Chapter 4: Branding.

“Branding is what people know you as, whereas marketing is how you get more people to know about you.”

Isaac Mashman · The Manifesto, Second Edition

“There's so much emphasis on the professional side, they miss out on one of the most important parts of their identity.”

Isaac Mashman · The Manifesto, Second Edition

“Brand describes the things that make you money, your credibility, your expertise, and the challenges you have overcome to get to where you are at.”

Isaac Mashman · The Manifesto, Second Edition

“If your marketing is on point, but your brand is lacking, what ends up happening is a massive influx of attention accompanied by a very low rate of conversion.”

Isaac Mashman · The Manifesto, Second Edition

“Once you apply a strong brand with a strong marketing strategy, you achieve a synergistic energy that allows you to become a powerhouse in any area you direct focus towards.”

Isaac Mashman · The Manifesto, Second Edition

“To have somebody question who you are and why they should care about what you do is a horrible situation to be in.”

Isaac Mashman · The Manifesto, Second Edition

“Titles, regardless of the length of time that you’ve held them, contribute to your credibility.”

Isaac Mashman · The Manifesto, Second Edition

“In large part, titles are vanity metrics, which feel good to say and have next to your name, but it is more so about what they can do for you versus how they make you feel.”

Isaac Mashman · The Manifesto, Second Edition

“Pick the ones that are the most relevant to what you want to be known for. The most impactful titles will be the ones people remember and associate with you.”

Isaac Mashman · The Manifesto, Second Edition

“If you once launched a podcast in 2008 and have not had one since, does it make sense for you to say that you’re a podcast host?”

Isaac Mashman · The Manifesto, Second Edition

“Your faith determines many of your beliefs, and your beliefs influence your characteristics.”

Isaac Mashman · The Manifesto, Second Edition

“Faith, or the lack thereof, remains a pillar of your personal brand. Faith allows you to connect to others at the deepest levels of humanity.”

Isaac Mashman · The Manifesto, Second Edition

“If people can be aware of your background and what has influenced you into becoming the person you are, they are more likely to trust and understand you.”

Isaac Mashman · The Manifesto, Second Edition

“It is much better to be a good practitioner of your faith and simply show it in a way that does not tout ego.”

Isaac Mashman · The Manifesto, Second Edition

“I do not expect you to list out every single belief that you have, but having a generalized idea of what you stand for and what you don’t, helps you determine how you would like to be perceived by the broader public and manage associations.”

Isaac Mashman · The Manifesto, Second Edition

“Showcasing your complexity gives people layers to dive into and makes you appear much more interesting; this is the art of storytelling.”

Isaac Mashman · The Manifesto, Second Edition

“You do not have to be the Number 1 leading expert to be positioned as a top expert or even remotely one of the best.”

Isaac Mashman · The Manifesto, Second Edition

“Your profession is the most tangible and straightforward aspect of your brand.”

Isaac Mashman · The Manifesto, Second Edition

“You may be in the entertainment space and believe that you are not providing a solution, yet entertainment is just that.”

Isaac Mashman · The Manifesto, Second Edition

“Being a professional golfer is in terms of personal branding, equal to being a lawyer or a doctor.”

Isaac Mashman · The Manifesto, Second Edition

“Without a profession, you rely heavily on your personality, but are limited in the reasons you are giving people to further back you.”

Isaac Mashman · The Manifesto, Second Edition

“Your business mentors are usually not so all-consumed that they don’t have any hobbies.”

Isaac Mashman · The Manifesto, Second Edition

“Your elevator pitch is not an opportunity for you to sell your products and services, rather it serves as an opportunity to sell yourself as someone to get to know or follow.”

Isaac Mashman · The Manifesto, Second Edition

“A lasting impression of increase is when the person you engage with leaves their interaction better or more knowledgeable than they were going into it.”

Isaac Mashman · The Manifesto, Second Edition

“Part of positioning your personal brand is in how you communicate it by voice.”

Isaac Mashman · The Manifesto, Second Edition

“To achieve long lasting relationships and create lasting impressions, you have to connect in more profound ways than just your profession.”

Isaac Mashman · The Manifesto, Second Edition

“You would be amazed at how many people will automatically like you that much more or question your liver health because you drink your coffee black.”

