Estimated learn time: 35 minutes, 43 seconds
Your private model is greater than a cultured LinkedIn profile — it’s the way you stand out, join with prospects, and construct long-term credibility as a founder or govt. However how do you create an genuine private model that really works?
On this episode of Progress Stage, we discuss with Rachel Gogos — Founder and CEO of brandiD — about her SOULiD framework and the way digital enterprise leaders can craft a model that displays who they honestly are, whereas supporting their enterprise objectives.
Rachel shares:
- What makes up a robust private model (and why each founder already has one).
- How private branding boosts readability, confidence, and even firm resilience.
- Sensible methods SaaS leaders can uncover and specific their distinctive id.
- Errors to keep away from (like overusing AI or oversharing on social media).
- Why consistency issues greater than perfection.
For those who’re a founder, govt, or thought chief trying to stand out and join with the precise viewers — with out turning into a private branding cliché — this episode is for you.
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Podcast Full Interview: Audio
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Podcast Full Interview: Video
Transcript
Jesse Paliotto (00:04)
Hiya everybody and welcome to Develop Stage podcast by Quick Spring the place we focus on how digital product firms can develop income, construct good merchandise, improve their worth. I’m your host, Jesse Paliotto I get to be a part of the digital product group as a part of my position with Quick Spring and I really like bringing the very best of the group to you right here. So I’m excited immediately to have with us Rachel Gogos, CEO at Model ID. Rachel is a real net pioneer, founding father of Model ID. She began her spectacular profession.
truly on the United Nations headquarters in New York, serving to create their first web site. Later held positions at Wall Road, dowjones.com. With over 15 years of selling and communications expertise, Rachel now channels her ardour for individuals and the net into constructing sturdy private manufacturers for her purchasers. Her entrepreneurial journey contains a number of firms, which is wonderful, together with Model ID, My Path 101, co-founding an web incubator within the 90s. So honored, Rachel, to have you ever right here immediately. Thanks for doing this. I actually recognize it.
Rachel Gogos (00:59)
it’s nice to be right here.
Jesse Paliotto (01:01)
Simply to provide of us context, are you able to briefly describe what model ID is? We have been simply speaking about this earlier than we began the episode, even possibly what the identify means and what the corporate does that you simply lead proper now.
Rachel Gogos (01:07)
Mm-hmm.
Yeah, completely. So brandiD is an online company and we’re, I wish to say model led, that means that almost all of our work all the time begins out with model and enterprise technique. After which it goes into net, all of the issues wanted for web sites from copywriting, design, growth, to pushing out WordPress web sites is almost all of the work that we do.
We construct gross sales pages, programs, membership websites, e-commerce websites, podcasts, podcasts for different purchasers as nicely. So yeah, that’s the main a part of our work. When it comes to the identify, brandiD was launched in 2007, late 2007, and it was actually so arduous to give you a reputation in your firm.
However someway I got here up with brandiD. I feel it might have been divine intervention. That’s normally the place my names come from. I pray about it so much. And at last, God dropped one thing hopefully good in there. So brandiD, the ID stands for id, as a result of we’re constructing enterprise identities and private model identities. And in addition for id, which in Freud’s evaluation of character, the id is the a part of the character that we’re truly born with.
And for our work, we wish to faucet into probably the most genuine aspect of an individual. In truth, our framework is known as the Sole ID Framework as a result of that’s the option to differentiate your self on the internet and actually develop and scale your corporation, I consider.
Jesse Paliotto (02:53)
That’s superior. I really like sort of just like the it’s very sort of Deep it might probably come off as simply model did however no there’s numerous that means and layers and and true applicability to love what the corporate does How did you get into that is there a specific level the place you notice like That is what’s wanted on this planet or you already know that is simply one thing I’m pure like what was the impetus? How did you get into this?
Rachel Gogos (03:02)
Yeah.
Yeah.
So shaggy dog story, once I lived in Manhattan, it was within the 90s, and I used to be working at Dow Jones, but in addition began a enterprise with two enterprise companions known as Silicon Fish. And with Silicon Fish, we have been an web incubator, however to become profitable to maintain residing, proper? And masking our bills in addition to our day job, considered one of my enterprise companions is an unimaginable designer.
And we actually have been going door to door to brick and mortar firms, once more, the 90s, and being like, hey, do you want a web site? As a result of the web was simply beginning to turn into a factor. And so quick ahead, that was late 90s, like I stated, and I launched brandiD in 2007. So I moved to Boston, labored in web consulting for some time, additionally labored with the mayor on bridging the digital divide, so nonetheless know-how.
between low revenue and know-how, bridging the digital divide for low revenue households and within the Boston public faculties. Then I moved to Pittsburgh and I used to be working at a company as a vp of selling and I learn an article in Time Journal that was about this new factor known as private branding. And the article was all a few specific founding father of an organization known as Attain Private Branding.
