Why Your Brand is a Superpower in the Age of AI with Tiffany Neuman

[00:00:00] Tiffany: What we assume, I think is like the brand is like what's above the surface, what we see, logos, colors, fonts, the visuals, the website. And I think this is where most people go wrong because they just don't know what they don't know. Like, and I saw it in my own. Clients that they weren't successful, like they had everything they needed, but they were afraid to launch or getting incredible results like doubling income.
[00:00:22] And you actually need an identity shift to step into the fullness of what you're called to do and the potential that you have here.
[00:00:37] Intro: You are listening to the seven Figure Leap podcast. We're here to leverage rich relationships and smart strategies to take your business to the next level. Here's your host, Dustin Reman.
[00:00:52] Do you really need a brand right in this age of. AI and information overload and [00:01:00] direct response marketing and lead generation and all this stuff that's supposed to be so measurable. Do we really need a brand to grow our businesses? I have Tiffany Newman who's gonna have a very impassioned response to that question, and she's a close friend of mine is someone I met at POD last year.
[00:01:15] We have some mutual friends in the coaching industry. We've done some promotions of each other's stuff because spoiler alert, I do believe you should have a brand, and I think brand is super important. But I'm gonna let Tiffany convince us and and share her story about why this means so much to her. So Tiffany, first of all, thank you so much for being here.
[00:01:30] I'm super grateful and I'd love to just turn the mic over to you for a few minutes and let you introduce yourself. Tell us a little bit about how you got into your legacy brand and all the cool work that you do.
[00:01:41] Tiffany: Awesome. Well, thank you for having me, Dustin. It's an honor and a pleasure and having a podcast of my own, I can say the same thing as some people are like, oh, podcasting.
[00:01:49] Tiffany: I don't know about that. And I'm like, no, you have to have a podcast. So, so yeah, I started out in the branding world over 20 years ago. I went to school for branding. I [00:02:00] worked in the corporate world with brands like Burt's Bees, Adidas, chase Banks, Doley, vodka, a lot of big brands
for over 15 years out of Chicago in a marketing company, and that was my dream job.
[00:02:13] Tiffany: That's what I wanted to do. I became a professor of design and branding at a college, like all the things. Then I had a child. And I think a lot of us know that that shifts a lot of things in our lives. And you know, I was just going to Chicago, you know, every other week and being away from my daughter, and I'm like, no, this is not me.
[00:02:33] Tiffany: And I didn't realize at the time too, I was very much an intrapreneur in the corporate world. I built a whole department. In the branding area and, and so I realized, oh, I'm actually an entrepreneur at heart. Like I couldn't help myself. I was always building new things and reinventing and things. So it was an easy transition into my business.
[00:02:54] Tiffany: And now I help thought leaders, so. Authors, speakers, [00:03:00] podcasters, you know, mostly online business owners in some way create their brands. And so in response to, do you need a brand, I actually believe, of course I'm partial, but I believe it's more important than ever because we're seeing AI avatars out there that look human.
[00:03:19] Tiffany: And so I like to say being imperfectly. Perfect. Is actually the most important thing, and having a personal brand where your true essence, your humanity shines through. Is so needed right now. 'cause we show up, you
know, on my podcast, I really don't edit anymore and that's part of my brand because it shows that I say, um, and I mess up sometimes.
[00:03:42] Tiffany: And like an AI podcast or, or Avatar isn't gonna necessarily do that, you know? So anyways, that's one of the core reasons, but we can definitely get into more and like, even what I truly think a brand is, a lot of people think it's, you know, the visuals and, and your logo. And yes, that's a piece of it. But there's [00:04:00] so much more that's actually your brand, like the way that you're showing up, the way that you're talking, and all of those pieces.
[00:04:06] I love it. We're gonna dive deep into that. I do wanna definitely get your perspective on like what is brand, what are the elements that are super vital for the people that we serve? And we have sort of a very common market, which is actually the first thing I wanna pick your brand a little bit on. When I go to your website, one of the things that jumped off the page at me was that you work with mission-driven entrepreneurs, and I think the reason that that jumped out at me is it's the tagline of my own website.
[00:04:29] And so I'd love your perspective before we get into branding and the actual work that you do in the market selection and the people that you love to work with, like why mission-driven entrepreneurs, like what does that mean to you and why is that important to you?
[00:04:41] Tiffany: Well, a few things. Why I chose that is just because I'm missioner myself and like the business name is your legacy brand.
[00:04:48] Tiffany: So I feel like yes, of course we're all in it to make income and to support our families and to give back obviously. But also we're here to, I believe, create change. And [00:05:00] like by having a podcast, by having a book, you're literally leaving a legacy behind. Thoughts in your trainings and things like that, like that's gonna survive longer than we will as a human, right?
[00:05:11] Tiffany: So for me, it's really important to work with people who have a big mission and like I talk about making your message a movement, who want to make an actual movement with their work. Not just, oh, I'm gonna sell this thing and make some money. And so that's the biggest thing. And one way that I'm very different from a lot of brand experts out there is, yes, everybody says that the riches are in the niches.
