Read Time: 1 min 39 secs

Hey — Ryan To here.

In today’s edition we’ll be covering:

Let’s talk about something uncomfortable:

If you’re trying to build a company or monetize your following, launching a ‘cool product’ is no longer going to cut it

With AI tools and technology growing faster than ever, copying a product is easy

But there’s one solution:

Brand-building

Brand is what people think about when they see your product, and the reason why they’ll buy from you instead of a competitor

It’s the only asset competitors can’t clone overnight

So whether you’re a brand trying to set yourself apart or a creator who wants to learn to leverage distribution, check out the Brand Content Framework:

Let’s talk about it:

Before you start making brand content, you need to define your archetype

Ask yourself, what kind of content aligns with your brand?

From a high level, most brands fall into one of these categories:

Look at @everydaybetterclub that leans into inspiration

This video got 7.8M views:

Or this entertaining one from @thecoconutcult

Next up, define your beliefs

The worst thing you can do here is to play it safe

Build a set of core beliefs and stick to them

Check out @ryanair who believes flights need to be cheap:

Or @tryramp, a corporate expense platform who believes in the importance of saving money and efficient spending

Stories are where brand loyalty is built

Because here’s the truth:

People don’t fall in love with cool names or logos…

They fall in love with journeys

The easiest way to do this right now is by ‘building in public’

Check @softiesburger that used a series to document their restaurant launch:

Or this one from @mintednewyork that shows the behind-the-scenes of a clothing brand

Have a great day ❤️