And it described how private branding was like bringing the tales and the advertising of individuals to, you already know, convey the human component, which I discovered fascinating as a result of I had this ardour for individuals and their tales and what made them tick and the way they discovered what to do with their lives. So I, I joined the, a certification program and private branding from this particular person I examine in time journal. So I labored straight with him for 3 months. After which that enterprise companion from NY city,
We have been nonetheless in contact. I stated, hey, I’m pondering of beginning a enterprise. Why don’t we do it collectively? And he’s like, no, we’re not going to do it collectively. You are able to do it by yourself, however I’m going to work with you. So I all the time wished to have net design as a part of brandiD, as a result of as I used to be sharing earlier than, suppose arising with a technique is nice and vital. However in the event you can’t implement that technique and so many individuals get caught in that, you don’t have anything.
and also you’ve paid some huge cash for one thing with no outcomes. For those who simply go into implementation mode with out being strategic, likelihood is that’s going to fail too. So I all the time wished brandiD to do each, which is why we all the time begin out with technique and why the implementation half is about constructing the net presence. And we get actually tactical in addition to web sites. We additionally do numerous content material advertising retainers for purchasers or construct out, like I stated, podcasts for them.
The whole lot we do is about constructing the visibility of the founder or the thought chief behind the non-public model.
Jesse Paliotto (06:11)
Yeah, and I wish to ask somewhat bit extra about implementation and like how do you truly do it. However let me, I wish to ask somewhat bit extra sort of possibly conceptually. What makes up a private model, particularly for somebody who’s a CEO or a enterprise chief or an entrepreneur? Like I really feel like that totally different individuals could interpret that phrase in a different way. And like for you, what’s it, what are the parts of that? What makes up a private model?
Rachel Gogos (06:15)
Sure.
Yeah.
Yeah.
Mm-hmm.
Mm-hmm.
Nicely, I wish to say it’s a cocktail and it’s a three-part cocktail. It’s half character, proper, which all of us have. It’s half advertising as a result of we’ve to get that non-public model on the market. And it’s half like our true repute. That’s the third half, which once more, all of us have. And a part of the character piece once more is like, what’s your true essence? Like what’s your true DNA?
Tapping, so in the event you faucet into that piece, that character and the repute piece, however then market that. And by advertising, I don’t imply it’s a must to like brag about it or be actually loud about it, however simply discovering methods which can be aligned along with your character to specific what you do on this planet. So all people has a private model, proper? All of us have a repute and all of us have a character. In order that third a part of the cocktail is the half that we
we actually faucet into after we’ve helped an individual get clear on uncovering their private model? As a result of it’s a quite common query what you ask. Individuals don’t suppose they’ve a private model, however once more, all of us do.
Jesse Paliotto (07:47)
How does someone uncover their private model or how do you assist individuals try this?
Rachel Gogos (07:53)
Yeah, we’ve a course of it’s known as the like I discussed the only sole ID framework. The S in sole stands for strategize. And in order that first a part of our course of is the place we actually dig deep with an individual, whether or not it’s a enterprise model or a private model. We ask that I’d wish to say their fundamental questions that after we hit maturity and possibly even in our teenage years, we by no means
by no means take the time to ask ourselves are simply introspective questions like, you already know, what’s your mission in life and what’s your imaginative and prescient and how much legacy do you wish to depart behind and what makes you totally different? , even of different individuals doing the identical factor you might be, how are you totally different and what are your passions and what are your strengths? Once more, like these will not be troublesome questions, however you already know, as soon as we get on the hamster wheel of life, like we’re not likely sitting round pondering who we actually are at our core.
But when we take the time to do this, to begin with, the solutions to these questions don’t shift an entire lot. Like our values are actually our values. Possibly our imaginative and prescient adjustments or our mission as we achieve expertise, proper? And we dwell totally different experiences. Some issues can shift for us. They will make an awesome affect on us and trigger these issues to shift. And naturally all of us evolve as people and that’s actually vital. All of us hopefully progress and develop.
Jesse Paliotto (09:12)
Yeah.
Rachel Gogos (09:17)
However once more, simply getting clear on these elementary, fundamental foundational questions actually, I wish to say it actually helps set the GPS of what you’re constructing. It actually helps you get clear on the course that you simply wish to go in. And getting clear on these solutions may also help you establish like what kind of firm am I constructing? Is it a life-style model or do I actually need an exit? know, do I wish to tackle traders?
do I wish to simply develop it alone? You do I wish to have workers or do I wish to simply have 1099s or is that this a solo enterprise? Proper? As a result of once more, after we perceive who we’re and what makes us tick, then we will reply these sorts of questions.
Jesse Paliotto (09:44)
Attention-grabbing.
Yeah, that’s attention-grabbing. And simply to sort of ensure I bought what you stated, there’s kind of there’s your character. There may be the precise advertising of it. After which there may be your repute. And so sort of utilizing inquiries to refine possibly primary and quantity three there, however then utilizing a number of the instruments to share that by means of some good advertising. And also you truly began I wished to ask and you’ll have began to reply there like what why is creating it vital? I notice that’s most likely the dumb query within the room. Such as you’re like, you already know, that is
Rachel Gogos (10:06)
Yeah. Sure, precisely.
