00:00:00It's actually pretty easy to build a profitable personal brand that gets you ahead of 99% of people.
00:00:04Most people stay stuck with zero followers and zero dollars.
00:00:07But I grew from zero to two million followers in 18 months
00:00:10and then built founder rest over 700k per month and coached billion dollar founders.
00:00:14And I've realized the difference between a brand that pays and one that drains you is just a couple key things.
00:00:20So today I'm breaking down the five levers to build a profitable personal brand that can change your life.
00:00:25Let's get into it.
00:00:26And as you're watching, I want you to think about how this applies to your brand.
00:00:29I put together a short personal brand snapshot exercise that you can use after this video
00:00:34to see which part of your system is actually holding you back.
00:00:37First, find your zone of brilliance.
00:00:39This isn't some woo woo exercise.
00:00:41It's the psychological foundation of every profitable personal brand I've seen.
00:00:45When I started thinking about my personal brand, I wasn't clear on what to focus on.
00:00:49I built Bitmaker, a coding school, Ben Herb, my second company.
00:00:52I knew systems, I knew scaling, I knew content.
00:00:55But what should I actually talk about?
00:00:57What would people care about?
00:00:58These three circles helped me find the answer.
00:01:01When we talk about zone of brilliance, oftentimes it's just a lot easier to go and draw this up
00:01:04so I can illustrate it and it'll be a ton more easy for you to understand.
00:01:08What do these three circles mean?
00:01:09So first off, we got, you know, what feels fun, right?
00:01:14When you think about, you know, creating content online,
00:01:16you want to make sure that you're actually enjoying it
00:01:19because if you're enjoying it, you're going to stick with it.
00:01:22And like all great things in life, the big returns come over the long term.
00:01:27And so the next aspect here is you want to think about,
00:01:30well, what makes you money, right?
00:01:33Because you want to go and be able to go and build, you know, a team.
00:01:37You want to be able to invest in your product.
00:01:38And, you know, you're going to want to have profits
00:01:40that you can actually take as the founder of the business as well.
00:01:42So the next aspect here is that we want to actually ask ourselves,
00:01:46what do customers want, right?
00:01:53We want to go and make sure that we're actually creating content
00:01:56very similar to the products you're creating.
00:01:58You want to make something that people actually want, right?
00:02:00So that they're oftentimes pulling it from you.
00:02:02And when you go and you think about really nailing this, right?
00:02:05At the center here, right, you get your zone of brilliance.
00:02:13So grab a pen and paper right now, draw three overlapping circles.
00:02:18What I love, what makes you money and what customers want.
00:02:21Fill each circle honestly, not what sounds impressive,
00:02:24but what's actually true.
00:02:26Then build your entire brand around the center where all three overlap.
00:02:30Next is to define your brand DNA.
00:02:32This separates you from 10,000 other people who are in your niche.
00:02:35Your brand DNA equals three things, messaging, visuals, and positioning.
00:02:40I'm going to go talk through how I did this for my brand
00:02:43by giving you guys an example.
00:02:44Let's start with messaging.
00:02:45When I was 22, I was working 15 hour days at Bitmaker,
00:02:49marketing, ops, sales, product, legal, everything.
00:02:53I thought that's what it took to build something real.
00:02:55Then at Herb, I was still working like a psychopath,
00:02:58making money but destroying my nervous system in the process.
00:03:01That's why my entire message now is about the opposite.
00:03:05I'm obsessed with helping founders build systems
00:03:08that let them actually work less while making more.
00:03:11Because I've lived the alternative and it almost killed me.
00:03:15That's the core message every piece of content ties back to, right?
00:03:19It's the promise, more money, less time, actual freedom.
00:03:23Next is your visuals.
00:03:24I have a unique look across every platform,
00:03:27Instagram, LinkedIn, X, YouTube.
00:03:29You know it's me within three seconds.
00:03:31I care about elevated design that feels cinematic
00:03:34and I want clean graphics that respect my audience's attention
00:03:39and cause them to share with 20 people
00:03:41in their company slack.
00:03:42I want intentional shot choices, not just talking heads.
00:03:45And I like to treat content like mini films,
00:03:48not disposable posts.
00:03:50Then there's my positioning.