[00:05:31] Tiffany: And yes, I do believe that to some effect, but sometimes I actually have helped certain clients, reverse niche, I call it, because they've gotten so narrow that then they get bored of it, or they eventually do kind of like run out of clients. And so I really like to help my clients and myself focus more on psychographics over demographics.
[00:05:53] Tiffany: So instead of the who, like I have like thought leader expert brands, well that covers a lot of ground. I can [00:06:00] work with a lot of different people, but the differentiator or the common golden thread is the mission driven. And so by looking at that, it's going to weed out like the bro marketers and the Becky marketers and you know, just.
[00:06:13] Tiffany: That's not my jam. Like if you're standing in front of a Lambo and being like, I'm so cool. Okay, that's fine. Like I'm not gonna judge, but those aren't the people I wanna work with. I wanna work with the people who are truly making a difference.
[00:06:25] Same. Yeah. I think that's why we met through a mutual friend, Danielle, while, and I remember like from the moment like meeting you outside of a conference.
[00:06:34] Hall in podcast and we, I don't know some, we first started talking. I'm like, she's my people. Like you get it. We just have a heart for serving people in a certain way and serving certain types of people who are trying to make a bigger impact with the God-given abilities and gifts and things that they're stewarding, I guess you could say.
[00:06:50] And so I think it's a great segue into your thoughts on what branding means, because even in the way you just expressed that you're a brand and like the legacy brands that help [00:07:00] other people create. I'm guilty of thinking, oh, brand, like that's sort of the soft thing. It's sort of this like visual and design, like I kind of put things in the branding bucket versus like the marketing or the messaging or the copywriting bucket.
[00:07:17] I'd love to hear you articulate this. When you say brand, like the words are a core part of it, right? The mission-driven entrepreneur is part of your brand, and it's not part of an image necessarily, or a visual that maybe other people associate with quote unquote branding. So yeah, I just kind of throw you a softball like what is branding?
[00:07:33] I know really, really big question is someone who's like taught it in college and everything else, but in an entrepreneurial online business with mission-driven entrepreneurs, coaches, consultants, thought leaders for this specific bucket of people that we love to serve. How should we be thinking of branding as a term and like then we'll get into like, how do we actually create one and love it and have it fuel our efforts.
[00:07:54] Tiffany: Oh good. Yeah. Thank you for asking that. So typically like when I'm teaching that, you know, [00:08:00] the iceberg analogy that people use for a lot of different things. Well it applies to this question too, as far as like most people, like you're saying, and it's nobody's fault. It's just what we assume I think is like the brand is like.
[00:08:12] Tiffany: What's above the surface, what we see, logos, colors, fonts, the visuals, the website, that type of thing. And that is part of the brand. But if we look below the surface, it's all the things that creates the structure in a brand. And I think this is where most people go wrong, because they just don't know what they don't know.
[00:08:27] Tiffany: Like I always like to say we fly the plane as we build it. In entrepreneurship, we're like, oh, I'll grab a logo here and I'll figure this messaging out over here. You know? And so really I believe that our core
message, our core frameworks that we're developing all of our ip, even the name of the business, like our title.
[00:08:47] Tiffany: All of those things are part of what I call the brand foundation, like underneath the service. So like what is your signature framework? What are the name of your offers? Are they all tied together? All of those things. The brand sets the [00:09:00] stage and it really positions you as a thought leader as this. As the expert.
[00:09:05] Tiffany: And that's why so many people rise to the top and others don't necessarily is because it's so tight and it's such a branded package that they get known for. And then, like you said, your marketing is gonna be so much better if you have that solid foundation because then you know, okay, I know exactly what I'm saying.
[00:09:24] Tiffany: I know exactly what I'm putting out there. And then the visuals really are like the icing on the cake. It makes that packaging look. Good because we are visual creatures. And so if you go to somebody's website and it's like a nineties looking website, you're like, oh, I dunno if I can really trust that person.
[00:09:38] Tiffany: Right. Especially in this age, unfortunately. You know, we try to say, don't judge a book by cover. That's what I tell my daughters. But at the same time, if you don't look the part, walk the walk, talk the talk. In this age especially, it's hard, like we're in a trust recession right now, and if you are not doing these things and showing up as the thought leader you are, [00:10:00] unfortunately, it holds you back.
[00:10:03] Yep. I'm thinking of your ideal clients and a thought leader comes to you and they're like, Hey, I know I can help people in a deep way on this one topic, and I like coach people and people pay me good money. You're the expert on branding, right? Like so in a scenario where some, let's say someone's a niche expert and they really are hyper-focused.
[00:10:22] Let's say it's podcast guessing and like they've been doing stuff that people are like, I want your help with this. And they're really good at helping, but they just don't like know where to even kind of start. Can you walk us through it, whether it's a framework or just the normal process for like an ideal client of how do we go from someone who's like got something really valuable to share with the world, but actually creating a cohesive brand around it?
