The Bouquet Theory of Building a Brand From Zero | Ep 974
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What is branding as a deliberate pairing of elements?
How to start or grow your own brand. So if branding is the deliberate pairing of things, your thing plus what your ideal customer has through an outcome, and good branding is the deliberate pairing of your thing with something good, to start a brand, we have to know what we want to pair it with to attract ideal customers. So here we've got Bud Light, UFC, good outcome for the majority of the audience.
How can brands recover from bad pairings?
And we want to understand that just as much as we should also understand what to avoid pairing our brand with to lose customers, like the Dylan Mulvaney example. And so here's how I like to think about assembling the pairings for brand. So if you're at ground zero, you have no brand. You've got these elements that haven't been put together yet.
What are the three metrics that measure brand strength?
So I think about it like a table full of flowers. So if you want to put a bouquet together, you start by having lots of different flowers all over the place. On their own, those flowers are not a bouquet. Just as products, values, experiences, people, et cetera, on their own are not a brand. The flowers are like the brand element that we pair with stuff our audiences like.
What trade-offs occur when expanding your audience?
With enough pairing over and over and over again, they form a bouquet.
How did Alex intentionally build his brand?
Now replace the word bouquet with brand. And so that assembly is the connection, it's the association between those things. Because the brand fundamentally doesn't actually exist. If I take the flowers out of the vase and scatter them across, was there ever a brand to begin with? It's simply the association we make between those things that creates the one of one brand. And if we unravel it, the brand disappears. And so the deliberate pairing of those things makes the brand. And if we want to get narrower on our brand, so let's say I talk about tacos, lifting and philosophy. If I want to narrow my brand, I'll just talk a bunch about tacos. And then all of my flowers are just taco related. If I'm only talking about tacos, but I want to expand the stuff I'm talking about to my audience and maybe capture a wider audience, then I might talk about
tacos, quesadillas, burritos, things that are tangential. And then if I wanted to expand even broader, I might just talk about food in general. And then I might talk in alcohol, and then I might talk in restaurants, and then things that go wider and wider from there. And so we get narrower as we niche down, and we go double down on one type of topic, and we go broader when we branch out. But distant and random pairings hurt a bread because they're so hard to make the associations with. And this is what most brands are and do. Most people's brands happen by accident. It's just whatever they appear next to, whatever their people associate their stuff with. Good branding happens on purpose. Because like, what are we looking at with a bike, a single flower, some socks and a burger?
Not a lot, not a lot to hold together there. And so think about it like curating a garden. You want some flowers to grow and you want to pull out the weeds. You have to do both. You have to add the good and take away the bad in order to assemble the ideal brand for you. And in the beginning, our brand won't be strong, just like yours won't. If you're building it, then you might only have a couple flowers there. And it's because you haven't had that many instances to pair your brand for that customer. But the more good stuff we pair with our brand for the customer, the stronger it gets. You go from one flower to many red flowers or many red roses that become a bouquet of red roses. That's what you're about.
And the more you're about it, the more the brand strengthens. Now, what if we make a branding mistake and pair with the wrong thing? Because it's going to happen. One bad pairing can absolutely hurt a brand. So if I now give this lovely red rose bouquet to my wife and I say, hey, Don't you love this bouquet? And she sees this rotten flower sticking out of the front. She might be like, ew, this bouquet sucks. Or this brand sucks. Or hey, that guy got a DUI and I thought he was this paramount of good ethics.
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Chapters
5 chapters
1
What is branding as a deliberate pairing of elements?
0:00–0:25
2
How can brands recover from bad pairings?
0:25–0:45
3
What are the three metrics that measure brand strength?
0:45–1:09
4
What trade-offs occur when expanding your audience?
1:09–1:15
5
How did Alex intentionally build his brand?
1:15–15:22
Speakers
2 identifiedMore from The Game with Alex Hormozi
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