00:03:51I believe the future of online business
00:03:53belongs to personal brands that are systemized,
00:03:56profitable and beautiful.
00:03:58Not one or two, I mean all three.
00:04:02For me, you don't choose between freedom and money,
00:04:05creativity and systems,
00:04:07making millions and actually living your life.
00:04:09That's a false choice and I'm here to prove it.
00:04:11Strong brand DNA creates instant recognition and trust.
00:04:15Weak brand DNA makes you forgettable.
00:04:18The psychology behind it is that humans buy
00:04:20from people they know, like and trust.
00:04:23But in 2026, that entire process happens
00:04:26in about four seconds of scrolling.
00:04:28If your messaging, visuals and positioning aren't clear,
00:04:31you lose.
00:04:31They scroll past, you're invisible.
00:04:34So this week, write down your thesis in one sentence.
00:04:37Then audit your last 10 posts.
00:04:39Do they all tie back to that thesis?
00:04:42Or are you just posting random tips,
00:04:45hoping something sticks?
00:04:47If it's random, you don't have a brand.
00:04:49You have a content graveyard that makes zero money.
00:04:52This is usually the moment where people realize,
00:04:54okay, okay, I get the model,
00:04:56but I don't know where I break.
00:04:59That's exactly why you can go and download
00:05:01the personal brand snapshot exercise link below.
00:05:04It forces you to map your brand across all five levers
00:05:08and exposes the one constraint that you can't see
00:05:11from inside your own business.
00:05:13If you're serious about fixing this,
00:05:14grab it after this video,
00:05:16fill it out and book a call with my team
00:05:18so we can go and discuss the results you find.
00:05:20Now back to the third lever, the content GPS.
00:05:23This is the infrastructure that turns followers into dollars.
00:05:27You're not broke because you don't have followers.
00:05:29You're broke because you're missing the middle layer
00:05:32that converts attention into money.
00:05:34The content GPS has three layers, rented audience,
00:05:38owned audience and monetized audience.
00:05:40So here we've got our rented audience.
00:05:42The key thing here, right, is you're not Zuck,
00:05:44you're not Musk, right?
00:05:45You don't own these platforms.
00:05:47And so when you're solely reliant on, you know,
00:05:50your ex-audience or LinkedIn audience,
00:05:52you have something called platform risk.
00:05:54You know, at any moment,
00:05:55you could just get rug pulled by the platform.
00:05:57And you've heard this before, right?
00:05:58That friend that lost their Instagram page
00:06:00that they were working on for years
00:06:02and then suddenly it was gone and their business vanished.
00:06:05Right, so what we want to make sure is here
00:06:07is that as we're growing our rented audience
00:06:10across these platforms, first off,
00:06:13that you're diversifying the amount of channels you're on.
00:06:16Right, 'cause if you're just relying on one platform,
00:06:19well, you've got a lot of platform risk.
00:06:21But if you're omnipresent, let's say across five platforms,
00:06:25that risk goes way down.
00:06:26And the other way then to conquer that platform risk
00:06:30is then to go and own your audience.
00:06:32And so when you think about owning your audience,
00:06:34a key piece here are your call to actions, right?
00:06:38So what you want to be doing is having the right call
00:06:40to actions in your content,
00:06:42whether that's in your YouTube descriptions,
00:06:44like you'll see right below this YouTube video,
00:06:47or at the end of ex posts where you're driving people
00:06:50to your newsletter landing page,
00:06:52it could be at the end of Instagram carousels
00:06:55where you're using a core trigger word to drive people
00:06:57to a many chat DM automation,
00:07:00or it's at the end of your long form LinkedIn posts, okay?
00:07:04So those CTAs or call to actions essentially go
00:07:07and catch the sea of attention that you have out online
00:07:11and then drive those people to your newsletter, right?
00:07:15And it's statistically proven that your newsletter converts
00:07:1827 times better than on social media.
00:07:20So now you've got the CTAs going, but you're wondering,
00:07:23well, how do I really convince people though
00:07:26to go and want to click there?
00:07:27Well, the killer flow here is making sure
00:07:30that you also are giving away free lead magnets.
