When I first started on 𝕏, no one would follow me.

Despite all my best efforts and hours and hours of work, I’d be constantly stuck gaining 1-2 followers each day.

Everyone kept telling me to “fix my brand”.

Except no one could ever give me a good explanation for what a “brand” is.

So I thought I’d use this email to teach you exactly what a brand is (spoiler: it’s not your fucking banner) and how to build a brand which makes gaining followers and monetizing your content a walk in the park.

WARNING: This is going to be an in depth, lengthy email.

If you can’t be arsed to read it, then bail out now.

Because if you can’t take 5-10 minutes to read an email which explains all the issues with your brand, you sure as hell won’t take the time to do the work to fix them.

Right.

Let’s dive in.

1) What exactly IS a “Brand”

Most people have no idea what a brand is.

A brand is not your logo.
A brand is not your colour scheme.
A brand is not even what content you post.

No.

A brand is about BEHAVIOUR CHANGE. 

The most powerful brands are the ones which present a better way of life to people and show them how to achieve this transformation from their current state.

A perfect example is someone you all know - Dan Koe.

If I asked you what Dan’s brand is about right now you’d probably say something like writing, consciousness or the one person business model.

But that isn’t what Dan’s brand is about and that isn’t what Dan is selling.

Dan’s brand is selling a different way of life where you, rather than society, hold the reins.

Writing, human consciousness and one person business models are just the mediums you need to achieve the transformation he is offering.

This is an incredibly important distinction to make.

Because if you want to create a truly powerful brand for yourself, you need to focus on the transformation you are offering people rather than your banner or some shit like that.

(Btw I am not saying your banner or bio do not matter - they do).

Right, let’s kick off with how to find your unique positioning.

2) Finding your unique positioning

Here is some advice which really helped me to do find my unique position in the market:

2.1) Identify one core skill (marketing, writing etc.) 

2.2) Pick one eternal market (health, wealth, relationships or happiness) 

Once you’ve chosen your eternal market, drill into a specific sub-market.

If you chose health, you might focus on getting overweight dads into shape.

If you chose relationships, you might focus on helping guys in their 20’s struggling with loneliness.

The more niched down you are, the more memorable you will be.

(And yes, I know everyone says don’t niche down - STFU, you have to at the start of your journey).

2.3) Finally, add one intrinsic interest (gym, spirituality, music etc.) 

Then form a brand image around the combination of those 3.

Because you know what’s a lot more memorable than “Dave the marketing guy”?

It’s “Dave the marketing guy helping people to launch digital courses on personal branding who also does powerlifting in his free time”.

You find your unique brand positioning by combining all of the interests which, on their own, are a dime a dozen, but when put together give one unique person - you.

Right.

Now to create a brand mantra. 

3) Create a brand mantra

Anyone who knows me will know I’m super big on creating a “brand mantra”.

A brand mantra is a single word or catchphrase which people can immediately associate with your brand.

For example, Audrey Lo has “community”.
Kieran Drew has “magnetic writing”.
And I have “common sense”.

The reason this is so important is because this is where you offer your transformation.

Take me for example.

I am offering people a different way to build their personal brand which doesn’t rely on all the bullshit marketing tactics and fancy sales techniques everyone else is hammering down people’s throat.

And more and more people are buying my way of personal branding because it offers a different route to everyone else and because it actually works!

So common sense and simplicity is what I tie all of my content back to.

Creating got 100x easier for me once I decided on common sense as my one “big idea” I wanted to tie all of my content back to.

So create a brand mantra for yourself which reflects your own unique personality and what you want from your brand.

To give you one more example, a client I worked with a while ago was a super high-performing guy - multiple online businesses, in amazing shape but was also a dad.

So for him we came up with the brand mantra “One in a million dad” for him because it encapsulated how rare it was to find a dad crushing it in all these different aspects of life.

Think of your brand mantra as the anchor which keeps your ship steady and your content as the net which catches people and pulls them back to you.

