Why you must have an authentic brand

Episode #277: Interview with Jeff Jochum (38 minutes)

Discussion Topics

  1. What's a Brand
  2. authenticity
  3. defining your purpose
  4. becoming bulletproof

Jeff Jochum

Creative Business Consultant & Coach

Over the last 30 years, I have founded, bootstrapped and sold three companies of my own, licensing products to Computer Associates, Borland, and Microsoft. In 1997, I co-founded EBZ.com, and created e-Biz in a Box, 1999’s best-selling (non-Microsoft) small business product.

Since then, I’ve had the privilege of leading the marketing teams at Pictage.com (acquired by equity giant Apax Ventures for $39 million) and then as Chief Marketing Officer at online superstars DeviantART & SmugMug.

In 2009, I launched my business consulting practice and began working exclusively with start-ups and creative entrepreneurs, coaching them to success using the secrets I’ve discovered over the years, not the least of which is the success chemistry I came to call Specialism.

Summary of Discussion Topics:

  • What is a brand (and what isn’t a brand)?
  • Your brand is really you and your message.
  • Your brand as a promise to your clients.
  • If you are having a hard time manufacturing or coming up with a brand, you’re not doing it right.
  • How creating your branding is like setting goals for a career in baseball.
  • How not to fall into “trends”.
  • Why it’s important to focus on doing what you love in how it affects your brand, your work, and your happiness.
  • Why 8/10 photographers are asking to “get out” of the downward spiral of working more and being unhappy.
  • You are making progress when you are working towards happiness.
  • The difference between falling into your brand vs intentionally chasing/creating it.
  • The importance of articulating and defining your purpose.
  • Using a fake accent as an example of how having a “fake” brand can really ruin any chance you have at business.
  • What being “unjudgeable” means.
  • Where to start when beginning to identify your authentic brand.
  • The difference between knowing what to do and actually doing it.
  • Why we have a hard time putting words to our authentic selves, and getting help from outside yourself.
  • Why you need to work on becoming a me-zilla in order to become bulletproof.
  • How doing everything your client wants really means you’re doing/standing for nothing.

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