for it.
You do it the other way aroundand what you do is you present a
(11:50):
half truth into the world thatis incomplete.
That means you're creating acurated version of what the
story is and then you presentthat to the market.
And I'm not saying Fortune 500companies and Fortune 1000 and
so on and so forth.
I'm not saying that there's nota place for a piece of that.
But if we can just get back tobusiness 101 and I don't care if
(12:11):
you're Apple, it's irrelevantto me if you're the pizza shop
down the street People arebuying from people and no one's
going to make me feel different.
Humans are buying from humansand at the other end of every
transaction is some form ofhuman emotion, the human emotion
.
We pay attention to that moreand we pick up all the things
opportunities, leads and dollarsas we go, because that human
(12:36):
emotion is the decision, theperson or the thing or the
variable and the equation thatsays I'm going to buy, I'm going
to buy this product, I'm goingto take this product, I'm going
to go to this next level and ifyou really want to change
whatever is happening in frontof you in business and CEOs,
listen, listen to me and listento me.
(12:57):
Clearly it is not the next hire, it is not painting your walls,
it is not going and getting anew logo.
It is not investing in the nextlean six sigma person to come
and show us how to do it better.
It is the company's ability tostand on a story.
Translate that to a brand thateverybody in your environment
(13:20):
can communicate equally.
There is not anybody who isattached to this brand who could
not stand as strong as I do onany platform and walk you
through what the story is andhow the brand came to be.
But I don't mean regurgitatedfrom what's happening here.
I'm talking about what'shappening here Brand.
(13:43):
So we have voice, we have themessage and then what we have is
we have the you can't deny meoffer.
(14:04):
For me it's the confidenceoffer.
One of the things I respect themost about Apple is that any and
I say this just as much as Isay one of the things I respect
most about, let's say, bentley.
You know I personally don'twant to drive a Bentley.
(14:25):
However, I do respect that, nomatter what season it has been,
they have never put out a coupon.
It's true, pandemic, nopandemic, like like 2008 or not,
it doesn't matter where theworld is.
Bentley is never putting out acoupon, nor are they putting on
(14:46):
a commercial.
You can buy one, get one free,or an extra 400,000 miles.
Now am I saying that they don'tmake deals behind closed doors?
No, I'm not saying that.
But I am going to tell you thatthey are not marketing to the
average person, trying to getthem in based on the incentive
that they can do around price.
It's a very clear offer and afeeling that they're going to
(15:07):
give to the person who makes thedecision to buy.
You can't deny me offer.
Your pricing is a greatreflection of the brand that you
represent, trying to move theneedle and not leaving money on
the table.
It's like man.
If we're all going to come towork for the next 12 months,
we're all going to come to workfor the next six months, or
we're all going to do whateverit is here and we're going to be
selling things.
(15:27):
Why not sell to the highest ofyour company's ability versus
just selling a product?
I'd rather spend the next 30days swinging all the back that
I possibly can, pushing thelimits of what I believe myself,
or my team, or the people who Itrust to represent the brand
that I'm involved in.
(15:48):
I'd rather push the limits andsee what we can do versus
settling what I feel like we canget.
Getting to the next dollar andchanging the revenue in front of
us and not leaving money on thetable has everything to do with
us selling what the product isworth versus selling what we
think we can get for it.
But, tiffany, what if we priceourselves out?
(16:10):
Will you price yourself out?
Go ahead right now to go aheadright now to your browser and
type in most expensive car.
The other day I was doing anexercise with some of the people
who flew into the DTDT studioin Phoenix, arizona and I was
there and we got into a realmild discussion and out of the
gate it was like, well, wait asecond.
(16:31):
Let's be clear on some factsright now.
There are cars that aremillions of dollars Though you
and I may have access to alltypes of vehicles that will
allow us for under 200 000dollars, almost make us feel
like we're flying to the moon.
But then there are cars todayunder 50 000 dollars that are
running magic out there in thesestreets 50 under 50 000 dollars
(16:53):
, I get power of windows, I getleather seats, sunroof.
It doesn't change the fact thatin the market there are people
who are still selling productsfor millions of dollars Instead
of trying to spend the next sixmonths, and you want to make
more money or you want yourcompany to have be more
profitable.
So you're like we're going tosell more products and widgets.
Uh, what if you just sold lessproducts and widgets and you
(17:16):
sold your products and widgetsat a premium?