[00:10:44] Like I know that's a loaded question and we could talk for hours, but in your short form, like what all do we need to take into consideration in our branding if we're a niche expert and thought leader?
[00:10:54] Tiffany: Yeah, I love that. And this works whether you're a niche expert or not. Now, the nice thing is if you're a niche expert like [00:11:00] yourself, or like for instance, I'm working with a tennis coach right now, so he's one of the ones who isn't necessarily like, I mean, he is gonna have an online course, but he's been like on the court up until now and now he's teaching other tennis coaches how to become a coach instead of working at like the YMCA or something.
[00:11:16] Tiffany: Right. So he comes up. I'm like, that's very niche. And so it's even as much as like, where are you gonna get these clients we're told. Blaster spray and prey on Instagram and on Facebook. And he's like, I've tried that for two years and it's not working. And I'm like, well, they might be there, but if you're just spray and praying, how do you know you're actually getting to them?
[00:11:34] Tiffany: So the first thing to think about is it always comes down to like your vision. And I know this is like, oh, everybody says this about everything. I like to ask clients, where do you wanna be three, five, or 10 years from now? And then we reverse engineer it. So you are building a brand for that place, because most often people build it for where they're at now.
[00:11:55] Tiffany: And if they're just like, I have an idea and I'm kind of new, they're not gonna present [00:12:00] themselves as the expert. They truly are. And so with the branding, we wanna position you for where you want to be, and you'll actually grow and evolve into that brand so much faster. So like one quick example, my client, Elizabeth, she had a decent brand already.
[00:12:16] Tiffany: Like I do a lot of rebrands too, like, so people hit a certain level and they're like, oh, I gotta go big or go home. And whether you're new or you're experienced and need to go to the next level. So she did have a business,
but she was health coaching basically. And she was like, no, I don't really wanna do that anymore.
[00:12:31] Tiffany: I actually wanna coach other people to be coaches type of thing. And she was brilliant at it and she wanted to talk more about leadership. Long story short, when we created her vision, she really wanted to work. Oh my gosh. Now I can't think of his name. It doesn't really matter. But she wanted to
like have him as a client and like work with his audience and just had this huge vision of where she wanted to take the company.
[00:12:55] Tiffany: He's a leadership guy, so we renamed her company, luminary Leadership, [00:13:00] really positioning her for that. To talk to his audience, restructured it, and within two years now, of course you can't guarantee these things will happen, but she was at an event randomly, was introduced to him working with him. She's actually training his team like, you can't make this stuff up.
[00:13:17] Tiffany: It was so beautiful. So that's really what I like to look at is where do you want to go? And then creating that packaging. So like, especially if you're starting from scratch or if you have a brand, it's like what needs to go? What needs to stay? How do we repackage it? What's the messaging? What are the visuals?
[00:13:36] Tiffany: Do you need a new website? And looking at everything as a whole, like big ecosystem basically.
[00:13:41] I love that. And I think key there is, it's. Driven by the thought leader's vision. It's driven by strategy, right? Like in this case, the thing that really helped steer the ship is she's like, there's this one. Sort of like, you know, we have the Dream 100 of like a hundred people that we'd love to have in our network or to connect with.
[00:13:58] She had like the dream one [00:14:00] and she's like, it may never happen, but I wanna set this up so that this one amazing thought leader would wanna work with me. And that gives you, as her, you know, consultant and her coach and strategist, clear direction. It's a strategically decided focus and direction. And then you said messaging, it's like the words really matter and the visuals do matter.
[00:14:20] So I don't wanna like degrade that or dismiss that, but. It's last, right? It's like, hey, first we get like the vision and the strategy of who we're trying to serve and what we wanna do for them.
[00:14:29] Tiffany: Clear on the ideal client, all of those things. We do market research, right? And so that was a great example of like one person and where she wanted to go.
[00:14:38] Tiffany: But say for instance, a lot of your audience probably is like, okay, I want like to be on the top 10% of podcasters or whatever. So what is that
goal? Is it a podcast first as you focused on that, or are you focused more on your offers? And that strategy changes everything. 'cause a lot of people are not focusing on that end goal.
[00:14:55] Tiffany: Well, how are you gonna get there if you're not focused on it? Right.
[00:14:57] Yeah. Lewis Howes, as you know, a lot of people [00:15:00] know that name now. I've known him for like years and years and years when he was doing like $97 webinar courses and stuff. Right. But like he got to this inflection point where he had so much stuff going on, and I don't know if you would've used the word rebrand, but the thing that resonated with me in the story, it was actually.
[00:15:14] Peeling away. There's like so many things that he was doing at once that it was like, what am I optimizing for? Was the key question. Right? And then I think it popped into my head, because what you just said, he is like, it's the podcast. Like that's the thing that's gonna drive everything else. And so he cut away a lot of great offers and income and, and said, the podcast is it?