Appropriate.
No, by no means.
It’s an awesome query.
Jesse Paliotto (10:27)
That is assumed possibly
at some stage, however what does the affect actually appear to be? It feels like a part of that affect could possibly be serving to a enterprise chief or anyone actually outline objectives, which is massively worthwhile. Is there something so as to add to that or is that sort of the most likely the massive dwelling run that you simply get while you work in your private model?
Rachel Gogos (10:38)
Yeah. Sure.
Defining objectives is unquestionably essential in a giant output of it, nevertheless it’s additionally getting clear in your differentiators as nicely, proper? And the opposite factor is like, it’s truly a giant confidence increase, consider it or not, as a result of after we know what we stand for, we will speak about these issues in a manner, you already know, with conviction. And people additionally may be very sticky factors, each in a constructive and destructive manner.
Jesse Paliotto (10:54)
Hmm. Yeah.
Rachel Gogos (11:16)
to draw our perfect purchasers, proper? In order that values piece, or once more, like simply getting clear on, know, consider some manufacturers you may assist. The founder might also be articulate about some causes which can be actually vital to them. And in immediately’s world, the shoppers are a lot extra savvy round firms they’re supporting or not supporting, proper? And so they’re actually utilizing their {dollars} to sort of like,
Jesse Paliotto (11:19)
Attention-grabbing.
Yeah.
Rachel Gogos (11:45)
vote or assist the expansion of an organization, proper, or not. And so getting that readability about ourselves, once more, brings that confidence. It can be polarizing in a constructive option to entice our perfect individuals in direction of us. However it additionally, I feel, builds resilience for these occasions in life and in each proprietor faces this while you’re like, man, it’s been actually arduous for a few months.
no matter it’s, like is it money circulate? Is it worker turnover? Is it, you already know, your simply not your incapacity to scale or a mission gone south or a shopper that’s sad, no matter it’s. However generally we undergo these durations the place you cease and also you say like, why am I actually doing this? And once more, in the event you’re clear on these questions, these fundamental questions, it might probably actually show you how to simply, you already know, refresh and keep on observe.
Jesse Paliotto (12:13)
Yeah. Yeah.
Mm-hmm.
Rachel Gogos (12:42)
Proper, we want resilience as entrepreneurs. suppose it’s one of many high three qualities we have to be profitable.
Jesse Paliotto (12:42)
Yeah.
Completely.
Yeah, 100%. You’ll run into obstacles. It’s not a query of if, it’s when. It happens to that additionally there’s most likely a profit, and if I’m off base, please inform me, however I’m guessing there’s a profit in that it lets you possibly, even in selling your corporation, to chop by means of somewhat bit. As a result of I feel one of many issues that my remark is that as a shopper, as I’ve witnessed different shoppers, we’re way more tuned into individuals. so connecting with an individual who’s selling one thing is way more worthwhile than
Rachel Gogos (12:53)
Mm-hmm. Yep.
Yeah.
Mm-hmm.
Mm-hmm.
Jesse Paliotto (13:20)
or simply it’s obtainable now with social media and the various things. And so I’m guessing that will be worthwhile too. Prefer it’s a manner for me to sort of convey my firm out into {the marketplace} higher.
Rachel Gogos (13:25)
Sure.
Yeah, completely it’s. you’re spot on, Jesse. Individuals, regardless of how massive the corporate or, you already know, I do know there’s numerous software program firms that you simply all work with, individuals nonetheless wish to know who’s behind the model, proper? That’s a part of their shopping for choice.
Jesse Paliotto (13:40)
Mm-hmm.
Yeah, it’s, I speak about this with individuals pretty often about like influencer tradition and the way it’s attention-grabbing that a lot has flipped from I’m shopping for this factor to I’m shopping for this particular person’s advice. That’s actually sort of, even apparently your story, to not join too many dots right here, however with the Occasions, I feel it was the Occasions Journal article you stated, which is the way you began Model ID, proper? There was that non-public connection. You’re like, I wish to do one thing like what this particular person’s speaking about.
Rachel Gogos (13:54)
Mm-hmm.
Mm-hmm.
Yeah.
Mm-hmm. Mm-hmm. Yeah.
Yeah,
it introduced it to life for me in an entire new manner than simply studying about what the corporate did. Having examine that, the particular person behind the corporate and what they stood for and simply what their story was to beginning that firm additionally simply introduced it to life in an entire new manner. And in your founders listening, the extra that they’ll put their, even elements of their private story,
Jesse Paliotto (14:26)
Yeah.
Rachel Gogos (14:44)
which can be related to what they’re doing or if it talks about their battle to what they’re doing. In the end, I feel persons are good and so they wish to assist good individuals doing good issues. However it’s as much as us to speak that.
