How To Build a Personal Brand That Resonates With You and Your Audience
Yes, I give claps to my own work.
Think about it.
People ain’t just consuming stuff for the sake of it.
People consume stuff that speaks directly to them and aligns with their values and beliefs.
So that’s why brands go all out, spouting their vision statements, missions, and bright side.
They know they gotta speak your language, or else they’d just keep their mouths shut.
It’s Marketing at its core.
A Patagonian Story
Yvon Chouinard and his crew at Patagonia get it.
They ain’t just slinging outdoor gear; they’re talking directly to the folks who give a damn about nature.
They know their customers want more than just a jacket or a pair of boots: they want to be part of something bigger, a tribe that shares their values.
That’s why Patagonia proudly shouts about its dedication to environmental causes.
They don’t just talk the talk; they walk the walk.
They’re eco-warriors on a mission, attracting customers who feel the same fire burning inside.
And here’s the kicker: If Patagonia didn’t give two dungs about their targeted audience, they could just zip it and focus on making dope gear without mentioning a word about saving the planet.
But that would neglect the most important part of their business: their Mother Earth fighter’s customers.
By embodying their values and making them the heart and soul of their brand, Patagonia has built a badass community of dedicated followers.
People don’t just buy Patagonia products because they’re high-quality; they rock those threads because they wanna wear their beliefs on their sleeves.
It’s like joining a religion.
And that’s why Patagonia spills out its vision statements, forms partnerships, and hollers about saving the world — they know they’re speaking to the true believers.
How to Create a “Religion”
Young Yvon and his brother embarked on an epic road trip across the US.
They sought out the most iconic climbing destinations, playgrounds where Yvon honed his skills and developed a deep connection to the natural world.
But during his climbing adventures, Yvon encountered a common problem: the climbing gear available at the time was often inadequate and unreliable. Gear would break, fail, or just not perform up to par.
That’s when he decided to create a brand that resonated with his own soul.
Yvon took matters into his own hands and founded Chouinard Equipment.
He started crafting climbing hardware that was unlike anything else out there. His gear was built to last, designed with meticulous attention to detail and an unwavering commitment to quality.
Word spread like wildfire among the climbing community. They saw that Yvon’s equipment was the real deal, built by a climber for climbers.
As the company evolved, it eventually split into two separate entities.
The focus shifted towards clothing and outdoor apparel, leading to the birth of Patagonia.
Meanwhile, the climbing hardware division took on a new identity and became the legendary brand we know today as Black Diamond Equipment.
Another Patagonian Story (Just a Little Less Successful)
I’ve always been that person with a million business ideas.
Seriously, shiny object syndrome on steroids.
I’ve started and failed at more businesses than I care to admit:
- beer barrels
- soccer socks
- weed edibles
- fly-fishing flies
- succulents and cactus
- backcountry skiing gear
- hummingbird drinking fountains
Like a blind man throwing darts to see if any of them hit the target, even on the side.
Pure chaos. And wholes on the wall. Oh, and in my already shallow pockets.
I had no real purpose, no passion, and definitely no connection to any of these businesses.
I just saw other people making money and thought, “Hey, I can do that too!”
Some of those fountains are still in the garage. I didn’t sell them anymore after realizing they were bad for the ecosystem.
Yeah, not the most successful business venture when you don’t believe in it, huh?
That ain’t the way to start a business, my friend.
So, Why Do I Clap to My Own Work?
- First: Yes, I do have another Medium account (otherwise, how would I auto-clap my stories?)
- Second: I clap to my own work because I am the #01 Fan of my personal brand.
I am taking Yvon’s journey to the fullest and creating a brand that resonates with me, and expanding an echo to a tribe hiding somewhere out there.
And how can you do it?
Using The 2-Year-Test: building a brand for the person you were 2 years ago.
Write to that version of yourself and spill all the advice and wisdom you wish you had back then.
Who were you 2 years ago?
- What skills did you learn?
- What struggles did you overcome?
- What hobbies did you fall into obsession with?
- What life transitions you went through?
Anything you’ve experienced during those 2 years, to that beginner version of yourself, you are an “expert.”
Turn around, and give that old version of you a hand.
Data Will Tell
Yvon tested the climbing gear with his partners in crime and adjusted it according to their feedback and needs. And those same climbing buddies were the ones that spread the word of this new kick-ass equipment and made it a hit.
Reads, comments, and highlights will do the same for you.
You gotta build a relationship with your audience.
And data will spill the beans on what people actually like about your brand and help you understand what part of your story resonates with THEM.
A simple equation:
more engagement = more feeling = more empathetic to your audience
And guess what?
When we feel something, we’re more likely to wear our beliefs on our sleeves!
Final Words
That’s how you build something that truly means something to someone.
You should be that first someone.
And then consider how many people in the world are exactly where you were 2 years ago.
And then pursue that tribe.
How?
By being a mentor for your old self.
By being a customer for your own brand.
And by being a clapper of your own stories.