If you don't know what you'rewhat I'm talking about, then ask
If you're like tiffani, I don'teven know where to start
thinking about that.
Then ask If you're a companyand you're like well, sweet
jesus, what are you talkingabout?
Then ask man, if you're an, ifyou're in the state of arizona,
new mexico, california I don'tknow if I'm interested in going
to utah, there's a littledifferent over there.
(17:36):
But if you're one of the threestates that I just said and
you're like I don't know how to,like I don't even know what
you're talking about, then ask,like it can't hurt to just ask,
and who do you?
Ask us, brand is thenon-negotiable piece and it's
the last thing that I brought tothe table.
(17:57):
I remember I had already crossedseven figures.
I had about nine or tenemployees and there was this not
quite brand agency, but theywere like it in north carolina
and they kept telling me youneed to da da da run your brand.
I was like, oh, I don't knowhow much is it?
And I started thinking, oh, wedon't need that, we need a
systems.
I need an operations manager,all these things.
(18:17):
I probably took me another twoyears to get to the table.
I went with a company thatwasn't in north carolina and I
approached them.
I was like I know we have logosand stuff and they're beautiful
, but I really know that we needa brand, we need a visual
identity.
They wrapped that thing up sofast.
It was so good to work withthem.
There's a husband and wife teamand they were the nicest people
(18:38):
and the truth is that I need tofind them today because I owe
them.
They taught me this about brand.
I went on.
I slapped a brand together.
I say I slapped the brandtogether because I did not take
the time to go as far as I couldhave in the emotional integrity
of what could be, but itallowed me to not just get to a
mill.
(18:58):
We then got to multiples.
Then it allowed me to go andbuy other companies.
I went and acquired three othercompanies after I sat down and
I built a brand.
Now, what gave the confidencefor the other company to go and
sell to me or to even entertainthis negotiated table?
Because it wasn't Surely thefact that I was a woman, it
surely wasn't the fact that wasa black woman, because these
were two white guys what twowhite guys are not trying to
(19:20):
come knock on no black woman'sdoor in the state of north
carolina, be like, hey, can youbuy, you know, can we partner
and do something?
Uh, that's not happening.
So if it were me and me alone,or my knowledge of my business
acumen, that wouldn't have beenenough.
But you know what was enough?
The brand that I had built.
As much as I wish I had learnedmore or taken the time to dive
(19:42):
more into brand at that time,I'm so glad that I didn't,
because it allowed me to takethat little knowledge to another
level.
Today I am in front of aworldwide movement called DTDT
Nation.
It is my living walking proofof what brand can do in a market
(20:04):
where no one knows you.
You are brand new, you don'thave the market share.
You feel and look like theunderdog.
You don't have a office as bigas the other people, you don't
have a team as big as the otherpeople and all the other things
that we feel like that are inour way from getting there.
Brand me sitting down.
After the first two years of usbeing open and making some money
(20:24):
, I sat down and I can't takecredit for myself.
My best friend, my best friendher name is Candice and what she
did for me is invaluable.
I told her I was like you know,we got this thing, I got this
thing and I know that there'smore for me to go and build.
And she said to me she was likeI was like how did you build
these brands?
(20:44):
Because she had built twomultiple seven figure businesses
, multi-million dollar brands,and she sold them off to big
companies.
And I said to her what is brand?
I asked the right question.
Me asking the question of whatis brand was probably the thing
that allowed me to go.
(21:05):
Oh, so, instead of focusing onmore team members and more
programs and products andofficers and even like officers,
like offices I actually turnedmy attention for a year and a
half and I focused on brand.
It is what gave me not just theconfidence, but the right to go
and approach bigger projects,bigger things, bigger
conversations.
(21:25):
Today, now, I have built dozensof brands for other companies
and infiltrated other industries, from the construction industry
to the religious industry, themedical industry.
What are the brands that Ibuilt that I really, really love
?
That, like, make my heartpitter patter.
There's quite a few in themedical industry.
That's interesting.
Accounting industry, I say tomyself.
(21:49):
For financial industry, I sayto myself that brand is
everything.
So I, as we, as I, wrap up likewhat money don't I want you to
leave on the table today, like,what is the money?
Talk for today it is.
Do not leave brand behind.
Bring brand to the front.
Where is my brand?
(22:10):
My brand is in the midst of mytone, my voice, and then it goes
on to other things.
Look at this frame that we'rein right now Whoa, whoa.