00:07:33When you think about creating lead magnets,
00:07:35you really want to make things that are insanely generous,
00:07:38things that people can't believe
00:07:40that you're giving away for free
00:07:41so that they can't help but go and join your email list.
00:07:44So enough about owned audience now,
00:07:47let's now get into the monetized audience side of things,
00:07:50okay?
00:07:50So you can monetize your audience
00:07:52in tons of different ways, right?
00:07:54The key thing here is that you want to make sure
00:07:56that you're driving people then from your email list, right?
00:07:59To actually going and driving them
00:08:01to your product or service.
00:08:02So typically, you know, as we go and look at my own funnel
00:08:06inside a founder OS, right?
00:08:08We'll go and drive people from my email list
00:08:12to go and apply to founder OS
00:08:14if they want to go and get help from me
00:08:16and get direct access to my team
00:08:18and over 50 live sessions per month.
00:08:20From there, they seamlessly become a customer.
00:08:22We onboard them in a one-to-one call,
00:08:24have them join our community.
00:08:26And from there, they're part of a robust community
00:08:28of amazing high growth founders.
00:08:30And they're also coming out to some of the in-person events
00:08:32that we have globally as well.
00:08:33And so when you do this right, you're driving results,
00:08:37you're driving recommendations,
00:08:39and you're driving positive reviews.
00:08:41So as an example, you can go and check out founder OS
00:08:43on Trustpilot.
00:08:44We've got over a hundred five-star reviews
00:08:47in just the last couple of years.
00:08:48And this is exactly what you should be aiming for as well.
00:08:51Why?
00:08:52Well, because when you nail this,
00:08:54you create a profit flywheel.
00:08:56What happens is all of these people are joyful.
00:09:00They've gone through this amazing experience
00:09:02that they go and tell their friends.
00:09:04They go and ascend to other products that you have,
00:09:06and you're able to upsell them,
00:09:07thereby driving additional customer lifetime value
00:09:10to your business, being able to serve people for decades,
00:09:13not just years.
00:09:14And honestly, just build a business
00:09:15that you're fucking proud of.
00:09:17Most people skip layer two, right?
00:09:19They go from follow me on Instagram
00:09:21straight to buy my $2,000 course,
00:09:23and then wonder why their conversion is just 0.2%.
00:09:26You need to move people from rented to owned first,
00:09:29and then onto monetization.
00:09:31Number four, choose your distribution strategy.
00:09:33Here's something most people don't realize
00:09:36about personal brands.
00:09:37Look at Tesla, about 24.6 million followers on X.
00:09:40Look at Elon, over 231 million followers.
00:09:44That's 10X more.
00:09:46Same company, same products,
00:09:48but people follow the person, not the brand.
00:09:51CEOs with personal brands are three times more trusted
00:09:54than the companies they run.
00:09:56This isn't opinion, it's data.
00:09:58Here's what you can do
00:09:59to figure out your distribution strategy.
00:10:01I'm gonna draw this out, and just to really help you out,
00:10:04I wanna show you exactly what wins on each platform.
00:10:07Let me run you through the platform decision tree.
00:10:10Here, we have you, okay?
00:10:12And you're confused as to what platform
00:10:15you should go and focus on.
00:10:16So let me go and clear this up,
00:10:18and we're gonna answer the question pen versus camera, okay?
00:10:22So over here, we have pen,
00:10:25and over here, we have camera, okay?
00:10:30If you determine that you're more comfortable
00:10:32with the good old pen, writing out your thoughts,
00:10:35sharing your ideas on pen, paper,
00:10:37well then, you're probably gonna go and enjoy platforms
00:10:40like X and LinkedIn most.
00:10:43On the other side of things,
00:10:45if you feel more natural in front of the camera,
00:10:48you like sharing videos and that side of things,
00:10:50well, you guessed it.
00:10:52You're probably gonna go and get started on a platform
00:10:54like Instagram, YouTube, or maybe on TikTok.
00:10:59Now, it doesn't matter what platforms you're on, okay?
00:11:02The key thing here is that inevitably though,
00:11:05you must own your audience, okay?
00:11:07And that's where it doesn't matter what platforms,
00:11:11you're always gonna come back down to a newsletter, okay?
