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Imagine trying to build a house without a blueprint. You wouldn’t know where to put the foundation or what materials to use. Branding is no different.
Before you build a strong, credible brand, you need a clear strategy—one that defines:
✅ Who you are and what you stand for.
✅ Who your ideal audience is.
✅ What problem you solve for them.
✅ How you’re going to get their attention.
🎣 Think of it like fishing: Before you cast your line, you need to know what type of fish you’re trying to catch, where they are, and what bait will attract them. Branding and PR work the same way.
✅ Define your ideal customer profile (ICP).
✅ Get crystal clear on your brand message and value proposition.
✅ Document it so everyone on your team has clarity.
Now that your blueprint is set, it’s time to build.
When people look you up online, they check one of two places: Google (Search/AI) or Social Media. And once they do, they judge your credibility in seconds because digital perception becomes physical reality.
That’s why you must position your brand before they search for you.
🎣 Just like a fisherman lays out nets where fish gather, you must lay out "credibility nets" in the places your customers frequent.
✅ Get featured in publications & podcasts that rank on Google and AI search.
✅ Optimize your social media & website to reflect your expertise.
✅ Position yourself as the go-to expert so clients, partnerships, and speaking opportunities come to you.
Now that your house is built, you need people to see it.
You wouldn’t build a dream home and hope buyers magically show up—you market it. Branding works the same way. Once you’ve built credibility, the next step is to drive visibility that leads to real business growth.
This step is called ACE:
✅ A – Attention: Provide more value for free than your competitors charge for to earn trust.
✅ C – Conversion: Once you have attention, convert it into paying customers.
✅ E – Expectation: Overdeliver to turn customers into raving fans and referral sources.
✅ Create and distribute content that speaks directly to your customer’s needs.
✅ Convert attention into leads by providing more value for free than your competitors charge for.
✅ Under-promise and over-deliver to create “raving fans.”
Just like someone who doesn’t know how to bake can create a delicious chocolate cake with the right recipe, anyone—regardless of branding experience—can build a world-class brand by following the 3 B’s of Branding.
I’ve used this exact recipe to build a social media following of hundreds of thousands and a Google & AI search reputation that builds trust with my ideal customers. (Look up Luke Hessler on Google or ChatGPT to see for yourself!)
More importantly, I’ve helped over 1,000 clients achieve the same success over the last decade.
📢 Point is, if it worked for me and thousands of my clients, IT CAN WORK FOR YOU.
But only if you’re willing to work for it.
Branding is like getting in shape—it’s not an event, it’s a lifestyle. But if you commit to the process, you’ll create a brand over time and sales overnight.
