The Bouquet Theory of Building a Brand From Zero | Ep 974

如何打造或壮大自己的品牌。

How to start or grow your own brand.

如果品牌就是有意识地把两样东西搭配在一起——你的产品，加上目标客户所追求的结果，而好的品牌就是把你的产品和一些正面的东西结合起来。要启动一个品牌，我们得先想清楚，该把它和什么搭配，才能吸引到理想客户。

So if branding is the deliberate pairing of things, your thing plus what your ideal customer has through an outcome, and good branding is the deliberate pairing of your thing with something good, To start a brand, we have to know what we want to pair it with to attract ideal customers.

比如百威淡啤和UFC的结合，对大多数观众来说都是个不错的搭配。

So here we've got Bud Light, UFC, good outcome for the majority of the audience.

我们也要清楚，除了该搭配什么，更要知道不该和什么搭配，否则会失去客户，就像戴伦·穆尔万尼那个例子。

And we want to understand that just as much as we should also understand what to avoid pairing our brand with to lose customers, like the Dylan Mulvaney example.

所以，这是我常用来思考品牌搭配组合的方式。

And so here's how I like to think about assembling the pairings for a brand.

如果你从零开始，那你就还没有品牌。

So if you're a ground zero, you have you have no brand.

你手头有各种元素，但还没把它们组合起来。

You've got these elements that haven't been put together yet.

我常把它想象成一张摆满鲜花的桌子。

So I think about it like a table full of flowers.

所以如果你想扎一束花，得先把各种花都散落在各处。

So if you wanna put a bouquet together, you start by having lots of different flowers all over the place.

单靠这些花，还成不了花束。

On their own, those flowers are not a bouquet.

就像产品、价值观、体验、人群这些，单独来看也都算不上一个品牌。

Just as products, values, experiences, people, etcetera, on their own are not a brand.

这些花就像是品牌元素，需要和受众喜欢的东西搭配起来。

The flowers are like the brand element that we pair with stuff our audiences like.

通过一遍又一遍地反复搭配，它们最终就成了一束花。

With enough pairing over and over and over again, they form a bouquet.

现在，把‘花束’这个词换成‘品牌’。

Now replace the word bouquet with brand.

这种组合过程，就是建立联系。

And so that assembly is the connection.

它是在这些元素之间形成关联，因为品牌本质上并不是真实存在的东西。

It's the association between those things because a brand fundamentally doesn't actually exist.

如果我把花从花瓶里拿出来，撒得到处都是，那之前真的存在过什么品牌吗？

If I take the flowers out of the vase and scatter them across, was there ever a brand to begin with?

真正造就这个独一无二品牌的是，我们对这些元素之间建立的关联。

It's simply the association we make between those things that creates the one of one brand.

一旦把这种关联拆开，品牌就消失了。

And if we unravel it, the brand disappears.

所以，刻意地将这些元素反复搭配，才形成了品牌。

And so the deliberate pairing of those things makes the brand.

如果我们想让品牌更聚焦，比如我谈的是玉米卷、举重和哲学，那我想缩小范围的话，就只反复讲玉米卷，让我的所有内容都围绕玉米卷展开。

And if we wanna get narrower on our brand, so let's say I talk about tacos, lifting, and philosophy, If I wanna narrow my brand, I'll just talk a bunch about tacos, and then all of my flours are just taco related.

如果我只谈玉米卷，但又想拓展话题范围，吸引更多观众，那我可能会顺便聊聊 quesadillas、burritos 这类相关的食物。

If I'm only talking about tacos, but I wanna expand the stuff I'm talking about to my audience and maybe capture a wider audience, then I might talk about tacos, quesadillas, burritos, things that are tangential.

如果还想再扩大一点，我就可以直接谈食物这个大类别。

And then if I wanted to expand even broader, I might just talk about food in general.

再往后，我甚至可以把酒类也融入进来。

And then I might tuck in alcohol.

然后我可能会聊餐厅，再慢慢延伸到更广泛的话题。

Then I might talk in restaurants, and then things that go wider and wider from there.

所以，当我们聚焦时，就会深入某个特定主题；当我们拓展时，就会延伸到相关领域。

And so we get narrower as we niche down, and we go double down on one type of topic, and we go broader when we branch out.

但那些牵强的、毫无关联的组合会损害品牌，因为人们很难建立联系——而大多数品牌恰恰就是这样。

But distant and random pairings hurt a brand because they're so hard to make the associations with, and this is what most brands are and do.

