Hormozi Brand Builder

Branding Definition

"Branding is the deliberate pairing of a business with associations that a majority of the ideal audience likes."

The 3 Measurement Variables

REACH: "The output of advertising — the amount of people who know about my stuff. A brand cannot exist without reach, making it the primary element." INFLUENCE: "The chance it changes behavior when they see it." DIRECTION: "How their behavior changes — towards or away. This depends on the target audience, as one association may cause a towards reaction in one group and an away reaction in another."

The 8 Brand Positions Matrix

High Reach + Low Influence + Towards: "Taylor Swift. In general, I think she's good but probably won't buy much of her stuff." High Reach + High Influence + Towards: "Elon Musk. I own two Teslas. Use Starlink... and in general support whatever he does because I think he's good for the world." High Reach + High Influence + Away: "Terrorists. I am strongly opposed to them."