Isaac Mashman · The Manifesto, Second Edition

“From that moment of your introduction, find a way to stay in contact with them as there is no telling what mutually beneficial situations will arise from that random point of contact.”

Isaac Mashman · The Manifesto, Second Edition

“More importantly, keep your elevator pitch concise and lead it into a conversation about the other person.”

Isaac Mashman · The Manifesto, Second Edition

“My name is Isaac Mashman and I almost always show up with a cup of coffee in hand, so I apologize in advance if I appear wired.”

Isaac Mashman · The Manifesto, Second Edition

“Your personal brand should never solely rely on your professional traits.”

Isaac Mashman · The Manifesto, Second Edition

“Remember that although we live in a transactional society, not all transactions have a face value.”

Isaac Mashman · The Manifesto, Second Edition

“Rapport is built not just through the ways you are alike but also through time spent together, breaking bread together, introductions from other trusted sources, and from the media.”

Isaac Mashman · The Manifesto, Second Edition

“Value does not always translate into a monetary transaction as you can be providing value in the form of education, entertainment, or by being inspirational.”

Isaac Mashman · The Manifesto, Second Edition

“Identical twins sharing the same DNA have entirely unique fingerprints.”

Isaac Mashman · The Manifesto, Second Edition

“No one else has ever had our symbolic “fingerprint” on the world, or the blend of our past experiences, thoughts, and influences that make up our identity.”

Isaac Mashman · The Manifesto, Second Edition

“Pinpointing your unmistakable character traits and interests is a way to subsidize on your uniqueness.”

Isaac Mashman · The Manifesto, Second Edition

“Occasionally letting others have a look into your lifestyle will pique the interest of the public.”

Isaac Mashman · The Manifesto, Second Edition

“People rely on clichés when they have nothing better to say or cannot find the ingenuity within their spirit to come up with something original.”

Isaac Mashman · The Manifesto, Second Edition

“A cliché does little for someone aside from making you come across as desperate.”

Isaac Mashman · The Manifesto, Second Edition

“There is a massive difference between providing value and providing what I refer to as strategic value.”

Isaac Mashman · The Manifesto, Second Edition

“The phrase, “Your personal brand is the most important thing you can build” will become a cliché.”

Isaac Mashman · The Manifesto, Second Edition

“The personal branding space is becoming increasingly competitive and these repetitive phrases can only be used by so many people, so many times.”

Isaac Mashman · The Manifesto, Second Edition

“Understanding that the market is set up for saturation, do you think that clichés will be the thing that helps me cut through the noise? Originality and cleverness is and will be.”

Isaac Mashman · The Manifesto, Second Edition

“If you do choose to come across as cliché on occasion or use one in your materials, expand on it. Talk about why it is relevant and approach it with complexity.”

Isaac Mashman · The Manifesto, Second Edition

“In my senior year of high school, I began to realize that in having such an unusual name, it could be used to my benefit. I wasn't having to fight with other people to secure my social media handles or purchase my domain.”

Isaac Mashman · The Manifesto, Second Edition

“If you are somebody like me who has never cared for your name, this is your indicator that you should accept it for what it is and then run with it. Don't worry about people being able to pronounce it or if they’ll love it.”

Isaac Mashman · The Manifesto, Second Edition

“For every two pieces of business content produced, i.e, what helps progress your business or profession, you publish one personal piece of content for a 2:1 ratio.”

Isaac Mashman · The Manifesto, Second Edition

“For every two actions you take that will help your business or career, take one action for yourself and personal interests.”

Isaac Mashman · The Manifesto, Second Edition

“By leaning into this mystery, you are building hype for a major release or upcoming projects and are essentially employing mystery as a marketing tool.”

Isaac Mashman · The Manifesto, Second Edition

“If you were writing a book, you shouldn’t tell every single person you meet the name of every single chapter. You have to leave room for discovery.”

Isaac Mashman · The Manifesto, Second Edition

“If everyone already knew the answer, why would they ever hire you as a professional?”

Isaac Mashman · The Manifesto, Second Edition

“Mystery and the invocation of curiosity are what lead to action and you need to develop your personal brand in such a way that gets people to come back for more because they’re intrigued.”

