# Why My Personal Brand Is Successful | DailyVee 402 ## Метаданные - **Канал:** Gary Vaynerchuk - **YouTube:** https://www.youtube.com/watch?v=889-gTroYRs - **Дата:** 21.01.2018 - **Длительность:** 25:54 - **Просмотры:** 243,338 ## Описание Preorder my new book, Crushing It!, here!: https://www.garyvaynerchuk.com/crushing-holidays-new-book-available-pre-order-now/ There is a lot of value in this episode of DailyVee for those of you that are working on your personal brands or generally just trying to grow your audience online. Most of the reason why my personal brand "GaryVee" is so successful is because I didn't create a personal brand for the sake of having a personal brand - I did it to create value. Thank you for watching this video. I hope that you keep up with the daily videos I post on the channel, subscribe, and share your learnings with those that need to hear it. Your comments are my oxygen, so please take a second and say ‘Hey’ ;). — Follow my entrepreneurial journey here: https://www.youtube.com/playlist?list=PLfA33-E9P7FA-A72QKBw3noWuQbaVXqSD — ► Subscribe to my channel here: http://www.youtube.com/subscription_center?add_user=GaryVaynerchuk ►Check out my second channel here: http://www.youtube.com/GaryVaynerchuk — Gary Vaynerchuk is a serial entrepreneur and the CEO and founder of VaynerMedia, a full-service digital agency servicing Fortune 500 clients across the company’s 4 locations. Gary is also a prolific public speaker, venture capitalist, 4-time New York Times Bestselling Author, and has been named to both Crain’s and Fortune’s 40 Under 40 lists. Gary is the host of the #AskGaryVee Show, a business and marketing focused Q&A video show and podcast, as well as DailyVee, a docu-series highlighting what it’s like to be a CEO, investor, speaker, and public figure in today’s digital age. Make sure to stay tuned for Gary’s latest project Planet of the Apps, Apple’s very first video series, where Gary is a judge alongside Will.I.Am, Jessica Alba, and Gwyneth Paltrow. — Check out my Alexa skill!: http://garyvee.com/garyvee365 — Follow Me Online Here: 2nd YouTube: http://youtube.com/garyvaynerchuk Instagram: http://instagram.com/garyvee Facebook: http://facebook.com/gary Snapchat: http://snapchat.com/add/garyvee Website: http://garyvaynerchuk.com Soundcloud: http://soundcloud.com/garyvee/ Twitter: http://twitter.com/garyvee Medium: http://medium.com/@garyvee Planet of the Apps: http://planetoftheapps.com Podcast: http://garyvaynerchuk.com/podcast Wine Library: http://winelibrary.com Official Merchandise: http://garyveeshop.com Subscribe to my VIP Newsletter for exclusive content and weekly giveaways here: http://garyvee.com/GARYVIP ## Содержание ### [0:00](https://www.youtube.com/watch?v=889-gTroYRs) Intro - To be self-aware of what they actually have to add to the conversation. Being a personal brand for the sake of is usually the quickest way to not be a personal brand. (pumping rock music) - You have quite the time limit. - Okay. - So we'll jump right in yeah? - Please. - I'm just going to record this. - No worries. - Okay. So Gary Vaynerchuk is known for hustle. - Okay. - So talk to me what does hustle mean to you? Why is it important? - For me it's important because I don't think any of us in this room or anybody reading this article can physically change how smart they are. I don't think we can make ourselves more clever or more strategic, but I do think that hard work is the most controllable aspect of entrepreneurship and business that anybody can deploy. And I find that fascinating. Right, it's very hard for us to be born with more physical attributes, but if we work out seven days a week we can be more athletic we can be stronger. I think work ethic aka hustle is that same version in business it's the most controllable and I try to give advice that is actually practical not makes me look cool. So that's why I love hustle. - Very nice. ### [1:30](https://www.youtube.com/watch?v=889-gTroYRs&t=90s) How to build a personal brand So the personal brand is something you speak on a lot it's something that social media has really become possible for everyone. So what's the first step for someone to build that great personal brand? - To be self-aware of what they actually have to add to the conversation. You know being a personal brand for the sake of is usually the quickest way to not be a personal brand. I think you have to understand what you do, what you talk about. I mean I talk and talk and have for the last decade, but if you look carefully in a very narrow you know I haven't gone into healthcare or geopolitical. You know I'm not talking for the sake of talking or adding my two cents to every