[00:15:32] And then that went from, let's call it a million downloads to 50 million downloads. It was like, I forget the actual numbers. And then that was a reinvention of his brand, right? Because now he's like one of the world's top podcasters. He was a great podcaster, but he wasn't world class because it wasn't the primary focus and he got to choose that.
[00:15:49] And in his case for this chapter, that's what he wanted. And so I kind of envisioned this process that you work with people in at different scales, but it's like having the freedom and the autonomy and the agency to get [00:16:00] to choose who am I in the business marketplace in the next chapter. And that's super exciting.
[00:16:05] I'm sure they get you excited when someone has a question or a statement like that. 'cause then you like get to reinvent them. Not as a human, but you know, we all get to highlight different parts of our story and expertise in the way that attracts the people that we wanna work with, right?
[00:16:17] Tiffany: Absolutely.
[00:16:17] Tiffany: That was such a good example because that's really what it's about. And you will reinvent over time too, and that's why I like to call it your legacy brand and why I like to look at that final vision. 'cause you need to
plan for that evolution and those shifts over time. And you may need to maybe refresh your brand, but once you set it at the beginning and it's done well, it's not like you're up heaving it and changing all the time.
[00:16:39] Tiffany: 'cause that actually confuses your audience. Like you want to stay in your lane and yes, have those pivots, have those changes. 'cause we all will, but like be known for something and kind of stay in that lane.
[00:16:51] As we sit here today and your legacy brand.com, the main business that you're running, to the extent you're comfortable sharing, like sort of a snapshot of your business.
[00:16:59] I know you have a [00:17:00] podcast, but yeah, sort of like the offers. We've already talked about your ideal client, but sort of like what's the offer stack, how's the podcast fit in? Anything you wanna share as far as team and stuff like that.
[00:17:10] Tiffany: Yeah, so I left corporate and I was like, I have this big team, I just don't want a team anymore.
[00:17:15] Tiffany: And so I was kind of solo doing the thing, and then I quickly found out, okay, that's not gonna work because I'm not gonna create all these brands and actually build the websites and things. So I do have a small boutique agency with four people in it where we actually create the graphics, create the brands, work on the messaging and things like that when they support me.
[00:17:33] Tiffany: So that's part of it when we're actually doing the building. And then I have a done with You program that I've been running for five years called Legacy Brand Foundations. And that really helps people come through
and like I said, create that whole brand foundation. You know, what is my signature framework?
[00:17:50] Tiffany: How am I gonna talk to the people and, and what you get from that. I also do this work one-on-one with a handful of people over like about a month period.
[00:17:59] Legacy Brand [00:18:00] Foundations is a group program.
[00:18:01] Tiffany: Yeah, it's a group program done with you, so it's not just a course where they have to go on their own, because people always have too many questions.
[00:18:08] Tiffany: Right. We have a hard time being a objective view, so there's that. Or I do that work, work one-on-one, and basically that gets everything into what we call a brand manual. It's like a 20 to 30 page document. That literally gets you clear on your vision, your values, your voice, your brand story. What personal stories are you gonna speak from stage?
[00:18:29] Tiffany: What are your offers stack? And some people, like I said, they have a lot of those things, but they're pivoting on some level, so it's, or they've just never done the work to really get it clear. They're always kind of scrambling. So we get that all locked in during that process. And that's a lifetime program, so people stay in it.
[00:18:48] Tiffany: They can come every month and continue to ask questions or if they, they kind of shift and change, and then we move into the agency piece of like, okay, now I have the messaging. Let's do the [00:19:00] visuals and the website. Then the last piece is I do yearly in-person events where I help people craft their signature talks.
[00:19:08] Tiffany: So that's been a lot of fun because usually once people create, have the thought leadership brand, they wanna get out into the world more through speaking. And a lot of people use those talk frameworks to come up with like their speaking topics on podcasts. Then last, I also have a program called Brand Alchemy, because what I noticed with clients is you can have the best messaging, you can have the best strategy for your marketing strategy, for your podcast, all of those things.
[00:19:36] Tiffany: But if you aren't, and this sounds a little woo, but it's really not. It's scientific if you're not aligned energetically, like if you are in scarcity mode and you're worried and all of those things, especially this day and age when there's a lot of scarcity in the news and everywhere else. It's just not gonna be successful.
[00:19:53] Tiffany: So I do the mindset piece in that work, because I truly believe that's the missing link that a lot of people don't have. [00:20:00] And I saw it in my own clients that they weren't successful. Like they had everything they needed, but they were afraid to launch or they were afraid to do the thing or whatever. So helping people pass that.
[00:20:11] Tiffany: And so the podcast fits in just to wrap everything up really as. My gateway into the community. I believe in being social media optional. I'm not on Facebook, I'm not on Instagram, I'm on LinkedIn now because I do believe like, okay, you gotta be somewhere. And that's where my people are.
My team's trying to talk to me into YouTube because like that does go hand in hand with the podcast.
[00:20:32] Tiffany: Currently, I've done really well with just the podcast without YouTube, so really that's how people get to know me, is they listen to the podcast and that then feeds into the brand. And then I also like speak in other people's communities and things like that. But the podcast really is my number one, I guess you could say, lead magnet without it being a lead magnet.