Next, writing your bio.

4) Write a CLEAR bio

Writing a good bio is genuinely so easy.

But people fuck it up because they include words like “consciousness”, “flow” or “intersection”.

Let me be clear: you are not Dan Koe.

All this type of bio does is confuse people and make them think you’re a pretentious wanker.

Here’s how to write a bio that ACTUALLY get clicks and followers:

Start with your brand mantra.

Then, write one sentence which explains:

• What you do

• Who you do it for

• What makes you different to everyone else

Your bio is the TRANSFORMATION you are offering people.

It doesn’t need to be fancy.

It just needs to show them what you’re offering and why your path is unique.

Use my current bio as inspiration if you’re still stuck:

5) Design an effective banner

You literally need to do 3 things with your banner.

1) Pick a colour scheme for your brand (mine is black and white)

2) State your brand mantra

3) Write a single line which tells people exactly what you’re offering

Fuck fancy designs.

Fuck weird, complicated messages that leave people confused.

Simple, clean and effective wins every day of the week.

Use my banner as inspiration if you don’t know where to start.

6) Make your profile pic fit your vibe

When it comes to profile pictures, I only have one rule:

It needs to show your face clearly.

Do not try and be a faceless account because seeing what another person looks like is a big bridge which helps them to connect with you.

Other than that, you can do what you want with it.

People will tell you you need to be smiling and friendly.

And that’s great advice if you are a friendly, smiley guy (like me).

If you’re a moody bastard, show that in your profile pic.

There will be other moody bastards that relate to you a lot and they’re the ones who will later end up paying you.

The whole idea with your profile pic (and your brand in general) is to be 100% authentically you and let people who relate to that way of life gather around you.

7) Tell your story with your pinned tweet

You have 2 options with your pinned tweet.

Pinned Tweet Option #1: Showcase your results 

This can either be results you got for yourself or results you got for a client.

For example, my pinned tweet is a story about how I used a lead magnet to gain +450 followers and +300 email subs in under 48 hours.

An amazing result like this is super powerful because it instantly demonstrates your ability to deliver on the transformation you are promising.

And that makes people far more likely to follow along with you and buy your stuff.

Pinned Tweet Option #2: Tell a personal story 

Most people forget to make their personal brand personal.

So the other option you have for your pinned tweet is to share a fucking awesome personal story from your life.

For example, when I first found Kieran Drew, his pinned tweet was a story about how he broke his neck when he was younger and that led him to finding his passion for writing.

I’m obviously not saying you need to go out and break your neck to create a good pinned tweet for 𝕏 (please!)

But unless you have been living under a rock for the past 20 years, you will at least have one fucking sick story you can put up as your pinned tweet to give people a reason to follow you.

And that’s literally it guys.

That was your crash course on how to design a personal brand on 𝕏 that offers a transformation and stands out from the rest of the shit out there.

Hope that was helpful.

Talk soon,

Harry

PS. Serious about growing and monetizing your brand in 2024?

Here’s 3 ways I can help you:

1) Get my FREE Ultimate Guide to Lead Magnets E-Book

This book will teach you exactly how I used lead magnets to gain 2,800+ followers in 70 days on X and monetize my brand to $2.5k/month by giving away free shit.

FREE Ultimate Guide to Lead Magnets E-Book

2) Book a FREE 15 minute call with me

Getting frustrated with slow growth on 𝕏 or struggling to monetize your content? Reply to this email with “Fifteen” and I’ll book a quick 15 minute call with you to your biggest roadblock and how I can help you overcome it.

3) Book a 1-on-1 Strategy Call with me

In 60 minutes we’ll do a complete deep dive into your brand, content strategy and funnel. I’ll show you exactly how to optimize it so that you start getting leads on autopilot and give you a clear roadmap to monetizing your content to $2.5k/month. Interested? Reply to this email with “Strategy” and I’ll be in touch ASAP.