Deep Dive
Shownotes Transcript
Just imagine if every single person that bought your products or service right now went away and posted about it for the rest of their life and showed it off, was proud of it, took it everywhere they went, made sure they placed it on a table so everyone could see it, right? Talked about why they saved up for this handbag, why they spent so much money.
They talk about all the pockets inside dissected because of what it means to them. That is how you build a major brand, a famous brand. Okay, so if that doesn't excite you enough and motivate you enough to listen today, I don't know what will. My name is Rudy Moore, host of Living the Red Life podcast, and I'm here to change the way you see your life in your earpiece every single week. If you're ready to start living the red life, ditch the blue pill, take the red pill, join me in Wonderland and change everything.
your life. Hey guys, welcome back to another episode of Living the Red Life. Today we are going to talk about how to build a signature brand, okay? How to get viral and raving fans all around the internet, right? How do you position your products to make
and sell for thousands of dollars when most people sell a similar product for $50. We're going to talk all about what it takes to build a famous brand, okay? And we're going to talk and dissect some of the biggest brands in the world, Louis Vuitton, Gucci, Lamborghini, Ferrari, some of the most premium brands. What are they doing? How are some brands able to charge $8 for a bottle of water when water's free, right? So all of these things come down to how you're building an audience, how you're building a tribe.
And most importantly, what we're going to dive into today is how do you make someone feel when they're associated with your brand, okay? And there's no denying if you look at Louis Vuitton and Gucci and all these brands, right? And I've talked about this in the past. They charge premium prices to give a certain look and feel, right?
to the consumer. So what I'm gonna do today for you, 'cause I know I've spoke a little about branding and positioning in the past, I'm actually gonna walk you through a few key steps that I actually did with my members that pay 25, 50, and even $100,000. I'm gonna walk you through the same process I use with those members, right, for their own businesses
So you can apply it into your business or your social media accounts or whatever you're doing. I'm going to walk you through the process to figure this out for yourself. Okay. So I've got about five, six key steps or questions you're going to ask yourself. It's going to be interactive. It's going to be fun. It's going to leave you with a clear action plan. Okay. So I'm going to work through these questions and explain them a little more, give you a couple of examples. And I'm going to do that for each question. And by the end of it,
and you're going through this episode, you'll have a clear plan in your own head of, hey, how do I position my brand? What does my brand mean? What's my messaging? What's the intent? What are buyers buying for? And this will give you the capacity for the rest of your life to start charging premium prices. It will give you the capacity to build a raving fan base, okay? And one thing I'll leave you with before we dive into the workshop style piece is,
Think about Louis Vuitton or Gucci, right? Or Lamborghini, okay? How many tens of millions of dollars in free advertising do they get by people posting them, right? Think about that. They get an insane amount of free advertising. They don't have to run Facebook ads and
TV ads and all those things because literally their own advertising is done for free by their customers. Okay. Just imagine if every single person that bought your products or service right now went away and posted about it for the rest of their life and showed it off, was proud of it.
took it everywhere they went, made sure they placed it on a table so everyone could see it, right? Talked about why they saved up for this handbag, why they spent so much money. They talk about all the pockets inside, dissect it because of what it means to them. That is how you build a major brand, a famous brand, okay? So if that doesn't excite you enough and motivate you enough to listen today,
I don't know what will, but let's dive in. So the first thing I want you to ask yourself, okay, and you can pause this as you go through it because it's a little interactive, a little different today, but super valuable, is what does your brand stand for? Okay, what does your brand stand for? So when I say that, a few things are going to pop up in your head, right? Integrity, health, fitness.
accuracy, right? All these different things will pop into your head when I ask you that question, what does your brand stand for? So pause this if you need to go ahead or write this down, okay, or think about this out loud. What does your brand stand for? Okay, super, super important first question. And as we go through this, you're going to see how all these dots connect. But it's really important there's a clear definition behind your brand. Think about some of the biggest brands in the world, right? Let's use Lamborghini as an example.
What does that brand stand for? Let's think of Louis Vuitton. What does that brand stand for? What does Red Bull stand for? What does GoPro stand for, right? All of these brands are really good at how they position themselves in the market, how they advertise, how they use influencers and celebrities and social media, right? GoPro, for example, how many people have filmed clips with a GoPro? Millions and millions of people. How many hours of footage is on YouTube from a GoPro?
an insane amount, an insane amount. And when people watch it, the tens of millions of views those GoPro videos are getting, those surfing videos, dirt bikes, ATVs, skydiving, snorkeling, scuba diving, whatever it may be, everyone is reminded that it's shot with a GoPro, right? And of course there's rivals now, but that wasn't the case for many years and they dominated the space and became super famous.
