“People don’t buy our product. They buy the belief that we can create and deliver the product. They buy our brand.” Bruce Philp, author Consumer Republic.

Having a brand, and filling a particular brand space gives consumers the confidence to hire you.

In this episode we learn:
- 3 components of a healthy brand
- why outsourcing your brand experience makes sense
- how corporation (or the appearance of one) gives a client confidence
- three ways small business owners give away their power

Take Aways

Three conditions that need to be met in order to build a viable brand:

Purpose. Consumers need to believe that the people they hire are motivated by a higher purpose, otherwise they’ll assume it’s opportunism.

Positioning. Commit to a particular type of project that you’re great at and an ideal client, or you’ll never excel

Character. Sharing your value and personality allows your customer to buy into you as a brand.