So look at this frame thatwe're in right now and I'm going
to wrap it up with this.
So right now I'm in a frame andyou see me, I'm a bit dressed
down.
I've not in a dress like Inormally would be on stage.
I definitely don't have anyDTDT gear on, but I am still
(22:34):
somewhat shaped from figure inbrand, and every piece that is
around me is part of the energythat is flowing in the studio
that I'm in.
Right now I'm standing inStudio B Every part of what you
see and feel, from the tone thatis coming out to my mouth to
how I physically look andeverything around us.
(22:56):
Now, if we were to send you apiece of material, you met one
of our awesome team membersyou're going to see and feel the
exact same thing, whetherthey're black or white, or
female or male, or 28 or 52.
Like.
It doesn't change the fact thateach and every person is caring
and floating with the sameenergy.
It allows me to take the teamthat we have and do four to five
(23:19):
times what our competitors do,simply because of the fact that
we are moving as a unit, becauseof the brand that is woven
through us, not because of whowe are or we're all this
demographic, or we're all womenor men, or any of the above.
Not at all.
And for the person thinking, ohwell, tiffany, that works for
(23:39):
you, I think that I would daresay it works for all of us.
It's just if we're willing toentertain that brand goes first
and everything else goes secondBrand first, offers.
Second squad.
Third, sales next and systemslast.
That is the order in which wego.
(24:00):
Well, where do I start?
I don't want to leave any moremoney on the table.
So this part of our moneyseries was rooted in me saying
brand Like you want to changesomething brand, and if you're
like I can't go and build it, Idon't know where to start.
Well, we do Period.
I can't wait to hear the nextquestion that comes in.
(24:21):
Tomorrow is going to be so goodbecause I have someone who's
going to be in our studio withus talking about all things
money.
It's going to be the best Rossmoney conversation that there
ever was.
Okay, I, that's a wrap.
I'll see you later.
10, 12, 3 o'clock, 6 o'clock,every single day.
(24:42):
Bye.
And we're live and money, money, money, money,
money.
What do I do with it?
How do I make it?
How do I make more of it?
You're in the midst of a moneyseries.
I Want to say one word and oneword to you.
Only brand, as Wild as it mayseem, and you might be thinking
to yourself well, tiffany,shouldn't you be talking about
(00:21):
savings accounts and where toinvest my money, and all of the
above?
Yeah, but as I was gettingready for day two of this series
, I said to myself you know what?
What is so true that mostpeople think that it is the
their ability to do the nextcreative thing that is going to
get them to the win, and thetruth of the matter Is that has
nothing to do with the nextcreative thing.
(00:42):
You know what?
It has everything to do withthis word called brand.
Let me say this and say thiscleanly brand is the name of the
game.
Building a brand is whatallowed me to jump from here to
there.
Building a brand is how I leftknocking on 45 doors a day
(01:05):
myself, and then I I was able toattract other people who would
be willing to learn how tomaster the sales game and To
knock on 40 doors a day as well.
Brand is what will fix yourhiring problem.
It will fix your scalingproblem.
Brand will fix your Retentionproblem.
(01:26):
Brand will fix your pricingproblem.
Brand will fix your dot dot dot.
You fill in the link.
I Can't tell you how many peopleor CEOs come to me and they're
like Tiffany, we're doing fouror five million dollars, but I
feel like I am drowning and I'mlike up.
I know how that feels, tiffany.
I have all these things goingon, but I'm still doing 70 80
(01:46):
hours a week and I'm like up.
I know exactly how that feels.
And as tempting as it is for meto say let's go build all the
systems.
All of the systems are theproblem or the answer, all the
solution?
No, not at all.
If I had to bet on one thingthat has changed the game for me
and I'm gonna say this wordfinancially.
But I want to be transparent.
(02:09):
Financially is not just indollars.
For me right now.
Financially also has to do withmy health, has to do with my
mental sanity, has to do with medoing this and Lifting all by
myself.
You really want to buildsomething bigger than yourself
or you want to build more.
You want to build faster, youwant to fix whatever it is the
(02:31):
name.
Let me put this where I want tomake sure you can see it,
because I don't want you to belike Tiffany you didn't tell me,
yes, I did tell you.
It is brand.
Every CEO has two things.
So I know this is a whole wordand me fixing, changing,
challenging what's happening infront of you with money.
There are two brands that everysingle CEO needs to be aware of
(02:53):
.