So what does the brand mean, right? GoPro, it means adventure, right? It means creating your own adventure. It means travel. It means exploring. It means exotic, right? Surfing or snorkeling or scuba diving or skiing. It means luxury, all these amazing lifestyle trips. So it was able to build that, right? And it was able to do that through its customer base, which is always the goal. So next question is an expansion of that.
What does your brand exactly do? And if someone gives you an amount of money, right, they do a transactional amount. What is the outcome? OK, so and this is different to what the product may provide. That's really important. OK, because people don't pay two hundred, three hundred, four hundred thousand dollars.
to get a car to drive to work, right? They don't pay Lamborghini $350,000 to get a car to commute. Let's face it. No one goes, I really need a car to commute to my new job. I'm going to go buy an Aventador, right? Or I'm going to go buy a Rolls Royce or a McLaren. No one's ever said that in their life. What do they buy it for? They buy it for every other reason except for the one reason cars were invented. Think about that.
People buy these cars for every reason except for the main reason cars were ever invented, which is how 95 or 99% of the population still use it, to go from A to B, to save time so they don't have to get on their horse and cart like in the old days or walk or a bicycle and go from A to B. That is why cars were invented and cars are around. So why is it there's a few brands out there
that are actually selling for 10 times, right, an average car price, $350,000 versus $35,000. How is it those cars being sold for 10 times the amount, 10 times the amount,
and they don't even do the main job that they're supposed to do, that they were invented for. That's branding. That's intent. That's the interaction with a customer and how someone is left to feel, right? The image and the status and everything else that they get, okay? And it's not like these cars are like, hey, pay $350,000. You never need to buy a new car again or it's going to be hassle-free or it's free to drive.
It's in fact the opposite. You can only do 20,000 miles on the damn thing, right? When anything breaks, it's $20,000 for a new set of tires, okay? And if anything else goes wrong, it's $50,000.
And generally you only keep it for two, three years and you can only drive it 2000 miles a year because you can't do more than 20,000 miles total or you're going to devalue the thing like crazy. So it's not even like it's an investment in a house, right? That's going to maybe you live in forever. So you've got to understand that is because of how...
how it makes someone feel. So when you answer that question, a transactional outcome, right? When someone buys, what are they buying? A lot of you answer that question with, well, someone's buying bananas because they're hungry and they want to eat a banana, okay? Someone's buying a t-shirt because they can't go out topless and go to work topless today. So why are people buying $1,000 t-shirts versus $10 t-shirts, okay? So you've got to reverse engineer all the psychology, the emotion, the meaning behind the product
And you've got to focus on selling that because if you focus on selling that price just becomes a mirage, right? There's no rule for price.
If you sell a $10 t-shirt for someone to wear every day, right, you can only charge $10 or $20. If you sell a luxury item that shows to someone you're rich, you're wealthy, you're successful, you're in the upper class, you have fashion design, you know, you care about fashion and image, well, you can charge $1,000 for that same t-shirt if you attach those meanings to it, okay? So what is the transactional thing, right? When someone does a transactional part, what is the thing they get?
Right. And you see, that's a trick question because a lot of you say, well, they get a T-shirt, Rudy. It's like, well, no, if they buy a Louis Vuitton T-shirt, they don't get a T-shirt. They get everything else I just listed off. Right. So think about that. If you buy a GoPro, do you get footage? You get a camera. Well, yeah, you get a camera. But what else are you getting?
You're getting memories, right? You're getting memories of your favorite vacation or your most, you know, your favorite hobby. Or you're getting the chance to go viral, to become an influencer, right? In YouTube, 10 years ago, if you were in extreme sports, you weren't buying a camera, you were buying social media, you were buying influence, right? You're buying the ability to become a viral sensation, right?
doing a big jump or a big surf, okay? Whoa, whoa, whoa, wait a second. Before we go into the rest of this episode, I'm gonna interrupt abruptly and just ask you one big favor. I hope you're getting a ton of value, a ton of knowledge. I hope you're getting some breakthroughs from myself and the guests. And I want one thing in return. What I would love is for you to subscribe and leave a review. The reviews and the subscription grows the podcast. It allows me to bring you even better guests. It allows me to invest even more time and money
into this podcast to bring you the latest and greatest, the best entrepreneurs from around the world that are crushing life, crushing their business, and giving you all the tools, the mindset hacks, the knowledge, and the environment you need to be successful. So do me a favor, if you've got any amount of value from today's episode so far, or any previous episode, or any of the content I've done, it would mean the world to me if you hit a five-star review, give us your feedback on the show, the episodes,
and subscribe and download. Plus, if you do that and send me a screenshot on Instagram @rudymorelife, I will send you a bunch of my free training, marketing courses, sales courses worth $499. Yes, $500 worth of courses
for a simple 30 second review. It would mean the world to me. Send me that screenshot. I would love for you to leave that review and I would appreciate it very, very much so we can keep growing this show and make it awesome. So let's get back into the episode. I appreciate you guys and let's dive back in. So next it leads to identity.