大多数人的品牌都是无意中形成的。

Most people's brands happen by accident.

不过是他们出现在哪里，别人把他们和什么联系在一起罢了。

It's just whatever they appear next to, whatever their people associate their stuff with.

好的品牌建设是刻意为之的。

Good branding happens on purpose.

比如，我们看到一辆自行车、一朵花、一双袜子、一个汉堡，这能说明什么？

Because, like, what are we looking at with a a bike, a single flower, some socks, a burger?

其实什么也说明不了。

Not a lot.

这些东西实在很难串在一起。

Not a lot to hold together there.

所以你可以把它想象成打理一座花园。

And so think about it like curating a garden.

你想让向日葵长出来，就得把杂草拔掉。

You want sunflowers to grow, and you wanna pull out the weeds.

这两件事都得做。

You have to do both.

只有同时培育好的、清除坏的，才能打造出属于你的理想品牌。

You have to add the good and take away the bad in order to assemble the ideal brand for you.

刚开始的时候，你的品牌肯定不够强，就像我一开始那样。

And in the beginning, our brand won't be strong, just like yours one.

如果你正在打造它，那现在可能就只有几朵花而已。

If you're building it, then you might only have a couple flowers there.

因为你还没积累多少次让客户把你的品牌和特定事物联系起来的机会。

And it's because you haven't had that many instances to pair your brand for that customer.

但只要我们不断把正面的东西和品牌联系起来，品牌就会越来越强。

But the more good stuff we pair with our brand for the customer, the stronger it gets.

从一朵花，慢慢变成许多红花，甚至变成一束鲜艳的红玫瑰。

You go from one flower to many red flowers or many red roses that become a bouquet of red roses.

你所追求的，就是这个。

That's what you're about.

你越坚持这样做，品牌就越稳固。

And the more you're about it, the more the brand strengthens.

如果我们不小心把品牌和错误的东西联系在一起呢？这种事情难免会发生。

Now what if we make a branding mistake and pair with the wrong thing because it's going to happen?

一次糟糕的关联，真的可能伤害品牌。

One bad pairing can absolutely hurt a brand.

假设我现在把这束漂亮的红玫瑰送给妻子，对她说：‘你不喜欢这束花吗？’

So if I now give my this lovely red rose bouquet to my wife and I say, hey, don't you love this bouquet?

可她一看，发现花束前面插着一根棍子。

And she sees this rod and flower sticking out the front.

她可能会说：这花束真差劲，或者这品牌真烂，或者那个 guy 喝酒开车被抓了，我还以为他道德水准特别高呢。

She might be like, oh, this bouquet sucks, or this brand sucks, or hey, that guy got a DUI, and I thought he was this paramount of good ethics.

这肯定会对品牌造成伤害。

Well, that would hurt the brand.

就像一束花里混进一朵丑的，整个花束的观感就全毁了，别人对品牌的印象也会跟着变。

And so just like one ugly flower messes up the whole bouquet, it changes how everyone sees the brand.

这花束真差劲。

This bouquet sucks.

要从这种事里翻身，就得不断给顾客提供他们真正喜欢的东西，直到那个负面事件被冲淡到没人再在意。

Now to recover from something like that, you just have to overwhelm customers with the stuff they like until eventually the bad pairing shrinks into irrelevance.

我们不是要去消除酒驾这件事。

So we don't try and eliminate the DUI.

我们也不是要去消除那些死胡同。

We don't try and eliminate the dead rows.

事情已经发生了。

It happened.

这事我们没法改变。

There's nothing we can do about it.

但我们能做的，就是用更多大家真正喜欢的东西来淹没那些负面声音。

But what we try to do is just overwhelm it with way more of the stuff that the majority of our people actually like.

比如坎耶，他确实说过一些让人不爽的话。

And so Kanye, for example, has said some things that people don't like.

但他也推出过很多人特别喜欢的产品。

But he also comes out with products that people love.

他还拍过超级碗的广告。

He made a Super Bowl ad.

他卖过鞋子。

He sold shoes.

就在他卷入一些舆论风波、说过些争议言论之后，他又发了新专辑。

He just came out with an album that came out after having some cancel culture stuff around him and things he had said.

久而久之，人们渐渐忘了那些糟心的事，重新跟他产生连接，继续购买他的产品。

And so over time, people forgot the bad stuff and associate that could step back with him and purchased.

他们还是买了。

They still bought.