[00:20:51] Tiffany: Right.
[00:20:51] I love that. So offer Stack Wise makes a ton of sense. So you've got the legacy brand foundations, which is done with you mostly in a group. [00:21:00] There's an option to go one-on-one, I guess, if people want faster results and just more personal attention.
[00:21:05] Tiffany: Right. The one-on-one's, kind of like in A-V-I-P-P day intensive.
[00:21:09] That's awesome. And then people are like, this is awesome. I've got the manual, the messaging, I've got all this clarity about who I am and who I'm serving and where I'm going. And then some of those people are like, and I need a website and I need, you know, visuals and I need marketing materials. And so you guys have an agency, boutique agency that can go do for you some of those deliverables that build off the brand foundation.
[00:21:31] And then you've got the in-person now that you say it. I remember when we met at podcast, you just come away from hosting one of these in-person signature talk. Events. I'm like personally curious. 'cause I think the audience loves unique offers. I'd love to know a little bit about that and I gotta know more about the brand alchemy, because that really caught my eye.
[00:21:47] So how do the Signature Talk events, how are those kind of structured? And then let's talk more about brand alchemy. We'll talk a little bit about your marketing strategy with the podcast and partnership stuff you do. And then we'll close out talking about what's next, not only for you, but [00:22:00] for, you know, branding in this new age that we're in.
[00:22:02] Tiffany: Yeah, so Signature Talk is a curated, fairly small event. You usually have just 12 people. And so we gather in, like we were doing it in Orlando that time, and it's basically like taking the stage in an intimate way. So before we have the event. I help you craft your signature talk. I have a
framework that I've taught for a while now, literally has people running to the back of the room when I speak in a specific way, in a specific framework.
[00:22:29] Tiffany: So it's not like a TEDx style where you're inspiring people. I mean, it is inspirational, but it's meant to convert. And so we practice that and then the actual event is practicing, but it's not like you're, oh, I'm gonna be on stage in front of this massive audience for your first time. It's 10 other thought leaders that can give you honest and sincere feedback.
[00:22:49] Tiffany: So by the time you leave, you're like, I have this thing nailed down. And then the last day we actually have a hair and makeup done if mostly if you're a woman videographer [00:23:00] come in, that type of thing. Some a photographer come in. So you actually have an asset that you walk away with that you can like have a speaker reel or put on your page.
[00:23:09] Tiffany: And so for people that are wanting to get into speaking on a higher level, but just haven't mastered their talk and really don't have those assets yet, it's just kind of like a one done. Let's come in, get it done. For a reasonable investment that just adds that extra expertise into your brand basically.
[00:23:28] I love that. That's really a fun offer that is very complimentary to the other work that you do. And I assume people can come to just that, but then that might lead them into actually need more deep foundation work. Or people that have been working with you on the foundation and done for you and they're like, now I wanna like take all this amazing stuff and get on stages.
[00:23:45] And you're like, yeah, come in person. We can spend a lot more time together. Have fun. Couple days I get to practice the craft live. Like that's a really unique value proposition in an age where everything's mostly digital. Right,
[00:23:58] Tiffany: exactly. Yeah. And it's so fun. [00:24:00] I love doing it, even though I'm not up there speaking.
[00:24:02] Tiffany: I'm just introducing everybody, but
[00:24:06] So then tell us just a little bit about brand alchemy. Like you mentioned, it's getting aligned energetically, which Yes. I'm also not wooo at all, but I totally believe in this because it's just. True and mindset and identity work is a lot of the work I've done that's really unlocked new levels of fun, enthusiasm, growth, you know, all the stuff in our business.
[00:24:24] So how does that work?
[00:24:26] Tiffany: I love that you said identity work too. 'cause I didn't say that, but you nailed it because it is identity work. A lot of the times we almost have identity crisis. We're parents, we're this, we're that, and we're like, who am I really at this? Point in my life, like, I don't know. So that's part of it.
[00:24:40] Tiffany: But yeah, I mean, I think a lot of us, most entrepreneurs realize that like it's the biggest personal development thing you can sign up for is business, right? Like there's so much to go through and I didn't really know that when I signed up. And I think all of us have done some sort of work on some level.
[00:24:55] Tiffany: But I feel like it's really the visibility piece. The visibility. Sometimes it's the [00:25:00] self-worth, sometimes it's money blocks. It's different for different people. For me, it was kind of all of the above. I grew up, you know, like not in super scarcity, but we didn't have a lot of wealth. I was afraid to ask for ketchup packets, you know, at the restaurant.
[00:25:13] Tiffany: Like I was so shy. Yeah. So I did a lot of the work myself. I've been doing it since my twenties. I actually spoke on stage with Mary Morrissey, who was a mentor of mine for a long time. So that's part of it. But also I saw so many blocks in my clients, you know, like I said, they'd have all the things and they'd be afraid to actually ship it or they'd hide and they weren't afraid of being visible.