pop culture situation. I talk about the things that I know. Communication in the modern world usually in a social network environment. More and more probably now in a voice environment as I become fascinated with that platform. I think it's important to have a skill and then the next thing that's important is to understand how you communicate. You I'm guessing write now clearly can write. You know other people can do audio, video I think the self-awareness of how you're going to communicate in one of the three mediums of how people consume content is massively important and so what are you going to talk about and what's your best way of communicating that and once you understand that what is the current distribution situations of those things. So if you're good at audio you need to understand anchor distribution of podcasts you need to understand Alexa briefings. Written word you need to understand what is happening on Facebook, and LinkedIn and Medium and contribution opportunities. And then video you need to understand YouTube and Facebook and Vimeo which reminds me I still want a Vimeo movie ASAP. ### [3:20](https://www.youtube.com/watch?v=889-gTroYRs&t=200s) Supply and demand - [Interviewer] But if everyone has a personal brand then is there a point in having one? - Of course it's called supply and demand. You know. Everyone has a personal brand, but having a successful personal brand is very different. - [Interviewer] So your first step would be to know your role basically. - You have no chance to break through the supply and demand issue unless you have something to add. So you need to figure that out. - [Interviewer] Okay, so a lot of entrepreneurs look at someone like you and me you know you kept on pushing. You kept on pushing, but sometimes you gotta know when to give and take. - Yes. - [Interviewer] So what would you tell an entrepreneur about that? - You know perseverance and delusion are kissing cousins right? They're very close and I think a lot of people make the mistake on that and that is something that is hard for me to give advice in a general sense because the only time when I know how to give the right answer to this question is when I've spent at least 15 minutes to three hours of meaningful time to be like okay you're delusional you're not good at this. You've been doing this for three years and you think you're gonna breakthrough. You can't sing bro. You don't know how to sell stuff. You know my friend. So I don't think this is the easiest question to answer in general terms, but I do structure it as saying perseverance and delusion are more similar than people realize. With the hope that somebody reads this and says am I delusional or am I just a couple years away from breaking through. You know that's the real answer to your question. - [Interviewer] So just use your gut. - You know I think gut is scary because if you don't have good self-awareness your guts gonna tell you to do it, but aka you're delusional. I think use people around you. Use historical success. You know and then I would add one last thing I would argue I'd rather somebody continue to preserve around something they love doing. Like if you love making ice cream sundaes and you want to become the number one expert on ice cream sundaes with the hope of opening ice cream sundae stores. I weirdly would rather you not all the way make it kind of live paycheck to paycheck, but be so happy than go and do law be miserable and make a little bit more money that allows you to take a vacation or have a fancy car. So it's a complex question, right. - [Interviewer] I understand exactly what you mean. I was 16 all i wanted to do was play video games and write so I write to the newspaper a cold email I said hire me I'll work for free. - Right and to me if you know now I'm getting to know you. I'm like hey bro have you thought about really getting focused on e-sports because I think that's going to be a big space for the next 20 years. So like these are the questions and to me you making $87,000 a year writing about e-sports is more attractive than making $210,000 as a consultant in the way that I view life. Some could argue to me that they are so insecure that they need a Rolex and a BMW and that's what scratches the itch for them. I'm okay with that. I would just argue that if they tasted what it felt like to make 87 writing about e-sports and maybe renting an apartment instead of owning a bigger home. I mean you know this is advice I take for myself. There's a million things I could be doing. I could own a townhouse in New York City. I could have a home in Dubai and Singapore and London if I was willing to do things that made me more