Your Brand Matters

A few years ago I had the great privilege of working with Joan Rivers. You may remember her for doing a show for TruTV called, “How’d You Get So Rich.” Because Joan was famous for her ‘take no prisoners’ interview style, I was concerned she might embarrass me on the interview but was willing to risk it in order to get the attention.
Unless you had ever met Ms. Rivers you would only know her for what you had seen on television –a bold, brash, raunchy comedian with no boundaries. If you ever heard her story then you’d know she was one of the great “Whatever It Takes” people of all time.

When I met Joan Rivers I realized how little I knew about her. Joan showed up at my home in Hollywood at the age of 79 after a full day of work and a cross-country flight from NY to Los Angeles. She showed up face-lift positive, with the attitude of a 20 year old in love, grateful to be working, and demonstrated a Whatever It Takes work ethic.

At Joan Rivers’ funeral, her friends talked about her as more than just Joan Rivers but as though she had become a symbol or a brand for them. People were no longer just talking about her as a raunchy comedian but as someone who would not quit and would do Whatever It Takes no matter what.

This got me to thinking about branding. Merriam Webster’s dictionary defines branding as, “the process involved in creating a unique name and image for a product in the consumer’s mind, mainly through advertising campaigns with a consistent theme.”  But does branding always require advertising? Does advertising always require you to spend money? I don’t think so.

Joan Rivers proved that branding and advertising were a result of her actions not what she spent. Businesses and individuals have become too reliant on spending to get attention and don’t how to build a brand with action.

Everyone has a brand…everyone. You, your spouse, your kids, your friends, everyone! You created that brand through advertising without spending any money. What causes people to perceive you in the way they do is dependent upon what they see you DOING most of the time.

Millennials have been branded as lazy texters, rich people as have been branded as greedy and rappers have been branded as thugs, you get the point. How have you branded yourself? If you don’t know you need to be concerned. You should be able to identify your brand with three words that capture what you do most of the time.

Think of someone you really admire and I assure you that you respect him or her for the thing they do the MOST. That is their brand. I’m known as a promoter-marketer, author, speaker, salesman, social media driver and someone that is willing to work and do Whatever It Takes.

Joan Rivers told me while I was with her, in that raspy straight-forward no BS way of hers, “don’t sell your programming to those greedy suits (networks). Do it yourself! You have the talent and the resources.” I took Joan’s advice and the same week she was celebrated for how she lived her life, I launched Whatever It Takes Network.

Whatever It Takes Network is an alternative to mainstream media driven by politically driven, agenda serving propaganda. Whatever It Takes Network is made up of real entrepreneurs willing to do Whatever It Takes to bring you solutions not problems and noise. You will see shows like Cardone Zone, Young Hustlers, Power Players, Women in Power and my Grant Rants. Soon shows featuring other great experts, each with their own unique brand will be added covering real estate, marketing, finances and more.

What is the brand you are creating? Are you the show up early, stay late, do whatever it takes person? I believe you are and if you aren’t currently branding that then join me at Whatever It Takes Network to get your game back. Your brand is the most valuable asset you have. Your brand will determine your value in the marketplace. Your brand ultimately determines your success.

So figure out what you offer and what you stand for. What’s your special ‘thing?’

Spend time on your brand every day, enhance it, reinforce it and do Whatever It Takes to let the world know through your actions that is who you are.

R.I.P. Joan Rivers and thanks for the great advice.


Showing 8 comments
  • David Sharp

    Sean, I think you are 100% on the money. Think about the show “Shark Tank”, how many people know what the name of the companies that Mr. Wonderful (Kevin O’Leary) owns? It might be hard to find someone that does, but we know Mr. Wonderful. People want to be involved with people who have things going on and are successful. Branding yourself is a great way to continue to build your companies as well as your own net worth at the same time. As you keep at it, people will be saying, “Sean Gallagher is the man you want to do business with!”

  • Grant Cardone

    Keep at it!

  • Grant Cardone

    Thx David!

  • Rick M.

    Great story and advice Grant. Looking forward to the WIT Network!
    I wrote a short but very similar piece entitled “Why does having a brand voice matter?” It was inspired by all of the info I saw this past spring. I believe the spirit aligns with and supports your story here. Good stuff!

  • Flo

    Great article Grant.
    I really like the Wit-Network you created. Really inspiring.
    I’m looking forward to hear more.

  • Sean Gallagher

    Recently I’ve been working on building my personal brand just like your article. I own several companies which I build a brand for, but I’m not referring to that right now. I’m referring to myself, personally. I don’t have a product people pay for that I personally “sell” (besides the products my companies sell). But I’m still working on my personal brand.

    Some people have asked me why I’m bothering with that. That answer is simple, just because you don’t sell something that people buy with money doesn’t mean your not selling something and therefore shouldn’t promote your brand. And even if promoting my personal brand wasn’t related to selling, I still want to be known for something and by pushing my personal brand it’s a way for me to accomplish that.

  • Grant Cardone

    Awesome Flo, tell your friends!

  • David Sharp

    Pretty cool story Grant. It’s kind of neat that she embodied the brand that you were in the process of making into a media outlet with “Whatever It Takes”. You know, it is easy to look at someone from the outside and think you know everything that there is to know about them, then you meet them and realize that they are so much more than you ever thought.
    The “never say die” attitude and the “doing whatever it takes” mentality are common threads that bind true go-getters in this world. Everyone has a story, everyone has problems in their life, everyone has ideas that didn’t work out, but it is what you do with these things in life that reflect who you are and what your brand is. Potentially, more importantly, it is what we learn from these things that allow us to truly succeed in our endeavors and enjoy our success.
    Again, great story Grant, keep them coming brother!

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