Your Brand Speaks While You Sleep—What’s It Saying About You?

About Brilliance Brief

Hi friends! If you’re new to us, welcome! 👋 Each week, I share real-world insights from my time in the C-Suite and now as an entrepreneur—helping you lead confidently, grow your business, and live with purpose.

Today at a Glance

• How to make your brand stand out

• Positioning yourself as the go-to choice

• Key trends shaping the future of branding

Looking for my library of 80+ cheat sheets? You’ll find it at the end of the email.

Today’s issue is sponsored by:

Unlock Your Winning Brand Blueprint

Business owners & aspiring thought leaders: Want to elevate your personal or company brand but don’t know where to start?

My friend Howie Chan has helped hundreds of companies and individuals build winning brand strategies for over a decade. Now he’s sharing his secrets with you in a free webinar!

Big question on your mind?

“How do I balance my personal brand with my company brand?”

Howie will show you how to:

• Think through both strategically

• Structure them for maximum impact

• Avoid the most common brand mistakes

👉 Save your spot here.

If you want to build a powerful brand in 2025, don’t miss this!

[6-min read]

My Journey: From Unknown to Building a Global Personal Brand

Less than 2 years ago, I was an established leader inside my company of 35,000 people.

But when I decided to share my ideas on LinkedIn, I faced a humbling reality: I was a complete unknown.

Carving out space in a sea of voices wasn’t easy. At first, it felt like I was shouting into the void.

Fast forward to today: my content has been viewed over 397 million times, and I’m followed by more than 500,000 people globally.

My personal brand has grown beyond what I imagined, opening doors I didn’t even know existed.

So, what changed? I became intentional about my brand.

What Is a Brand—and Why Should You Care?

When most people hear “brand,” they think logos and colors. But your brand is much more than visuals. As branding expert Howie Chan puts it:

A strong brand means scaling influence without needing to be present. It works for you 24/7.

Whether you’re an individual or a business, your brand helps others decide if they trust you and want to work with you.

Highlights from My Conversation with Howie Chan

I sat down with Howie, a brilliant strategist on brand building. Here are some powerful takeaways:

Q: How do you define a brand? Why does it matter?

Howie: A brand is how people feel about you. It’s what helps them decide: Is this person or product for me? Without that connection, you’re not influencing anyone—you’re just broadcasting noise few people hear.

Q: What’s the biggest misconception about brand building?

Howie: People think branding is just visuals—logos, colors, and packaging. But great brands build a world around what they do.

Example: If Nike built a hotel, you’d know exactly how it would feel. If Hyatt created a sneaker, you’d have no idea. That’s the difference between brands that form an emotional connection with people and those that don’t.

Q: How do you start building a brand?

Howie: Start with these three steps:

1. Know your “Zone of Genius” – What are you uniquely great at?

2. Understand who you serve – Who benefits most from what you offer?

3. Position yourself clearly – Know how you stand out from alternatives and why you’re the right choice.

Once you’ve identified these key elements, take a step back and ask yourself: Where do I want this brand to take me?

You can’t map a clear path if you don’t know the destination.

Your long-term vision will guide every choice you make. It will shape everything—from the content you create to the connections you build.

Q: What’s the first step to building a brand that resonates with people?

Howie: It starts with a mindset shift. Think of brand-building as creating something that can influence behavior.

It’s not just self-expression or design—your brand should help people decide how they engage with you or your company.

Q: What’s the difference between visuals like a logo, website design, or social media profile and a brand?

Howie: Visuals are part of your brand’s expression, but they’re not the brand itself.

While visuals can help express your style, a brand is about creating meaning and connection for your audience.

Every choice—design, messaging, positioning—should be in service of your customer’s needs, not just what looks or feels good to you.

The goal is to shape how people experience your brand in a way that’s memorable and relevant to them.

Q: How do you position your brand to stand out in a crowded market?

Howie: Know your context and competition. Understand how people experience your product or service and what choices they’re comparing you to.

Your job is to show how you’re not only different but also relevant in their world.

Q: How do brands evolve over time?

Howie: A great brand grows with you. As your goals change, so should your brand.

The trick is to bring your audience along—help them see the evolution so it feels natural, not like a sudden shift.

Q: What’s the fastest way to build brand momentum?

Howie: Focus on the people closest to you first—your first-level connections, customers, and inner circle.

If they don’t know what you do, can’t describe your brand, or don’t see how you add value, it won’t grow beyond them. Start there, and they’ll help it spread.

Q: Looking ahead, what trends or shifts in consumer behavior will shape the future of branding?

Howie: The biggest shift is toward authenticity and transparency.

Especially with the spread of AI, people want real connection, not perfectly curated content. Brands that show vulnerability and engage in meaningful conversations will win loyalty.

Another trend is the rise of community-driven brands—where customers feel like they’re part of something bigger.

The future of branding isn’t just about broadcasting a message. It’s about creating spaces for real engagement and connection.

Why This Matters for You

Whether you’re building a personal brand or a company’s reputation, clarity is everything.

When you nail your brand, people get who you are, what you stand for, and how you can help.

And when that happens, they share your message with others. That’s how growth really scales.

Your Next Step

Think about how your brand is showing up right now.

• Is it clear what you stand for?

• Does your content reflect your unique strengths?

• Would someone recommend you or your business after a brief encounter?

If not, it’s time to realign. Your brand can either be an afterthought—or your most powerful tool. The choice is yours.

Until next time, stay authentic,

— Justin

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