Isaac Mashman · The Manifesto, Second Edition

“We may not know everything, but we know just enough to stay interested.”

Isaac Mashman · The Manifesto, Second Edition

“Your personal brand is yours and the degree of privacy that you are willing to sacrifice should be done meticulously and methodically.”

Isaac Mashman · The Manifesto, Second Edition

“If you’re going out to dinner and want to make a post of your meal, ask yourself why.”

Isaac Mashman · The Manifesto, Second Edition

“As your fame and influence grow, it’s a good practice to make it a habit of posting the places you’ve been after you’ve already left as a safety precaution.”

Isaac Mashman · The Manifesto, Second Edition

“A personal brand built around capability and reliability suggests that prior results are bound to happen again.”

Isaac Mashman · The Manifesto, Second Edition

“Take inspiration from the strategy and use the very best from it, but do not copy its aspects that are easy to change.”

Isaac Mashman · The Manifesto, Second Edition

“I have no issue with somebody being inspired by my actions and putting their spin on it, but when it is verbatim, the exact copy, it rubs me the wrong way.”

Isaac Mashman · The Manifesto, Second Edition

“As you are reverse engineering your mentors or someone whose strategy you want to apply, it shouldn’t look like you did so.”

Isaac Mashman · The Manifesto, Second Edition

“If you copy someone too aggressively and who is widely known, and it appears as such, people will doubt you for your originality, and it can actually affect your reputation in a negative way.”

Isaac Mashman · The Manifesto, Second Edition

“Those of you who are just starting out are especially susceptible because you feel like you have to copy somebody else to get a leg up. This is not the case.”

Isaac Mashman · The Manifesto, Second Edition

“I believe that you can do so much more for your personal brand by reverse engineering what works and putting your personal electric flare to it.”

Isaac Mashman · The Manifesto, Second Edition

“Reverse engineering is not about stealing anything, it’s about observing and applying the very best.”

Isaac Mashman · The Manifesto, Second Edition

“Shaping Your Image is as much about developing who you are as a human being as it is expressing who you are to those looking in on you.”

Isaac Mashman · The Manifesto, Second Edition

“You will likely have multiple things that you are working on, but won’t want to be known for all of them.”

Isaac Mashman · The Manifesto, Second Edition

“Use your book as a way to establish credibility for your service or product, but make it commonly accepted that you are a business owner, first and foremost.”

Isaac Mashman · The Manifesto, Second Edition

“During my consultations with clients, I often come across as tedious or obsessive when I point out a space or comma where there shouldn’t be.”

Isaac Mashman · The Manifesto, Second Edition

“Omnipresence: The establishment of a personal brand that is visible everywhere, all the time and attracts opportunities.”

Isaac Mashman · The Manifesto, Second Edition

“Be proactive in your evolution. If the biography that you wrote several months ago no longer reflects what you are doing today, update it!”

Isaac Mashman · The Manifesto, Second Edition

“Don’t become them, but take the best aspects of their strategy, put your own touches to it, and execute on this newly found plan.”

Isaac Mashman · The Manifesto, Second Edition

“In your process, say yes to a lot of things until it becomes more beneficial to say no and be aware of where you are spending your time.”

Isaac Mashman · The Manifesto, Second Edition

“My earliest days of building my personal brand were spent researching my mentors.”

Isaac Mashman · The Manifesto, Second Edition

“Your personal brand is comparable to a business that has deliverable products and services.”

Isaac Mashman · The Manifesto, Second Edition

“The quality of which you produced several years ago is not the quality you're expected to be producing today.”

Isaac Mashman · The Manifesto, Second Edition

“The comedian should always be working to come up with new material as jokes can only be told so many times before they get overplayed.”

Isaac Mashman · The Manifesto, Second Edition

“Content generates rapport and instills the following in the minds of those who know you: confidence in your abilities, confidence in referring you to their own network, and confidence in offering endorsements or desiring to collaborate with you.”

Isaac Mashman · The Manifesto, Second Edition

“You want to be the person that others want to collaborate with because they know and have an expectation in their mind of potential outcomes.”

Isaac Mashman · The Manifesto, Second Edition

“It is the mental association people have with larger than life figures that gives them the runway to charge hundreds of thousands of dollars, whereas the person who is starting out might only be able to charge a couple of hundred.”