cash, but I love doing what I'm doing obviously for me it worked out because I could have a little bit of both, but there's a million different versions of that. - [Interviewer] So when you started VaynerMedia what was going through your mind? - To build a marketing and communications death star. Which is funny to be in this office. I call a machine. I call it a death star. platform. I call it an ecosystem. Call it what you want. To eat shit for 10 years. To eat my own dog food the advice I just gave in the last question. Spend 10 years loving it. Grinding to build a platform. So that I could buy businesses in my 50s and 60s and run them through the machine and create this proportionate return on the investment. I can buy Kleenex. I can buy K-Swiss. I can buy Aquafina in eight years and build an incredibly big business because I spent these 10 years building VaynerX the holding company that has VaynerMedia, PureWow the acquisition I made which is getting myself into publishing. You know I've been debating starting the premier Sports Illustrated, ESPN of e-sports. So you know these are the things I think about. Why would I do that? Because if I have the number one e-sports 48 million readers each month in 11 years if I buy a brand a hoodie company Supreme, an energy drink. Having that platform is going to help me build that business, understand? ### [8:15](https://www.youtube.com/watch?v=889-gTroYRs&t=495s) Connecting the dots - [Interviewer] Understand, so it's all about connecting the dots. - [Interviewer] Absolutely. So I've been watching your vlogs voice tech is something you think is huge so I use Google Home, I use Alexa I'm still feeling there is no killer app. - [Interviewer] So what needs to be done in this space. - The killer app needs to come out. - [Interviewer] So that's just it. - That's it. That's right. You need the Pokemon Go that makes us say wow AR. I'm trying to think about the iPhone. Angry Birds that makes us say gaming. You need the killer app, but the ecosystem is so young. I mean this is so early. - [Interviewer] So we have all these different walt gardens we have Google and Amazon and Microsoft. So how do you think these big boys should be playing it? - I think they should continue to put up walt gardens. It's far more profitable. - [Interviewer] Keep going? - That's how they make money. - [Interviewer] Okay. - You know I don't think Google or Facebook, or LinkedIn or Microsoft or any Apple has any obligation to society to open up the data so we have it better. I don't think that has anything to do with business. - [Interviewer] Take a step back I love the DailyVee's of course. - Thank you. - [Interviewer] So what was the inspiration to start this and to really it must be a lot of work. - You know its not a lot of work, it's actually been an incredibly smart strategy to be honest. You know I live my life. Somebody documents it. They post, produce. I am not egotistical or too romantic. So I don't really get involved in post production. I mean literally I don't even know. It doesn't take a lot of work at all which is scary compared to the impact it has. It creates a consistent show which works. It also feeds all my written, audio and other micro video content. I mean the fact that I could put out a clip on Instagram a couple days ago that gets a million organic views and have that branding in that 20-35 demo that I'm so desperate to have. The fact that was just one moment of me being in Wine Library on a Saturday giving a 13 year old kid some advice. That we post edited and chopped up in post production on my media team internally. That's incredible. Like I think I figured it out. Macro content at scale, which then creates micro content at scale. All of which doesn't do anything to me other than force me to actually live my life. I'm not doing anything today for DailyVee. I'm living life. So it's a very interesting thing that I'm doing because I'm confusing a lot of people. I've created an incredible perception that I spend all of my time on my personal brand in a world where I spend none of my time on my personal brand. - [Interviewer] Makes sense. - I'm spending 15 hours a day being the CEO of VaynerMedia it's pretty cool I'm very proud of the model I've created. I do think in 10 years I will be, I think when I started it there was ridicule behind the scenes. I mean it's a very narcissistic, Charlton situation and I'm empathetic to that. Like who wakes up one morning and thinks that they deserve to have somebody following them around 24/7. That takes a level I understand why there is some cynicism and pushback. I'm just fully aware that this is what a lot of people are going to do in