Okay, the first brand is thecompany's brand.
The company's brand.
The company's brand I'm lookingfor a box.
Yes, so the company's brand.
Now, here, there, the companyhas an identity and in this
identity it says this is who weare to the market.
We think that that's a logo, wethink that that's some visual
(03:14):
items, but you know it's not.
It is so much more than that.
I built a seven-figure business.
Thank you so much.
I built a seven-figure businessin a state, in a state where I
was not even entertained.
A black woman was definitelynot the coolest kid on the block
(03:34):
.
A Black woman was definitelynot the most Interesting.
She was not the most palatable.
Can I even say that when we sitdown as I say that word because
they're all even ready for that.
A black woman is not palatable.
Well, you know what she mighttaste good, but actually she
might taste really good.
You ever had chocolate?
Let me just go.
I'm sorry, you guys are notready for this.
We, on Tuesday, we're on juston Tuesdays, not even night
(03:56):
school.
So the Realities that I went tothis state.
I'm from Florida, I head toNorth Carolina and I said to
myself holy smokes, what am Igoing to do?
All of these people are tryingto run me from this state
instead of me focusing on justbuilding systems and Processes.
I actually went to try to builda brand.
(04:17):
Now, transparently, I built anamateur version of what I run
today.
I Knew that having a visualidentity was really important to
myself and to the customers andclients, but that's not what I
needed.
First, in order to save moremoney, in order to make more
money, I needed to duplicatemyself.
You cannot duplicate yourselfeffectively without saying to a
(04:39):
person out there in the worldsomewhere I don't care if this
is a VA, I don't care if this isa full-time contractor across
the country, I don't care ifit's an employee walking in your
door every day, or maybe it'snot.
Maybe it's a family.
I know this sounds wild, butsome of you are running huge
businesses and it's a familymember that comes to save the
day.
I cannot tell you how manyfamily members have come to save
the day For and let me just putthis PSA for the person who's
(05:02):
like oh I don't work with family, you're nuts.
I Can't even begin to thinkabout what my life would be like
without building with family.
That's a different conversation.
My, my ability to Buildsomething that allows me to
build trust out in the market iswhat has allowed me to to sell
(05:25):
in multiple layers, to have aphysical brick-and-mortar space
that we can breathe in and outfrom, and Without brand, there's
nothing for them to stand on,there's nothing for them to
trust, there's nowhere for themto go.
Let me just stay there just fora moment.
Brand allows you to create apaveway.
Create a paveway for you to gosomewhere and for other people
(05:49):
to come to you.
Now, today, one of one of thecompanies that I own or run is a
brand that is known in themarket as DTDT.
Right, and just in case wedecide to run trap paid traffic
to this, I have to leave thename.
I can't say the name, but youcan see what's here now.
This is one of the mostexciting brands that I've ever
(06:10):
been able to build and and Don'tget me wrong, it didn't.
It wasn't easy, because whatbrand does is it says to the
market this is who we are.
This is our promise.
Now, for me, that started withme asking myself Well, what are
we here to do?
In order to sell higher ticket?
In order to make more moneyeasier?
(06:32):
In Order to attract the righttype of employees and vendors
and etc.
You have to have a brandpromise that's actually real,
that we can go and eat and goholy, that was delicious.
Our brand promise is prettysimple.
It says that we are here, wesolely exist To tap into the
world's untapped potential.
(06:52):
We exist to tap into theworld's untapped Potential and
that is rooted in Every singlepotential.
Enough, I could have felt.
Potential would be really,really, actually POT.
I'm gonna put an L at the endand call it a day.
Yeah, I know there's an Lsomewhere.
Okay, so the world's untappedpotential.
(07:16):
Every time that I talk to avendor, a contractor, an
employee or someone I can'treally sell or position this is
where we are I really actuallyhave to say hey, this is where
we're going.
My responsibility to the marketis to be clear on where are we
going, what are we doing once weget there and what is an in it
for you brand?
Now, brand comes in a couple offorms, but I'm gonna I'm going
(07:42):
to Boil them to some questions.
So one of the first is voice.
What is your brand voice?
What does it sound like?
Does your brand voice soundlike 50 cent, 50 cent?
I have to say that for thepeople who may not be able to
handle the hood version of mesaying it, but the there's a
(08:06):
voice there.
Does your voice sound likeMichael Jackson?
Does your voice sound likeOprah?
Does your voice sound like drPhil?