Jesse Paliotto (14:44)
Mm-hmm.
Yeah, I agree.
Yeah, individuals don’t know what they don’t know. Form of a, I’m simply gonna swing sort of arduous to a really sensible query or a check-in level right here. What’s, is there a manner that someone might get a way of the place their private model is true now? If someone’s listening to this or they’re like, oh, I haven’t, you already know, I find out about this, I haven’t thought of it so much. How am I doing? Like, what would they, how would they go suss that out?
Rachel Gogos (15:01)
Mm-hmm.
Mm-hmm. Yeah.
Yeah.
Yeah, so the gentleman within the Time Journal article truly began one thing known as, I feel it was known as the On-line ID Calculator. I feel that’s gone away, however we don’t want the calculator to determine it out. You go to Google and also you kind in your first identify and final identify and see what your outcomes are in your first three pages specifically.
Jesse Paliotto (15:41)
Mm-hmm.
Rachel Gogos (15:46)
and establish how related these outcomes are to what you’re doing proper now or the way you wish to be perceived proper now. In the event that they’re not very related to the way in which you wish to be positioned out on this planet immediately, then you definitely bought some work to do. If the outcomes on these high three pages are like completely on model for what you’re doing, for what your beliefs are, positioning you authentically however in a constructive mild,
then you definitely’re in an awesome place. However there may be work the place you are able to do in between these two extremes, proper? I do know, proper? Completely.
Jesse Paliotto (16:21)
Yeah. I really like that. Such a easy take a look at, the Google take a look at.
I imply the wonderful thing about it too is you already know that’s what anyone else goes to see. any if you already know in the event you’re making an attempt to promote to a shopper or something like that and so they surprise who is that this particular person they’re going to do precisely that. So.
Rachel Gogos (16:33)
Sure.
Yeah,
yeah, precisely. And one different factor I like to inform individuals, as a result of so many individuals don’t do that, however purchase your vainness URL. So purchase your first identify, final identify, and the .com. And even in case you have an organization, it’s not so that you don’t really feel prefer it’s about constructing your private model, it is best to nonetheless level that vainness URL to your about web page in your company web site.
Jesse Paliotto (17:03)
okay, nerdy, very nerdy net particular person query. With a reputation like Jesse Paliotto, my vainness URL might be very simple to return by. If my identify was no matter, one thing quite common, it will be much less arduous. What would you inform someone who’s like, someone already has Bob Stewart, what do they do?
Rachel Gogos (17:15)
Yeah, John Smith.
Yeah,
so I truly simply had a name immediately with a girl named, her identify was Melinda Johnson, which is definitely a fairly widespread identify, proper? Yeah. So her vainness URL shouldn’t be obtainable, however she is a specialist in a specific kind of social work or psychotherapy. So I stated to her, simply purchase your vainness.
Jesse Paliotto (17:30)
Okay, fairly widespread.
Rachel Gogos (17:45)
your vainness and add the abbreviation of that individual psychological conduct or psychological kind of remedy that you simply do on the top of your identify as a result of that’s what you wish to be related to. So yeah, so there’s sometimes a option to discover a variation or use your center preliminary even in the event you don’t use it so much however that might simply be like sufficient variation the place the area is accessible, proper?
Jesse Paliotto (17:49)
Man.
Yeah.
Mm-hmm.
Rachel Gogos (18:12)
However I say steer clear of hyphens I feel these get misplaced and actually you wish to spend money on the dot-com and I feel it’s good if You actually constructed your private model even shopping for a number of the extensions simply so someone doesn’t purchase these out from underneath you just like the dot org or the dotnet
Jesse Paliotto (18:19)
Mm-hmm.
Mm hmm.
Yeah, most likely much more worthwhile with widespread names the place individuals can be wanting as nicely. So I’m. Coming away from that tactical factor, thanks that I really like these sort of small small insights into like sensible issues you are able to do like proper now. I’m curious, so let’s say somebody says OK, I wish to sort out this. What do you suppose are a very powerful issues to deal with?
Rachel Gogos (18:33)
Mm-hmm. Yeah, so true.
Yeah.
Mm-hmm.
Mm-hmm.
Jesse Paliotto (18:55)
to do that and I’m sort of curious round this concept of there’s simple wins after which there’s vital wins. Like there’s some issues like shopping for that area may most likely be a straightforward win. Like simply exit and get it. It doesn’t take lengthy. However there’s different stuff that’s prefer it’s it will not be simple nevertheless it’s tremendous vital. I do know in case you have any ideas round that.
Rachel Gogos (19:01)
Hmm.
Proper.
Mm-hmm.
Good query, Jessie. That one’s getting me actually pondering.
Jesse Paliotto (19:18)
Or it could be even like a option to come at it’s from like if if I have been a shopper with model ID immediately What could be the primary issues that like we have to clear up this or we? Sometimes begin at this finish of sort of our to-do checklist in an effort to get you on on observe
Rachel Gogos (19:23)
Mm-hmm.