a decade. ### [11:45](https://www.youtube.com/watch?v=889-gTroYRs&t=705s) How brands reach out to 2530 year olds - [Interviewer] You mentioned that the 20 to 30 year old bracket is something you're supremely interested in so is everyone else... - Yes. But this generation we are incredibly fickle... - Yes. - We have no loyalty... - Correct. - We don't really care too much... - Yes. - [Interviewer] How do brands, how do companies reach out to? - By accepting that and realizing they have to bring value in a disproportionate way. - [Interviewer] What values are 25 to 30 years olds looking for? - A million different things depending on who the hell they are. You know inspiration, motivation, information, entertainment the same exact thing the 45 to 60 year olds are looking for it just comes in a different form. Humans are humans. Escapism, utility. Look at your iPhone. I ask everyone who is reading this article to take the front screen of their telephone and look at it. Right now the apps on the front screen of your telephone are the biggest indication of what you give a shit about in the world. Let me save you some time and tell you what's on the front screen of your telephone. Communication, utility and entertainment. The way humans work. So you have to be good at those things. So why does Venmo work? It's a utility that brings them value and saves them time, just like Uber right? Why does Spotify and YouTube work because it's entertainment. It's called music and television and film. Why does Snapchat and Instagram and Facebook and Twitter work? It's called communication. We need to communicate we have to scratch that itch. I'm very, very old school. I just understand how to interpret in new school. - [Interviewer] So what's on the home screen on Gary Vaynerchuk's phone? - So Gary Vaynerchuk's home screen is like every single other person it's disproportionately social because I'm a media creator and then it's utility right? So Resy an app that I'm involved in which is a restaurant app, right? Travel, weather like everybody else. And then Spotify and YouTube. I mean just slack. You know the same as everybody. I have less entertainment. There's no game. I don't watch YouTube. I distribute content. It's really no different it's the quickest tell. I know about somebody in four seconds if I look at their home screen. It's incredible. - [Interviewer] I'll ask you to look at mine later. ### [14:00](https://www.youtube.com/watch?v=889-gTroYRs&t=840s) The secret to a great Instagram Hopefully you can give me some great advice. - I will. - [Interviewer] So two social platforms that really trick me that you have mastered, Instagram what is the secret to a great Instagram. Because Instagram is short snappy people don't have a lot of attention span so what is the recipe for a great Instagram? - My belief today. Something that is a snapshot of what's actually going on in your stomach. And I say that you can use the word stomach, brain, you can use heart. I think I for example I am unbelievably motivated and grateful and I believe that my motivational quotes work on Instagram because it's my truth not because I think motivational quotes work. For example you know what works on Instagram? Incredibly beautiful pictures. Do you know how many I've posted in the last four years? - [Interviewer] Zero. - Because I don't know how to take a beautiful picture. So I don't ask DRock or Babin or people that could do that for me to do that so I could post it. It's not what comes from my heart, brain, or stomach. You know if you are actually an incredible fitness person and you understand fitness you know what does well your fitness content. Now the fact that you're attractive and you understand lighting and angles, helps, but there are tons of people. You know when I go through my feed or explore or look at people engaging me. I'll see somebody DM and I'll say oh that persons good looking girl or boy and I'll be like I wonder how many followers they have? And the amount of times I click and they have 450 or 6000. I'll be like this makes no sense. Supply and demand, but also does it come from their soul? So I think anything can work on Instagram. Humor, beautiful images, quotes, micro clips that are insightful. It's very cliche, but I genuinely think at this point because of the maturity of the platform the only thing that's breaking through is truth. ### [16:00](https://www.youtube.com/watch?v=889-gTroYRs&t=960s) LinkedIn - [Interviewer] Fantastic that's a very good headline. - I think so. - [Interviewer] Very impactful makes me seem like I know what I'm talking about. Another one so it's LinkedIn. - [Interviewer] So people get confused as