00:11:16So you've gone through the decision tree
00:11:18and now you understand what platform is best suited to you.
00:11:22Great.
00:11:23Now, this next piece of knowledge,
00:11:24most people just gatekeep this shit,
00:11:26but this is the stuff that I wish someone had shown me
00:11:28a few years ago when I got going building my personal brand.
00:11:31What I wanna give you is the cheat sheet
00:11:33for each of the core platforms.
00:11:34So let's dive in, all right?
00:11:37On X right now, what I'm seeing working,
00:11:39and this is fresh off the press,
00:11:41is that articles are absolutely blowing up.
00:11:44So what I'd suggest is that you're posting
00:11:45two articles per week using the article feature inside of X.
00:11:49Now, from there, you wanna make sure that your content
00:11:52every single day has curiosity-driven CTAs below it
00:11:56that then drive people to, you guessed it, your newsletter.
00:11:59Now, you wanna make sure that you're also engaging
00:12:01with the comments, right?
00:12:02Because this isn't just about building
00:12:03some audience online, right?
00:12:04You wanna make sure that people can feel the love
00:12:06and feel like they're part of something bigger, right?
00:12:09And so from there, I take my top-performing content on X,
00:12:12and you guessed it, right?
00:12:13We're also going and repurposing that to other platforms.
00:12:16You know, some of my best YouTube videos
00:12:18were actually tweets that I just went and expanded on.
00:12:20So let's move on to LinkedIn.
00:12:22LinkedIn probably drives about 45% of the leads
00:12:25to founder-wise, so honestly,
00:12:27probably one of the most powerful platforms out there.
00:12:29And the key thing here is you wanna make sure
00:12:31that you set up your profitable profile, okay?
00:12:33In your featured section, you wanna make sure
00:12:35that you go and you drive people to your newsletter there
00:12:38using an effective lead magnet, okay?
00:12:40From there, right, you're engaging with your audience
00:12:43similar to X, right?
00:12:44And making sure that you have all of your, you know,
00:12:46profiles set up in a good way,
00:12:48that you have your right work experience, a good cover photo,
00:12:50and you have multiple links throughout it,
00:12:52including at the end of each post,
00:12:54driving people to that newsletter.
00:12:56Okay, let's move on to TikTok and Instagram, right?
00:12:59Here on TikTok, you wanna be posting daily,
00:13:02you know, short form videos, right?
00:13:04That's kind of a no-brainer.
00:13:05On Instagram, I like to do one reel a day
00:13:08and one carousel, okay?
00:13:10At the end of each carousel, we go and put a call to action
00:13:13that leads people to a trigger word in ManyChat,
00:13:15and in exchange for getting their email there in my DMs,
00:13:18we go and give them some free resource, okay?
00:13:22ManyChat is probably one of the most powerful tools
00:13:25out there, and you definitely wanna make sure
00:13:26if you're using Instagram, you get this set up.
00:13:29So, YouTube, the mother of all platforms.
00:13:32YouTube, by far, is my favorite platform
00:13:34because you're able to go and drive rich relationships
00:13:37with people because it's audio, it's video,
00:13:40and I think it's the best way to convey your ideas.
00:13:42So, typically here, you know, you'll hear people say,
00:13:45"You know, you gotta upload every week,"
00:13:47but I would just say the best content strategy on YouTube
00:13:50is the one that you can stick with, number one,
00:13:52and secondly, is the one that can allow you
00:13:54to achieve the quality bar that you're really after.
00:13:56I found when I first got to going on YouTube,
00:13:59we were doing three a week,
00:14:00we couldn't get the quality right,
00:14:01and it didn't hit.
00:14:02Suddenly, I went and kind of reduced my output
00:14:05to once a month, and we really leaned into quality,
00:14:08and everything just blew up.
00:14:10So, don't feel like you need to just do quantity,
00:14:13quantity, quantity at the beginning.
00:14:14First, focus on quality.
00:14:16From there, you wanna go and utilize your descriptions
00:14:18below each video to go and drive people
00:14:20the core call to actions you have.
00:14:22So, you can see below this video, I'm driving people
00:14:24if they're interested to join Founder OS
00:14:26or giving you the free lead magnet,
00:14:29which is the personal brand workbook
00:14:31that you can go and leverage and go and steal
00:14:33all the things I'm going over in this video right now.