Yeah.
Yeah, yeah, so thanks. I might say like doing these workouts in that strategize section, they’re truly not, they’re simple, easy questions, however they’re not simple to reply. So, however they’re vital, they’re essential for positive. So taking the time to do this, actually taking the time to consider the place you wish to be 5 years from now, and it doesn’t must be tremendous granular, however simply excessive stage sufficient.
Jesse Paliotto (19:40)
Hmm.
Proper. Yeah.
Rachel Gogos (20:00)
And I do consider that even simply having that readability in your thoughts, even in the event you don’t put it on the market, helps you get there. It’s not one thing that that you must share. Being clear on target market, essential, since you wish to actually dive deep into the psychology of your shopper and actually perceive what makes them tick, what their ache factors are, and the way your resolution may also help them, what these outcomes are and the way they may also help them.
Jesse Paliotto (20:08)
Yeah.
Hmm.
Yeah.
Rachel Gogos (20:29)
So once more, essential. I might say realizing the kind of manner that you simply wish to work and the kind of content material you wish to create as a result of that advertising piece is essential whether or not you outsource it or in the event you do it your self, however simply decide a path that you simply actually take pleasure in. Like if podcasting is your factor, decide it and keep it up.
Jesse Paliotto (20:41)
Mm-hmm.
attention-grabbing.
Yeah.
Rachel Gogos (20:58)
doing Instagram tales or reels or any of that’s one thing you’re keen on doing, excellent. Simply decide it and keep it up as a result of it’s a must to be constant. And that’s additionally essential and never simple truly, the consistency piece.
Jesse Paliotto (21:14)
Yeah, consistency. suppose, you already know, all of our power ranges and distraction ranges goes up and down. And so like staying on, on track, I resonate with that. That’s all the time a problem is you do have to simply persist with self-discipline. is I’m curious, like if there’s any, you already know, a podcast, Instagram, LinkedIn can be an apparent go-to for a really, you already know, for those that are in enterprise, undoubtedly in SaaS or software program or one thing like that. Is there every other attention-grabbing issues individuals have chosen to go do as they’re like,
Rachel Gogos (21:18)
Yeah.
Mm-hmm. Mm-hmm.
Jesse Paliotto (21:44)
advertising a channel or expression.
Rachel Gogos (21:48)
Yeah, like within the software program world particularly.
Jesse Paliotto (21:51)
Yeah, or any.
simply I’m sort of curious even only for the like from kind of the huge angle lens of what sort of stuff do individuals do in an effort to sort of as soon as they are saying, OK, I do know the place my character is at. I went to Google. I do know my repute is I wish to begin expressing who I’m. Yeah, what sort of stuff do individuals go for?
Rachel Gogos (21:59)
Yeah.
Yeah.
Yeah,
yeah. So be clear in your target market and the place they’re. So that you don’t must be seen on each platform. You do have to be seen on the platforms the place your perfect buyer can be in search of you or in search of your thought management and opinions. And the second factor I might say is don’t underestimate the worth of in-person connection, particularly these final couple of years. suppose there’s, it’s…
Jesse Paliotto (22:15)
Yeah.
Mm-hmm.
Rachel Gogos (22:35)
you already know, again on observe to love pre 2020 and other people I really feel actually recognize the in-person far more than we did say in like 2019 as a result of having misplaced it for a short while, we actually understood the worth of it in an entire totally different manner and simply connecting to somebody deeper. And the third factor I might say, which isn’t like a direct reply to your query, however I feel it’s vital to share on this half, which is networking.
Jesse Paliotto (22:47)
Yeah.
Rachel Gogos (23:05)
However networking in a manner that feels actually comfy and once more like actually trustworthy. So I’m a giant fan of like fewer deeper conversations than just like the broad hit that appears like very superficial and like you already know most likely what velocity relationship would really feel like as a result of it simply takes like one wonderful connection to essentially develop, broaden, no matter, develop right into a partnership, no matter it could be.
Jesse Paliotto (23:05)
Mm-hmm.
Yeah.
Rachel Gogos (23:33)
And other people really feel that sincerity, that true connection proper off the bat. So I might say these three issues are actually key. Get out from behind your desk, proper? imply.
Jesse Paliotto (23:35)
Yeah.
Yeah, yeah, I really like the whole lot you simply stated. Significantly that, you you stated even that final half possibly doesn’t straight, however I feel it does reply the query within the sense that I can think about someone saying, okay, I wish to do my private model. And for higher or for worse, numerous occasions our go-to assumption is I’m going to go on social media. I’m going to must go blast out LinkedIn posts thrice a day.
Rachel Gogos (23:51)
Thanks.
