Brand Strategy Is Therapy

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Chapter 1: Life

In high school, I went through a different identity every month.

One month I was a pothead hanging with the grunge kids.

The next month I was all into hip hop decked out in FUBU gear.

The month after that?

I was a born again Christian, hanging out with the Korean church kids.

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But that’s normal for teenagers, right?

Maybe.

Chapter 2: Business

The problem is, I kept doing it when I started my business.

Except instead of changing my clothes, I changed my company’s identity.

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First we were the “startup” agency.

Then we were the “healthcare” agency.

Then we were the “Wordpress” agency.

Every 3 months, I had a new niche, a new mission, and a new “why.”

Chapter 3: Ego

Here’s the thing.

I use “ego” and “identity” almost interchangeably now.

Because everything our ego does is just trying to protect some fake identity we created for ourselves.

It wants the world to see us as THAT version.

The curated one.

The safe one.

To find my real brand, I had to work on my ego and become a nobody.

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Once I did, I didn’t even have to search for my identity anymore.

It was clear what I was about and what people wanted from me.

And that’s the same work I do with my clients.

So yeah…

I’m basically a therapist now.

I just do it for CEO’s and charge a lot more. 😁