所以你得想清楚，用户真正看重的是哪些价值，用这些来建立他们和产品的连接。

And so you need to decide what values people experience, etcetera, that you want to use to connect the audience to your product.

同样重要的是，你要避开、剔除或忽略那些让他们反感的东西。

And equally importantly, what things you want to avoid, remove, or ignore from the stuff they hate.

不用说也知道，就算你标榜自己是高端，可要是大家觉得你这东西烂，那烂印象就甩不掉了。

And so it goes without saying that even if you say you're premium, but people think your thing sucks, that suck will stick.

到目前为止，我讲的这些全都是外部因素，也就是你让产品和哪些人关联在一起。

And so up to this point, everything I've talked about has been the things external They've been the people you associate the product with.

但这些几乎都发生在购买之前。

Now almost all of that occurs prior to purchase.

所以你完全可以让别人买下它。

So you can absolutely get someone to buy the thing.

但买完之后，用户能有多少次使用体验呢？

But how many experiences are people are going to have with the thing once they've purchased it?

很可能远超过他们看广告的次数。

Probably far more than they have with your advertisement.

所以广告只是让人知道有这东西存在。

And so the advertisement can let people know about it.

品牌则能让人对它产生好感。

The branding makes a good association with the person.

他们买下之后，产品本身反而在后续持续塑造品牌形象。

They make the purchase, and then afterwards, the product does a lot of the branding after that.

比如我买了那件超棒的耐克T恤，结果拆开发现腋下有个洞，我可能会说：‘我这辈子第一次买耐克，这东西真烂。’

Because if I buy that amazing Nike t shirt and there's a hole in the armpit when it comes in, I might say this is the first time I've ever bought a Nike product, this product sucks.

那我就觉得耐克这品牌不行。

Therefore, Nike sucks.

然后觉得这事儿真让人失望。

And then I think the whole thing's a shame.

连勒布朗推荐它我都开始讨厌了。

And then I also start to hate LeBron for even recommending.

对吧？

Right?

这种影响会反过来作用。

Starts to transfer backwards.

另一方面，品牌会影响人们对产品的看法。

Now on the flip side, brand can influence how people see the product.

所以如果产品只是我所说的‘够好’——没有瑕疵。

So if the product is what I would call good enough, so it's it doesn't have any holes in it.

它是不是可能达到的最高品质？

Now is it the highest quality it possibly could be?

也许不是。

Maybe not.

但已经足够好，没人会立刻挑出问题。

But it's good enough that no one's gonna find an immediate problem with the product.

这时候，品牌就能帮你再走一步，让体验依然正面。

That's where brand can carry you the extra distance to still make it a positive experience for the person.

所以，品牌在很大程度上会影响人们对产品价值的感知。

And so brand in a very real way can affect how people perceive value through products.

就我个人而言，这里有个小贴士。

Now me personally, this is pro tip here.

如果我要定一个高价，我必须确保产品本身足够出色，这样才能进一步强化用户对品牌的喜爱，而不是靠品牌来撑场子，更不能让品牌和用户购买前的预期产生冲突。

If I'm going to charge a premium price, I absolutely wanna make sure that the product is dialed so that I only further reinforce how much they like my brand rather than let my brand carry me or at worst have it conflict with the impression that I gave them of the thing they're going to buy prior to them buying it.

这是沃伦说过的一句话。

This is a quote from Warren.

你的高端品牌要是不能提供真正特别的东西，那就别想赢得生意。

Your premium brand had better be delivering something special or it's not gonna get the business.

我对这句话稍微补充一点：它连留住客户都做不到。

And the only tweak I'd have on this is it it's not going to keep the business.

你也许能拿下第一笔订单。

You'll get the first purchase.

但之后的单子，你就别想了。

You just won't get the ones after that.

所以所有这些事情都明白了。

And so all the things are like, okay.

懂了。

Got it.

品牌其实是一种搭配。

So brand is pairing.

我明白这种搭配是怎么让我赚钱的。

I get how the pairing makes me money.

我的利润率很高。

I have these big margins.

点击率更高，买的人更多，只要我的产品不差，最好是不错，人们就会持续购买。

I get more CTRs, more people buy, and as long as my thing doesn't suck, you know, ideally that it's good, people keep buying.

太好了。

Awesome.

但我要怎么衡量这一点呢？

But how do I measure that?

品牌有三个核心指标。

So brand has three main metrics.

第一个是影响力，也就是改变他人行为的可能性。

One, which is influence, which is how likely it is to change someone's behavior.