Jesse Paliotto (24:11)
seven days every week and put it on autopilot and make it AI generated. And we sort of go to those mass multiplier strategies, however I actually love that final level that a lot good things occurs simply having one nice dialog with the precise particular person. And I completely agree. Like we see this in our enterprise. It resonates in numerous conversations. I’ve had that, you already know, we’re COVID, it was very arduous to determine when COVID tailed off for various.
Rachel Gogos (24:18)
Mm-hmm.
Mm, yeah.
Mm-hmm.
Jesse Paliotto (24:39)
elements of the world and the way totally different communities
Rachel Gogos (24:39)
Mm-hmm.
Jesse Paliotto (24:40)
actually gauge that. However we’re at a spot proper now the place persons are totally like doing the in-person factor. And that feels so good after not having been in a position to. yeah, that’s benefiting from that and like utilizing that I feel may be very, very related.
Rachel Gogos (24:47)
Sure.
Yeah, yeah it does.
Mm-hmm.
Yeah, completely.
Jesse Paliotto (25:00)
So on the flip aspect, what can be typical errors? if someone, possibly I used to be giving one, which is to hurry off and make a bunch of AI LinkedIn content material. If someone, has you seen purchasers go into this and possibly stumble somewhat bit? Is there something that someone ought to be careful for in the event that they’re making an attempt to construct their private model?
Rachel Gogos (25:02)
Mm-hmm.
Mm-hmm. Mm-hmm.
Yeah, completely. A pair issues. So one, watch oversharing on the non-public aspect. , generally individuals, you wish to all the time be skilled. Like, sure, be genuine and share private tales, however don’t overshare to the purpose the place somebody’s gonna doubt your stability, let’s say, or your potential, proper? That’s one factor.
Um, second factor is the overuse of AI and even the usage of know, AI is a giant factor, clearly, and I’ve not been an enormous fan on private manufacturers. And the reason being AI lacks soul and we will practice it to speak like us and sound like us, however you’ll be able to learn AI textual content.
Jesse Paliotto (25:58)
Mm.
Rachel Gogos (26:07)
and know that it’s AI since you don’t really feel the emotion. And I don’t know, possibly I’m similar to a delicate particular person with regards to that and I’ve an in depth copywriting background, however I do suppose there’s one thing felt within the written phrase and it’s an awesome shortcut. Use it for brainstorming, use it for a greater title or headline, however don’t use it to write down your private model.
Jesse Paliotto (26:24)
Yeah.
Rachel Gogos (26:35)
copy. You need to use it for merchandise, you should utilize it to market software program, however in the event you’re making an attempt to convey a thought or a sense from you, the non-public model, don’t use it.
Jesse Paliotto (26:38)
Yeah.
Hmm. I suppose all I can consider proper now. There’s someone I work with. Katie shout out to you who I feel it was you. Are you able to stated like you’ll be able to inform when someone makes use of the phrase essential likes for some motive AI loves to make use of the phrase essential and most of the people don’t naturally use that of their dialog. Yeah, so there’s simply.
Rachel Gogos (27:03)
Yeah, you already know what else about
AI? It’s like technically excellent writing, which makes it learn robotic. And I feel that’s a giant giveaway too.
Jesse Paliotto (27:09)
Mm-hmm.
Yeah.
Yeah, it’s to not go too far down the AI rabbit path, as a result of I do know it may be fairly a rabbit path. I feel most individuals proper now concede that AI is detectable in most codecs. And most of the people’s worry is that sooner or later it received’t be. And I don’t know, no person is aware of what’s going to occur, however I’d say for now I’m 100 % with you. You’ll be able to really feel the shortage of.
Rachel Gogos (27:31)
Mm-hmm.
Mm-hmm.
Jesse Paliotto (27:43)
actuality to it. And I might suppose like a giant worth with private model is giving your perspective. It’s you. It feels such as you. After I go discuss to you in particular person, it sounds such as you. Proper. In order that kind of possibly congruity or integrity of your presence is is a giant factor.
Rachel Gogos (27:44)
Mm-hmm.
Appropriate.
Proper.
Mm-hmm. Yeah, completely. Yeah, getting again to the id, proper? You’ll be able to’t put your
id into the AI.
Jesse Paliotto (28:07)
Not but. Isaac Asimov stated we would do it sometime, however not but. I’m curious, like, as individuals develop, you already know, individuals get into this, they begin, they’ve readability on themselves, they’re placing themselves on the market, they’re doing this. Is there something that’s extra for the lengthy haul price desirous about? Like in the event you’re already doing this, some issues that could be price desirous about as you’re sort of rising in your private model?
Rachel Gogos (28:10)
I hope not. I hope that’s not in our lifetime,
you
Mm-hmm.
Jesse Paliotto (28:36)
It is a very open-ended query. I’m not even positive what I might suppose on this matter, however I simply think about there’s individuals which can be forward of me in placing themselves out within the market who possibly have some totally different issues than I might, the place I’m simply making an attempt to consider getting jessipaleotto.com registered.
Rachel Gogos (28:39)
Yeah.