Does your voice sound like, youfeel, wendy Williams?
There's a big differencebetween Wendy Williams and Oprah
.
Your voice has a has to be clear, it has to be distinguished,
(08:26):
and I want you to give it anaward.
I want you to give it a, anadjective.
I An adjective could beanything simple as nurturing,
scientific.
It could be profound, artistic.
I want you to give, to askyourself right now do you have a
clear voice, not a clearmessage, a clear voice.
(08:49):
And if you say yes, tiffany, Ihave a clear voice.
I go Eureka, fantastic, this isamazing, super awesome.
Next is does it have a message?
Every single business should beable every person and every
business should be able toidentify what their message is
(09:10):
to the world.
That's first.
The second thing that should beable to do with ease is say and
tell their entire businessstory in three sentences.
Year today, I probably taughtwell over 100,000 people
directly and indirectly maybe amillion on how to actually tell
their story.
Here's this ridiculous idea outin the business world that we
(09:32):
create the brand, we create thestory first, we create the story
first and then we go back andbuild the brand.
I'm like what are you talkingabout?
Every time I hear brand story,is that the right thing?
I literally feel like I'm justgoing to run for the hills
because I'm like I've neverheard of something so backwards
(09:54):
and I can't wait for the personto challenge me.
I'm here and ready for it.
Let me tell you why.
It's not brand the story orit's not story brand.
You know what?
Let me be clear on the sequence.
You don't decide on what thestory is.
(10:17):
You own the story for what itis.
You don't decide on what thestory is.
You own the story for what itis and then, once you own the
story for what it is, then atthat moment, then you go and say
, great, this is the message,the tone, the essence of it, and
here's the brand we're going tobuild around the story that
(10:40):
already is.
Do not get, get, don't miss theopportunity to own the story
for what it is.
Every time that I hear in themarket that the market wants us
to create a brand, just have thebrand and then, all of a sudden
, we create the story to go withthe brand.
If I've never heard ofsomething so backwards there,
(11:02):
disney came first.
It is his story.
It is Walt's story that camefirst, and then we created a
brand around it.
It is Steve Jobs that comesfirst in his vision and view
with the world, and then wecreated a brand around that.
Don't get it backwards.
I have built not only so manybusinesses, but I've hired tons
(11:26):
of people.
I have had to sell my knowledge, a product, a widget, from
anywhere from 5k to a million,and it doesn't change the fact
that I have a responsibility toknow what the story is and then
allow the brand to speak for it.
You do it the other way aroundand what you do is you present a
(11:50):
half truth into the world thatis incomplete.
That means you're creating acurated version of what the
story is and then you presentthat to the market.
And I'm not saying Fortune 500companies and Fortune 1000 and
so on and so forth.
I'm not saying that there's nota place for a piece of that.
But if we can just get back tobusiness 101 and I don't care if
(12:11):
you're Apple, it's irrelevantto me if you're the pizza shop
down the street People arebuying from people and no one's
going to make me feel different.
Humans are buying from humansand at the other end of every
transaction is some form ofhuman emotion, the human emotion
.
We pay attention to that moreand we pick up all the things
opportunities, leads and dollarsas we go, because that human
(12:36):
emotion is the decision, theperson or the thing or the
variable and the equation thatsays I'm going to buy, I'm going
to buy this product, I'm goingto take this product, I'm going
to go to this next level and ifyou really want to change
whatever is happening in frontof you in business and CEOs,
listen, listen to me and listento me.
(12:57):
Clearly it is not the next hire, it is not painting your walls,
it is not going and getting anew logo.
It is not investing in the nextlean six sigma person to come
and show us how to do it better.
It is the company's ability tostand on a story.
Translate that to a brand thateverybody in your environment
(13:20):
can communicate equally.
There is not anybody who isattached to this brand who could
not stand as strong as I do onany platform and walk you
through what the story is andhow the brand came to be.
But I don't mean regurgitatedfrom what's happening here.
I'm talking about what'shappening here Brand.
(13:43):
So we have voice, we have themessage and then what we have is
we have the you can't deny meoffer.
(14:04):
For me it's the confidenceoffer.
One of the things I respect themost about Apple is that any and
I say this just as much as Isay one of the things I respect
most about, let's say, bentley.
You know I personally don'twant to drive a Bentley.
(14:25):
However, I do respect that, nomatter what season it has been,
they have never put out a coupon.