如果我展示一个品牌，对方有任何反应——认出来，或者采取行动，这就叫影响力。

So if I show someone a brand and they react in any way, they recognize it and they they do something about it, then we have influence.

第二个是方向。

Second is direction.

他们是朝着我们期望的方向改变，还是在逃避？

Are they changing the way we wanted or are they running away?

第三个是影响了多少人。

And third, how many people it changes for?

就这些了。

That's it.

比如我给一百个人展示，如果一百人都有反应，而不是只有两个人，那至少在认知层面，这就是覆盖面。

So if I show a room of a 100 people and a 100 people react versus two people react, the 100 person reacting, at least recognition, that is the reach.

它影响了多少人？

How many people it changes it for?

假设极端情况，一个微弱且中立的品牌，很少有人认得，就算认得也无所谓。

So taking to the hypothetical extreme, a small, weak, and neutral brand, very few people recognize, and the people that do don't care that much about it either way.

而另一个极端，则是一个强大且正面的大品牌。

And on the other polar extreme, you have a large, large, strong positive brand.

很多人都能认出这个品牌。

So that would be lots of people recognize the brand.

人们看到它时，行为会受到影响，而且通常是朝着积极的方向变化。

It changes behavior when they see the brand, and the behavior is generally towards.

他们会按照品牌所倡导的方式去行动。

So they try do in accordance with what that brand is asking someone to do.

我想强调一点。

And I wanna make this point.

很多人有个误解，觉得任何强势品牌都一定是两极分化的——因为很多人喜欢，就一定也有很多人讨厌。

A lot of people have this misnomer that any strong brand is polar, that because lots of people love it, lots of people also have to hate it.

我说的是比例，不是绝对人数。

Now I say this by percentage, not necessarily by absolute.

如果全美国都知道你是谁，那肯定有一部分人讨厌你，只是因为总有极端分子，但这不是我们讨论的重点。

If you have if the whole United States says who you are, you're going to have a percentage of people that hate you just because there's crazy people, and that's not what we're talking about.

我的意思是，有没有哪种品牌能达到这种地位，却并不两极分化？

I'm saying, is there a brand that can't have that kind of status that isn't polar?

我先举一个两极分化的例子。

So I'll give a polar example first.

我这里放了唐纳德·特朗普的剪影，他的品牌影响力非常强。

So I have the silhouette of Donald Trump here, and he has a very strong brand.

他的影响力范围很广。

He has a big reach.

很多人都认识他。

Lots of people recognize him.

哪怕只是个剪影，人们也能认出来。

Even just the silhouette alone, people recognize.

他的影响力体现在，看到这个形象的人，无论正面还是负面，几乎都会有所反应，这种反应本身就能说明他的影响力很强。

He has strong influence as in the percentage of people that when they see this have a reaction in either direction, positive or negative, but just that they react shows that he has strong influence.

第三点是方向。

And then third is the direction.

对他来说，他是两极分化的——很多人对他极度拥护，也有很多人对他极度反感。

Now for him, he is polar, meaning many people move towards him very strongly, and many people move away from him very strongly.

所以很多人以为所有品牌都得这样，其实是因为这类例子太多了，但这并不意味着非得如此。

And so many assume that all brands are that way, and that's just because there are many examples of that, but it doesn't mean it has to be that way.

我再给你举个不一样的例子。

And so I'll give you a different example.

有些品牌能一下子改变大量人对它们的态度。

So some brands manage to change many people's behavior towards them all at once.

比如泰勒·斯威夫特，没错。

And so like Taylor Swift, sure.

她肯定也有不少极端粉丝。

I'm sure she's got some crazies.

你别误会。

Don't get me wrong.

但绝大多数见过泰勒·斯威夫特的人，都认得她，而且她的出现确实改变了他们的行为，大多数时候是朝向她的。

But the vast majority of people who see Taylor Swift recognize her, she changed their behavior, and most of the time it's towards her.

所以她是一个庞大、正面、影响力很强的品牌。

So she is a large, positive, strong brand.

这也是我个人觉得，刻意制造争议确实能让人注意到你，但你其实不必非得这么做。

This is also personally why I think the idea of, like, seeking out controversy absolutely gets you recognized, but you don't have to make that trade.

你完全可以打造一个纯粹正面的强势品牌。

You can't absolutely just build a strong positive brand.

特蕾莎修女就是一个强大的正面品牌。

Mother Teresa has a strong positive brand.