Mm-hmm.
Mm-hmm. So that you’re questioning what can individuals do like after a number of the fundamentals are executed or okay? So it
Jesse Paliotto (28:58)
Yeah.
And even possibly pitfalls that they run into in a while as soon as they sort of get into this and so they’ve been doing it for a 12 months or two. However yeah, like what do they do after the fundamentals? After which are there any widespread obstacles they run into long run?
Rachel Gogos (29:06)
Yeah. Yeah.
So a number of the obstacles are once more, longevity and that consistency piece. does get tiring, particularly in the event you’re not likely seeing instant outcomes. And we’re residing in a time the place instant outcomes are what most individuals are in search of. So simply stick to issues. It takes individuals time now and extra time to make a buying choice.
Jesse Paliotto (29:22)
Mm.
Yeah.
Rachel Gogos (29:36)
And naturally, greater the value level on that buying choice, the longer it takes them to make. But when individuals can discover a few of your thought management, even when it’s outdated stuff, you by no means know what someone goes to seek out about you on a Google search. And so simply know that the extra content material you will have on the market, once more, that’s related to what you’re doing or making an attempt to promote, the higher it’s. That’s one factor.
Jesse Paliotto (29:41)
Hmm.
Yeah.
Rachel Gogos (30:01)
One other factor is creating thought management. So in case you are in an business and also you wish to be perceived as a pacesetter over time in that business, begin writing for different, like, influencer blogs or publications.
in addition to simply your personal firms. And in addition, notably on LinkedIn, these lengthy type posts on LinkedIn, I feel are an effective way to exhibit sturdy thought management. And once more, connecting with influencers on there, commenting on influencers content material in a manner that exhibits that you’ve got your personal opinion about one thing too is over time. actually helps. It’s like accumulative curiosity. It really works the identical manner as cash does, proper?
Jesse Paliotto (30:22)
Mm-hmm.
Yeah.
Rachel Gogos (30:50)
And in addition, once more, like being at occasions which can be vital, key to your business, that’s one other option to actually enhance your thought management. Authoring a ebook, even when it’s only a digital ebook, however a ebook is sort of a enormous option to present your thought management and get your opinions on the market and begin creating some influential work underneath your private model.
Jesse Paliotto (30:59)
Mm-hmm.
Yeah.
Mm-hmm.
Rachel Gogos (31:19)
These are the first issues that come to thoughts. As a result of in that we bought talking, we’ve the authoring, content material, whether or not on-line or like a bodily ebook. once more, that consistency in producing content material.
Jesse Paliotto (31:25)
Yeah.
Yeah, that’s nice. And one thing you stated sort of early in that paragraph, I don’t know why, it simply fired a neuron for me of the equation needs to be in the event you’re a SaaS or CEO or govt or salesperson or something in an organization, that your dedication to producing constant content material needs to be no less than equal to your product gross sales cycle. So in case your product takes six months to promote,
Rachel Gogos (31:43)
Mm-hmm.
Hmm.
Mm-hmm.
Jesse Paliotto (32:05)
You ought to be
on the market. It’s best to decide to doing six months price of constant communication in the event you’re making an attempt to get in entrance of individuals and get to that time. And that’s finest case situation that someone noticed you speaking on day one and instantly began contemplating your product and attending to a spot of buy in six months. Actuality is, your model presence is gonna develop. So truly it needs to be most likely some a number of of that. However I don’t know why, I’ve simply by no means considered it in equation phrases earlier than.
Rachel Gogos (32:12)
Mm-hmm. Yeah.
Yeah.
Yeah, yeah.
Yeah, no, that’s actually attention-grabbing. That’s actually attention-grabbing. I remembered the opposite factor I wished to share, which is individuals’s consideration spans these days is so minimal. , we’ve one thing like three to 5 seconds to essentially seize someone’s consideration on the internet with content material that we’re producing. In order that’s the opposite factor to be aware of is in the event you’re a real thought chief, over time, individuals will begin looking for out your content material. It’s not that you simply’re gonna must be
Jesse Paliotto (32:35)
Possibly.
Hmm.
Rachel Gogos (33:02)
After all you’re combating for consideration all the time, however in the event you sort of show your self inside your business and what you’re doing and also you’re saying the factor that possibly not all people is saying, since you actually consider it, not simply since you’re making an attempt to be provocative, however since you actually consider the factor that you simply’re saying, individuals will begin looking for your content material out. And that’s when you already know that you simply’ve actually sort of hit a candy spot, when you’ll be able to reduce by means of the noise that’s on the market and actually seize individuals’s consideration.
Jesse Paliotto (33:05)
Yeah.
Yeah.
Yeah. And I imply, I’m positive all of us, I do know I can actually consider people who I comply with that I try this. I’m like, I wish to know what this particular person says about this matter or I don’t care what they’re speaking about. I wish to take heed to them as a result of I really like the stuff that they are saying. Yeah. In order that’s a really actual factor. There’s a quote too, which I’m going to completely butcher, nevertheless it makes me consider, consider…
Rachel Gogos (33:39)
Mm-hmm. Mm-hmm. Mm-hmm.
