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Expert Celebrity Brand: The 3 Foundational Building Blocks

October 14, 2018

What is an “Expert Celebrity” brand and why is it important to build one?

Expert means your unique expertise, knowledge, experiences, & education – the “meat” of your business.

Celebrity means influence – your ability to lead and influence people, because they trust you & your input as an expert.

An “Expert Celebrity” brand drives sales, book deals, sponsorship opportunities, media, partnerships, & a lot more!

Today, I am going to address the 3 Foundational Building Blocks every Expert Celebrity Brand must have.

But first, I want to share a few brands I’m a huge fan of!

A few Expert Celebrity brands I love are…

1. Ben & Jerry’s

Even before I ever tasted Ben & Jerry’s ice cream, I was a fan. I had never even tasted it, and they had me as a fan!

Why? Their brand message aligns with how I see the world.

What was their brand message, and why did it resonate with me before I even tasted the ice cream?

a. Employee-Centric: What drew me into my first Ben & Jerry’s scoop shop (in Philadelphia, in the dead of winter, no less!)? Their Employee Mission Statement is prominently displayed in their shops – and that mission statement aligned with my sensibility and what I value.

b. Fun: Anyone who’s familiar with Ben & Jerry’s knows they have fun with their company – because ice cream is fun! It would be inconsistent and off-putting to have a corporatized, stuffy, serious ice cream brand, wouldn’t it?

The “fun” of their work (& everyone should have fun at work) is reflected in everything from their ice cream flavor names, to their colorful pints, to their vibrant scoop shops, to the smiles on their employees’ faces – they remain consistent with their brand messaging, and it works!

2. Starbucks

I love mom’n’pop coffee houses – to the degree that I rejected Starbucks instantly! I never wanted to go to a chain store for coffee.

But life had other plans! A few years ago when I was in Santa Barbara, the only coffee shop open was Starbucks. I was forced to go there because nothing else was open!

But when I walked in, I saw Howard Shultz’ first book, Pour Your Heart Into It, and fell in love with it instantly – and, ergo, with Starbucks, because I loved the CEO’s personal brand (reflected in his book title).

I didn’t even care that much for the taste of the coffee, but I was so enamored by his alignment with all of the foundational values that are important to me as a person and as an entrepreneur.

He’s also very employee-centric—it’s a core piece of his business, borne of his own personal experience.

When he was a young boy, his father got hurt on the job. As a high school dropout and Army veteran, his father had no worker’s compensation protection or health insurance. The shame and struggle his parents had to combat raising their family in the Brooklyn housing projects drove Howard to ensure that nobody who worked for him would ever be left uncared for.

3. Apple

Steve Jobs wanted streamlined, easy technology – he thought the world was too complicated in terms of schooling & getting ahead, & he knew it could be done better.

Apple reflects this principle in everything they make! Their operating systems are beautiful, clear, and as user-friendly and intuitive as technology can possibly be. By offering free education in Apple stores on how to get the most out of their products and services, they stay true to that initial personal brand of Steve Jobs: make the world easier for everyone, regardless of your education or technology background.

Now, Jobs had a reputation as a very demanding, tough person to work for, but he was also an incredible visionary. He was a possibility thinker: he saw the world in a different way and believed he could make it better.

This “possibility thinking” was the essence of his personal brand, which was then reflected in all of the innovation of the business brand of Apple. Steve Jobs never took no for an answer – which is what possibility thinking allows you to do.

As you can see, when the personal brand behind the business is in alignment with the business brand, there is no limit to what is possible.

I’m a huge fan of these brands because they all exemplify Generation Why Not®? People and businesses who are part of Generation Why Not®? are driven by purpose and authenticity, where attitude, not age, is valued. Generation Why Not®? will never compromise their true values for a quick solution or dollar.

3 Foundational Building Blocks

Identifying Your Brand Personality

Your brand is the ultimate law of attraction. Once your brand is clear and in alignment with who you are, you’ll attract people just by introducing yourself! Whether at a networking event, a dinner party, or a coffee, when you know who you are, others do, too.

That’s how powerful knowing what your brand is, and what being in alignment with your personal essence is. Jeff Bezos, founder & CEO of Amazon, hits the nail on the head when he says, “Your brand is what people say about you after you leave the room.”

When your brand personality captures the spirit, personality, passion of you & what you do, it gives you permission to integrate your authentic personality into your marketing & communications.