[00:25:34] Tiffany: So I actually went and got trained in a lot of different modalities, life coaching NLP, which sometimes has bad connotation. So I call it conscious NLP, because it's, it's an amazing craft. Some people use it for manipulation tactics, like it actually works well if you like. Same thing with money. You can do really amazing things with it, and you can do really harmful things with it.
[00:25:54] Tiffany: But so on this kind of quest for myself, but I also saw it in so many of my clients holding themselves back. [00:26:00] And oftentimes there's people who are really good at marketing and they're not true experts, and they're, they are manipulating people. And then there's a lot of amazing, true experts that are hiding behind the scenes.
[00:26:11] Tiffany: And it's only because most of the time the people who are true experts have the most doubt in themselves. And I experienced that. You know, like who am I really? The imposter syndrome? And here I am, I've been
called one of the top experts by like top thought leaders. And then I'm still like, oh, am I really?
[00:26:28] Tiffany: You know? So anyways, doing that work myself, speaking on stages, my brother makes fun of me now. He's like, how are you speaking on stages? This is so weird. You know? Like this stuff works and I just wanna get help people get out there and like I'm having one of the best years in business. I know you and I talked beforehand and you're doing really well too.
[00:26:47] Tiffany: And I believe. Yes, you have to have the brand. Yes, you have to have the, you know, the podcast and the strategies. But again, if you don't have these other pieces, it's not gonna work as well as it could.
[00:26:58] Yeah. Well that's amazing. I'm [00:27:00] glad that you've stepped into that, and that's maybe not the most obvious thing.
[00:27:03] And people are like, I need branding help. And you're like, yes. And do you actually need an identity shift to step into the fullness of what you're called to do and the potential that you have here? So I love that.
[00:27:14] Tiffany: You know, and I tell this to my clients all the time too, it goes back to like, give them what they want, not what they need.
[00:27:18] Tiffany: So it was me paying attention of like, oh, the next step is a lot of the people wanna speak, oh, they're not getting results. Well, they need to break through. And the brand alchemy is a little bit of like, most people don't realize they need it.
[00:27:30] What's the modality for delivery? Is this like one-on-one work?
[00:27:34] Is it a workshop? Or like, how do you do this? 'cause this seems like d.
[00:27:38] Tiffany: I've been doing with my one-on-one clients behind the scenes, and they've been getting incredible results, like doubling income, best years ever. So I'm like, okay, this stuff works. So it's actually beta group program now. It starts, well at the time of this recording, it depends on when it comes out in October.
[00:27:54] Tiffany: Like a six week group program. I'm kind of toying with the idea. It would be amazing in person. [00:28:00] It's just having the capacity
myself and for everybody else to travel. So I really want it to be an in-person event someday, but we'll see.
[00:28:07] Yeah, that's awesome. Let's talk just for a second about marketing.
[00:28:10] 'cause you know people love marketing. You mentioned your podcast sounds like it's like the center of your marketing strategy, and then you mentioned training in other people's groups, partnerships, as we might call it. Anything else or do you, anything you wanna double click on with those two strategies that you think the audience would benefit from hearing from your own, from your experience with this stuff?
[00:28:28] Tiffany: Yeah. Well, I, I mean this is one space, you're the expert in the podcasting space, but I think my intention was always like, I love how your Lewis, how example, and he's like podcast number one. Like I could probably
do a better job at doubling down on that to be completely transparent. But for me, I was looking at more as like a nurturing tool so people can get to know me.
[00:28:47] Tiffany: I know my brand, like if I'm not the top podcaster, I'm okay with that. I really just wanted it to be a space where I could position myself and have my own thought leadership in easy play, like I'm a verbal processor. I'm not necessarily a [00:29:00] writer. So strategy there is, I take my podcast, I transcribe it, it goes through ai, which I've trained on my voice.
[00:29:07] Tiffany: I do that for clients too. And then of course there's some tweaking, but I get all my emails, my LinkedIn content. All comes from me talking things out on the podcast, so it's been. So awesome because I could automate my systems way better than they used to be. And so that's really the strategy and the thought process there.
[00:29:27] Tiffany: And then, yeah, I do a lot of talking to other people's communities, podcasts, swaps, sometimes workshops, swaps. That's what always worked for me. And I didn't, you know, you just hear so many people talking about other strategies and I always was like, oh, I should run ads or do these things. And I'm like, no, let's double down on what's working, you know, and building actual real human relationships.
[00:29:48] Tiffany: That with people that I'm aligned with, and it becomes a win-win for everybody involved. And since I've been doing that, you know, it's really what works for me and that's just finding those [00:30:00] right people and I'm gonna stick with that.
[00:30:03] Good. That's my, you know, obviously my GM too. And you and I have done some small scale workshop swaps.
[00:30:08] I've been on your show. You're obviously here guesting, so I love all that and that's awesome. So I think for the rest of the interview here, I wanna transition in a general sense. When people are sitting here listening to this, they're like branding my own voice. You can't even have those two thoughts without thinking of ai.