很多人认识她，她的影响改变了大量人的行为，做了很多好事。

A lot of people know influenced a lot of behavior, did a lot of good stuff.

大多数人根本不会说‘我讨厌特蕾莎修女’。

Most people were like, I hate Mother Teresa.

有些人是这样，但大多数人不是。

Some people do, but most people don't.

苹果也是同样的道理。

And the same thing goes with Apple.

很多人喜欢他们的产品。

A lot of people like their products.

我敢说肯定有些科技发烧友觉得安卓更好用。

I'm sure there are some tech geeks that are like, Android's way better.

对吧？

Right?

或者觉得PC很棒，这也没问题。

Or like, PC's awesome, and that's great.

对他们来说挺好。

That's good for them.

但绝大多数接触过这个产品的人都是喜欢的，这就是为什么他们能成为全球最大的公司之一。

But the vast majority of people who encounter the product like it, which is why they're one of the largest companies in the world.

到目前为止，我举的这些例子都假设你面对的是一个庞大的受众，我这么做是因为你是假肢师，这样更容易和你讨论你熟悉的内容。

So all those examples that I gave to you up to this point have assumed a large audience, and I do that because this is a prosthetician and it makes more sense for me to work with you on stuff that you already know.

但这个概念并不依赖于受众规模有多大，正因如此，它同样适用于你。

But this concept carries independent of whether you have large reach, and this is why it applies to you.

如果你的受众很小，但影响力很强，那会是什么情况？

So if you had a small audience with high influence, what would you have?

比如你的父母。

Got mom and dad.

他们的影响力很强，因为大多数人见到父母时，行为都会不一样。

They are high influence as in most people when they see their parents, their behavior changes.

但他们的触达范围很小，因为对你来说，他们只是你的父母。

They have low reach because for you, they're only your parents.

他们可能也影响不了多少人，这没什么可指责的。

They might have been any I don't fault there.

他们可能是别人父母，但不会是很多人的父母——你的触达范围小，对一些人来说，你会影响他们的行为，对另一些人则不会。

They might be some other people's parents, but not many very many people's parents as you have low reach, and it will be your behavior will towards for some and away for others.

也就是说，有些人讨厌父母，根本不想听他们的；有些人特别喜欢父母，言听计从；还有很多人处在中间状态。

Meaning, some people hate their parents and don't wanna do anything they say, and some people like their parents and do whatever they say, and there's a lot of people in between.

所以我们才用这个标准来判断，我们为打造品牌所做的努力到底有没有效果。

And so that's how we measure if what we're doing to grow our brand is actually working.

有没有更多人开始了解它？

Are more people finding out about it?

有没有更多人在接触之后，真的改变了行为？

Are more people changing their behavior when they do it?

更重要的是，他们的改变是不是朝着我们希望的方向进行？

And ideally, are they doing that towards the direction that we want them to go?

比如我说：大家快点点这里，下载这个，参加这个活动，买这个产品——不管是什么，如果真有大量人照做了，那就说明品牌在成长。

So if I say, hey, everybody, go click here, go download this thing, go attend this event, go buy this product, whatever it is, if a lot of people do that, then we know that the brand is growing.

所以我们在打造品牌时，要尽量把自己的内容和理想受众中最受欢迎的事物结合起来。

And so we want when we want to build our brand, we want to pair our stuff with the things the highest percentage of our ideal audience like.

只要我们把任何东西和品牌挂钩，尤其是刚开始的时候，所有东西都是新的。

And so whenever we pair anything with a brand, because especially if you're starting out, everything is new.

所以每一次新的合作都有风险。

And so every new pairing has risk.

你可能会失去一部分观众，因为他们对你们合作的对象印象不好。

And so you risk losing a certain percentage of your audience who has a bad experience of the thing you pair.

这种风险一直存在。

There's always that risk.

总会有人不喜欢你做的任何事。

There's always going to be some people who don't like something you do.

你见过那些从小地方乐队一炮而红的吗？

If anyone seen a small town band, go hit it big.

有些老街坊就会说：‘他们变商业了。’

Some of the old towners are like, oh, they sold out.

他们就是这么做的。

They did whatever.

但他们其实是在赌，用本地粉丝的可能流失，换一个更广大的受众群体。

But what they did was they gambled the short term loss of that local audience potentially for a much broader bigger audience.

所以他们其实是打了个赌。

So they made a bet.

确实丢了一些人。

They did lose people.

但也吸引了不少新观众。

They did gain people.

关键是，他们赚的比赔的多。

They just gained more than they lost.