It's true, pandemic, nopandemic, like like 2008 or not,
it doesn't matter where theworld is.
Bentley is never putting out acoupon, nor are they putting on
(14:46):
a commercial.
You can buy one, get one free,or an extra 400,000 miles.
Now am I saying that they don'tmake deals behind closed doors?
No, I'm not saying that.
But I am going to tell you thatthey are not marketing to the
average person, trying to getthem in based on the incentive
that they can do around price.
It's a very clear offer and afeeling that they're going to
(15:07):
give to the person who makes thedecision to buy.
You can't deny me offer.
Your pricing is a greatreflection of the brand that you
represent, trying to move theneedle and not leaving money on
the table.
It's like man.
If we're all going to come towork for the next 12 months,
we're all going to come to workfor the next six months, or
we're all going to do whateverit is here and we're going to be
selling things.
(15:27):
Why not sell to the highest ofyour company's ability versus
just selling a product?
I'd rather spend the next 30days swinging all the back that
I possibly can, pushing thelimits of what I believe myself,
or my team, or the people who Itrust to represent the brand
that I'm involved in.
(15:48):
I'd rather push the limits andsee what we can do versus
settling what I feel like we canget.
Getting to the next dollar andchanging the revenue in front of
us and not leaving money on thetable has everything to do with
us selling what the product isworth versus selling what we
think we can get for it.
But, tiffany, what if we priceourselves out?
(16:10):
Will you price yourself out?
Go ahead right now to go aheadright now to your browser and
type in most expensive car.
The other day I was doing anexercise with some of the people
who flew into the DTDT studioin Phoenix, arizona and I was
there and we got into a realmild discussion and out of the
gate it was like, well, wait asecond.
(16:31):
Let's be clear on some factsright now.
There are cars that aremillions of dollars Though you
and I may have access to alltypes of vehicles that will
allow us for under 200 000dollars, almost make us feel
like we're flying to the moon.
But then there are cars todayunder 50 000 dollars that are
running magic out there in thesestreets 50 under 50 000 dollars
(16:53):
, I get power of windows, I getleather seats, sunroof.
It doesn't change the fact thatin the market there are people
who are still selling productsfor millions of dollars Instead
of trying to spend the next sixmonths, and you want to make
more money or you want yourcompany to have be more
profitable.
So you're like we're going tosell more products and widgets.
Uh, what if you just sold lessproducts and widgets and you
(17:16):
sold your products and widgetsat a premium?
If you don't know what you'rewhat I'm talking about, then ask
If you're like tiffani, I don'teven know where to start
thinking about that.
Then ask If you're a companyand you're like well, sweet
jesus, what are you talkingabout?
Then ask man, if you're an, ifyou're in the state of arizona,
new mexico, california I don'tknow if I'm interested in going
to utah, there's a littledifferent over there.
(17:36):
But if you're one of the threestates that I just said and
you're like I don't know how to,like I don't even know what
you're talking about, then ask,like it can't hurt to just ask,
and who do you?
Ask us, brand is thenon-negotiable piece and it's
the last thing that I brought tothe table.
(17:57):
I remember I had already crossedseven figures.
I had about nine or tenemployees and there was this not
quite brand agency, but theywere like it in north carolina
and they kept telling me youneed to da da da run your brand.
I was like, oh, I don't knowhow much is it?
And I started thinking, oh, wedon't need that, we need a
systems.
I need an operations manager,all these things.
(18:17):
I probably took me another twoyears to get to the table.
I went with a company thatwasn't in north carolina and I
approached them.
I was like I know we have logosand stuff and they're beautiful
, but I really know that we needa brand, we need a visual
identity.
They wrapped that thing up sofast.
It was so good to work withthem.
There's a husband and wife teamand they were the nicest people
(18:38):
and the truth is that I need tofind them today because I owe
them.
They taught me this about brand.
I went on.
I slapped a brand together.
I say I slapped the brandtogether because I did not take
the time to go as far as I couldhave in the emotional integrity
of what could be, but itallowed me to not just get to a
mill.
(18:58):
We then got to multiples.
Then it allowed me to go andbuy other companies.
I went and acquired three othercompanies after I sat down and
I built a brand.
Now, what gave the confidencefor the other company to go and
sell to me or to even entertainthis negotiated table?
Because it wasn't Surely thefact that I was a woman, it
surely wasn't the fact that wasa black woman, because these
were two white guys what twowhite guys are not trying to
(19:20):
come knock on no black woman'sdoor in the state of north
carolina, be like, hey, can youbuy, you know, can we partner
and do something?