[00:30:27] And like you just said it like how do I get my own voice out and then how do I make it something I can distribute that's still authentic to me? And there's a lot of these like weird dynamics right now with AI and effectively like identity cloning. And you know, there's different platforms that are always emerging and different modalities and stuff like that.
[00:30:44] And I know because we talked even before started recording that this is very top of mind for you, like you're really going. Deep in this world. And so I'd love for to get your thoughts in general about the intersection on branding and AI and auth authenticity and technology. You know, sort [00:31:00] of like in general, but then we can talk more about how you're applying that and sort of this next frontier of your business.
[00:31:06] Tiffany: Yeah, absolutely. To me, you know, I'm also an optimist in to my own detriment sometimes, but you know, there's a lot happening in the world and it can feel very scary and it's like, is it trustworthy, is it not? And just like I said earlier, like with money or NLP or whatever, like there's good and there's the not so good and it can go either way and people will use it either way.
[00:31:27] Tiffany: Like it just is, in my perspective, that's my belief. So why don't we focus on the positive and what's to come from it. So as business owners, I think there's just such a massive opportunity right now to. Even if you're not gonna adopt it like I am and integrate it into the business to utilize it on some level.
[00:31:44] Tiffany: And so I think the problem is a lot of people are just like ditching everything else and letting AI dictate. Like so many people have been telling me like, oh, I use it as my therapist. I use it as that I'm, it's writing all my messaging. It is not trained to do that. [00:32:00] Plus it scrapes the internet, so you could easily be using other people's IP and get yourself in a lot of trouble,
[00:32:07] or have it say something on your behalf that you're like, I would never say that.
[00:32:10] That's terrifying. Right? And you lose that control, I think. Yeah. People go all in like that. And maybe you're about to say this too. The other thing I see all the time, they completely put their head in their sand, pretend it doesn't exist, and act like they could just ignore it forever, which is also never gonna work.
[00:32:24] Tiffany: No, I mean, it's going faster than they expected it to. Like the landscape of where we're in now within five years, it's just gonna be completely different. And I think that is the hard thing is like as humans, like we've adapted so slowly over, you know, like so long over all the things. I mean, we had horses like how long ago?
[00:32:44] Tiffany: I don't know the exact math, but like. Things are just compounding and so it can feel like so crazy. So it's up to everybody. Like some people are going all in and like creating things, and if that's not you, that's fine. But I definitely would tell people to like at least get [00:33:00] educated on some level. I found it an actual AI and virtual reality center in the college that I taught at because I've always been a futurist.
[00:33:08] Tiffany: I was a trend predictor in the corporate days, in the dark ages anyways, so I love this stuff. Like I geek out on it. I really think that it's a balance, right? Because on one way, AI's taking over, we have these fake influences that aren't even real people. So I think it's a blend of like, be more human than you ever have.
[00:33:28] Tiffany: Like show your humanity. It's not like be vulnerable for vulnerable shake sake. And you know, the people that cry on Instagram and stuff, I'm not saying necessarily do that 'cause that's just tacky, but show your realness. Like don't be afraid of that. And utilize AI in a smart, effective way. And when you do that, I think we're gonna skyrocket the people who like put their head in the sand.
[00:33:53] Tiffany: Unfortunately, it's just like people who, like when the computer started and, and they're like, oh, I'm just not gonna use that thing. I'm gonna [00:34:00] stay old school. Like I went to design school and there was designers that are like, I'm not using the computer. Well, what do you think happened? Right. Or like, Kodak is a great example.
[00:34:07] Tiffany: Like they're like, we're not gonna go digital. Okay. Like we're just at that state. Unfortunately.
[00:34:14] I totally agree with all that. It's an and not an or like we're gonna have AI and our authentic brand, our legacy brand, our, you know, a lot of the formats that you described, but if you could just describe it for us, like how do we create a brand in this sort of new and continuing to emerge age that we're in and heading deeper into.
[00:34:35] Tiffany: Yeah, so it is the blend. Like since I've been in business for seven years, I've helped people and guided people either like through the process one-on-one and through my group program, which is like modules and the typical business style, and that's still relevant, but. People, like I've said, they're kind of throwing the baby out the bathwater and just like, I'm just gonna ask Chad, GBT, everything.
[00:34:57] Tiffany: And then they ended up with this kind of muddled mess. So it's [00:35:00] still using tried and true processes, but integrating ai. So I'm actually creating what I'm calling the brand operating system right now, which takes people through my tried and true process with implementation, with the integration of ai.
[00:35:16] Tiffany: But it's not just. Chat, GPT. It's like an actual LLM that we're developing on the backend with my process through that. And I think a lot of people who are interested in that are gonna go this route because it's just automates things. It helps people get them through faster. And then also as things are progressing now, websites aren't there yet.