So what is the identity your buyers are buying into? We've talked about that when they buy Louis Vuitton and Gucci and McLaren and Lamborghini and all these signature brands. They're buying into an identity. So what is the identity that your audience, your current consumer is buying into? And then what I want you to do is answer that question.
And then I want you to think about what is the perfect identity? What is the identity that I could charge millions of dollars for, right? I could make millions more dollars. If only I shifted the identity, my brand to mean this, this and this, okay? Because let's face it, there's bottles of water, right? That'll sell for 20, 30, 40 cents. You can get water for free. And then there's bottles of water that sell for five or $10. So the difference again, that 10X price jump is the identity, okay?
Okay, some people are buying water because they're just first in they want to drink. Okay, that's the the Walgreens special the Walmart special water, right? The Walmart branded water. So some people are buying, you know, the Fiji water, right? Or the whatever it is the the different types, right? The smart water for $5 a bottle because they want to have an association to it. The association to the brand and identity. I buy expensive water. That is my identity, right?
And I also, most of these consumers, I also drive a Lamborghini and I also have a Louis Vuitton bag and I also have a Rolex and blah, blah, blah, blah, blah, blah, blah. Right? They're all buying into an identity, into a club.
Okay, and that's the world of social media. You might not agree with it. You might think they're all idiots and they're stupid and they blow all their money. That's fine to think that. But you can't ignore it. You can't say, I'm not playing that game anymore, right? Or I'm not going to start playing that game. Most of you never even started playing the game. You got to play the game. You got to realize everything you're selling now, the brand you're building, the post you're putting out, the social media, it's all forming an identity, right?
It's forming an identity for your brand, okay? And your customers are buying into that, okay? So work on it because if not, you're going to forever stay transactional. And if you stay transactional, you're going to be the Walmart 20 cent water bottle, okay? I don't want to be Walmart 20 cents water. Do you want to be Walmart 20 cents water? No, probably not, right? So figure out how to build an identity, okay?
Now we're going to turn this up a notch, okay? This is going to upset some of you, but in a good way, okay? Rudy's here for you. Don't worry. I'm here to upset you, challenge you, and then make your life better. So the next thing we're going to do
We're going to go to social media. Pull up your main social media channel. I'll wait. Come on. I'm waiting. Pull it up. Pull up your main. I know you're cleaning your dishes or you're driving to work or you're out for a run or you're doing some work in the office. Whatever you're doing, let's pull up the social media. Stop what you're doing. Don't crash your car if you're driving, but pull up your social media and go to your handle. Write your Instagram, your Facebook. Now I want you to look at it.
and rate yourself out of 10 based on everything I just said, okay? So a 10 out of 10 would be I'm hitting a home run in everything I want around branding, identity, positioning myself, building a tribe, okay? Like Louis Vuitton or Gucci or some of the Rolex, right? Think how many people post Rolex photos. It's insane, right? Literally, I could never spend enough on ads
to match how much free branding these luxury brands get, okay? I could never do it, right? I'd have to spend hundreds of millions of dollars
So how do you position yourself like that? Question yourself and then rate yourself right now out of 10. I'm probably like a 7, just to give you context. I'm not perfect. I'm pretty good. I'm getting better. I'm working towards an 8 or a 9. By the time you're a 10, you're probably worth 100, 200, 500 million, maybe a billionaire at that point or a billion dollar brand. Right? It's hard to be a 10.
so yeah i don't mean anyone in that maybe gary v and gran and people that are at nines right eight so get get a rating for yourself most you're gonna be under five and that's okay because uh
You know, I'm teaching you how to fix it, right? It's okay. It's actually better the lower you start, the most upwards, you know, trajectory you have. If you're super skinny and you want to gain muscle, well, you're going to gain muscle really fast. If you've been bodybuilding for 20 years and you're really, you know, jacked already and you want to grow a bunch more muscle, it's going to take you years and years and years to make small gains.
So don't be put off ever if like you're bad at something, okay? And that's a separate topic for another day, but it's okay to suck because it's easy to get better, okay? So rate yourself on all of those things.
out of 10. Now I want you to do the same thing. You got your phone out still, right? Stay with me here. Go to Google and Google yourself now. Google your business name or your own personal name if you're a personal brand. And again, rate yourself out of 10. And the reason I'm making you do this is all your customers are doing this. I promise you that. Every single customer you have is doing this exact thing about your brand. And you didn't even know until Rudy made you sit down and Google yourself, right?