Marketing is the ultimate communication vehicle. Your marketing must be able to competently synthesize:

1. Who you are
2. What you do
3. How you can solve your ideal client’s immediate problem

Your ideal client is out there looking for you! They have a problem they want to solve NOW! You have the solution…if you can find each other! Remember – they can’t find you unless you’re visible and have expertise and influence as a brand.

Branding attracts your ideal clients, marketing attracts sales, and sales equals money. The right brand communication attracts what you and your products and services are worth.

That means no more bartering, weak money boundaries, and chasing after invoices – that’s over!


Money is the ultimate millionaire’s mindset. It truly is a mirror – it reflects back to you your values, your limiting beliefs, and your leadership style.

Similarly, huge fluctuations in monthly income are often the result of not creating systems — especially an organized follow-up system.

If you find that you’re making the same amount of money annually (give or take five to ten thousand dollars), chances are you are under a veil of what I call the “money speedometer.”

There’s a limiting belief going on in your subconscious – you believe this is the most you can earn. Before you know it, it becomes your money comfort zone.

(I’ll write a blog on that soon – that’s a big one!)

What happens with the money speedometer?

1. You give away services that you shouldn’t be giving away
2. You undercharge
3. You feel guilty about charging more

None of this is a bad thing! However, you’ll find that you end up attracting the same income year after year…with a lot of frustration and self-doubt in between.

We’re going to dive into this deeper next weekend at Build Your Brand – Become an Influencer, October 19 – 21, 2018, in Century City, California!

This is your opportunity to get one-on-one laser coaching from me and meet other high heart-centered entrepreneurs like yourself!

We’re going to get in depth into how to identify your brand personality, your brand influencer type, the best social media platforms for your brand, and more.

I’m going to have so many amazing panelists and experts there to share with you their secrets – you don’t want to miss this weekend!

Go here for the whole awesome scoop: Build Your Brand Live!

Here’s to You & Your Brand!


Are you Marketing READY or Marketing WILLING?

October 7, 2018

There’s a big difference between being ready and being willing.

I’ve found, through decades of working with my clients, CEOs and entrepreneurs, that most are definitely ready to do marketing, they’re ready to re-brand, or tweak their brand, and they’re ready to do it.

That being said, in many cases, they’re not willing. If you’re ready, but not willing, nothing is going to happen!

If you find you have a lot of false starts with your marketing; if you find you’re having a lot of false branding starts with your business; you’re very frustrated with your business not performing the way you want it to, then your comments might sound something like this: Read More

What is a brand influencer?

September 9, 2018

It’s confusing to a lot of people, because the word ‘influencer’ is being bantered around a lot as a catchphrase these days!

It is important to understand the distinction between the types of influencers so that you can best harness your power and influence, and stay on top of what’s going on in the world of marketing and branding so you can decide what kind of brand influencer you want to be, and which brands and brand influencers you might want to follow or align yourself with.

Every influencer has a responsibility to be authentic, be in integrity, and lead with relevancy. But what kind of influencer are you?

While there are a lot of different types of brand influencers, I want to share three I find most interesting: Read More

What is Your Intention for Your Business Brand?

October 10, 2017

A big part of your Business Brand is the experience that your clients have before working with you, while working with you and after working with you. It is the experience that they enjoy and it is important for that experience to be consistent each time you have a “touch point” with them, ie. newsletters, social media, blog posts, speeches, delivery of services and/or products, follow up, payment structure and follow up.

There’s a wonderful book entitled, The McKinsey Way. Even though the founder, James (Mac) McKinsey is no longer alive, the culture…the internal Brand and most importantly, the Intention of the Brand is similar to what it was decades ago, when it was first founded in Chicago by McKinsey.

I have always been inspired by the consulting firm, McKinsey & Company, since my son, David, worked for them out of college. I was impressed that the whole company took a day off just to review it’s values!! Interestingly enough, McKinsey is known as a CEO Factory, as many of its consultants end up running large companies. Read More

What is a Book Brand?

May 9, 2017

Down and dirty, a Book Brand is one that is consistent with who you are, your story, your experiences up until now, the pivotal moments in your life and how you and your story are different…so that your readers are motivated to read your book.

One of the most confusing aspects of being an author is in creating a strong, influential and authentic Book Brand. You have to give the reader a reason to pick up and purchase your book. Then, you need to give them a compelling reason to share it with their friends.

One of the reasons that seems so difficult, is that you really need to know the answers to some important questions. Read More