[00:35:38] Tiffany: Like there are some tools where you can like hit a button, makes a website, they're awful. I'm guessing within five years we'll be there, and my plan is to be on the forefront of that. But for now, we created a system that actually intakes everything for the website so we can create websites that used to take six to eight to 12 weeks, usually held up by the client because they're busy and don't have the time to get me the assets that I [00:36:00] need.
[00:36:00] Tiffany: Just to be completely transparent, we developed a system that takes all of that process and we can turn a beautiful website around in about two weeks or less. So really just helping automate the processes that can be automated and then not automating the processes that shouldn't be automated and creating, you know, what I call a complete brand operating system for people.
[00:36:23] Tiffany: Instead of like, oh, I have this here and I have this there, and what I call a Frankenstein brand where, you know, it's just all over the place. Into one place. So that's what we're doing in my business. And you know,
there's a lot of people that are saying like, oh, get my prompts. And that's great too. Like any way you can integrate, it's cool.
[00:36:39] Tiffany: But I think where people are going to eventually come out on top is if they want to, you know, actually building LLMs and systems that are integrated. Because anybody can just go to AI and start asking questions and the thing is to not lose. The background and the actual tried and to processes and like our [00:37:00] websites convert, like we have award-winning websites.
[00:37:03] Tiffany: Like yeah, you can push a button and get a website, but is it gonna be that quality? No.
[00:37:08] Yeah, I think if you over index for the AI stuff, then you lose context and you lose nuance and quality and, and that final five, 10%, that actually makes all the difference in differentiation. And if you under index for ai, then it takes you months and way more money and it, and it's just not quite as good as it could be because you don't have the breadth of knowledge.
[00:37:27] It's like a quality and quantity sort of merge. Yeah. Our application, we're not, I think I'd say as advanced as you and. And having this new offer that, that you're rolling out with the Brando s But you know, like in our core program, the Accelerator, which is still a week by week process, you know, we've in introduced AI agents to shortcut things and to help people get clear, clearer, faster, or write a pitch that still uses a proven framework and template and approach.
[00:37:53] Now, you know, anyone could go to chat GPT and say, be like Dustin Reman. 'cause I've done a lot of interviews, right? And like, help me do [00:38:00] podcast guessing. It lacks so much context and it's not personalized at all to them. So, you know, insight context is sort of like identity that we talked about earlier. It may sound a little squishy or a little soft or whatever, but it's actually the most important stuff, but it matters the most when it's inside of a framework and a process that.
[00:38:19] Still works. Right? And so that's why I think it's totally an and solution. It's like AI and foundational processes and frameworks and human insight, right? Like it still has Tiffany's insight in it and Oh,
[00:38:30] Tiffany: absolutely. And I think that's the benefit. You have that, but then you're still available on your call.
[00:38:34] Tiffany: Same with me. Like I'm always there because. People are gonna second guess it or they're gonna get multiple options and be like, I don't know which one. And there's still strategy involved. A hundred percent.
[00:38:44] Yeah. The strategy work. Yeah. That AI just won't give you in the sense that it's trying to feed you the answer you want to hear.
[00:38:50] It's not actually challenging you or digging in.
[00:38:53] Tiffany: Yeah. It's not gonna tell you like you have a mindset block around that you need to get through and let's get through that. It's [00:39:00] gonna be like, oh, you're amazing dust. Been, you know?
[00:39:02] Yeah. Well this has been amazing. Like where should people go from here?
[00:39:06] What's the next best place for people that wanna go deeper with this work with you?
[00:39:09] Tiffany: Yeah, absolutely. Well, number one would definitely be my podcast, just because we're all podcasters here. If they just wanna follow along and learn more.
[00:39:17] And that's your legacy brand podcast,
[00:39:20] Tiffany: same name. Exactly. And then you know, if you are looking to brand or rebrand or you just never really put that brand operating system together, we are starting the wait list.
[00:39:29] Tiffany: We're looking at that full system coming out in January. So that's at brandos pro.com. And so yeah, really looking forward to starting that journey. And the website too, your legacy brand.com. All of our current offers, we're still gonna stick with those. We're still gonna do custom work and all of that.
[00:39:48] Tiffany: Keep the agency, but we're just moving along with the times.
[00:39:52] I love it. That's really cool. Well, your legacy brand podcast is awesome. I actually do listen to it. I'm soon to be a guest, [00:40:00] so highly recommend it. And then. Brand os pro.com, that's gonna get you on a waiting list. So you're the first to know and the first to be able to get access to this new
approach that I fully endorse and think is amazing for, you know, technology enhanced branding with the magic of Tiffany Newman behind it.
[00:40:18] So it's the best of all worlds, so Well, Tiffany, you're amazing. Thank you so much for being here. I learned a ton. I'm super inspired. You've really reframed me in a really healthy way around the power of brand and all it entails, and so I'm so grateful to have you as a friend and to, uh, now have you as a official podcast guest for Seven Figure Leap.
[00:40:36] So thanks for being here.
[00:40:37] Tiffany: Thanks for having me, Dustin. Really appreciate it. I had such a good time.
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