00:14:35So, from there, the core thing though to really understand
00:14:38is that 80% of the battle is your title and thumbnail,
00:14:41or what I call your packaging, right?
00:14:43So, you wanna make sure that you nail those.
00:14:46From there, you wanna make sure that you have
00:14:47an insane value per second, making it so insanely valuable
00:14:51that people can't help but go and share the video
00:14:55with five friends, okay?
00:14:56And then, you wanna make sure that the first 30 seconds
00:14:59of your video hook people and deliver on the promise
00:15:02that was in your title and thumbnail.
00:15:03So, that is the cheat sheet for these core platforms.
00:15:07You can go and implement these today.
00:15:08Can't wait, see what you create.
00:15:10Number five, build your offer stack.
00:15:12This is how you serve your audience at every level
00:15:15and actually make money.
00:15:16That taught me something critical.
00:15:17Validate demand before you build, sell it, then create it.
00:15:22And once you validate, you don't just need one offer,
00:15:25you need a stack.
00:15:26You need three offers that ascend people
00:15:28through your personal brand universe.
00:15:30An entry-level offer, core offer, and high ticket offer.
00:15:34The psychology behind all of this is people need small wins
00:15:37with you before they trust you
00:15:39to then make bigger investments.
00:15:40Entry offer is your proof of concept.
00:15:42You know, this person's actually legit.
00:15:44Core offer is your transformation.
00:15:46This drastically changed my business
00:15:48is what you'll hear from people.
00:15:50And then, high ticket is your intimacy and speed.
00:15:52Like, I need this right now and I wanna be as close
00:15:55to this human as possible.
00:15:56If you skip straight to high ticket without entry and core,
00:15:59you cut off around 95% of potential customers.
00:16:02Your market is tiny.
00:16:03If you only do entry-level, you leave millions on the table
00:16:06'cause you're serving beginners forever.
00:16:08So, here's exactly how to build your offer stack.
00:16:11Step one, validate demand.
00:16:14Talk to 30 people in your audience and ask,
00:16:16what's your biggest problem with, you know, insert your topic.
00:16:19Ask, if I solve that completely, what would it be worth?
00:16:23Listen for patterns in language they use.
00:16:25Step two, design your entry offer.
00:16:28Take one specific problem and solve it completely
00:16:31for someone in seven to 14 days.
00:16:33Package it as a PDF, a mini course or a checklist
00:16:36and then price it under $150.
00:16:39The goal is to have a quick win that proves you're legit.
00:16:42Step three, build your core offer.
00:16:44This is your main transformation.
00:16:46This might take 90 to 180 days to complete.
00:16:49Maybe it's a curriculum, community, coaching program.
00:16:52You want the price based on the value created,
00:16:55not the time spent.
00:16:56Ask yourself, if this gets my audience to 50K in results,
00:16:59what's a fair price for me?
00:17:01Step four, create a high ticket offer.
00:17:03Ask yourself, who needs speed and personal access?
00:17:06What would a one-to-one with you unlock?
00:17:08You want to package this as direct access,
00:17:10faster results and custom solutions.
00:17:12Price should feel expensive,
00:17:14but obvious to the right people.
00:17:15Don't over-complicate it.
00:17:17Just get clear on the stack and you can refine as you go.
00:17:20Now together, these five levers work together as a system.
00:17:23Building it alone can take many people tons of years
00:17:26of expensive trial and error.
00:17:28So if you're ready to build with 700 other founders
00:17:30doing it right now, you can jump on a quick call
00:17:32with my team at founderOS at the link in the description.
00:17:35This 15 minute call can actually change your life.
00:17:38And now that you've seen the system,
00:17:40step one is completing the personal brand snapshot exercise,
00:17:44link below.
00:17:45And then step two is bringing your completed exercise
00:17:47on a short call with me and the founderOS team
00:17:50to help you go and build the system
00:17:52to unlock the growth of your personal brand.
00:17:54If you want to see how I built systems
00:17:56so my business runs without me,
00:17:58you can go and watch this next video.
00:17:59I'll see you over there.
00:18:00Much love and let's win together.