So how, if someone's gonna buy your brand, how well are you representing your products, your services? And you wanna build your Google out, okay, your profile,
strategically. You want some press, PR, news interviews, industry leaders, maybe magazines in like Forbes, Inc., Entrepreneur. If you're in business, if you're in health, you want like men's health, men's fitness. If you're in beauty, you want to be in some of the beauty magazines. So you want to be really strategic in building out your Google profile to match all of these things, right? So when someone lands there, they go, holy smokes, this person,
is celebrities are using this jewelry line. They got featured in all the fashion magazines. They were in New York Fashion Week. They had an interview on Good Morning America about the next big fashion line, right? That's what you'd want if you own a jewelry line, everything I just said. And you guys can all achieve that, okay, to some extent. Don't have a limited belief. Well, really, I'm not big enough. There's no way I could get all of that. You can get the PR. You can put in the work. I can help you do that.
I've done it for myself. Google me and you'll see, right? So get your brand in a great position on social media and Google to represent all these values, to show off all these values, okay? And then the last thing I want you to do is write down actionable steps.
So what I want you to do is write down some actionable steps from today because, you know, we talked about building the brand, the intent side, how to position yourself correctly, understanding that people buy into a certain level of image, right? A certain level of community and tribe and purpose and meaning. So we understand all of those things, but it's super, super important.
that you now write down actionable steps, okay? Because I want you to go away and fix all this and make it way better and make a bunch more money. And then you can tell me, you know, how this episode helped you.
So you're going to write down steps. So it might be doing a new photo shoot. It might be associating with industry leaders. It might be showing off your customers better. It might be redesigning your products and services to match the identity you're trying to grow. Okay. It might be sitting down in a room for an hour or a day and figuring all this stuff out. Okay.
It might be serving your customers to ask them why they buy. The identity it gives them, why they associate with you, what other brands they buy from, so you can get correlations, okay?
It might be doing PR and creating PR campaigns, getting in the top magazines, doing some influencer campaigns, getting in the news, getting some product features. It might be paying a celebrity to do a partnership with you where the celebrity's featuring you, right? It's not as expensive as you think. It's not $1,000, but it's not $1,000,000 either. And I can help you do that. As you know, I do a lot with celebrities. So there's all these ways,
to position your brand. There's all these ways to grow the brand and position it with a certain outcome in mind. You guys are so close to like getting it all figured out and no one teaches this really. I don't know many people that teach this.
So, the reason I'm telling you that is you're going to be ahead of the curve, okay? If you, you know, some of the top guys in the industry and girls like me, we've figured all this out along the way and, you know, we do this stuff, but there's so many people in the middle that don't do any of this, right? They don't listen to this podcast, you know, lucky for you, right? You're getting this early access information to...
how the world's going, how online brands are going, how social media is going. Like I said, you can choose to ignore it, but you're playing the game. You're in the game. You're in the matrix. There's no escaping that if you sell a product on the internet today, you are in this world. So if you don't adapt to the times and adapt to how customers are buying,
how communities are being built, how tribes are being built. This is ignoring basic levels of human behavior and basic levels of psychology, okay? And you don't want to do that. I promise you that it's not good for your business if you do that. So actionable steps to finish, write them down.
I would love a couple of things. I would love for you to send me these actionable steps on Instagram in the DM. That way I know you watched to the end. Congrats to you. And I would love to see them. I'm interested. I'm fascinated. I'll give you some feedback if I can. I can't promise it. You know, thousands of people listen to this. But I would love to get some actionable steps in the DM or at least tell me, you know, that you had some breakthroughs here.
And of course, as always, right, I would love if you could share this episode with another few friends of yours that are building brands that could get value for this. And then if you really want to go the extra mile and you can leave a review, I would love you to leave the review. So please go ahead and do that to finish. Leave that review. And if you send me a screenshot of that review when you send me your actionable steps or even without, I have $1,000 worth of free trainings that we send to people just to say thanks for your time. Time matters, right? So I always like to...
reward people. So go ahead and do those. Send me the actionable steps. I'm giving you a lot of homework this week, I know, but it's for your own benefit. Leave a review if you can. I would love that. I would really appreciate it.
Send me the screenshot of that and I will hook you up with all my free trainings that dive into all this stuff more. And then share it with your friends. Not for me, for them, right? You're going to look like a rock star sending them this killer training on branding and psychology and tribes. And you're going to help them a ton. And you're going to look good because you did that. And you're hooking up your friend. And you're getting more people in to the red life, right? So they can change their life. They can build wealth on the internet. They can build their dream life. They can impact the world just like I know you're trying to do.
exactly what I'm trying to do and we can all do it together as a group, a community and we can all crush it, right? So until next time guys, I hope you enjoyed this episode. I hope you got a ton of value. I'm excited to see some of your breakdowns, your takeaways, your action plans that you're going to send me and I will see you in a new episode very, very soon. Until then, keep living the red life. Take care.