Discover the Secret to Building a Strong Brand with The Brand Doctor

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Today, the Google News I'm really excited today.

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I've got a buddy here to chat with us about some really high level stuff.

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Joining me is Henry Kaminski, the brand doctor.

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Henry, thanks for being here, man.

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What's going on guys?

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Man, so great to see you again.

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I love talking to you, man.

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Dude, I love talking to you too.

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And some background just for anybody watching you and

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I met at Steve Sims event.

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You were the very first dude to speak.

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that's an intimidating room to be the first speaker in.

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Steve knows, like, he's gonna definitely put his best foot forward.

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that alone impressed me.

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And then you just shut the whole room down with your talk.

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It was amazing.

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I really loved it.

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Aw, thank you man.

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I appreciate that.

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no really, like, it was a big deal and you know, I mean it's, obviously Steve

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isn't gonna throw any, he isn't gonna throw a slouch up there, but like in

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a room of the top 1%, I think , you exceeded that threshold even too.

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So I took a ton away from it.

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What I'd love to talk to you about today, everybody listening, just so

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you know, they're here for traffic.

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I'm a Google Ads agency, I'd say it's 50% business owners and 50% agencies, and

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there is a pervasive disease in my world.

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And you've probably seen this maybe as often as I have,

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but people drive traffic to.

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Absolute dog shit.

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and they continue.

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Like, , they don't learn the lesson, you know what I mean?

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And I think we're to blame the educators, the marketing educators, we have

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this whole like test first mantra.

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And so a lot of folks have taken that as like, oh, I don't have to do any work.

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I'm just gonna drive traffic and see what happens.

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you're watching this, I wanna explain the reason we've got Henry here.

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Henry is a world authority.

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Global authority in the brand space.

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I don't personally know anybody better.

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I know , some really amazing brand people, but I don't think I've ever seen anybody

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speak as tactically as you speak, Henry.

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And I'd love to talk to some of these traffic drivers about not just the

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importance of brand, because we know it's important, but also like the nitty

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gritty how to, let's get, because it's, really easy to jump up there and be like,

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oh, a brand is the connection you make.

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All right, fine.

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How do I do it?

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soup to nuts dot I crossing ts.

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How do we build this brand if I've never invested in this

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before and I wanna start now?

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Wow.

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Well, it, starts with a tremendous amount of discovery, and that is,

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you let's just take this doctor that just, we onboarded from Sacramento,

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not literally today, literally today.

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She came to me in January.

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And she was gungho to really take her practice to the next level.

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Okay.

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She's been in practice now for 15 years she came to me in January

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and she literally just googled, get this branding for doctors.

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She got the brand doctor and the brand doctor just happened to show up.

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Go.

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Yeah.

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Right.

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So she starts diving into my stuff.

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It took her a little bit, but then she reached out and then

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she booked an assessment.

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I'm just giving you the real tactical stuff here, because this is how you build

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a brand, especially around yourself.

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So she booked this assessment.

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We get on the call, and I think scared her away with how much I charge.

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Quite frankly cuz I am not cheap, you know, you're, paying for 15 years

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worth of experience from a branding expert and professional who started

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off as a freelance designer and, built his agency to what it is today.

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with multiple two Com club awards and things like that.

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So she ran away and typical.

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She comes back two months later, which is Yesterday.

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So she went and tried the cheap version, already came back cuz that

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didn't work because she sent me an email and she goes, cuz when she bowed

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out in January I said, what happened?

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Because you were ready to pull the trigger on the, you know, you, we were

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ready to go and there was some family.

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Situations going on and, listen, life gets in the way and I totally get it.

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but she did show me some new stuff, so I'm thinking to myself,

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yeah, she went and tried, Cheap.

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We're out and now she's back.

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And I don't say that cocky, I say that as I do it too.

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we've all done this.

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Oh dude.

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I think it's almost a prerequisite.

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I encourage people, if they're scared off by my pricing, , this is me being

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petulant, I'm just like, Hey, go try somebody else for 90 days and then you'll

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come back and understand my value better.

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And maybe that's a bad sales pitch, but it's worked for us pretty well.

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That's it.

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she's back and so we had a real informed conversation today and she said,

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listen, I know I have to do this right.

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This is the second chapter of my professional career and I wanna

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make sure that I do it right.

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And so she made the investment , and we're started.

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\ so here's a couple of takeaways.

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One is she would've never came back.

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Had I not have a tremendous amount of content online.

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Mm-hmm.

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Because the conversation today was, I keep watching your YouTube videos and

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the things that you say, like you had mentioned, who do you want to serve?

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Do you wanna be the Nordstrom's brand or do you wanna be the Walmart brand?

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again, this is very elementary, but she made me think, she

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said, that got me thinking.

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And she says, I kind of wanna be somewhere in the middle.

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And I said, that's a tough space to play in.

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It's not impossible, but for you being that time is the most valuable

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asset and that you want to start to decrease the time you spend at your

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practice physically, and you want a more virtual experience with your clients

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and patients, You might want to go for the higher end type of client who

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can afford you pay, have them pay a premium for you, and now you're working

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with less people making more money.

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I don't know about you, but that sounds pretty good to me.

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And she said, yes, I wouldn't, abort my physical practice a hundred percent.

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I'm not saying that.

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What I'm saying is, do you wanna make more?

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With less.

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Yes I do.

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Do you wanna make more with more versatility?

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Yes.

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Cuz she does a lot of speaking and she goes, I wouldn't mind doing a speaking

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tour and still serving patients virtually because that gives me the flexibility.

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Well, we can make that happen for you.

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Right.

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So she was seeing all the benefits to this, but a couple things had

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she not, between January and today, see all that content that I put out?

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How do I separate myself from the other brand guy who's claiming he's

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an expert or she's an expert, right?

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So she really got down in 30 with me and then re-invited the conversation.

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And so there's a lot in between there.

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Mm-hmm.

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So one of the big takeaways that I want you to get is putting yourself

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out there as a content creator, as a subject matter expert these days.

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Is really how you're going to separate yourself from everybody

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else that does what you do.

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And if you're not taking that seriously, then why should somebody take you

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seriously as a potential vendor?

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, it's so important and it's such a good note for everybody if cuz creating

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content really means giving value.

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Right.

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And there's different ways to do that.

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Yeah.

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there's a lot of ways to do that.

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And one of the things I had to learn the hard way, and I think we all do as

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agency owners or business owners, is we gotta figure out what doesn't work first.

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And that could be costly, that could be very time consuming.

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And we've all gone through it, we've all put out content that gets no love,

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and then we're sitting here scratching our heads going, why isn't this working?

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Why, why don't my ads convert?

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Well, easy answer to that is, well, how well do you know your audience?

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Mm-hmm.

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And you know them better than they know themselves.

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Because if you can point out their issues more articulate than

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they can to you, they're gonna be waving their credit card at you.

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And so that's right there.

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That's a golden nugget.

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If you can point out their issues more articulate than they can,

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that's the line of demarcation.

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That's how well you need to know your business and your avatar.