Creating Your Brand

Adam Stott
5 min readMay 25, 2022

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You need to create both a great personal brand and a great business brand. That’s right: you need both. It’s important to realise that great brands are created through careful work, and don’t happen by accident. The top brands throughout the world tell stories that make them stand out, highlight what they’re about, and what they’re going to do for you today. Brands should attract people to you and entice them to want to do business with you rather than other people. A strong brand projects a good perception of you and what you have to offer, which translates into easier sales because part of the job is already done for you. If you don’t have a brand, you’re forgettable.

A notebook showing someone creating their brand

Many entrepreneurs fall short of their true potential because they start acting like an employee — someone who doesn’t take some risks. Over time, they become someone who’s used to being told what to do, used to being directed, and given the next task to complete. When they become an entrepreneur, things change quickly and they’re put in the position of having to make all the decisions, and often do all of the work themselves, regardless of whether they know what they’re doing or if they’re good at everything. All of a sudden they start to feel fear.

One of the biggest fears for any entrepreneur is the fear of failure. The fear of failure can be paralysing for an entrepreneur because it stops them from being able to go out and take action. There’s a great quote from Richard Branson that says, “If someone offers you an amazing opportunity but you are not sure you can do it, say yes — then learn how to do it later!” That is part of an entrepreneur’s DNA — you need to be willing to take risks. You need to be willing to take a leap and figure out the details later on. You need to realise that when you take an opportunity, you start to open doors. The more opportunities you take, the more doors you open, and you will go from one success to the next by continuing to open doors rather than keeping them closed. I think it’s really important for someone starting in business to understand that you have to have some appetite for risk.

One person that I’ve built a good relationship with has a low tolerance for people who aren’t focused because he has an entrepreneurial mindset. He doesn’t mess around — he makes decisions. One day he called me up and said, “Adam, I’ve got a massive opportunity for you. The opportunity is for you to come to the U.S., be on a stage in front of 2,000 people, and interview John Travolta, Calvin Klein, 50 Cent, Al Pacino, Randi Zuckerberg, and Fredrik Eklund. He said, “Look, it’s massive, it’s a huge opportunity. I want you to just tell me yes or no, and if the answer is no, I’m going to call someone else and I’m going to give them the opportunity. Adam, there isn’t going to be another opportunity like this.”

I could have said to myself, “What if I don’t speak very well? What if I make a hash of it? What if I do a terrible job interviewing these people? What if I do a bad job and it causes problems for my business, and then I put myself back to square one and the business doesn’t grow?” You can very easily talk yourself into or out of something. And the reality is when you talk yourself out of something, a lot of the time you think you’re helping yourself, but you’re hindering yourself. Since I had that entrepreneurial DNA in me, I said to myself, “I’ll figure out how to make this work.”

At this point, I was right at the beginning of my speaking career, but you never know when you’re going to get a great opportunity, and sometimes it comes when you’re not ready for it. But I said, “Okay, fine. No problem. Let’s do it.” I flew out to the U.S., and I had the absolute time of my life. I spoke in front of 2,000 people on the biggest stage I had been on up to that point. And I built the most amazing relationships that I still benefit from to this day. I formed a partnership with someone I met that day, and I still have clients that day that I wouldn’t have otherwise. My profile and a lot of my branding and influences came from that event as well. I owe a huge part of my success to the decision to speak at that event. I didn’t let the fear of failure stop me. I put aside any fears and I did it. I recommend to everyone that you stay aware of opportunities that might push you out of your comfort zone because when you do that, you will start to get better results for your business in the future.

A few years back, I paid over £25,000 to join an elite mastermind group of other speakers and coaches operating at the top of their game. This turned out to be a great investment because I learned many things, but more importantly, I built some valuable relationships with people. I realised how important it is to be around the right people and to be exposed to people who are working on a higher level.

I travelled with this group to a meeting at a farm in North Carolina, which was beautiful. There were pristine lakes with gorgeous mountains in the background. During my five days there, one of my coaches, Damien Allston, who has since gone on to become a partner of mine, hosted a mastermind gathering. I got talking with another speaker in the group named Vick Cass, who has written several books and who has been very successful. Vick taught me something important about branding. He made the analogy that business owners are like beekeepers. An unsuccessful beekeeper can try to keep all of the bees all together by chasing them into the hive. The problem with that is when you’re chasing bees, they’re running away from you, and at the same time, you’re going to get stung. Bees, like clients, don’t like to be chased. What Vic explained to me was that when you change tack and you start to build your brand and make a more compelling business proposition, things will change rapidly. Now, you’re wooing the bees into the hive. You get a better quality of clients, you will get clients willing to pay more money, and you will get clients who only want to do business with you and are willing to wait for you and only you.

Now, instead of being the beekeeper, you become the honey. And when you’re the honey, instead of you chasing the bees, the bees come to you and it makes business and life a lot more simple and a lot easier. If you build your brand, you’ll start to become honey, and clients will start to approach you. People will want to do business with you, and they will pay you more money, and in turn, you’ll be able to raise your prices. Andrew has a much easier stress-free business. So that is how you can build your brand.

For more help with your business, visit Big Business Events.

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Adam Stott

Entrepreneur, business coach, founder of Big Business Events, the UK’s fastest-growing business members’ network. Member of Forbes Coaches Council.