Uh, that's not happening.
So if it were me and me alone,or my knowledge of my business
acumen, that wouldn't have beenenough.
But you know what was enough?
The brand that I had built.
As much as I wish I had learnedmore or taken the time to dive
(19:42):
more into brand at that time,I'm so glad that I didn't,
because it allowed me to takethat little knowledge to another
level.
Today I am in front of aworldwide movement called DTDT
Nation.
It is my living walking proofof what brand can do in a market
(20:04):
where no one knows you.
You are brand new, you don'thave the market share.
You feel and look like theunderdog.
You don't have a office as bigas the other people, you don't
have a team as big as the otherpeople and all the other things
that we feel like that are inour way from getting there.
Brand me sitting down.
After the first two years of usbeing open and making some money
(20:24):
, I sat down and I can't takecredit for myself.
My best friend, my best friendher name is Candice and what she
did for me is invaluable.
I told her I was like you know,we got this thing, I got this
thing and I know that there'smore for me to go and build.
And she said to me she was likeI was like how did you build
these brands?
(20:44):
Because she had built twomultiple seven figure businesses
, multi-million dollar brands,and she sold them off to big
companies.
And I said to her what is brand?
I asked the right question.
Me asking the question of whatis brand was probably the thing
that allowed me to go.
(21:05):
Oh, so, instead of focusing onmore team members and more
programs and products andofficers and even like officers,
like offices I actually turnedmy attention for a year and a
half and I focused on brand.
It is what gave me not just theconfidence, but the right to go
and approach bigger projects,bigger things, bigger
conversations.
(21:25):
Today, now, I have built dozensof brands for other companies
and infiltrated other industries, from the construction industry
to the religious industry, themedical industry.
What are the brands that Ibuilt that I really, really love
?
That, like, make my heartpitter patter.
There's quite a few in themedical industry.
That's interesting.
Accounting industry, I say tomyself.
(21:49):
For financial industry, I sayto myself that brand is
everything.
So I, as we, as I, wrap up likewhat money don't I want you to
leave on the table today, like,what is the money?
Talk for today it is.
Do not leave brand behind.
Bring brand to the front.
Where is my brand?
(22:10):
My brand is in the midst of mytone, my voice, and then it goes
on to other things.
Look at this frame that we'rein right now Whoa, whoa.
So look at this frame thatwe're in right now and I'm going
to wrap it up with this.
So right now I'm in a frame andyou see me, I'm a bit dressed
down.
I've not in a dress like Inormally would be on stage.
I definitely don't have anyDTDT gear on, but I am still
(22:34):
somewhat shaped from figure inbrand, and every piece that is
around me is part of the energythat is flowing in the studio
that I'm in.
Right now I'm standing inStudio B Every part of what you
see and feel, from the tone thatis coming out to my mouth to
how I physically look andeverything around us.
(22:56):
Now, if we were to send you apiece of material, you met one
of our awesome team membersyou're going to see and feel the
exact same thing, whetherthey're black or white, or
female or male, or 28 or 52.
Like.
It doesn't change the fact thateach and every person is caring
and floating with the sameenergy.
It allows me to take the teamthat we have and do four to five
(23:19):
times what our competitors do,simply because of the fact that
we are moving as a unit, becauseof the brand that is woven
through us, not because of whowe are or we're all this
demographic, or we're all womenor men, or any of the above.
Not at all.
And for the person thinking, ohwell, tiffany, that works for
(23:39):
you, I think that I would daresay it works for all of us.
It's just if we're willing toentertain that brand goes first
and everything else goes secondBrand first, offers.
Second squad.
Third, sales next and systemslast.
That is the order in which wego.
(24:00):
Well, where do I start?
I don't want to leave any moremoney on the table.
So this part of our moneyseries was rooted in me saying
brand Like you want to changesomething brand, and if you're
like I can't go and build it, Idon't know where to start.
Well, we do Period.
I can't wait to hear the nextquestion that comes in.
(24:21):
Tomorrow is going to be so goodbecause I have someone who's
going to be in our studio withus talking about all things
money.
It's going to be the best Rossmoney conversation that there
ever was.
Okay, I, that's a wrap.
I'll see you later.
10, 12, 3 o'clock, 6 o'clock,every single day.
(24:42):
Bye.
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