hell on LinkedIn. I love LinkedIn my friends call it my version of Tinder because I'm like oh which famous person do I know. - I love it. - [Interviewer] So you've obviously figured out LinkedIn as well. So tell me how does one maximize LinkedIn? - LinkedIn is real good for me because I'm a business man it's a business environment and so I think LinkedIn is an incredibly interesting place for deeper, longer form content around business. So Colin on my team my writer and Sid on my team what I would call distributor an architect of our content. They've spent a lot of time on it and I give them a big head nod for my success on LinkedIn. I mean that's a natural place for me, right. I mean to me that's a home run environment because I have a lot of business content in my head as you're interviewing me for this you can see how natural it comes to me it's my ethos I don't have to think twice. I could talk about business literally 24 hours a day literally until the day I die and would not run out of content because it's my truest self. It's all I ever thought about. Literally since the time I was five years old it's why I was such a bad student. I couldn't turn off my head from thinking about selling and buying and trading and understanding why people buy stuff. I mean why were kids interested in Garbage Pail Kids in 1986 that's not what third graders do they're just interested in Garbage Pail Kids. I was interested in why. So long form content. Because when you're in LinkedIn and you're in your Tinder moment of business you're in that mindset. You're in your ambitious. You're in your what you do for a living. You're in your business mindset. You're in a very different mindset when you're on Instagram. So what I think I'm doing very well that is very subtle is I create content for the mindset and they psychographic nature of what's happening in there not the demographic nature. Let me expand on that. All of us in this room are the same fucking person we're us, but when we go into six different apps our brains chemicals are different. You know Instagram is escapism for a lot of people. They're checking out attractive people. They're looking for a laugh. They're keeping up with culture. Your brain is not in the same place on Instagram as LinkedIn. - [Interviewer] Of course. - I make content for that reality. That is why I have won more than almost anybody. I understand that. And even my own team doesn't hold a candle to me in copy and nuance to that subtle trait. ### [18:50](https://www.youtube.com/watch?v=889-gTroYRs&t=1130s) Twitter - [Interviewer] So Twitter's not very big here. Twitter is fourth after Instagram, LinkedIn and Facebook of course now with DT in office Twitter seems to be more popular than ever. - Why? What did you say? Because? - [Interviewer] Because of what's happening in the states. People are accessing Twitter more. - To see what Donald Trump says, okay. Makes sense I understand. Go ahead. - [Interviewer] So how should people? So now that Twitter's coming up as a reasonable medium how should people be using it? looking at it? - Twitter was always the anomaly in social media because it wasn't a content play it was a community play and that's why so many people struggle with Twitter both media companies and individuals. It is the platform to listen not talk and nobody wants to listen. - [Interviewer] Okay. I like what you eluded to there. - Yeah I mean it's the one place where I mean the fact that you can jump into any conversation. So on LinkedIn it's super fun for you to look at Branson or Cuban or Barbara Cochran on Twitter you could literally reply to them on something they just said and they'll actually reply to you. I mean look at every A list personality 99% of them if they're active on Twitter that is the place to get an engagement from them far more than Instagram, LinkedIn or Facebook. Including myself. The way to get me to reply and see what you're up to is far more likely to happen on Twitter. Because it is built for communication not for distribution of content. That's why it's failed so many because everybody wants to put out content and have people consume it and impact them for what they have selfishly behind that content and move on. But for somebody that is a quote on quote nobody Twitter is the place to go. You start by listening and talking. It's what I did. I was a nobody in 2007 on Twitter. What did I do? I responded to Leo LaPorte and Kevin Rose and Pete Cashmore and more importantly I searched the word wine and every single tech nerd that said I'm going to Napa to drink wine this weekend who worked at Salesforce or Microsoft I just replied and said what winery are you going