Mm-hmm. Mm-hmm.
Yeah.
Jesse Paliotto (33:56)
I’ll attempt to seize the true quote and throw it within the present notes. However mainly it’s what’s most private is what’s most common. So there’s this concept that, which I feel is simply making an attempt to seize what you’re saying. Like in the event you’ll actually say what you actually suppose it’d be you, not some provocative sort of stuff, that really goes probably the most distance in connecting with individuals actually.
Rachel Gogos (34:05)
Mmm.
Yeah, proper.
Mm-hmm, mm-hmm. As a result of once more, it’s felt, proper? You’ll be able to really feel authenticity.
Jesse Paliotto (34:24)
Yeah, 100%. This has been so good. I wished to ask simply the place individuals can join with you. So if there’s of us out right here that like, I really like this, and possibly brandiD might assist me. What are the very best methods for individuals to get in contact with you or with the corporate or to comply with up?
Rachel Gogos (34:34)
Mm-hmm.
Yeah.
Yeah, so you’ll be able to go to our firm web site, which is the brandid.com, so T-H-E-B-R-A-N-D-I-D.com, or attain out to me personally on LinkedIn. I’m slightly below my vainness identify, Rachel Gogos over there.
Jesse Paliotto (34:59)
Superior. Something that we didn’t get to the touch on or like final ideas or something the place you’re like, Jesse, I used to be going to say this and also you didn’t give me an opportunity to say it. And if not, no worries.
Rachel Gogos (35:07)
Yeah, one factor that involves thoughts is repetition. Simply since you’ve stated one thing as soon as, twice, thrice, don’t be afraid to say it over and again and again, even in the event you’re utilizing barely totally different language, as a result of it takes individuals six, seven, eight occasions generally to learn one thing and it actually sinks in. And I do know, as a result of I personally don’t love social media. I’m a little bit of a social media introvert, however clearly it’s vital for the business that I work in.
Jesse Paliotto (35:12)
Hmm.
Rachel Gogos (35:37)
And you’ll put some posts on the market about sure subjects or concepts or opinions, and possibly you don’t get an entire lot of traction on it, or it lands flat for no matter motive. However say the identical factor over and again and again, as a result of over time, that content material can be related to you, particularly if it’s a philosophy or an thought inside your business. But in addition, once more, as a result of individuals simply, you gotta reduce by means of the noise and
Jesse Paliotto (35:37)
Yeah.
Rachel Gogos (36:07)
You need individuals to learn one thing a number of occasions earlier than it actually sticks with them. You want them to.
Jesse Paliotto (36:12)
Yeah, we’ve such a I don’t know what the precise time period is for it, however like a disconnect between how we assume different individuals take a look at our stuff versus how we truly take a look at different individuals’s proper. So I’m like anyone even the individuals I actually like that I’ll comply with. I don’t see 90 % of what they do, however for some motive I feel all people goes to see once I drop that one factor up on LinkedIn. You’re like why nobody else you didn’t see anyone else’s.
Rachel Gogos (36:20)
Sure. Sure, so true.
Yeah.
Sure. I
know. That’s such an awesome instance.
Jesse Paliotto (36:40)
And so it’s like, I resonate with that so much, like hold, and you already know, one different factor, and I do know I used to be going to wrap up and I’m taking an additional couple of minutes right here. , for me, one of many issues that I’ve actually taken away from chatting with you immediately, Rachel, is nearly ensuring that your model is your true self. And I might suppose that saying issues constantly over a protracted time frame is far simpler when it’s actually you, proper? Quite than some sort of development.
Rachel Gogos (36:46)
That’s okay.
Mm-hmm.
Yeah, so true. So true. There’s just one you.
Jesse Paliotto (37:09)
Yeah, I knew it.
Rachel Gogos (37:09)
Yep. I don’t know in the event you can see this saying, however it’s private, it’s highly effective. You’re your greatest differentiator.
Jesse Paliotto (37:17)
I like it. Private is highly effective. Say it once more.
Rachel Gogos (37:18)
Yeah, got here up with {that a} lengthy
time in the past. Private is highly effective. You’re your greatest differentiator as a result of there’s just one you.
Jesse Paliotto (37:26)
I really like that.
There isn’t a higher be aware to shut on. With that, we’re gonna wrap this up immediately. Rachel, thanks a lot for being right here. Actually love speaking. Have an awesome week and all people else, thanks for becoming a member of us on the Progress Stage podcast. I’m your host, Jesse Paliotto. I get to assist the digital product group as a part of my position at FastSpring and I really like attending to do what we did immediately, which is simply join with nice individuals on-line. Thanks, Rachel. Cheers, all people. Have an awesome week.
Rachel Gogos (37:50)
Thanks, Jesse.
