Good branding affects behaviors. People can't own the thing they want but can buy a bit with association through a product like Nike items for high performance. A brand has 3 main metrics: influence (likeliness to change people behavior), direction (is the change the one you wanted), reach (for how many people). Branding is pairing things through an outcome. Pair your product with what your target audience likes most and measure success with money made not views. Pairing is betting. Each pairing carries a risk of loosing customers in the short term for the price of gaining more long-term customers, it's fine not to be liked by everyone. Don't try to entertain people, educate them so they change their behavior. With the resources you have, how can you maximize the number of right people to find about your stuff? Assume nothing of people, introduce yourself every time with your references and repost your past best hits from time to time. Produce content for the audience rather than for you, adapt your work accordingly (clear thumbnail, proof-promise-plan introduction, visual). Tracking ad revenue is better than tracking views because it takes into account to quality of the views and provides a shorter feedback loop. People don't keep cool thing for themselves, they'll talk about you if you're good. Efficiency doesn't matter if you have no customers so increase traffic and conversion first. Brands are build in 3 ways that are what you say (ad), what others say (ad), and what the person experiences (product) so deliver on your promise because half of the companies don't. Post content at least once a week to have an heartbeat online and to seem legit, post more frequently if you want to make it a revenue source, and spend at least 4 hours per day per media type (content, paid ads, outreach, referrals). Start with what is obvious. Small things don't matter if the major thing isn't done, so go all-in on the right problem. No hack will compensate for a lack of value or bad quality. Sell to rich people because they pay better and are easier to please than masses but also because you get paid more the faster you go. Hire well, find people so good you just need to give them a problem to fix without the need for rules. The best people cost more but make you much more than what you pay for, so give the higher pay ever to the salesperson that gave you your best revenue ever. Each new hire must raise the bar of the team so pay for someone with 10 years of lessons to not get his scars. Let some fires burn. Strategy is resource prioritization meaning you have to set a clear goal for one clear customer with one clear problem. Get to most important thing done before anything else in the morning then backfill meetings in the afternoon. Grow slow but with compounding. The goal isn't to be the first but to be the best which comes by sticking to your core promise to the customer. Branding takes times and numerous associations to work but it compounds until it's the most valuable thing you own. Look to beat your bottlenecks rather than break the market. No matter your industry and the quality of your product, you are in sales and marketing. The hardest thing in your business is your business, a cleaning company is actually a recruitment and training company. You only need one success as it's equally hard or even easier to go from $1M to $10M than it is to reach the first million so stop chain-starting companies. The best marketing and branding in the world can't sell a bad product long term, it will make people try and then all of them will know it's bad.
Alex Hormozi