to? And they were like whoa. Uh I don't know and then I'd reply well you should go to Whitehall Lane and then they would look at my profile and see Wine Library T. V. and they'd be like thanks dude. One, by one, by one, 12, 14, 16, 12, 14, 16 hours a day and then I was a somebody. Because A. I spent 15 years learning about wine so I knew where the hell to send them and B. Because I fucking bled out of my eyeballs for 15 hours a day and put in the work. - [Interviewer] Fantastic. - And no platform could do that for you like Twitter. Because you don't need to be great at creating content to get noticed you just have to be good at replying to information around your expertise, but most people don't have the humility when they're an expert cake maker to spend three hours a day replying to people talking about cake on Twitter because they're fancy. And that I can even deal with because you're an expert cake maker what really pisses me off is aspiring kids who want to be somebody think their time is so valuable that they can't put in four fucking hours replying to people on Twitter. ### [22:05](https://www.youtube.com/watch?v=889-gTroYRs&t=1325s) Influencer Marketing - [Interviewer] I'm inspired. Okay oh dear we don't have much time. Okay last one. So thoughts on influence and movement. It's big I mean I work a lot with brands so every time I speak to a union leader how can we gauge influences. - KOL's. - [Interviewer] What's a KOL? - Key opinion leaders. - [Interviewer] Oh is that what they call them? - That's the Asian, that's China's terminology that I think is bleeding into SouthEast Asia's terminology, but anyway influencers, KOL's go ahead. - [Interviewer] So what do brands need to earn influence. - Give them their brand and get the hell out of their way and as long as their not doing something egregious approve the content. They know their audience way better than the brand does. So if they want to take the bottle of water and put it on their head and do this. That's going to work for their audience because that influencer knows that. And no brand manager should be like no, no our brand never goes on a humans head. If that's the case then run print ads and get out of influencer marketing. - [Interviewer] So influencer marketing is brand new. How do... - Influencer marketing is not brand new. Influencer marketing has been around since John Wayne was putting cigarettes in his mouth for Lucky Strike. It's endorsement. What's new is the long tail of endorsement and the gross under pricing nature. Beyonce is over priced, Shmeyonce is under priced. And scale. 40, 400, 4000 influencers for one brand versus one celebrity endorsement George Clooney, right. That's new. And that's something they don't understand yet, but it is absolutely under priced and has always been under priced. - [Interviewer] How do brands know what to look for in an influencer? - Run analytics. Look at their audience, segmentation, understand their distribution. Make a qualitative and quantitative decision like they do with anything else that distributes information. - [Interviewer] So right now brands are not getting it right? - It's not that right. It's that agency partners are not positioning it right to brands to figure out how to use it. Because it's awfully difficult to make money in influencer marketing the way that media companies want to make money. - [Interviewer] Okay well we do have one more time so this is for me personally. - Okay no worries. - [Interviewer] I started off in print. Print's been my life I still hold it up above many things, but is my industry dying? What's going to happen? - If you think your industry is that paper and print on that paper is the Holy Grail, sure. If you think your industry is communicating through the written word it's never been a better time. - [Interviewer] But my (mumbles) harder than it's ever been. - For the? - [Interviewer] Print guys yeah. - Sure as it should be you know why you can write directly on medium. - [Interviewer] True. - Distribution has been commoditized. - [Interviewer] Okay. - When distribution has been commoditized the creators have the leverage. The IP has the leverage. Star Wars 13 can come out directly on Netflix. - [Interviewer] Right. - It could. It maybe won't, but it could. Right. Distribution has been commoditized. The internet is the middle man. - [Interviewer] So for the writer looking to make (mumbles) 12, 14, 16. - You should write everywhere as often as possible. You're one article away from your career changing. - [Interviewer] Okay. Interview is done. Thank you so much for your time Mr. Gary. - Such a pleasure. --- *Источник: https://ekstraktznaniy.ru/video/18517*