Isaac Mashman · The Manifesto, Second Edition

“Deliverables are seen in different ways and when you understand the complexity of this, you’ll also come to appreciate every small accomplishment and its role relative to your progress.”

Isaac Mashman · The Manifesto, Second Edition

“For my own personal brand, I strategically chose to use white and black to portray that corporate executive, but clean and contemporary feel when somebody visits my page and related works; the cover of this book is black and white, consistent with my branding.”

Isaac Mashman · The Manifesto, Second Edition

“Red is traditionally used for sales and calls to action, green gives you a sense of growth and money, whereas blue is passive and peaceful.”

Isaac Mashman · The Manifesto, Second Edition

“There must be strategic planning on your part from the color of the shirt you wear in the morning, to the email you designed and sent.”

Isaac Mashman · The Manifesto, Second Edition

“Your competitors aren’t thinking about matching their outfits to their posts or website. Details matter!”

Isaac Mashman · The Manifesto, Second Edition

“This form of branding is especially significant for public speakers as their voice is their power.”

Isaac Mashman · The Manifesto, Second Edition

“One of the absolute best ways of building rapport using your personal brand is through sharing stories from your own life.”

Isaac Mashman · The Manifesto, Second Edition

“If you only talk about your profession, you lack that personal hook and therefore that relationship is going to be one-sided.”

Isaac Mashman · The Manifesto, Second Edition

“Once you’ve been interviewed a couple dozen times, you will get into the flow of being able to answer the question “Who are you?”

Isaac Mashman · The Manifesto, Second Edition

“It is through storytelling that people continued to support me despite my fickleness as I went from business to business until I eventually wound up in the personal branding space.”

Isaac Mashman · The Manifesto, Second Edition

“Storytelling does not have to be from your past. As you’re living life, traveling, and doing great things as I know you will, let people in on what you have going on.”

Isaac Mashman · The Manifesto, Second Edition

“There is no need to share your bathroom routine and display it for the world to see, but cut through some of that mysterious cloud surrounding your personal brand and let people know who you are.”

Isaac Mashman · The Manifesto, Second Edition

“The people are your oxygen that breathes life into your personal brand.”

Isaac Mashman · The Manifesto, Second Edition

“Using the first person point of view such as “I am” infers that you are sharing a story or communicating how you feel.”

Isaac Mashman · The Manifesto, Second Edition

“Rotating perspectives induces the communal feeling that the subject at hand is larger than you.”

Isaac Mashman · The Manifesto, Second Edition

“You don’t want to talk about yourself all the time, instead include others in your endeavors and mission.”

Isaac Mashman · The Manifesto, Second Edition

“When you end your professional punchline don't redundantly say “I help people,” consider saying “I help you!” notice how the dynamic shifts? You're approaching it out of service rather than ego.”

Isaac Mashman · The Manifesto, Second Edition

“For the business owners who are reading this, whatever you do, please do not use your business pages and platforms for personal purposes!”

Isaac Mashman · The Manifesto, Second Edition

“Seamless Branding is achieved through the consistent and maintained portrayal of yourself.”

Isaac Mashman · The Manifesto, Second Edition

“Crafting a seamless personal brand makes it easy to find, understand, and support you.”

Isaac Mashman · The Manifesto, Second Edition

“There should be no doubt who you are when someone is introducing you, both on and offline, and likewise, there should be no question you are the right person to subscribe to.”

Isaac Mashman · The Manifesto, Second Edition

“You want others to become familiar with how you look and have no question about the identity of who they’re following.”

Isaac Mashman · The Manifesto, Second Edition

“Don’t change the way you speak from platform-to-platform. Who you are is what people will know you for.”

Isaac Mashman · The Manifesto, Second Edition

“Confusing your audience is the last thing you want and having mismatched messaging does just that.”

Isaac Mashman · The Manifesto, Second Edition

“You should be visible and discoverable, whenever and wherever possible.”

Isaac Mashman · The Manifesto, Second Edition

“Imagine the authority that is conveyed by dominating the search engines. Instant credibility.”

Isaac Mashman · The Manifesto, Second Edition