同样地，当你像本地乐队那样下注时，也可能吸引到那些对新合作有好感的新粉丝。

And so to the same degree, when you make that bet as the local band, you risk gaining other people who have had a positive experience with this new thing.

理想情况下，我们希望绿色的多过红色的。

And ideally, we have more green than red.

所以每次你和品牌搞新合作，都会流失一部分观众。

And so those news pairings the new pairings you make with a brand always lose audience.

对吧？

Right?

他彻底商业化了。

He sold out.

我还是更喜欢以前的东西。

I like the old stuff better.

其实内容上也会出现这种情况。

This also happens with content, by the way.

所以这个人属于红色群体。

And so this person is the red bucket.

太棒了。

Fantastic.

而新东西也可能让一些人直接说不。

And the new stuff might also cause people to say, no.

这新东西太棒了，这个人就属于绿色群体。

This new stuff rocks, and that person is in the green bucket.

所以每当你想扩大规模，做任何新的组合——不管是新内容、新风格、新歌，还是别的任何新东西——你其实都在赌：你的目标受众里，喜欢这个新组合的人会比不喜欢的人多。

And so whenever you try to grow and you make any new pairing, meaning you make new content, you make a new genre, you make a new song, you make a new anything, you make a bet that more people from your ideal audience will like the pairing than people who don't.

简单说，你的影响力、覆盖面和方向都会整体提升。

TLDR, that you'll net an increase in reach, influence, and positive direction.

所以我想对鲁珀特说，别让那五个负面评论拦住你，别错过那五百个喜欢新东西的人。

And so my ask for Rupert here is don't let the five mean comments stop you from gaining the 500 new people who like the new thing.

我来举个现实生活中的例子，让你更清楚地理解这一点。

So let me finish with the real life example to make this whole thing real for you.

我想让自己跟商业价值挂钩。

I wanna associate myself with business value.

所以我把自己定位为帮人赚钱、帮企业成长的人。

So I associate myself with making people money and growing their businesses.

这就是我。

So there's me.

我做内容，然后理想情况下，带来收入。

There's me making content, and then ideally money.

所以我最好的做法，就是为小企业主制作他们愿意看的视频、愿意读的书，帮他们真正赚到钱。

And so the best way I can do this is make content for the small business owner kits to consume and books for them to read and use so that they then profit.

好处就在于

The good thing.

然后他们会把这种增长和盈利归功于我

And then they associate that growth and profit with me.

于是他们就会更愿意看我的内容

And so then they consume more of my stuff.

下次就会买下一瓶汽水

They drink the next soda.

下次就会买下一件衬衫

They buy the next shirt.

所以下次他们还想实现同样的效果时，就更有可能采取行动

And so the next time they want it to happen again, they take the action, or they have a higher likelihood of taking the desired action.

同样重要的是，那些不喜欢商业话题的人，也不会喜欢我的内容，或者更愿意看别的东西

And equally important, people who don't like business stuff won't like my stuff or they'll just prefer to watch other things.

比如有一对夫妻，他们就说讨厌别人总谈钱

So you've got this married couple, they say, hate people who talk about money.

他们大概不会喜欢我的内容，但这没关系。

They're probably not gonna like my stuff, and that's okay.

但那些喜欢商业、自己做生意或正打算创业的人，可能会更感兴趣。

But people who like business, have a business, or are trying to start one might want more.

这样品牌就慢慢壮大了，因为人们用了之后会说：‘你得看看她的内容。’

And this grows the brand because people consume the stuff and they say, hey, you gotta check out her way stuff.

然后被推荐的人也会说：‘没错，真不错。’

And then that person they tell to says, right on.

他们去看了。

They check it out.

他们获得了正面的体验。

They get that positive outcome.

他们也建立了这种关联，品牌就这样成长了，而且正好触达了我理想中的受众。

They make the pairing as well, and the brand grows, and ideally with my ideal audience.

所以，如果你今天学到的这些方法真帮你赚到了钱，那就说明你的品牌建设成功了。

And so to see this in action, if you use this information from today to make money, good branding has occurred.

所以我之前说要讲三件事：品牌到底是什么，真正好的品牌应该是怎样的，为什么它能帮你赚钱，以及怎么开始并壮大自己的品牌。

And so I said I was gonna cover three things, what branding is, ideally what good branding is, why it makes you money, and how to start and grow yours.

希望你们觉得，我今天把这些都讲清楚了。

So hopefully, you feel like I fulfilled those three things.